Even the best on-page SEO efforts aren’t enough to rank on Google. Today, the search engine accounts for over 200 factors when it determines a SERP’s pecking order, so it’s nearly impossible to optimize your website and content for each of its ranking factors.
But even though you can’t optimize for all of Google’s ranking factors, you can still optimize for one of the search engine’s most important ranking factors -- domain authority.
From Google’s perspective, domain authority is like your website’s reputation as a thought leader. The search engine uses your domain authority to make sure you can provide the highest-quality content about your specific subject matter. If you do, you’ll have good domain authority and Google will boost your content’s rankings. If you don’t, you’ll have bad domain authority and they won’t rank your content.
To calculate websites’ domain authority, Moz accounts for over 40 factors, like root domains and total number of inbound links. Websites with a large amount of high-quality inbound links, like Wikipedia, have the highest domain authority. New websites with little to no inbound links typically have a domain authority of one.
Moz’s domain authority scale is also logarithmic, which means when your domain authority is higher, it’s harder to improve your authority score. For instance, increasing your domain authority from 70 to 80 is more challenging than increasing your domain authority from 20 to 30.
Additionally, your website’s domain authority can decrease, even if you don't lose any backlinks, when a high-authority website, like Facebook, receives an influx of backlinks.
Since Moz can’t give the highest-authority websites a domain authority score over 100, they keep their score at 100 while lowering other sites’ domain authority. In other words, your website’s domain authority is relative to the domain authority of the highest authority website.
List three things you’ve done this year that pertain to search engine optimization (SEO).
Do these tactics revolve around keyword research, meta descriptions, and backlinks? PPT Keren
If so, you’re not alone. When it comes to SEO, these techniques are usually the first ones marketers add to their arsenal.
While these strategies do improve your site’s visibility in organic search, they’re not the only ones you should be employing. There’s another set of tactics that fall under the SEO umbrella.
Technical SEO refers to the behind-the-scenes elements that power your organic growth engine, such as site architecture, mobile optimization, and page speed. These aspects of SEO might not be the sexiest, but they are incredibly important.
The first step in improving your technical SEO is knowing where you stand by performing a site audit. The second step is to create a plan to address the areas where you fall short. We’ll cover these steps in-depth below.
Why is technical SEO important?
You may be tempted to ignore this component of SEO completely; however, it plays an important role in your organic traffic. Your content might be the most thorough, useful, and well-written, but unless a search engine can crawl it, very few people will ever see it.
It’s like a tree that falls in the forest when no one is around to hear it … does it make a sound? Without a strong technical SEO foundation, your content will make no sound to search engines.
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