What Is Domain Authority and How to Improve It: A No-Fluff Guide for Indie SaaS Founders

What Is Domain Authority and How to Improve It: A No-Fluff Guide for Indie SaaS Founders

Domain Authority can help you benchmark your site against competitors. It cannot tell you how Google ranks your pages, because Google does not publish or use Moz Domain Authority as a ranking factor. If you are searching for what is domain authority and how to improve it, the practical answer is this: treat it as a directional score, then tie every decision back to Google Search Console, real backlinks, indexation, and page-level trust.

For an indie SaaS founder, that means you should not chase a bigger score for its own sake. You should use authority metrics to prioritize better link targets, stronger proof content, and clearer E-E-A-T signals that can earn links and convert traffic.

Prerequisites

Before you start, make sure you have:

1. Access to Google Search Console for the site being evaluated
2. Access to one SEO authority tool such as Moz, Ahrefs, or Semrush
3. Access to website analytics such as Google Analytics 4 or an equivalent tool
4. A basic understanding of how pages, backlinks, and rankings work
5. The ability to edit website content or coordinate with someone who can
6. A spreadsheet tool such as Google Sheets or Microsoft Excel
7. Optional: a crawler such as Screaming Frog SEO Spider for internal linking and technical checks
8. Optional: access to TrustGrowth audit outputs, proof pages, or site-specific recommendations

Step 1: Define domain authority in plain English

Domain Authority is a proprietary score created by SEO software companies to estimate the relative strength of a site's backlink profile. Moz calls it Domain Authority on a 1 to 100 scale. Ahrefs uses Domain Rating. Semrush uses Authority Score. These are not interchangeable, and none of them are Google metrics.

Why say this so clearly? Because Google has publicly repeated this point for years. Google Search Advocate John Mueller has said Google does not use "domain authority" as a metric. Google also explains in its ranking systems documentation that rankings are driven by many signals, not one third-party score.

So why does DA still show up in SEO conversations? Because it loosely reflects something that does matter: the quantity and quality of sites linking to you.

Google signals vs third-party authority metrics

Category Example Source Used directly by Google? Best use Search performance Clicks, impressions, CTR, average position Google Search Console Yes, as reporting only, not a score Measure real visibility Indexation Indexed pages, crawl status Google Search Console, Screaming Frog Indexation matters Find technical blockers Backlink profile Referring domains, links to pages Ahrefs, Moz, Semrush Google evaluates links, but not the vendor score Compare relative link strength Authority metric Moz DA, Ahrefs DR, Semrush Authority Score Third-party tools No Benchmark against peers Trust content Author bios, citations, methodology, screenshots Your site, structured data Not a single metric, but can support quality and trust Improve E-E-A-T and link-worthiness

Why this matters: if your DA rises from 18 to 24 but your non-branded clicks in Google Search Console stay flat, you did not create meaningful business impact.

Expected output: You can explain domain authority in one sentence: it is a third-party benchmark for backlink strength, not a Google KPI.

Step 2: Benchmark your current authority using the right tools

Pick one authority tool and stick with it for 90 days. Do not compare Moz DA from this month to Ahrefs DR next month. The scales are different.

Create a baseline sheet with these columns:

1. Domain authority score from one tool
2. Total referring domains
3. Referring domains to your top 5 money pages
4. Branded clicks from Google Search Console
5. Non-branded clicks from Google Search Console
6. Top linked pages
7. Organic conversions from Google Analytics 4

Here is a simple CSV structure you can use.

url,page_type,authority_score,referring_domains,gsc_clicks_28d,gsc_impressions_28d,organic_conversions_28d,indexed_status,notes
https://example.com/,homepage,24,87,420,12800,18,indexed,High branded traffic
https://example.com/product,product,24,12,110,5400,9,indexed,Needs more proof elements
https://example.com/compare/competitor-a,comparison,24,4,38,2100,3,indexed,Good link target
https://example.com/blog/technical-seo-checklist,tutorial,24,16,72,4800,2,indexed,Strong internal link source
https://example.com/proof/gsc-growth-case-study,proof-page,24,2,9,620,1,indexed,High trust potential

If you want to automate a lightweight page inventory from your site, the Python script below crawls one domain, records internal pages, and outputs a CSV. This does not replace Screaming Frog, but it gives founders a quick baseline.

import csv
import requests
from bs4 import BeautifulSoup
from urllib.parse import urljoin, urlparse
from collections import deque

start_url = "https://example.com/"
domain = urlparse(start_url).netloc
visited_urls = set()
queue_urls = deque([start_url])
rows = []

while queue_urls:
    current_url = queue_urls.popleft()
    if current_url in visited_urls:
        continue

    visited_urls.add(current_url)

    try:
        response = requests.get(current_url, timeout=10)
        content_type = response.headers.get("Content-Type", "")
        if "text/html" not in content_type:
            continue

        soup = BeautifulSoup(response.text, "html.parser")
        page_title = soup.title.string.strip() if soup.title and soup.title.string else ""
        internal_link_count = 0

        for anchor in soup.find_all("a", href=True):
            next_url = urljoin(current_url, anchor["href"])
            parsed_url = urlparse(next_url)
            clean_url = f"{parsed_url.scheme}://{parsed_url.netloc}{parsed_url.path}"

            if parsed_url.netloc == domain:
                internal_link_count += 1
                if clean_url not in visited_urls:
                    queue_urls.append(clean_url)

        rows.append({
            "url": current_url,
            "title": page_title,
            "status_code": response.status_code,
            "internal_links_found": internal_link_count
        })

    except requests.RequestException as request_error:
        rows.append({
            "url": current_url,
            "title": "",
            "status_code": "error",
            "internal_links_found": 0
        })
        print(f"Request failed for {current_url}: {request_error}")

with open("site_inventory.csv", "w", newline="", encoding="utf-8") as csv_file:
    writer = csv.DictWriter(csv_file, fieldnames=["url", "title", "status_code", "internal_links_found"])
    writer.writeheader()
    writer.writerows(rows)

print(f"Crawled {len(rows)} pages. Output written to site_inventory.csv")

Install dependencies first:

pip install requests beautifulsoup4

Why this step matters: you need a pre-change snapshot. Without it, you cannot tell whether a link campaign, proof page, or internal linking update moved anything.

Expected output: A spreadsheet with authority, links, page targets, and Google Search Console performance for your site.

Step 3: Check whether low authority is actually the bottleneck

Founders waste months on backlinks when the real problem is elsewhere. Before you try to improve authority, ask these questions:

1. Are your key pages indexed in Google Search Console?
2. Are impressions rising while clicks stay flat, which suggests weak titles or positioning?
3. Does the page offer anything worth citing, such as original data, screenshots, or a clear method?
4. Are technical issues reducing crawl access, speed, or internal discoverability?
5. Does the page show real experience and credibility?

Low authority is often a secondary issue. Common primary issues include:

• Thin content with no original contribution
• Generic positioning on comparison or product pages
• Weak E-E-A-T signals
• Poor internal linking to important pages
• Claims with no evidence

This is where an evidence-first workflow helps. If TrustGrowth, Google Search Console, or Screaming Frog show weak indexation, orphaned pages, or proof gaps, fix those before buying into the idea that a low score is the main blocker.

Expected output: You classify authority as a primary constraint, a secondary constraint, or a distraction.

Step 4: Improve the pages that should earn trust and links first

Do not start with the homepage unless it is the only page anyone can cite. In SaaS, the best link targets are often deeper pages.

Prioritize 3 to 5 pages from these categories:

1. Original data pages
2. Comparison pages
3. Product-led tutorials
4. Public proof pages
5. Founder-led methodology or opinion pages

For each page, improve these trust elements:

• Named author with a real bio
• Firsthand experience or direct product usage
• Screenshots from Google Search Console, GA4, or the product itself
• A methodology section that explains data sources and limits
• Citations to primary sources such as Google Search Central, Moz, Ahrefs, or Semrush
• Clear outcomes with honest constraints

Here is a reusable HTML section for a proof or methodology block.

  

## Methodology

  

This analysis uses read-only Google Search Console data from the last 28 days, combined with page-level crawl data and backlink counts from Ahrefs collected on 2026-06-01.

  

We grouped queries into branded and non-branded segments, then compared clicks, impressions, and linking root domains across commercial and editorial pages.

  

Limits: backlink counts vary by vendor index, and Search Console may sample some query data.

Why this matters: links tend to follow pages that are specific, useful, and verifiable. A thin article rarely earns citations, no matter how much outreach you do.

Expected output: A prioritized list of 3 to 5 pages that are worth improving because they can earn trust, links, and conversions.

Step 5: Build authority through links you can realistically earn

For an indie SaaS team, realistic beats scalable. Here are link channels that founders can actually execute:

1. Publish original data or audit findings
2. Create public proof pages with verified metrics
3. Reclaim unlinked mentions
4. Write guest contributions where your expertise is real
5. Get listed in relevant niche directories
6. Build partner and integration pages
7. Reach out through founder and customer networks

Avoid these shortcuts:

• Buying junk links
• Mass directory submissions
• Irrelevant guest posts
• Templated HARO-style spam

Here is a simple outreach email generator in Python. It creates customized drafts from a CSV file of prospects.

import csv

input_file = "prospects.csv"
output_file = "outreach_messages.csv"
company_name = "TrustGrowth"
asset_name = "verified SEO proof page"
asset_url = "https://example.com/proof/gsc-growth-case-study"

with open(input_file, "r", encoding="utf-8") as csv_input, open(output_file, "w", newline="", encoding="utf-8") as csv_output:
    reader = csv.DictReader(csv_input)
    fieldnames = ["name", "site", "email", "subject", "message"]
    writer = csv.DictWriter(csv_output, fieldnames=fieldnames)
    writer.writeheader()

    for row in reader:
        name = row["name"]
        site = row["site"]
        email = row["email"]
        topic = row["topic"]

        subject = f"Possible source for your {topic} page"
        message = (
            f"Hi {name},\n\n"
            f"I was reading {site}'s coverage on {topic}. We recently published a {asset_name} at {company_name} with verifiable Google Search Console screenshots and methodology notes: {asset_url}\n\n"
            f"If you update the page, it may be a useful supporting source. If not, no problem.\n\n"
            f"Best,\n"
            f"Your Name"
        )

        writer.writerow({
            "name": name,
            "site": site,
            "email": email,
            "subject": subject,
            "message": message
        })

print("Outreach drafts written to outreach_messages.csv")

Example prospects.csv:

name,site,email,topic
Alex,https://saasblog.com,[[email protected]](/cdn-cgi/l/email-protection),domain authority benchmarks
Jamie,https://growthhub.io,[[email protected]](/cdn-cgi/l/email-protection),seo proof pages
Taylor,https://founderops.net,[[email protected]](/cdn-cgi/l/email-protection),e-e-a-t for saas

Why this step matters: quality links come from relevance, evidence, and fit. A small list of 20 real prospects can outperform 500 generic emails.

Expected output: A link plan with 2 to 3 channels matched to your time, expertise, and available assets.

Step 6: Strengthen internal linking and topical clarity

External links bring authority in. Internal links decide where that value goes.

In plain English, an internal link tells Google and users which pages on your site matter and how topics connect. If your blog gets links but never links to your product, comparison, or proof pages, you trap value in the wrong place.

Use this plan:

1. Identify high-traffic or high-link pages in Google Search Console, Ahrefs, or Moz
2. Add contextual links from those pages to strategic commercial and educational pages
3. Use descriptive anchors like "technical SEO audit checklist" instead of "click here"
4. Build topic clusters around core themes, such as technical SEO, author markup, proof pages, and content audits

Why this matters: internal linking is one of the few authority levers you fully control. It can improve crawl paths and page discovery before your authority score moves.

Expected output: An internal linking map from strong pages to key product, comparison, tutorial, and proof assets.

Step 7: Improve trust signals that support perceived authority

Some changes will not raise DA directly. They still matter because they improve the pages people decide to cite, trust, and convert on.

Add or improve:

1. Author pages with credentials and experience
2. An About page with company background and team details
3. Contact information and support channels
4. Citations to primary sources
5. Honest testimonials or review context
6. Relevant schema markup
7. Public proof pages with verifiable metrics

Here is a complete JSON-LD example for an author page or founder profile.

{
  "@context": "https://schema.org",
  "@type": "Person",
  "name": "Jordan Lee",
  "jobTitle": "Founder",
  "worksFor": {
    "@type": "Organization",
    "name": "TrustGrowth"
  },
  "url": "https://example.com/about/jordan-lee",
  "sameAs": [
    "https://www.linkedin.com/in/jordanlee",
    "https://x.com/jordanlee"
  ],
  "knowsAbout": [
    "SEO audits",
    "Google Search Console",
    "E-E-A-T",
    "technical SEO"
  ]
}

Why this matters: trust signals help users and publishers assess whether your claims are credible. That can support links, mentions, and conversions even if Moz or Ahrefs do not react immediately.

Expected output: A site-wide trust checklist with gaps noted for authorship, proof, references, and transparency.

Step 8: Measure whether authority improvements are working

Track outcomes, not just scores. A practical 30/60/90-day dashboard should include:

1. Referring domains
2. Links to key pages
3. Non-branded impressions in Google Search Console
4. Non-branded clicks in Google Search Console
5. Rankings for target topics
6. Organic-assisted conversions or demo signups in GA4
7. Indexation status for new proof and tutorial pages

Authority scores often move slowly. Page-level performance can move first. For example, a comparison page may gain clicks within 30 days after better internal linking and stronger proof, while DA stays flat.

Use this review cadence:

1. 30 days: check indexation, internal links, and early impressions
2. 60 days: check new referring domains and page-level click growth
3. 90 days: check topic rankings, conversions, and any authority-score movement

Expected output: A dashboard or spreadsheet showing both leading indicators like links and lagging indicators like conversions.

Common Pitfalls and Troubleshooting

1. Mistaking Domain Authority for a Google metric

If your team treats DA like a ranking KPI, reset expectations. Use Google Search Console as the performance source of truth.

2. Chasing homepage links only

If links point only to your homepage, product and proof pages may stay weak. Build links to pages people can actually cite.

3. Building links to pages with no evidence

A page with claims but no screenshots, methodology, or firsthand insight is hard to reference.

4. Ignoring technical SEO

If important pages are noindexed, orphaned, or blocked in robots.txt, more backlinks may not help.

5. Comparing DA, DR, and Authority Score as if they match

They do not. Pick one vendor and measure change over time in that system.

6. Expecting fast score jumps

A few links rarely produce dramatic score changes. Vendor indexes update on their own schedules, and nonlinear scoring means later gains are harder.

7. Over-prioritizing authority when relevance is the issue

If your page does not answer the query better than competitors, links alone may not fix it.

8. Publishing claims without proof

If you say a tactic worked, show the data source, date range, and limitations.

Conclusion

The no-fluff answer to what is domain authority and how to improve it is simple. Domain Authority is a third-party benchmark, not a Google ranking factor. It becomes useful only when you connect it to real evidence: referring domains, indexation, Search Console performance, trust signals, and pages worth citing.

What we accomplished here:

1. Defined domain authority clearly and separated it from Google rankings
2. Built a baseline using one authority tool plus Google Search Console and analytics
3. Diagnosed whether authority is the real bottleneck
4. Prioritized pages that can earn trust and links
5. Built a realistic link acquisition plan
6. Improved internal linking and topical clarity
7. Added trust signals that support E-E-A-T and conversion
8. Set up a 30/60/90-day measurement process

Next steps:

1. Create your baseline sheet today
2. Choose 3 high-leverage pages to improve this week
3. Launch one evidence-backed outreach campaign next week
4. Review page-level clicks and conversions after 30 days

If you want a faster starting point, connect Google Search Console and crawl data in TrustGrowth to generate a verified growth audit and identify the trust, proof, and content gaps most likely to affect organic growth.