The author's views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.
SEOs have powerful metrics at their disposal to measure the success of their strategies, such as Domain Authority (DA) and Page Authority (PA). But how best to use them? In today's Whiteboard Friday, Tom shows you how to think about these metrics as part of a holistic approach to your link building analysis.
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Happy Friday, Moz fans, and today's Whiteboard Friday is about measuring link building. So obviously this is a very big and very old topic in the SEO space, and it's one that Moz, as a company, is heavily invested in, right? Like Domain Authority and Page Authority are two very popular products of ours, which are commonly used for this exact purpose.
Now this isn't going to be advertorial, though. I could stand here and just say obviously these are the best metrics in the world and that kind of thing. That's not what I'm here to do. I'm here to give you a bit of nuance about how and when to use these metrics and how to think about them, and how to use them alongside other metrics as well, rather than just having one tool and saying it's a solution to all problems, which isn't necessarily fair.
So to do that, I'm actually going to start by going right back to 1998 and Google's PageRank model. Now I know that a lot has changed since 1998, both with the world and with Google. But this was Google's original way of thinking about links, and