The moment you mention to someone in marketing that you want to refine your content strategy, they’ll come back at you with ideas about SEO, backlinks, keywords, organic traffic, spam scores, authority—it’s enough to make your head spin. Where do you start? And how do you know if what you’re doing is working?
Popular site metrics, such as Domain Authority, Domain Rating, and Authority Score, can be confusing, even for experienced professionals. People tend to use these scores interchangeably, but it’s not exactly comparing apples to apples. While each is important in different ways, they’re calculated from different data, come from different tools, and should be interpreted and used in distinct ways.
What is Domain Authority?
Domain Authority (DA) is a metric developed by Moz in 2004 to predict a particular domain’s likelihood of ranking in search engines. The score ranges from 1 to 100. Higher numbers indicate your site is doing a good job of demonstrating authority or expertise in a specific area compared to competitors. High numbers mean it’s more likely to rank higher on Google.
This ranking is based on backlink quality and quantity, noting the strength of website backlinks as well as spam content, so loading up your pages with any ol’ links won’t do. And since DA measures your site against others in your industry, it’s a great way to determine benchmarks and track growth over time compared to competitors.
This is our “Predictability” metric of the three P’s, since it does just that. The DA score is created using Moz’s machine-learning algorithm, which evaluates data points such as linking root domains and link quality, and uses that to predict the likelihood of appearing high on Google’s search results, if it does at all.
What is Domain Rating?
Domain Rating (DR) is a metric created by Ahrefs in 2016 to show the strength of a website’s backlink profile compared to others in its database. The score ranges from 0-100, and since it’s based on the quantity and authority of referring domains, higher scores indicate that a site carries more weight than its competitors.
A DR is helpful in two cases. First, you can use it as a way to find keywords your competitors are ranking high for, but you’re not (yet). Second, it can help you find high-rating websites to backlink to in your own content. Building up your score means others will likely do the same, choosing your site as a reputable source of information, and Google likes that.
Of the three P’s, DR is our “Popularity” metric, since it’s all about seeing what others are doing and then using that data for your own efforts. You can’t get popular by flooding your content with internal links, after all.
What is Authority Score?
Authority Score (AS) is a more composite metric created by Semrush in 2018 to assess a website’s overall domain quality and SEO strength. Like Ahrefs, it uses a 0-100 rating scale, with a higher score indicating you’ll have better luck ranking well in search results.
AS offers a more holistic view of a website’s authority (hence the name), using machine learning and a wide range of real-time data to adjust scores. This score considers factors like backlinks, organic traffic, spam signals, and keyword rankings.
Of the three P’s, this is our “Power” metric. It’s the hardest to influence and measures overall site power, including traffic, which the others don’t do. It’s best to use this metric directionally, rather than as the be-all and end-all.
Why GEO needs your site metrics
It’s no secret—the advent of AI changed the way websites show up on Google. But Generative Engine Optimization (GEO) still needs metrics to work with.
As experts delve into how AI influences the way we market our businesses, they find that current best practices for traditional SEO align with the approaches discussed for ranking in generative AI search engines as well.
The big difference here is that people don’t have to click through to websites to get bullet-point information anymore—AI summaries and zero-click results give them that. If people aren’t visiting websites, Google isn’t collecting the behavioral data, such as click-through rates, bounce rates, and other engagement metrics data it has historically used to help rank sites. While overall website traffic may be decreasing, referral traffic from AI search engines is definitely on the rise. That means DA, DR, and AS are likely to become even more significant indicators of content quality and relevance for AI ranking.
Which metric should you track? A quick recap
Now, back to the beginning. You might still be thinking, “Where do I even start? How would I know that what I’m doing is actually working?” Depending on your primary goal, one metric may offer a better starting point than the other.
First, take a moment to ask yourself what you’re focusing on in your content strategy. What are you looking to measure? What are you hoping to achieve by focusing on site metrics?
- If you’re benchmarking authority over time: Moz’s DA is great for relative growth tracking and client reporting. It’s harder to manipulate, so a solid strategy is needed to consistently increase your score.
- If you’re link building: Ahrefs’ DR is widely used to assess backlink opportunities. It’s also easier to influence and increase your score.
- If you’re evaluating holistic SEO health: Semrush’s AS is useful for comprehensive audits and client dashboards.
It’s worth noting that no single score is better than the others. It really depends on your needs and your current overall goal. If you’ve already invested in a tool, keep using it, but ensure that as you measure your growth, you’re always comparing apples to apples.
Educational content is more important than ever
As you’re building up your online presence, make sure you’re focusing on content that people actually want to link to. Bland, generic writing won’t rank well or attract natural backlinks. But educational content that informs and allows readers to understand concepts well enough to apply them on their own? That will.
With truly valuable content, not just quick lists of tips and tricks, you’ll naturally answer people’s questions and solve problems. Don’t be afraid to give a little bit of your “secret sauce,” as we do here at Content Workshop. This demonstrates your expertise and builds trust with your audience. After learning how to do the things you help them with, most will still value the input and skillset of an expert. You’re not putting yourself out of business–you’re giving people a reason to believe you’re an authority in the industry.
Content Workshop focuses on Domain Authority–Mostly
When it comes to measuring “success,” many people are focused on ranking well for specific keyword phrases. Since DA is a great metric for benchmarking, it’s easier to track change and growth over time. DR is more easily manipulated, and while AS reflects overall power, it’s less directly tied to ranking.
Keep in mind, too, the score itself isn’t what Google actually values. It’s the approaches taken to increase the score, such as producing valuable content and acquiring high-quality backlinks, that positively influence search engine rankings.
That’s why Content Workshop focuses on helping clients prioritize content strategy. By identifying keywords and topics, understanding the questions people are seeking answers to, and comparing data from other high-ranking sites in the industry, you can determine the quality and volume of content and the right links that will work together to increase Domain Authority (DA).
Increase your website’s authority
Understanding the difference between all these site metrics is only half the battle.
If you’re still stuck on where to start or you love the idea of working with a team that lives and breathes this stuff, so you can focus on the things you’d rather be doing, contact us for a custom backlink strategy.
