We are already Know with MOZ’s metrics, such as Domain Authority, Page Authority, and Spam Score. Now, they have introduced a new metric—Brand Authority. Many SEO professionals are now wondering: What exactly is Brand Authority? How does it work? Is it a Google ranking factor? How can we improve our website’s Brand Authority? In today’s blog, we’ll answer all these queries.
Brand Authority™ is a MOZ-exclusive metric that calculates a brand on a scale from 1 to 100.
✅ What is the relationship between SEO and Brand Authority or BA?
In search engines, certain keywords are strongly associated with specific brands. For example, when someone searches in a search engine for “Pixel Phone,” it naturally refers to Google, and for terms like “iPhone” or “MacBook,” the brand being referenced is Apple.
Notably, devices from these brands are not only sold on their websites but also on multiple online shopping sites like Amazon, eBay, and Walmart. Even though these platforms may have excellent SEO, when someone searches for “Pixel Phone,” Google’s website will rank higher. Similarly, Apple’s site will outrank others for “MacBook.” This is because search engines prioritize the brand’s official website over others, even if those others have optimized their SEO well.
✅ How does MOZ calculate Brand Authority?
MOZ evaluates Brand Authority based on two key aspects: keyword intent and search volume. To determine a brand’s authority, we need to analyze the types of branded keywords users search for.
For example, if users frequently search for various Samsung products, services, or model numbers, it indicates that they intend to visit Samsung’s website. When such branded keywords have high search volumes, the Brand Authority of that website increases.
It’s worth noting that even if your website receives high traffic, it won’t boost your Brand Authority unless visitors come through branded keywords. If visitors only search for general information and not your brand’s keywords, your authority will not grow.
Like Domain Authority, MOZ calculates Brand Authority on a scale from 1 to 100. Websites that are searched frequently using branded keywords with high search volume will naturally have a higher Brand Authority.
✅ How can we check Brand Authority?
Currently, MOZ has kept Brand Authority in beta, and it is developed specifically from a U.S. perspective. To check Brand Authority, you’ll need to use MOZ Pro, as it is not available in the free version.
✅ How can we increase Brand Authority?
Building Brand Authority takes time. The more you engage in Digital PR (Public Relations), the more your branded keywords will be rising. For instance, when your company embarks on a new product, users will search for it, and since it represents your brand, your Brand Authority will grow.
✅ How can bloggers increase Brand Authority?
For bloggers who don’t have their products or services, increasing Brand Authority can be challenging. It might seem difficult to compete with the blog sites of larger companies’ websites. While this may be true to some extent, there are ways to overcome this.
✅ What can blogging-focused sites do?
One effective strategy is to create tools using ChatGPT, such as various converter tools. If users start searching for these tools by your site’s name along with the tool’s name, it will help increase your Brand Authority.
For example, if you create a Kilometer to Mile Converter, users might search for it using your site’s and the tool’s names. This indicates that users want to use your tool, which will help boost your site’s authority.
If you can develop creative ideas that encourage users to search for your site by name, your Brand Authority will rise. Brainstorming ways to make this happen is always a good idea.
✅ Is Brand Authority a ranking factor?
In short, no. However, there is an indirect relationship between ranking and branding. For example, when building backlinks, many come through branded keywords, contributing to the site’s authority. As we discussed earlier, branded keywords play a significant role.
Although Brand Authority won’t change your rankings overnight, it’s still a valuable metric from MOZ. There’s also a possibility that Google may soon start placing more importance on branding when determining rankings. If that happens, companies with their products or services will benefit the most, while freelance bloggers may face some additional challenges.
