Why Google Killed the Domain Authority

Posted on: February 28th, 2017

People tend to think of Google as a monolith. And on Wall Street it really is a business monolith, but online it would be more accurate to think of it as a whirlwind sucking in data from all over the world. From the outside it may even seem that it is not changing that much but Google is constantly making changes, trying to improve on how its search engines are making sense of all that data.

Here at DriveProfit, we make it our primary concern to understand how Google’s search algorithms change. We adapt our techniques so that our client’s content stays pertinent to Google and on top of its search results. So here are some of the lessons we have learned and some of the tools we use to stay ahead of the curve.

From Hundreds of Links to Single Quality Links

Ever since Google became a verb in the English language – as in “I’ll Google that” – the best way to get its attention was to have as many links from other sites pointing to your site. All that time Google has been trying to weed out the sites that were created just to provide links in an effort to make the results it delivered as pertinent as possible.

However for the past year or so, Google has changed the game entirely. Now it is no longer trying to figure out what links it can ignore, and, instead, is focusing on what links are truly significant. As a result, a single link from an authoritative website can value as much as a hundred links from lesser sites. And that is why we search out only the strongest websites and focus our efforts on getting links from them.

MOZ vs Majestic Tools

To do our job we have used several tools including MOZ Pro and Majestic Tools. What we have discovered, with Google focusing more on the quality of the links to a website rather than their number, is that MOZ Pro has become less useful. MOZ uses 2 key metrics, Domain Authority DA and Page Authority in their metrics. These are old school metrics that focus on the number of links that are pointing to a website, and as a result they no longer matter.

For that reason we are now focusing our attention on Majestic Tools. Their Trust Flow and Citation Flow metrics measure the quality of links pointing to a website, taking into consideration the authority of the website that is providing the link, its profile, and the age of the link itself.

We have also noticed that Majestic Tools indexing engines tend to match the ones used by Google in speed. That means Majestic Tools will find more external links in particular recent ones, than MOZ will be able to find.

Insuring the Future

However our focus is not just on what information we can get from Majestic Tools. We are constantly anticipating the changes that Google makes and are using other tools like Semrush and Ahref to keep our results up date. So we are not only using the best tools available at the moment, but we are also constantly testing and searching for that next tool that will be relevant for the Google searches of tomorrow.

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Also published on Medium.


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