Domain authority (DA) is a scoring criterion developed by Moz, the go-to authority for SEO.
From a search engine marketing standpoint, DA is a great indicator of your site’s authority, which could have a strong correlation for the ease (or difficulty) to rank your site among competing sites.
If you just bought a new domain for your financial advisory firm or stuck on page 2 (or lower), then improving your site’s domain authority should be one of the goals of your online marketing strategy.
The points are awarded on a scale 100 depending on the strength of your site.
To measure DA, a machine learning mechanism is used along with Google’s algorithm to study how search results are governed. Over 40 signals, not all of them known, are used to calculate your site’s domain authority.
Considering this, I advise to make use of Domain Authority for comparisons of websites rather than measurement of internal SEO initiatives
Page authority is used to measure the strength of the individual pages on your website.
Domain authority takes all the domains and sub domains into consideration when measuring your site’s domain strength. Page authority only applies to specific pages on your website.
Check out this video below from Moz for more details on when and how to use DA, PA, and link count metrics:
There are several ways to find your site’s domain authority.
This is the most straightforward way:
Wondering how you can build your site’s domain authority?
Unlike other metrics, it is tough to manipulate domain authority.
Quite simply, the best way to influence your site’s DA is to work on its overall SEO standing.
o Thorough research and quoted sources
o Target keywords and search phrases that you want your site to rank well for.
o Incorporate rich media like images, videos, and infographics
o Long form content, 1,000+ words. Disclaimer: Make sure your content is high quality. Quality trumps quantity in all cases.
o Amazing types of content such as tutorials, how to guides, and “top 10” type posts with easily consumable information
o Don’t just present ideas. Provide insights for your readers. You’re an expert in financial services, so tell your readers how they can act on information by providing steps and examples.
o Probably the most important step for great content: Promote it! Site traffic is a major factor in your site’s domain authority
Expert Tip: If your site is built in WordPress, Yoast is a free, popular plugin that assesses the SEO optimization for each page on your site.
Domain authority stacking (DAS) is a strategy with this premise: linking multiple sites together in order to pass authority to your firm’s site.
This is an example of a simple domain authority stack:
You want to link your firm’s branded properties to your site, such as your Yelp page, standalone WordPress page, Blogger page, Tumblr profile, among others. This is important because you will still control the content and not run into any compliance issues.
IFTTT (If This Then That) is a free tool that allows you to create recipes based on certain triggers. For instance, if you share a post onto your firm’s Facebook page, it will automatically be posted to Twitter.
Using IFTTT, you can automatically post content from your RSS feed, which includes your new site content, to those sites within your domain authority stack.
Experts have mixed opinions on DAS’s effectiveness. In some cases, it works wonders, while in other cases it has been shown to have minimal or even no results.
Key Takeaway: If you’re working to improve your website’s ranking, and it seems to be stuck, DAS is a great technique to try.
As this article ventures a bit into the depths of SEO, I hope it has been helpful in clarifying what it takes to outrank your competitors.
While Domain Authority is not the end all to be all for your SEO and web presence, it’s a helpful metric to boost your firm’s site visibility in the search engines.
Financial advisors, want to learn more how you can leverage domain authority SEO strategy? Contact us today for a free consultation on your advisory’s web presence and online marketing strategy.