What is domain authority and how do you improve it as a local player?

Say you have a thriving SME, are self-employed or a marketer with a nice local website. You want to get to the top of Google, because being visible online is a must. But, besides good texts and a beautiful site, people suddenly tell you about the importance of domain authority. What exactly does it mean? Is it really that crucial to your online success? And above all: how can you, as a local player, concretely improve this domain authority? In this blog article, you will discover all about domain authority, why it is important ánd how to systematically boost it as a small to medium-sized enterprise.

What is domain authority?

Domain authority - sometimes called "Domain Authority" or "DA" - is a number between 0 and 100 that indicates how well your domain performs in search engines like Google. It is not an official ranking from Google itself, but a measure that SEO tools like Moz, Ahrefs or SEMrush assign to your website. The higher your domain authority, the more likely your web pages will rank high for important search terms.

Domain authority is based on several factors, including the number and quality of external links (backlinks) pointing to your website, the relevance and content of your pages, and how long your domain has been around. Think of domain authority as the online 'reputation' or 'credibility' of your website within search engines.

Why is domain authority important for local SMEs?

Say you are a plumber in Ghent or a dentist in Antwerp. When someone searches on "plumber Ghent" or "dentist Antwerp", you would prefer to be at the top. With a strong domain authority, you gain more trust from Google, making you more visible on relevant searches in your region. A higher domain authority ensures that you will eventually be less dependent on advertising budgets and that your local competitors will find it harder to catch up with you.

So for local businesses, domain authority really is the difference between being found or lost somewhere on page 5. And no, it's not just for big companies - your SME, independent business or practice can also build this score through smart, targeted steps.

How is domain authority determined?

Search engine tools use complicated algorithms to calculate domain authority. These factors usually play the biggest role:

• Quality and quantity of backlinks: The number of other websites that link to your site, but especially WHICH websites these are. One worthy link from a reputable news platform often counts more than ten from obscure blogs.
• Relevance of your content: Texts that respond to search intentions, are well structured and really help users move forward.
• Age of your domain: Older domains tend to have more 'confidence', although with the right approach, a young domain can also grow quickly.
• Technical SEO: Think mobile friendliness, fast loading times and secure connection (SSL certificate).

To sum up: domain authority is all about trust. If your website is considered a trusted source, you will build authority - and higher ranking in Google will naturally follow.

As a local player, how do you improve your domain authority?

Does domain authority seem like something unattainable, only for big players? That is a misconception. Even as a local business, you have a lot of knobs to turn. We give you the best strategies below, concrete and achievable for every SME or self-employed person.

1. Creating powerful local content

Local content is the foundation of any local SEO strategy. Don't just write about what you do, but connect your offer with local search terms or current events. Think of blog posts like "5 tips for garden maintenance in Mechelen" or "The best approach to water damage in Kortrijk".

• Integrate local locations in your titles and texts (city, town, county).
• Work with case studies, projects or testimonials from local clients.
• Use internal links between relevant pages on your website to strengthen your structure.

Want to know more about this? Then also discover our tips for linkbuilding and building a strong local link profile.

2. Actively build local backlinks

Backlinks are perhaps the most important factor in domain authority. For local players, these are often easier to collect than you think!

• Ask for a link to local partners, suppliers, networks (e.g. the local trade association or sports club you sponsor).
• Press and news media: Send out a relevant press release when you have a new offer or event.
• Local business directories: Register your business on reliable directories such as Goudengids.be, City directories, local news websites or trade associations.
• Review and testimonial websites: Get customers to rate you online (Google My Company, Trustpilot, etc.). You can often link those profiles back to your website.
• Guest articles write on locally relevant blogs, news sites or trade magazines.

Extra tip: focus on quality links, not quantity. Ten links from relevant local sources are worth more than a hundred anonymous directories with no connection to your sector or region.

3. Technical optimisation and user experience

Google places increasing importance on how user-friendly and secure your website is. These technical aspects also weigh into your domain authority:

• Make sure your website is mobile-friendly - use a responsive design.
• Optimise loading time, for example by resizing images.
• Provide an SSL certificate (https).
• Check regularly for broken links, duplicate content or other SEO errors.

A technically sound site exudes confidence to search engines and visitors alike!

4. Consistent local presence

The stronger your name is anchored locally, the better your site performs. Make sure you:

• Google My Company fully and correctly completed (with address, phone, opening hours, photos).
• Always use the exact same company name, address and phone number on all platforms (social media, local catalogues, review websites).
• Regularly share news, tips and updates via social media and your company blog.

By strengthening your local visibility and authority together, your website becomes increasingly valuable.

5. Regular analysis and adjustment

SEO is not a one-off project, but an ongoing cycle. Regularly monitor your domain authority via tools such as Moz or Ahrefs, and see which efforts yield the most results. Running into a ceiling? Consider working with a specialist in linkbuilding