I come from an era of SEO when there was no Domain Authority. We had PageRank. And the two common things with the both of them are that they are metrics for measuring (or at least estimating) the authority of a website. In theory, the higher the authority of the websites that’s measured by an authority metric, the more likely it is to rank on search engines and in particular Google.
However, I’m not completely sold on this and I’ve been feeling this way for a while. I still see many SEOs in the industry chase after high authority domains when trying to purchase domains or even getting links from high authority sites.
If you speak with any SEO expert that digs deeper into the metrics, they will normally look at more granular things that influence the authority that a site may have and pass onto another site. These include but aren’t limited to:
- The age of the domain
- The IP location of the domain
- If the IP of the domain is blacklisted
- The amount of links pointing to the domain
- The age of the links pointing to the domain
- The anchor text pattern on the domain
These are just a few of the factors. You just need to look at SEO experts who build PBNs and they will do their homework on a domain prior to purchasing it.
Why have I brought up the influence of domain authority in an SEO campaign?
I manage quite a few sites of my own and for other clients. I know that some of the sites that we manage have a very low domain authority. In fact, the site that performs the best in terms of generating organic search traffic and organic search rankings (and it even appears in position zero on Google) has a Domain Authority of 1. The site was built in December of 2016 and the Domain Authority hasn’t budged at all. Yet, the rankings continue to improve.
I’ve mentioned in other posts that we’ve been focusing more on publishing content, rather than chasing links. Both are still very important. However, we seem to be getting alot more visibility when publishing content compared to chasing links.
We also notice that the initial rankings tend to come quickly irrespective of any domain authority. In the last week, I’ve purchased brand new domains, published long-form content on those domains and submitted them via the Google Search Console. I added Schema mark-up and the sitemap.
Some of the site’s pages started ranking within 24h.
The niches weren’t competitive, as the SEO results on Google had fewer than one million websites.
It makes me think that if the content can rank that quickly on a brand new site with no authority at all, how much better it can perform in the future after the site has published a hub of information that’s valuable for web users in that particular niche.
I’m not taking anything away from the benefits that metrics like Trust Flow, Domain Authority, Page Authority, Citation Flow or any other metrics that have been shared with the SEO community. But I would encourage you to look beyond the metrics alone when executing your SEO tactics and strategies.
As I’ve said, I’ve been able to get sites with no authority or metrics ranking. And I know that I’m not the only one to do so as well.
What are your thoughts? Have you experienced anything similar?
Let me know in the comments below.
Thanks for reading.