First, a little history.
About a year ago, Google dropped their well known PageRank algorithm and now rely on a different ranking calculation altogether. SEO Moz (A keyword research service) has put together a theory on how Google ranks their pages, calling the figures used for ranking “Page Authority” and “Domain Authority.” These two figures provide an educated guess regarding what rank you will land on Google, when targeting a specific keyword. Since DA and PA are easy to understand and the closest estimation we have on determining exactly how Google ranks pages, I am going to use those terms to explain the process of keyword research and ranking your website.
Page Authority and Domain Authority are scored on a scale from 0-100 based on a number of factors. New sites with no backlinks will generally have a Domain Authority of under 10, where larger sites could be 50-60 or more. Sites like Facebook, Twitter and YouTube have 98+ Domain Authority and Page Authority, so unless you run a multi-billion dollar business, you probably won’t be outranking them anytime soon!
Domain Authority climbs higher when you have a large amount of high quality backlinks pointing to your domain. (This includes all websites that link back to your site, from any source on the internet.) These links can point to any location on your website, from the root domain homepage all the way to a small hidden post on your blog about puppies. The bigger the websites are that rank to you, the more authority you will receive.