Several search engines (e.g., Bing, Google, Yahoo) have developed automated analyses and rank algorithms for domain authority. When individuals judge domain authority, decisive factors can include the prestige of a website, the prestige of the contributing authors in a specific domain, the quality and relevance of the information on a website, the novelty of the content, but also the competitive situation around the discussed subject area or the quality of the outgoing links. The weight of these factors varies in function of the ranking body. In a less competitive subject area, even websites with a low PageRank can achieve high visibility in search engines, as the highest ranked sites that match specific search words are positioned on the first positions in the SERPs.ĭomain authority can be described through four dimensions: The results on the SERP page set the PageRank in the context of a specific keyword. The ranking by major search engines, e.g., Google’s PageRank is agnostic of specific industry or subject areas and assesses a website in the context of the totality of websites on the Internet. The relevance of domain authority on website-listing in the Search Engine Results Page ( SERPs) of search engines led to the birth of a whole industry of Black Hat SEO providers, trying to feign an increased level of domain authority. This relevance has a direct impact on its ranking by search engines, trying to assess domain authority through automated analytic algorithms. Domain Authority is a search engine ranking score developed by Moz.
The domain authority (also referred to as thought leadership) of a website describes its relevance for a specific subject area or industry. Relevance for a specific subject area or industry of a website
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