Authority in SEO is a measure of the quality and knowledge of a website in its niche, which can strengthen the overall visibility and SERP of a website. A common goal for many website owners is to try and increase the page authority and domain authority of their website. This can have a strong impact on a website's ability to rank high in search engines, but it isn’t the sole determining factor when it comes to ranking a website.
First of all, it is important to explain that search engines help connect the visitor to authorized and relevant sources to get answers to questions and queries.
Search engines use multiple signals and elements to evaluate the authority and relevance of web pages that match the query, but in general can be grouped into two categories:
The first thing a search engine does is read and evaluate the content and characteristics of a page such as how complete the information is on it, and what would be its usefulness to the reader. Once the search engine understands the page, it is incorporated into its index and then uses external citation signals to measure the level of authority in a related topic.
Links have become the primary signal for assessing the authority of web pages. They work similarly to academic citations, as long as a source document cites more relevant academic articles, it will tend to receive higher authority.
Other elements that search engines take into account to evaluate the authority of a web page are the relative authority and reliability of each of the sources that are quoted.
On the web, search engines use the quality of content and links to analyze the authority, relevance and trust of different domains or subdomains.
One of the methods used to improve SEO is Domain Authority. Domain authority is a system score created by the company MOZ to help calculate a website's ability to rank in search engine result pages (SERP).
The domain authority is calculated under a scoring mechanism that ranges from 1 to 100, as a higher score indicates there is a great possibility to rank higher in SERP. For this, several factors are analyzed. Some of them include the linkage of root domains and the total amount of links. The score obtained can be used to compare websites or just to track the "ranking strength" of a certain website.
Another scoring tool developed by Moz is the page authority, which helps to predict how a specific page will be ranked in the SERPs. It is calculated on a scale from 1 to 100 and those pages that have a higher score have a better chance of being ranked higher.
While page authority measures the ranking strength of a single page, domain authority measures the ranking strength of entire domains or subdomains.
Another known tool for measuring authority and domain range scores is SEMrush.
Domain authority metrics are available on different marketing and SEO platforms on the web. One of the most popular and free ways to check the domain authority if your website is through Moz’s Link Explorer.
Just type in your domain name and let Moz work it’s magic.
Once Moz has run the data on your domain they will display your domain authority score details as shown below.