The Domain Authority Fail

Have you gotten a proposal from an SEO firm that lists as one of the deliverable “Domain Authority Evaluation”?

If so, you should unceremoniously crumple it into a ball and shoot for the trash can. If it arrived by email, delete it.

Why do I think this is a sign that the firm is not reputable?

For one, its a term that fails to clearly explain itself. What the hell is “Domain Authority” anyway? But I’m getting ahead of myself. Backing up…

…Recently a few clients have passed along proposals they have received from Agencies or SEO Firms. There in big bullet point fashion is “Domain Authority Evaluation” or  “Domain Authority Audit” or “Domain Authority Research”.

Domain Authority was once such a simple concept that its not worth mentioning in a proposal or report. It once meant the age of your domain name and website in continuous service. “How long has your website been around?” See? Simple. A long time = “good”. Its brand-spanking new = “not great for your search rank. We’ll need to work harder to get your web pages indexed and ranking in search results.”

So its was enough to simply say in meeting “You bought your domain name in 2001, and the website has been in continuous service since 2002. That means it has solid domain authority, which means its been around long enough to have credibility with search engines, making it easier to rank in search results.” Or you would say, “I see you just bought your domain name and built a website. It probably does not have too much street-cred with the search engines. We’ll have to work harder…”

That’s the gist of it. Its not rocket science and it does not require any “research”. (and by the way, Google never-ever mentions “Domain Authority” anywhere)

Now if you are new to the business of SEO, you may have read about it at MOZ, who has redefined the term over recent years. What we once called “link authority” is now “Domain Authority” at MOZ. I’m not going into the weeds on why their definition is misleading. Read about it here and you decide if it should have been redefined.

Doesn’t anyone like straight-forward terminology anymore?

Well I do and I know my clients do and that’s why the term and its use in proposals is a bad sign. Too much snake oil in this business already. Lets talk (and write proposals) like business professionals and not like propeller-heads.

Posted on