For a website to be a successful marketing tool it must be:
- Relevant (On-page SEO): how relevant is your website for a given search term
- Popular (Off-page SEO): how popular is your web site with respect to the given search term
Off Page SEO (popularity) the process of optimizing your web pages outside (Off-Page) your website by connecting other websites to your sites using specific, keyword, based language. As discussed above, there is a transparent metric to determine the strength of a website’s off-page SEO and that is the Domain Authority.
In the graphic below the Domain Authority and the Primary Domain Authority metrics of links and linked websites are detailed side-by-side for two different websites (whose names will remain anonymous to protect the respective businesses). The website on the left has a Domain Authority of 36 which is significantly larger than the website on the right. This means that if both were equally relevant, then the website on the left will always rank higher in the search engine results. The primary driver of the Domain Authority is the number of connected root domains and the total links from those domains, in the examples below you can clearly see that the site on the left has a significantly higher number of linked websites and links from those sites.
Seldom thought is to given to this aspect of search engine optimization yet it is often more important than the relevance of the site because you can have a 100% SEO relevant website but if the Domain Authority is very low then the website will have a poor search engine performance.