What Google says
We read Google's pages on 9 October 2026.
- On third-party scores: Google's March 2024 post on core updates and spam policies says some outside services give sites reputation or authority scores. It adds that these do not match any of Google's own signals and do not come from Google.
- On site-wide signals: Google's ranking systems guide says site-wide signals are also used. It adds that some good site-wide signals do not mean all content from a site will rank highly.
So a domain authority score is not a Google measure. Raising it is not the same as getting more search visitors.
How the score is made
Each tool company has its own method, and the same name can mean different things in different tools. We have not read each company's method. So we do not describe how any one score is worked out. If you use one, read that tool's own help page.
A made-up example in rupees
A packaging maker in Ludhiana checks a tool and sees its site score at 18. A rival shows 52. A seller offers to raise the score by 20 points for ₹25,000. The seller does this by placing links to the site on other websites.
- Google's spam policies list buying or selling links for ranking as link spam. Google says sites that break its policies may rank lower or not appear at all. Paid links are allowed when they carry a nofollow or sponsored label.
- The score would change on the tool. The score is not a Google signal, so that change tells you nothing about Google.
A better use of ₹25,000 is advice, not a Google rule. Check which pages already bring visitors in Google Search Console. Then improve those pages and the ones close behind them.
How to use the score sensibly
- Use it to compare your site with rivals, using one tool only.
- Use Search Console for facts about your own site: clicks, impressions and position.
- Do not set the score as a target for yourself or for an agency.
- Do not pay anyone to raise it.
Common mistakes
- Believing Google uses the score.
- Comparing numbers from two different tools.
- Buying links to push the score up.
- Judging a single page by the score of the whole site. Google says good site-wide signals do not mean all content from a site will rank highly.
- Treating a rival's higher number as proof that they will always rank above you.
Related terms
- Backlink: a link to your site from another site.
- Link building: the work of earning backlinks.
- Topical authority: an SEO idea about covering one subject well.
- E-E-A-T (experience, expertise, authoritativeness and trust): the qualities Google describes for helpful content.
- Off-page SEO (search engine optimisation): work done away from your own site.
To understand how links work for your site, read about backlinks or see our link building service.
Sources
- Google Search Central Blog, "What web creators should know about our March 2024 core update and new spam policies" (developers.google.com/search/blog/2024/03/core-update-spam-policies), March 2024, read 9 October 2026.
- Google Search Central, "A guide to Google Search ranking systems" (developers.google.com/search/docs/appearance/ranking-systems-guide), last updated 10 December 2025, read 9 October 2026.
- Google Search Central, "Spam policies for Google web search" (developers.google.com/search/docs/essentials/spam-policies), last updated 28 August 2026, read 9 October 2026.
