The metrics derived from various SEO tools, such as Ahrefs, Moz, MajesticSEO, and others, have been a contentious subject since their inception.
Metrics like Domain Authority (DA) from the Moz tool have faced criticism. Recently, Moz revealed they will soon implement a significant upgrade to the DA metric, hoping to enhance its reliability.
Nevertheless, there are substantial inherent issues with using any metric in the manner that DA is utilized. Here are some fundamental reasons why many in the industry are dissatisfied with this metric.
The Problem with DA
One of the most notable issues is the misuse of the metric. Novice SEOs often latch onto a single metric (be it DA or another) and obsess over it. They typically:
- Focus solely on obtaining links above a certain metric.
- Concentrate on trying to increase their DA number.
There’s an entire sector of the SEO industry dedicated to selling "high-DA" links. The flaw is that assessing the strength of a site, page, or link by concentrating on ONE metric, like DA, is both imprecise and unreliable. Here’s why.
1. Third-party metrics
Moz uses around 40 factors to calculate the DA score, including linking root domains and the total number of links, among others (which haven’t been fully disclosed). However, in the grand scheme of things, even this is not complex enough to precisely determine a domain’s ranking ability or the true strength of links originating from it.
Consider that Google has been indexing the web since 1993. Their algorithms are believed to use at least 200 factors to evaluate page rankings. The intricate nature of their RankBrain algorithm, its constant evolution, and how it interprets human linguistics mean you cannot match or predict it with a relatively simplistic metric system like DA. It’s simply not sophisticated enough to be accurate.
2. It’s a prediction
A change in your DA does not directly reflect a shift in your rankings. It is merely a forecast. Nothing more.
3. Even PageRank was dropped for being too simplistic
PageRank was Google’s "secret sauce" metric introduced back in 2000, but it was later abandoned. Why? They didn’t want individuals focusing excessively on a single metric.
Additionally, PageRank alone did not ultimately dictate a site’s rank. In reality, it was a blend of various factors alongside the PageRank score. Overemphasis on this single score became a distraction.
Various insiders from Google have pointed out that there isn’t any internal equivalent to a "website authority" score. Even if such a score existed internally, a solitary score would never suffice to determine value. It would always require a combination of multiple factors.
4. It can be manipulated
Even Google rankings can be manipulated to some extent, and DA scores are no exception. It’s probably significantly easier to manipulate a DA score.
If you’re tempted by the "high-DA links" marketed online, remember that gauging value based solely on DA could be problematic if the DA doesn’t accurately represent the link’s true value.
5. Relevance is what really matters
Focusing on a metric like DA also causes people to overlook the most important aspects of link building or assessing the value of a site or page, such as:
- The relevance of the link in its context.
- The value of the content on the page to visitors.
To evaluate these, you don’t need a metric system. Experienced manual link builders do this by careful observation.
Or like Google, by investing billions into an AI system capable of continuously learning and evolving!
Conclusion
This isn’t about criticizing metrics. The point is not to focus on DA to the extent that you ignore other crucial elements.
Some may value DA for its tangibility in an industry filled with intangibles. Over time, it can provide a reasonable indication of progress in areas such as improving site rank and link strength.
Many link builders use a baseline DA, creating links only above a certain score. When used judiciously, it can help identify high-quality sites versus low-quality ones.
Ultimately, it’s a fine line. You must decide how much you wish to rely on metrics like DA. Use them wisely and remember to prioritize the metrics that truly matter—traffic, engagement, and relevance.
By focusing on these factors, you’ll likely experience more substantial progress.
I discuss this topic further in my latest YouTube video.
