If you have spent any time looking into SEO, you have probably come across the term domain authority.
It sounds important. It sounds technical. It sounds like something Google might be checking behind the scenes before deciding where your website should rank.
But what does it actually mean?
And more importantly, should small businesses care about it?
The short answer is yes, but not in the way many people think.
Domain authority can be a useful way to understand the overall strength of your website, especially compared to competitors. However, it is not an official Google ranking factor, and it should not be treated like the only number that matters.
In this guide, we’ll break down what is domain authority, how it works, why it matters, and what small businesses can do to improve their website’s authority over time.
- What is domain authority?
- Does Google use domain authority?
- Why does domain authority matter?
- What affects domain authority?
- What is a good domain authority score?
- Should small businesses worry about domain authority?
- Can a low domain authority website still rank?
- How to improve domain authority
- What not to do when trying to improve domain authority
- How to check your domain authority
- Domain authority vs page authority
- Is domain authority more important than content?
- So, does domain authority matter?
- Final thoughts
What is domain authority?
Domain authority is a score that predicts how likely a website is to rank in search engines.
It is usually measured on a scale from 1 to 100. The higher the score, the stronger the website is considered.
For example, a brand-new website may have a very low domain authority score. A large website like a national news site, government website, or major online retailer will usually have a much higher score.
The idea is simple.
A website that has been around for years, has lots of useful content, receives links from other trusted websites, and gets regular traffic will usually have more authority than a website that has only just launched.
However, there is one important thing to understand.
Domain authority is not a score given by Google.
It is a third-party metric created by SEO tools. Different platforms have their own versions of it.
Moz uses Domain Authority. Ahrefs uses Domain Rating. Semrush uses Authority Score.
They all work slightly differently, but they aim to answer the same question:
How strong and trustworthy does this website appear from an SEO point of view?
Does Google use domain authority?
No, Google does not use domain authority as an official ranking factor.
That means Google is not looking at your website and saying, “This site has a domain authority of 34, so it should rank above this site with a score of 22.”
That is not how it works.
However, the things that influence domain authority often do matter for SEO.
For example, Google does care about things like:
- Helpful content
- Relevant backlinks
- Website quality
- Trust signals
- User experience
- Technical SEO
- Search intent
- Page relevance
So, while Google does not use your domain authority score directly, the score can still give you a rough idea of how your site is performing in some important SEO areas.
Think of domain authority like a fitness tracker.
Your step count is not the full picture of your health, but it can still give you useful insight. In the same way, domain authority is not the full picture of your SEO performance, but it can help you understand whether your website is gaining strength over time.
Why does domain authority matter?
Domain authority matters because SEO is competitive.
When someone searches for a product, service, or answer online, Google has to decide which pages deserve to appear at the top.
If two websites publish similar content on the same topic, the website with stronger authority may have a better chance of ranking.
This does not mean smaller businesses cannot compete. They absolutely can. But it does mean you need to be realistic about the keywords you target and the effort required to rank.
For example, a small local business may struggle to rank for a broad keyword like “marketing agency”. That keyword will be extremely competitive.
However, the same business may have a much better chance of ranking for something more specific, such as:
- “web design agency in Newark”
- “small business SEO services Nottinghamshire”
- “affordable branding for startups”
- “WordPress website designer near me”
These searches are more targeted. They usually have less competition. They also often attract people who are closer to taking action.
So, domain authority can help you make smarter SEO decisions. It can show you whether you should chase broad, competitive keywords or focus on more specific opportunities.
What affects domain authority?
Domain authority is influenced by several SEO signals. The exact formula depends on the tool being used, but most authority scores look closely at backlinks and website trust.
Here are the main things that can affect it.
1. Backlinks from other websites
Backlinks are links from one website to another.
For example, if a local newspaper writes an article about your business and links to your website, that is a backlink.
Backlinks matter because they act a bit like recommendations. If trusted websites link to your site, it suggests that your content, business, or brand has value.
However, not all backlinks are equal.
A link from a respected industry website, local authority website, supplier, partner, newspaper, or relevant blog can help your SEO. A link from a spammy or low-quality site will not have the same value.
In some cases, poor-quality backlinks can even cause problems if they appear manipulative.
For small businesses, the goal should not be to collect as many links as possible. Instead, you should focus on earning relevant, genuine links from trustworthy websites.
2. The quality of your content
Good content helps build authority.
If your website answers useful questions, explains your services clearly, and gives people a reason to stay, you are giving search engines more to work with.
For example, a small business website with only five basic pages may struggle to build authority because there is not much content for Google to understand.
On the other hand, a website with helpful service pages, case studies, FAQs, blog posts, guides, and local content gives Google more context.
It also gives other websites more reasons to link to you.
That is why blogging can still be valuable for small businesses. Not because every post will go viral, but because consistent, useful content helps your website grow over time.
3. Website age and history
Older websites often have more authority because they have had more time to build trust, publish content, earn links, and appear in search results.
That does not mean a new website cannot rank. It just means new websites usually need more time and effort.
If you have recently launched a new business website, do not panic if your domain authority is low. That is completely normal.
SEO takes time. Authority builds gradually.
The key is to keep improving your website instead of expecting instant results.
4. Internal linking
Internal links are links between pages on your own website.
For example, a blog post about SEO could link to your SEO services page. A case study could link to a related service. A frequently asked question could link to a more detailed guide.
Internal linking helps users move around your website. It also helps search engines understand which pages are important.
A good internal linking structure can support your overall SEO and help spread authority across your website.
Small businesses often overlook this. They publish blog posts, but they forget to link them to service pages. As a result, the blog attracts traffic, but it does not always help generate enquiries.
5. Technical SEO
Technical SEO affects how easily search engines can crawl, understand, and index your website.
This includes things like:
- Fast loading times
- Mobile-friendly design
- Clean URL structures
- Working pages
- No broken links
- Proper redirects
- Secure HTTPS
- Good site structure
- Optimised metadata
Technical SEO alone will not magically increase your domain authority overnight. However, poor technical SEO can hold your website back.
Think of it like building a shop.
You can have great products and brilliant branding, but if the front door is broken and the lights do not work, people will struggle to buy from you.
Your website works in the same way.
6. Brand trust and online presence
Search engines want to show reliable results.
That means your wider online presence can support your website’s authority.
For a small business, this might include:
- A complete Google Business Profile
- Consistent business details across directories
- Positive reviews
- Active social media profiles
- Local press mentions
- Supplier or partner listings
- Case studies and testimonials
These signals help create a more trustworthy picture of your business online.
They also support your local SEO, which is especially important if you work with customers in a specific area.
What is a good domain authority score?
This is where people often get caught out.
There is no universal “good” domain authority score.
A score of 20 might be low for a national brand, but it could be perfectly decent for a small local business. A score of 40 might be strong in one industry and average in another.
The best way to use domain authority is to compare your website against similar competitors.
For example, if you run a local accountancy firm, do not compare yourself to HMRC, national banks, or huge finance websites. That will not give you a useful picture.
Instead, compare your website to other local accountancy firms in your area.
If your competitors have authority scores around 15 to 25 and yours is 10, you have room to improve. If your score is similar or higher, then you may already be in a reasonable position.
Context matters.
Should small businesses worry about domain authority?
Small businesses should understand domain authority, but they should not obsess over it.
It is useful as a guide, not as a final judgement.
The danger comes when businesses focus too much on increasing the number and forget about the bigger picture.
You do not just want a higher authority score. You want more of the right people finding your website, trusting your business, and taking action.
That means your real SEO goals should look more like this:
- More relevant website traffic
- Better rankings for useful keywords
- More enquiries
- More calls
- More bookings
- More sales
- Better visibility in your local area
A rising domain authority score can be a positive sign, but it should support those goals. It should not replace them.
Can a low domain authority website still rank?
Yes, a low domain authority website can still rank.
This is especially true for specific, local, or niche searches.
For example, a small business may not rank for a broad keyword like “website design”, but it could rank well for “website design for tradesmen in Nottingham” or “WordPress web designer in Newark”.
Why?
Because those searches are more specific. They have a clearer intent. They are also likely to have less competition.
Google does not only rank websites based on overall strength. It also looks at how relevant a specific page is to the search.
So, even if your website has a lower domain authority, you can still compete by creating better, more focused content.
This is good news for small businesses.
You do not need to beat every website on the internet. You only need to be more useful, relevant, and trustworthy than the businesses competing for the searches that matter to you.
How to improve domain authority
Improving domain authority takes time. There is no quick fix, and you should be wary of anyone who promises instant results.
However, there are practical steps you can take.
2. Build strong service pages
Blog posts are useful, but your core service pages matter too.
A common mistake is to have vague service pages with very little detail.
For example, a page that simply says “We offer web design services” does not give Google or potential customers much to work with.
Instead, your service pages should clearly explain:
- What you offer
- Who it is for
- What problems it solves
- What is included
- Why your approach is different
- Where you provide the service
- What the next step is
Strong service pages can attract traffic and convert visitors into enquiries.
1. Create genuinely useful content
Start by answering the questions your customers already ask.
For example:
- How much does your service cost?
- What does the process involve?
- How long does it take?
- What should customers know before getting started?
- What common mistakes should they avoid?
- How do they choose the right provider?
- What are the pros and cons of different options?
This type of content works well because it matches real search behaviour.
People use Google to solve problems. If your website helps them do that, you give yourself a better chance of ranking.
You also build trust before they even speak to you.
3. Earn relevant backlinks
Backlinks are one of the biggest factors linked to authority, but you do not need to overcomplicate it.
For small businesses, good backlink opportunities may include:
- Local business directories
- Chamber of commerce websites
- Supplier websites
- Partner websites
- Local news features
- Guest articles
- Industry associations
- Sponsorship pages
- Charity partnerships
- Podcast appearances
- Case studies with clients
The key word here is relevant.
A backlink from a real local or industry-related website is usually far more valuable than a random link from an unrelated site.
Avoid cheap backlink packages. They often use low-quality websites and can do more harm than good.
4. Keep your website updated
An outdated website can slowly lose performance.
If your pages have old information, broken links, poor mobile design, slow loading times, or outdated content, users may leave quickly.
That can affect your SEO over time.
Review your website regularly. Update old blog posts. Refresh service pages. Add recent projects. Improve page layouts. Check your calls to action.
Small improvements can make a big difference.
5. Improve internal links
Internal linking is one of the easiest SEO improvements to make.
Look through your existing content and ask:
- Can this blog post link to a relevant service page?
- Can this service page link to a case study?
- Can this FAQ link to a more detailed guide?
- Can this old article link to a newer, more useful post?
Internal links help people explore your website. They also help search engines understand the relationship between your pages.
For example, if you write a blog post about “how to improve website UX”, it makes sense to link to your web design service page.
That way, the content supports your business goals.
6. Focus on local SEO
If you are a local business, local SEO can help you build authority in your area.
Make sure your Google Business Profile is complete and up to date. Add photos, services, opening hours, and regular updates where possible.
You should also make sure your business name, address, and phone number appear consistently across trusted directories.
Local case studies can also help. For example, instead of only saying “we built a website for a client”, you could create a case study around “website design for a Newark-based business”.
This gives search engines more local context and helps potential customers see that you work with businesses like theirs.
7. Improve your website experience
SEO is not only about keywords and backlinks.
Your website also needs to work well for real people.
Ask yourself:
- Does the website load quickly?
- Is it easy to use on mobile?
- Can people find the information they need?
- Are the calls to action clear?
- Does the design feel trustworthy?
- Are forms simple to complete?
- Does the website explain what makes you different?
A better user experience can improve engagement, increase conversions, and support your SEO efforts.
After all, there is no point getting more traffic if people land on your website and leave straight away.
What not to do when trying to improve domain authority
Because domain authority sounds important, it can attract a lot of bad advice.
Here are a few things to avoid.
Do not buy cheap backlinks
You may see offers promising hundreds of backlinks for a very low price.
Avoid them.
These links are usually low quality, irrelevant, or spammy. They are unlikely to help your business, and they could create problems later.
Quality matters more than quantity.
Do not copy competitor content
It is fine to look at competitors for inspiration, but do not copy their content.
Google wants useful, original content. More importantly, your customers want to understand your business, not read the same generic information they have already seen elsewhere.
Use competitor research to spot gaps, then create something better.
Do not chase authority instead of enquiries
A higher domain authority score may look good in a report, but it does not automatically mean your website is generating leads.
Always connect SEO work back to real business outcomes.
Are you getting more enquiries? Are people finding the right pages? Are your calls to action working? Are visitors turning into customers?
Those questions matter more than a single score.
Do not expect overnight results
SEO is a long-term investment.
You may see some improvements quickly, especially if your website has obvious issues. However, building real authority takes time.
Consistency usually wins.
“Small improvements every month can lead to much better results over a year.
read more
How Long Does SEO Take to Work?
How to check your domain authority
You can check domain authority using SEO tools.
Some popular options include:
Each tool uses its own scoring system, so do not be surprised if your score looks different across platforms.
The number itself is less important than the trend.
If your authority gradually improves over time, that is usually a positive sign. If it drops suddenly, it may be worth investigating whether you have lost important backlinks, removed content, or had technical issues.
You can also use these tools to compare your website against competitors and find backlink opportunities.
Domain authority vs page authority
Domain authority looks at the strength of your overall website.
Page authority looks at the strength of a specific page.
This distinction matters because individual pages can perform differently.
For example, your homepage may have strong authority because most websites link to it. However, a new blog post may have very little authority when you first publish it.
Over time, that blog post may gain strength if it attracts links, gets traffic, and connects well with the rest of your site.
For SEO, you need both.
Your overall website should build trust, but your individual pages still need to be useful, relevant, and well optimised.
Is domain authority more important than content?
No.
Domain authority can help, but content still matters.
A high-authority website with poor, irrelevant content may still struggle to rank for certain searches. Likewise, a lower-authority website with excellent, specific content can still perform well, especially for long-tail or local searches.
The best results usually come from combining both.
You want useful content on a technically sound website, supported by relevant backlinks and a strong online presence.
That is the real goal.
Not just a better score.
So, does domain authority matter?
Yes, domain authority matters, but it should not be treated as the whole story.
For small businesses, it is best used as a guide.
It can help you understand how strong your website looks compared to competitors. It can also help you track whether your SEO work is moving in the right direction.
However, it should never distract you from the fundamentals.
If you want your website to perform better, focus on:
- Creating helpful content
- Improving your service pages
- Earning relevant backlinks
- Keeping your website technically healthy
- Building trust online
- Making your site easy to use
- Targeting realistic keywords
Do those things consistently, and your authority should improve naturally over time.
More importantly, your website should start doing what it was built to do: bringing in the right visitors, building trust, and helping your business grow.
Final thoughts
If you are a small business owner, you do not need to panic about domain authority.
You also do not need to ignore it.
The best approach sits somewhere in the middle.
Use domain authority as a helpful indicator, but do not let it become the only thing you focus on. A score can give you insight, but it cannot tell the full story of your website, your customers, or your business goals.
Instead, keep things practical.
Build a website that helps people. Create content that answers real questions. Show proof that your business can deliver. Keep improving the experience. Over time, those actions will do far more for your SEO than chasing a number on a dashboard.
And that is where small businesses can really compete.
