What is DA, PA and its significance in SEO?

What is Domain Authority?

Developed by Moz Domain Authority (DA) is a search engine ranking score that foresees how can a website rank on SERPs (Search Engine Result Pages). Domain Authority score varies from one to 100. Higher the score the website has a greater ability to rank.

Domain Authority is assessed by evaluating numerous factors such as linking root domains and the number of total links. This score can be further used when comparing websites or tracking the “ranking strength” of a website over time. Domain Authority is not a metric used by Google in determining search rankings and has no effect on the SERPs.

How Can You Check Domain Authority?

Domain Authority can be determined by Moz’s Link Explorer, the MozBar (Moz’s free SEO toolbar), or in the SERP Analysis section of Keyword Explorer.

moz link explorer

Domain Authority metrics are incorporated into various SEO and online marketing platforms across the web.

How is Domain Authority scored?

Google uses different parameters to determine the search engine ranking of a website. One that has is of great importance over the years is the domain authority of a website. Domain authority between 40 and 50 is considered average, between 50 and 60 is considered good and over 60 is considered excellent. It is significantly easier to increase the score from 20 to 30 than it is to grow from 70 to 80.

If the DA is high, the website is likely to rank higher on search engine platform and will receive better web traffic.

Domain Authority vs. Page Authority

There is a very fine line between Domain Authority and Page Authority. Domain Authority measures the ranking of all domains or subdomains whereas Page Authority measures the strength of individual pages.

Measuring SEO: Page Authority and Domain Authority

The best-known metrics to measure SEO are a pair of metrics developed by the techies at Moz: Page Authority (PA) and Domain Authority (DA). 

PA and DA are ranked on a scale from one to 100. Moz uses proprietary algorithms to determine PA and DA scores. Though, the scores are not absolute measures. For instance, a score of 100 does not mean that a given page will appear at the top of the SERP for any given search term. Only well-established brands such as Walmart, Amazon, and eBay have high PA or DA scores. These scores are useful when comparing one page or site with that of a direct competitor.

What must you know about PA and DA?

  • The PA and DA algorithms range from over 40 factors. One of the most important is high-quality inbound links, specifically, from sites that have DA or PA.
  • The PA and DA algorithms use new-age technologies such as machine learning and artificial intelligence. These algorithms evolve over time to improve the accuracy of the scores.
  • Getting a score from 20 to 30 is easier than getting from 70 to 80.
  • The algorithms do not try to simulate Google’s or Bing’s search algorithms. They may be similar and consider the same factors, but there has been no attempt to re-create the search engines’ algorithms.
  • Increasing the DA score takes more effort than increasing a page’s PA score. Investing time and effort in raising a PA score is a short-term approach and should not be the primary marketing focus.


Google and Bing search engine algorithms are dynamic and keep changing. Having said that, there is no claim that PA and DA are inaccurate, or the efforts to improve them is a futile process. Rather the two are potentially useful tools in the SEO toolbox depending on how you use them.

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