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SEO Metrics

What’s Trust And Authority Using CF TF AS DR DP DA DS In SEO Metrics

Back in the early days of SEO (2000-2010) Google used “Page Rank” which was a number that was 1-10, the higher the rank the better the site would do when ranking keywords.  As is the story in SEO, every time folks get something thats useful they go to far and it gets the Google penalty smash down.  Page Rank was no longer shared with us, to prevent websites from just trying to learn the test and not trying to make the site good for users.A vacuum forms though when you take something away, and others were happy to fill that with, mostly just guesses.  Big difference now though is that the numbers go all the way to 100!

SEO Metrics: DA DS DR DT CF TF DP AS and domain authority ranking.

If the title confuses you don’t worry. Id expect even intermediate SEOs are not familiar with all of those letters. Domain Authority or DA is a well established SEO metric by Moz.com that many often confuse with Google’s ranking of keywords.  Lets just remind everyone interested in their DA …that it has NOTHING to do with Google’s search results.  It MAY be based on some of the same similar metrics as Google uses but its just a number someone other than Google guessed.

Moz On DA
Moz PR Tweeting They’ll Change How DA Is Marketed

What are the other SEO Metrics? Domain Authority Alternatives

DS – Domain Score by SEMRush
DR – Domain Rank
DP – Domain Pop
DT – Domain Trust by SEMRush
AS – Authority Score by SEMRush
TF – Trust Flow by Majestic
CF – Citation Flow by Majestic
Moz Spam – Is Another Moz Metric

What about PA – Page Authority?  Who really knows cause it is still Moz1.0.  Moz1.0 is me referencing the time before DA was updated using a new formula.  Moz called it DA 2.0, but I think needing a 2.0 is an admission that you got it wrong in the first place.  Page Authority on the homepage used to match the site’s DA.  In fact, if you want to know the DA 1.0 of a domain just go by the PA of the homepage.  They used to be one in the same.  So PA is closely related to a number they felt the need to redo.

That paragraph is confusing, but that is the point.  DA over simplifies a complex question with a single number.  People like a single number but that does not mean it is very accurate or reliable.

For a more in depth look at each ranking we’ve included the SEO Metrics category from our FAQ section.

Continuing into metric land there’s seemingly easy scores that you’d be wrong to expect to be equal. Backlinks are reported by Moz, SEMRush, AHREFs and Majestic. Each offers its own number to quantify the value of a site. Usually these numbers are wildly different, but how could they be different if they all are based on the same site?

Keep in mind that the sites that report these numbers are making crawls and may be different sizes. Ive found MOZ to usually be the lower count, this could mean they have the smaller sample of sites from the others or it could be they have better spam recognition than the others. Another theory could lead you to wonder if one site includes backlinks from redirects where others don’t include redirected backlinks.

It’s important to note that these numbers are just made up criteria that the specific indexing site cane up with and depending on their size and rules the reported number of backlinks almost always vary. Some only count backlinks to the specific domain and not subdomains others do count subdomains.

Best SEO Metric

So whats right? Well to know that you would need to work for a search engine like Google to understand the factors uses to determine a sites values.

In the end no one index has it right, and no one metric is accurate enough to serve as a good predictor to Google’s real metrics.

Moz DA 2.0
Isn’t a 2.0 an admission that you got it wrong the first time?

Domain Authority after all went through a recalculation just under a year ago and we got DA2.0 which saw many sites plumet in the DA metric. That never translated into a drop on Google as DA isn’t considered by Google for ranking purposes.

Lets take a look at the metrics of one of my client’s domains and you may start to understand the disparity between these numbers and see patterns. (Link Opens In New Tab) http://ultimateseo.org/metrics/

SEO Metrics Report
Ultimate SEO Data Reporting Can Be Purchased In Our Online Store. Check Out Domain Detailing.

Beautiful is it not? A spreadsheet chalk full of data. First Id note that the only benefit to these values is collectively … consider how they interrelate, do they disagree?

In this metrics report the values are often color codes to reflect my opinion of the values I expect in a good SEO site. Red is obviously not what Id want to see.

If a domain has consistently red metrics its a very strong indicator that there is a problem there. If they disagree which they do sometimes then the jury is you. You have to decide which values you accept as accurate and which ones are likely irrelevant to ranking your keywords.

Ive added some overall average score boxes that take into account multiple, similar metrics. Thats also important … not all metrics are intended to show the same thing. Domain trust and Trust Flow are similar while Domain Score, Domain Rank and Domain Authority are similar.

These do generally correlate to one another but sometimes one is oddly higher than usual and that creates an anomaly in the usual spread of these numbers. The oddity can be a sign that the site is optimized towards a metric and not towards Google.

For instance sites may focus on increasing Domain Authority and by doing so they may leave behind other metrics.

SEO Assessments

Using the image above if we glance across the data we can likely agree the least desirable domain is the third.  Even with a DA of 10 its average across all of the numbers available is a 4.  With Majestic’s CF and TF giving it a 0 and its DT gaining a 0. It has a total of 9 to 25 backlinks …. only 5 to 10 domains refer to that site.  So its likely not a great site … but the third from the bottom is a different story …. still with a DA 10.  This time we have an average metric at 10.  We average 4934 backlinks across the 3 indexes and we have 350 to 417 referring domains.  But what stands out is our ratio … which is flagged in red.  There are 10 times as many domains as IP addresses … tell tale sign a PBN has been used to manipulate the site metrics.

Check back as this post is likely to expand rapidly along all of the metrics introduced here.



For more reading on a similar topic check out this article about when to 301 redirect backlinks for an underperforming site.  What metrics are important in SEO.

Matthew Leffler


Matthew Leffler is a freelance SEO on Upwork.com and SEOClerks.com with 20 years of technical experience and a technical education background. In those years of experience he's worked in several technical roles in informtation technology and software training. Matt has worked at Hewlett-Packard and Gateway Computers. Matthew earned his BSIT, MBA in Technology Management and MEd in Instructional Design. He holds over a dozen active technical certifications including A+, Netowrk+, Security+, Project+, is a Certified Webmaster Professional, and a HDI Help Desk Analyst.

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