DA vs. Topical Authority: Why Most Marketers Optimize the Wrong Metric (With Evidence from Google Patents & Research)
November 21, 2025
Most marketers still treat Domain Authority as if Google actually uses it, but Google has made it clear they don’t. John Mueller stated, “We don’t use Domain Authority.”
Source: https://www.searchenginejournal.com/domain-authority/246515/
He also confirmed Google “doesn’t specifically measure the authority of a website.”
Source: https://www.searchenginejournal.com/google-we-dont-evaluate-a-sites-authority/312431/
What Google does reward is Topical Authority, EEAT, and the depth of your content. This article cuts through the confusion and explains why focusing on DA alone leads marketers in the wrong direction.
What Is Domain Authority (DA) — And What It Actually Measures
DA Is a Third-Party Metric, Not a Google Ranking Factor
Domain Authority is a machine-learning prediction model created by Moz to estimate how likely a domain is to rank compared to others in Moz’s own index. Moz makes this explicit: DA is “not a Google metric” and is calculated from link data, training sets, and a proprietary scoring model built on Moz’s Link Explorer index.
Source: https://moz.com/learn/seo/domain-authority
Google has independently confirmed the same point. John Mueller stated Google doesn’t use DA and doesn’t even have a comparable internal metric for “website authority.”
Source: https://www.searchenginejournal.com/google-we-dont-evaluate-a-sites-authority/312431/
This means DA is a statistical proxy, not a ranking signal.
If you want a deeper breakdown of how DA is calculated and the factors that influence it, you can read our comprehensive guide to boost DA and SEO Rankings.
What DA Can Tell You
- Predictive ranking strength based on the size and quality of your backlink profile within Moz’s index.
- Comparative authority against competitors when evaluating link acquisition gaps or overall domain-level link equity.
What DA Cannot Tell You
- Content quality or semantic depth — Google’s ranking systems do, DA does not.
- Subject-matter expertise or EEAT signals — there is no EEAT component in Moz’s scoring model.
- Topical strength in a specific niche — DA is domain-wide; Google ranks at the page and topic level.
What Is Topical Authority — Google’s Real Measure of Expertise
Now that we’ve established what DA actually measures, it’s important to shift to what Google measures. Google doesn’t reward a domain because it’s “strong” overall. It rewards domains that show expertise within a specific topic, and that’s what we refer to as Topical Authority.
Definition Based on Google’s EEAT Guidelines
Google’s EEAT framework—Experience, Expertise, Authoritativeness, and Trust—is evaluated per topic, not across your whole site.
Source: https://developers.google.com/search/blog/2022/12/e-e-a-t
That’s why a low-DA niche site can outrank a high-DA general site: Google cares more about how consistently and convincingly you cover a subject than how “powerful” your domain looks in a third-party tool.
Topical Authority Is Built Through:
- Content depth: not one article, but thorough coverage across subtopics
- Consistency: staying within a defined niche so Google can categorize your expertise
- Topic clusters: related articles supporting and reinforcing each other
- Semantic relevance: matching the language, concepts, and questions users search for
- Internal linking patterns: helping Google understand how your content fits together
- Entity-level clarity: making it obvious what your site, brand, and authors are known for
Evidence From Google Patents & Research
- Topic Layer: Google organizes content by topic and subtopic, then identifies which sources are most helpful for each. Source: https://www.blog.google/products/search/search-language-understanding-bert/
- Context-based evaluation: Google looks at how consistently a website covers related ideas, questions, and entities.
- Co-occurrence signals: When your content consistently appears alongside authoritative sources on the same topic, Google strengthens its confidence in your expertise.
DA vs Topical Authority: Key Differences That Affect Rankings
Understanding the gap between DA and Topical Authority matters because marketers often treat them as if they influence Google the same way. They don’t. One is a third-party prediction model. The other is tied directly to how Google evaluates expertise and ranks content within a topic. Here’s the simplest way to see the difference:
| Factor | Domain Authority | Topical Authority |
|---|---|---|
| Based on | Backlinks | Content depth + relevance |
| Controlled by | Moz | Google |
| Ranking influence | Indirect | Direct |
| Helps with | Competitive evaluation | Rankings in a topic cluster |
| Can be manipulated | Yes (paid links) | No (must publish high-quality content) |
| How Google uses it | It doesn’t | Core part of modern ranking system |
DA can help you understand how your domain compares to others in terms of link strength, but it has no place in Google’s ranking logic. Topical Authority, on the other hand, shapes how Google interprets your expertise, how your pages relate to each other, and how confident Google is in ranking you for queries in your niche.
For a realistic understanding of what qualifies as a “good” DA in different industries and competitive landscapes, read our detailed benchmark analysis.
Why Topical Authority Matters More for Rankings
Google Ranks Pages, Not Domains
Google’s systems evaluate the relevance of individual pages. That’s why domain-wide metrics like DA don’t influence how Google decides which URL should surface for a query—page-level relevance and topic alignment do.
Even Low-DA Sites Can Outrank High-DA Sites
Niche sites win because they publish denser coverage within a single subject. A large, high-DA site might only touch a topic once. A smaller site may publish 20–30 tightly connected pages on the same theme. Google repeatedly favors the latter because it provides more depth, not because of the domain’s size.
Topical Authority Explains “Underdog” Rankings Better Than DA
When a page with fewer backlinks consistently ranks above stronger domains, the reason is rarely link count. It’s topic expertise. Google’s systems prioritize subject consistency, query relevance, and content depth, which is why topical specialists outperform generalists, regardless of DA.
Evidence: What Google Actually Says About Authority
Search Quality Guidelines
Google’s Search Quality Evaluator Guidelines focus on topic-specific expertise through EEAT. The document repeatedly evaluates whether content demonstrates authority within a subject, not whether a domain is “powerful” overall. There is no reference to any site-wide metric resembling DA.
Source: https://developers.google.com/search/blog/2022/12/e-e-a-t
Google’s Spokespeople on DA
Google spokespeople have consistently dismissed the idea that Domain Authority plays any role in ranking. John Mueller: “We don’t use Domain Authority.”
Source: https://www.searchenginejournal.com/domain-authority/246515/
Mueller has also clarified that Google prioritizes relevance, trust, and expertise, not domain-level strength.
Source: https://www.searchenginejournal.com/google-we-dont-evaluate-a-sites-authority/312431/
Google’s Patents on Topic Layer
Google’s “Topic Layer” (part of its content understanding systems) explains how Google groups related queries and identifies which sources show reliable expertise within a topic. This patent-backed framework highlights topical consistency, not domain-wide authority, as a key ranking factor.
Source: https://www.blog.google/products/search/search-language-understanding-bert/
How Topical Authority Works in Real SEO (The Practical Breakdown)
Content Depth vs Content Volume
Topical Authority is built through depth, not sheer output. Publishing 30 surface-level articles across unrelated categories does nothing for authority. Publishing 10 well-researched pieces that cover every key angle of one niche builds a clear topical footprint. Google’s systems interpret dense coverage within a subject as a stronger indicator of expertise than a high publishing frequency.
Semantic Relationships
Pages that are tightly related—covering variations of the same concept, answering connected questions, and using consistent terminology—form a semantic network Google can easily interpret. This alignment signals that your site understands the topic beyond a single article. Sites that maintain tight semantic relationships across their content consistently outperform sites with scattered, unfocused posts.
Internal Linking as a Signal of Authority
Internal links help Google understand which pages in your niche carry the most weight. Supporting articles strengthen a central “hub page,” while that hub page distributes authority back into its cluster. When internal links map your niche logically—cluster pages linking to each other and to the main hub—Google can identify the structure and assign more confidence to your core content.
How To Build Topical Authority (Actionable Steps)
- Identify 3–5 pillar topics that match your core business + search intent.
- For each pillar, list 8–12 subtopics (cluster pages, FAQs, how-tos, case studies).
- Capture search intent and SERP features for each subtopic (informational, transactional, featured snippets).
- Output: one spreadsheet with columns — Pillar | Subtopic | Target Intent | Priority | Suggested URL.
- Produce comprehensive pages for every subtopic (900–2,500+ words depending on complexity).
- Each page must answer primary user questions, include data or references, and cover related queries.
- Use different formats where helpful: long-form guides, checklists, original data posts, and short how-tos.
- Prioritize depth over volume: finish a cluster before launching the next.
- From each cluster page, link up to the pillar page (cluster → pillar).
- From the pillar, link out to the most valuable cluster pages (pillar → cluster).
- Add horizontal links between closely related clusters to close semantic gaps.
- Use descriptive anchor text that reflects topic intent (avoid generic “click here”).
- Audit linking monthly to ensure new pages are wired into the cluster.
- Create/optimize author profiles with bios, credentials, and links to authored content.
- Maintain a clear, up-to-date About page that states your expertise and mission.
- Use structured references: cite authoritative sources and include bibliographic details (date, author, source).
- Where possible, add schema (article, author, organization) to reinforce entity relationships.
- Pitch data-driven assets and explainers to niche publications and journalists.
- Run small original studies or surveys that naturally attract mentions and citations.
- Monitor brand mentions and request links where high-value mentions lack one.
- Use PR and content amplification to convert mentions into authoritative endorsements.
How DA Fits into the Bigger Picture (Its Real Value)
DA Helps with Competitive Benchmarking
Even though DA isn’t a ranking factor, it’s still useful for understanding how your link profile compares to others in your space. When you analyze competitors for link velocity, referring domain quality, or authority gaps, DA offers a quick diagnostic snapshot that helps you estimate the effort required to compete.
DA Helps Identify Link Opportunities
DA also plays a practical role in outreach. When evaluating potential guest post placements, sponsorships, or PR opportunities, a site’s DA can help you filter out low-value domains. It’s not perfect, but it’s efficient—especially when you’re sorting dozens of prospects in a campaign.
DA Should NOT Be Your Main KPI
Where DA becomes counterproductive is when it’s treated as a primary goal. DA doesn’t measure expertise, relevance, or content quality—so it can’t tell you why rankings rise or fall. It’s best used as a supporting metric, not a performance KPI. Real progress shows up in visibility, rankings, and topical depth—not in a higher DA score.
When To Focus on Domain Authority vs Topical Authority
Topical Authority:
- You want to rank in a specific niche. Topic coverage and relevance will move rankings faster than domain-wide strength.
- You’re building a content hub. Clusters, depth, and internal structure give Google clearer signals than backlink totals.
- Your DA is low but you have real expertise. You can win pages and topics long before your DA catches up.
DA:
- You’re doing link-building outreach. DA is efficient for filtering prospects and assessing link equity opportunities.
- You’re competing in high-competition SERPs. Strong link profiles matter when you’re up against domains with heavy backlink authority.
Stop Chasing DA, Start Building Real Authority
DA has value, but only within its limits. First of all, It’s a benchmarking tool, not a ranking signal. Google rewards sites that demonstrate clear, consistent expertise within a topic, and that’s where Topical Authority outperforms any domain-wide score. Use DA to understand competition and guide your outreach, but build your strategy around depth, relevance, and subject-focused content. That combination is what produces sustainable rankings and long-term SEO growth.
If you’re evaluating where your own domain stands today, our practical guide to understanding DA scores will give you clear, niche-specific context.