(Part 2 of 3 in our series on Domain Authority)
The new Domain Authority changes up how we measure a domain’s (and a page’s) value + validates best practice digital marketing.
Last time we delved into the meaning of Domain Authority, how to check it, and how to use it to track campaign progress, plus obtain new business. All of that info was a good background and a roadmap on how to use Domain Authority to improve a website’s ranking potential. Great news! Moz’s newly updated (as of March 5, 2019) Domain Authority is definitely going to give marketers more control over monitoring their digital campaigns. Let’s take a look at how this works.
Why Did Moz Update Domain Authority?
The main reason Moz updated its Domain Authority (DA) metric is to devalue link sellers, get better at devaluing link manipulation in various forms (including private blog networks), and to provide a solid overall way to measure a site’s value. It also has built into its score a way to value a domain, even if it didn’t exhibit the main characteristics of sites that usually rank well for their relevant key phrases – in other words, if one would come across a high-quality site, but find it has not deployed any SEO or other best practices to get it to rank well, the new DA can take this type of site and evaluate it for ranking or quality, potential. In the past, SEO practitioners often would skip over such sites for link development activities (which might actually seem illogical, if the site in question offered good quality content and a good user experience).
A Much More Powerful Tool
Going forward, digital marketers who may have shied away from DA, and those who depended on it as an indicator that helped them decide which domains to buy, or link to, now have a much more powerful tool at their disposal for judging the quality of domains and individual pages. Whether a marketer wants to use this information for building out a campaign, or reinforcing to clients the success that has been achieved, DA now has a lot more value.
The reason that the new Domain Authority will be a game-changer is that it sets definite parameters against grey hat and black hat link practices. Some of these suspect practices may include:
- Link wheels
- Link farms
- Any scheme that features bought links
- Comment spam
- Link islands
- Private blog networks
- And other schemes that manipulate links
The new Domain Authority’s intolerance for link manipulation can have favorable and unfavorable consequences for marketers. DA can now give marketers a clearer picture on the quality of a domain, or page on that domain. But, it also can pose an issue when it presents a lower value score on some domains marketers may own or wish to buy. This can be a good thing; acting almost as a warning signal to potential domain purchasers, if the DA is low. It will become even more important to check domains’ backlink profiles in Majestic or Ahrefs or similar tools, to view why Moz devalued a domain which may have previously scored higher under the old Domain Authority system.
So What Does All of This Mean?
Moz sums it up best. As with many metrics, DA has to be looked at in context:
“What matters isn’t whether your site drops or increases — it’s whether it drops or increases relative to your competitors.”
This makes total sense because it’s always more important to know where a site fits among its competitors, versus in isolation. Many other aspects of a digital marketing campaign work this way, too. Marketers keep track of the key phrases their competitors are optimizing for, and they track the types and quality of all on and off-site web assets. Now the new Domain Authority score will give site owners and agencies the ability to look at domain and page authority, with a built in scan, if you will, against link manipulation schemes.
How The New Domain Authority Validates Best Practice Digital Marketing
Now more than ever, it’s vital to institute strategies to increase Domain Authority, and do so in a way that provides a natural growth in authority for a website. This can be accomplished through consistent content creation and accrual of links to that content [via outreach efforts to bloggers, publishers and others within one’s industry, and additional white hat strategies]. This may sound like a lengthy process, and it can be. It can also be highly rewarding, because exemplary content can live on in many forms, including as compelling social posts that link back to the main website.
Quality Content Drives Many Benefits – Including Improved Domain Authority
We’ve written many blogs about how to create quality content and planning content in advance to maximize its reach. What’s important is to create an editorial calendar, and if nothing else, stick to the date schedule on the calendar. Plan a variety of content (text, images, infographics, video, audio), and be ready to jump on sudden surges of interest that may warrant creation of specialized content.
For example, if a person within a company’s leadership should give a speech of great import at an industry conference, then some evergreen content in the editorial calendar can be moved ahead, to provide room to create content that aligns with the more newsworthy happenings. In other words, a person has to be flexible and able to create content that can take advantage of hot trends.
How does the above example help increase a site’s domain authority? Powerful content attracts attention; especially if it is distributed where the audience spends most of its time – these days that is often one or more social media platforms. After one has created a variety of on-point, relevant content assets that either make news or react in a timely way to current news, then that content needs to be thoroughly and carefully distributed so it reaches as many people who can amplify it, as possible. It will then attract links, which will help develop greater Domain Authority, plus notoriety and potential sales.
Bonus Tip: Moz’s new Domain Authority will more closely track changes at Google, so it will be an even more useful metric than it was previously. As Google continues to refine its ability to weed out spam and link manipulation, expect Moz to keep pace with Domain Authority, and marketers can rely on DA scores as even more accurate representations of a domain’s value.
Engine-ius Marketing’s Cutting Edge Campaigns Grow Domain Authority
In these last two posts we shared a lot of ways to use and check Domain Authority. Engine-ius Marketing offers a deep understanding of this metric and knows how to review it in relation to our clients’ competition. You can benefit from the latest Domain Authority update with a digital campaign created and managed by Engine-ius Marketing. Contact us today to begin a new campaign, or to ramp up the ranking power of your existing digital marketing! (800-781-3074 firstname.lastname@example.org)
Next time: Even Moz recommends that marketers use Domain Authority as but one metric in their toolbox. Next time we’ll take a look at relevance as a major contributor to domain and page evaluation. Be sure to check back soon for this post!