“Domain authority” is a comparative metric that represents how likely your site is to rank higher in search engines relative to your competitors. While it is related to page authority, domain authority represents the aggregate ranking of your entire domain, based on a few factors. These factors include popularity, age, and size (in terms of number of unique pages). The primary sources of high domain authority are inbound links from reputable sites. The best way to increase this metric in your own site is to ensure that you have backlinks pointing to your site from sites that already have a high domain authority independently. To increase domain authority, you must first ensure that you have a user friendly site structure, and use extensive (but not excessive) internal linking within your domain. You can also use deep linking within your email marketing to improve rankings. These are some of the most basic and direct ways to impact your domain’s ranking by changing your own site. Another factor that can help improve domain authority is the quality and quantity of your site’s content. With great custom content, other sites are more likely to link to your site due to the sheer quality of work on your site. Try to make your content as useful, helpful, and appealing as possible. To get your site’s wonderful content spread around to sites with high authority, make liberal use of social media. Creating a professional social media presence can help boost your credibility and gain high-profile followers. Social media can also help increase brand awareness and engagement, two more factors that can help increase domain authority. Domain authority is also a metric used by Moz on a 100 point logarithmic scale. It is generally a good reflection of your site’s rank. Moz’s Open Site Explorer offers a limited number of free domain authority reports. Just enter your site’s URL to find out how your domain ranks.