Understanding how search engines evaluate and rank websites is crucial for anyone looking to improve their online visibility. Two of the most important concepts in this field are PageRank and Domain Authority, metrics that help determine a website’s credibility and potential to rank in search results.
While PageRank was Google's original algorithm for evaluating web pages, Domain Authority is a more recent metric developed by Moz to predict a website's ranking potential. Both concepts remain fundamental to understanding SEO in 2025.
What is PageRank?
PageRank is an algorithm named after Google co-founder Larry Page that evaluates the quality and quantity of links to a webpage to determine its importance. Originally, PageRank was the backbone of Google's search algorithm when it launched in 1998.
PageRank assigns a numerical weight to each webpage based on the links pointing to it
Links from high-quality pages carry more weight than those from low-quality pages
The algorithm views links as "votes" of confidence from one page to another
While Google no longer publicly displays PageRank scores, the concept still influences their ranking algorithm
How PageRank Works
PageRank works by analyzing the link structure of the web to determine which pages are most important. The fundamental principle is that important pages receive more links from other important pages.
Link Quality
Links from authoritative websites (like .edu or .gov domains) typically carry more weight than links from less established sites.
Link Quantity
While having more backlinks is generally beneficial, quality always trumps quantity in the PageRank algorithm.
Link Relevance
Links from topically relevant websites are more valuable than links from unrelated sites.
While Google stopped publicly updating PageRank in 2013, the principles behind it continue to influence modern search algorithms. Today, Google uses a more sophisticated system that incorporates PageRank along with hundreds of other ranking factors.
What is Domain Authority?
Domain Authority (DA) is a search engine ranking score developed by Moz that predicts how likely a website is to rank in search engine result pages (SERPs). The score ranges from 1 to 100, with higher scores indicating a greater ability to rank.
Domain Authority is calculated using multiple factors, with link data being the primary component
DA is not a Google ranking factor but a predictive metric created by Moz
It's best used as a comparative metric rather than an absolute score
New websites typically start with a DA of 1, while major platforms like Wikipedia have scores above 90
Factors That Influence Domain Authority
Backlink Profile
The quantity and quality of websites linking to your domain significantly impact your DA. Links from high-authority sites carry more weight.
Link Diversity
Having links from a variety of different domains is better than multiple links from the same few websites.
Domain Age
Older domains tend to have higher authority, as they've had more time to establish credibility and build links.
Site Structure
A well-organized website with a logical structure helps search engines understand and index your content more effectively.
Content Quality
High-quality, relevant content attracts natural backlinks and improves user engagement metrics, indirectly boosting DA.
Technical SEO
Technical factors like site speed, mobile-friendliness, and secure connections (HTTPS) contribute to a better user experience and higher DA.
PageRank vs. Domain Authority: Key Differences
While PageRank focuses on individual pages, Domain Authority evaluates entire domains. PageRank is an actual ranking factor used by Google, whereas Domain Authority is a third-party metric designed to predict ranking potential.
How to Check PageRank and Domain Authority
Checking PageRank
Since Google no longer publicly displays PageRank scores, you can't directly check a page's PageRank. However, you can use alternative tools that provide similar insights:
Use Google Search Console to view your page's performance in search results
Analyze backlink profiles using tools like Ahrefs or SEMrush
Check Google's Page Experience report for core web vitals and user experience metrics
Checking Domain Authority
There are several tools available to check your website's Domain Authority:
Moz Link Explorer (the official source of DA scores)
Moz Bar browser extension for quick DA checks
Third-party tools like SEMrush, Ahrefs (which have their own authority metrics), and Ubersuggest
Interpreting the Results
When analyzing your PageRank or Domain Authority metrics:
Compare your scores to direct competitors rather than industry giants
Track changes over time to identify trends and the impact of your SEO efforts
Remember that these metrics are indicators, not guarantees of search performance
How to Improve PageRank and Domain Authority
Create High-Quality Content
Publish valuable, informative content that naturally attracts backlinks. Focus on comprehensive guides, original research, and data-driven articles that serve as reference materials in your industry.
Build Quality Backlinks
Earn links from reputable websites through guest posting, resource link building, and digital PR. Quality always trumps quantity when it comes to backlinks.
Improve Internal Linking
Create a logical site structure with strategic internal links to distribute PageRank throughout your website and help search engines discover and understand your content.
Enhance Technical SEO
Ensure your website is technically sound with fast loading speeds, mobile responsiveness, and proper indexing. Fix broken links, optimize images, and maintain a clean site structure.
Remove Toxic Backlinks
Regularly audit your backlink profile and disavow spammy or low-quality links that might be harming your domain authority and PageRank.
Be Patient and Consistent
Improving PageRank and Domain Authority is a long-term process that typically takes months of consistent effort. Focus on sustainable strategies rather than quick fixes.
Common Misconceptions
Higher DA guarantees better rankings: Domain Authority is a predictive metric, not a direct ranking factor. A site with lower DA but better on-page optimization can outrank a higher DA site.
PageRank is obsolete: While Google no longer publicly updates PageRank, the principles behind it still influence their algorithm. Link equity and authority remain crucial ranking factors.
More backlinks always mean higher PageRank/DA: Quality matters more than quantity. A few high-quality backlinks from authoritative sites can be more valuable than hundreds of low-quality links.
DA scores should be compared across industries: Domain Authority is most useful when comparing websites within the same niche or industry, not across different sectors.
Frequently Asked Questions
Is PageRank still relevant in 2025?
While Google no longer publicly updates PageRank scores, the core principles of evaluating link quality and authority remain fundamental to Google's algorithm. Modern SEO still benefits from understanding and applying PageRank concepts, even as the algorithm has evolved to include hundreds of additional ranking factors.
What's a good Domain Authority score?
Domain Authority is relative and should be compared to your direct competitors rather than arbitrary benchmarks. Generally, new websites start with a DA of 1, while major platforms like Wikipedia have scores above 90. Most established small to medium businesses have DA scores between 20-50. Focus on improving your score over time rather than reaching a specific number.
How quickly can I improve my Domain Authority?
Improving Domain Authority is a long-term process that typically takes 3-6 months of consistent effort to see significant changes. DA is designed to be a relatively stable metric that doesn't fluctuate dramatically with small changes. Focus on creating quality content and building reputable backlinks rather than trying to game the system for quick results.
Does Google use Domain Authority in its ranking algorithm?
No, Domain Authority is not a Google ranking factor. It's a third-party metric created by Moz to predict ranking potential. Google has its own internal metrics for evaluating domain authority, but these are not publicly disclosed. However, many factors that influence DA also impact Google rankings.
Why did my Domain Authority drop?
DA fluctuations can occur due to algorithm updates, changes in your backlink profile, or adjustments to how the metric is calculated. Moz periodically updates its DA algorithm, which can cause scores to shift across the web. A small drop isn't necessarily concerning, especially if your competitors experienced similar changes. Focus on the relative difference between your site and competitors rather than absolute numbers.
Conclusion
PageRank and Domain Authority represent two different approaches to measuring a website's credibility and potential to rank in search results. While PageRank was Google's original algorithm for evaluating web pages based on their link profiles, Domain Authority is a more recent metric developed by Moz to predict a website's ranking potential.
Understanding both concepts is crucial for developing effective SEO strategies. Although PageRank is no longer publicly visible, its principles continue to influence how Google evaluates websites. Similarly, while Domain Authority isn't a direct ranking factor, it provides valuable insights into your website's comparative strength and areas for improvement.
By focusing on creating high-quality content, building a strong backlink profile, and improving technical SEO aspects, you can positively influence both your PageRank and Domain Authority. Remember that these metrics are means to an end—better search visibility and organic traffic—rather than goals in themselves.