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Domain Authority?

The higher your Domain Authority the higher your website will rank in Google

What is Domain Authority?

Domain Authority Background

Google founder Larry Page developed an algorithm called PageRank.

PageRank is a measurement of the number of links to a website but also their perceived quality.

This gave an ‘authority’ measurement for a website and allowed for a method to determine and sort which websites were of a higher quality than others and should therefore rank higher in the Google search results.

The logic being that a website with a higher number and quality of incoming links will have a higher PageRank and ultimately will perform better in the search engine results pages (SERPS).

PageRank was for a long time a useful quality measurement of a website and the PR Score of a website was often touted as an indicator of its value.

It has now decreased in use as Google no longer publishes regular updates to PR Score and arguably it is used only as an internal metric for the company.

Domain Authority

Domain Authority is a metric that was created by Moz and in many ways works the same way a PageRank did.

The higher the score the better.

It is important to note that it is not used by Google.

It does not have a direct effect on SERPS but it is a good indicator of a websites ability or likelihood to rank.

It looks at a variety of factors to establish the quality of a domain including:-

  • Quality and number of links
  • Quality and number of outgoing links
  • The age of the Domain Name
  • PageRank
  • Range of Links and Diversity
  • Range of Links over time

Current usage of Domain Authority

Arguably Domain Authority is a more useful metric to use than PageRank as being more readily available and current, it allows comparisons between websites.

Domain Authority is kept up to date whilst PageRank has fallen in usage – so although Google does not use it – it does give insight.

Many SEO tools and websites use Domain Authority and it is now a well established metric for those involved in Digital Marketing.

Checking Domain Authority of competitor websites gives a good indicator of how well a website is likely to rank in relation to its competitors.

What is a good Domain Authority score?

Websites that score highly and that are well-trusted include bbc.co.uk (96), google.co.uk (94) and amazon.co.uk (94)

It is interesting to note that they do not score a perfect 100.

This is because the score is a comparison figure and gives a good indicator of how your website is likely to perform in search results compared to your competitors.

Comparing Domain Authority Scores

If your competitors are all scoring in the 40s and your website scores 60, then your score is very good and you should outrank them.

Similarly, if your score is in the 30s and your competitors all score 60+ then you have work to do to improve your SEO ranking.

How can I improve my website’s Domain Authority

There is a lot that can be done to improve Domain Authority.

You should remember that it is easier to improve a score from 30 to 40 than it is to improve a score from 70 to 80.

It is also very difficult to obtain a score of 90+ as these businesses tend to be huge multinationals or organisations (e.g. Wikipedia) which have thousands if not millions of backlinks.

As part of an SEO Strategy here are 10 great ideas to boost your Domain Authority.

10 Great ideas to boost your website’s domain authority,

  1. Ensure that your website is mobile-friendly
  2. Review the internal linking of your website
  3. Create high-quality content that visitors will want to share.
  4. Optimise the content on your web pages
  5. Remove bad links to your website
  6. Establish your authority in your market
  7. Speed up your website
  8. Promote your content on Social Media
  9. Review your core web vitals
  10. Make sure your website is secure (i.e all pages load as ‘https’ and not ‘http’

Top 100 car dealers in the UK ranked by Domain Authority

The following is a table that shows the top 100 car dealers in the UK and their Domain Authority Scores.

There is clearly a wide range between each website’s scores and this has an impact on how they would likely perform against each other in search results.

Arnold Clark’s website has a Domain Authority score of 59 and whilst this is not a very high score – it is high in relation to competitors in the table.

All things being equal the Arnold Clark website is more likely to perform better in the search results (as a consequence of its higher Domain Authority score) than its competitors who score much lower.

Only the top 7 have achieved a score of 50 or above.

Monitoring your website (and your competitors) Domain Authority score and working to improve it will help drive more conversions of your website visitors into paying customers.

The table can be sorted by Car Dealer Group or Domain Authority score.

Top 100 Car Dealer Groups by Domain Authority (DA)

Car Dealer Group DA
Arbury 34
Barrets of Canterbury 34
Sytner Group 48
Lookers 55
Pendragon 41
Vertu Motors 43
Arnold Clark 59
Peter Vardy 46
Inchcape Retail 50
Marshall Motor Group 32
Jardine Motor Group 51
Group 1 Automotive 43
Trust Ford 41
JCT 600 51
Listers Group 49
Mercedes Benz Retail 44
Greenhous Group 30
Stoneacre 43
Robins and Day 45
Hendy Group 43
John Clark Motor Group 40
Park's Motor Group 41
Rybrook Group 42
Swansway 42
Eastern Holdings / Eastern Western 42
Motorline 40
Harwoods Group 42
Helston Garages Group 39
Renault Retail Group 41
RRG Group & Norton Way Motors 37
Perrys Group 48
Allen Ford 40
Dick Lovett 47
Lloyd Motors 40
Pentagon Motor Holdings 39
Donnelly Group 34
Westway 39
Johnsons Cars 36
Holdcroft 35
Vantage Motor Group 39
LSH Auto UK 31
Sinclair Group 25
Endeavour Automotive 24
Bristol Street Motors* 50
Drift Bridge Garage 22
Bowker BMW 33
Gates Group 37
Glyn Hopkin 36
Halliwell Jones 39
Hartwell 32
Hatfields 33
Vindis Group 38
Toomey 31
HR Owen 52
Heritage Automotive 21
JCB Group 38
John Grose Group 33
Riverside Motors Group 30
Vospers 39
TC Harrison 33
Partridge of Hampshire 22
Peoples 32
Specialist Cars Group 25
Sandown Motor Group 33
Ocean Automotive (Po & Yeo Audi) 0
Yeomans 31
Ancaster 38
Brindley Garages 31
Caffyns 41
Chorley Group 34
Citygate Automotive 35
Cotswold Motor Group 29
Eden Motor Group 36
Farnell Jaguar* 12
Fish Brothers 30
Howards Group 33
Macklin Motors 37
Porsche Retail Group 19
Richmond Motor Group 30
Robinsons Motor Group 34
Sandal BMW 8
Snows Motor Group 37
Stephen James Group 33
Steven Eagell 20
Sturgess Motor Group 40
Thurlow Nunn 30
Foray Motor Group 37
Jemca 71
Marriott Motor Group 29
Marsh Wall 24
Sandicliffe Motor Group 40
BMW Retail (Park Lane) 39
Cambria Automobiles 0
CEM Day 33
Mon Motors 35
Vines Group 23
SG Petch 42

Conclusion

All things being equal, a website with a higher domain authority will rank higher in the search engine results than a lower one.

It is therefore essential that you track your own website’s score and your competitors – and work to improve your score.

Questions about Domain Authority?

Get in touch if you have any questions about the content of this article, Domain Authority or your website’s performance in search.

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