If your website has a low Domain Authority or Authority Score, it’s easy to assume that strong rankings are out of reach. But in local search and specific industries, that’s not necessarily the case. Many businesses with modest scores still rank well and generate high-quality leads.
We consider an authority score of 10 to be a good baseline for a local business, as it can help you start ranking well. The higher your score, the more exposure you can get, which is crucial if you’re in a more competitive vertical.
We will first provide a high-level overview of authority score and then break down the score you need based on your industry and market.
What Are Domain Authority and Authority Score?
Domain Authority serves as Moz’s measurement system, whereas Semrush has developed an Authority Score to serve a similar purpose. Both scores measure ranking potential out of a total of 100 points. These scores function like a report card, assessing your site’s search engine ranking strength.
Backlinks (external links pointing back to your site) are the most prominent aspect of the score. Other factors, including the quality of the content, user experience, and the overall relevance of the website, are taken into account [source]. As you acquire more high-quality backlinks, there should be a correlation with an increased authority score.
Learn more about what goes into achieving a high authority score by reading our article titled What is Domain Authority and How Does It Impact SEO
How To Win with a Low Authority Score: Local Businesses
Here’s a big misconception: If your Authority Score is 11, you might think your ranking potential is doomed. Not true! A score of 11–20 may seem low on a 100-point scale, but for local businesses, it’s often enough to rank in local searches and drive organic leads.
Even with a low Domain Authority, you can still hit Google’s first page for searches—proof is in the numbers. Take a look at a recent SERP for “medspa near me” in Sunny Isles Beach, FL: Monaco MedSpa (DA 11) and Loveland Medical Spa (DA 6) are ranking on the first page alongside higher DA sites like Yelp (DA 93) and Solea Medical Spa (DA 26). How? Local search prioritizes relevance and proximity over DA.
These medspas likely optimized their Google Business Profiles, used consistent local citations, and targeted keywords like “medspa near me” and “MedSpa Sunny Isles, FL.” In a moderately competitive vertical like medspas, where local intent drives results, a low DA doesn’t hold you back—it’s all about smart optimization.
How To Win with a Low Authority Score: National Business
Our agency is behind a dermatologist skincare brand called Park Perfection. Our site has an authority score of 17, which is significantly lower than that of other brands ranking on the first page for our coveted keyword. But we still have page one exposure. Why? Although we do not have a large number of backlinks, our links are of exceptional quality, with notable sites such as Nordstrom, InStyle, and New York Magazine featuring our product.
We’re outranking national competitors like Amazon and Peter Thomas Roth for the converted keyword, “Instant Eye Lift.”
Authority Scores by Competitive Verticals and Markets
Not all businesses face the same competition. Some industries and markets are more competitive than others.
For example, in Columbus, Ohio, for the term “Columbus, Ohio Roofing Company,” the keyword difficulty is 30. In Columbus, Georgia, the keyword difficulty is 12. This shows that one market is significantly more competitive despite bidding for the same term, “Roofing Company.”
Competitive Local Verticals
In a highly competitive vertical and market, like personal injury law, roofing, or even digital marketing, an Authority Score of 0-10 likely won’t snag the top Google spot. You’ll need a score in the high teens or 20s, which is achievable for many local businesses if they focus on acquiring high-quality backlinks.
The three roofing companies below hold the top positions on Google for “Houston Roofing Company,” and the authority score isn’t unachievable.
Less Competitive Local Verticals
On the other hand, less competitive verticals, such as a local yoga studio or a family-owned hardware store, are more forgiving. A score of 0-10 can get you prominent placement!
Taylor Station Logistics, a 3PL company in which I hold an ownership stake, ranks on the first page for “Columbus 3PL.” The authority score for this site is a 10 as it’s only 18 months old. How do we achieve high Google exposure with a relatively low authority score? We’ve optimized the homepage for the keyword “Columbus 3PL,” whereas many competitors are national brands that’ve built out numerous service area pages. Google knows when your site is truly local and rewards you for this.
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Competitive National Verticals
Another skincare site that I have an ownership stake in is DermWarehouse. This site has an authority score of 33, which is a solid rating. Despite this, as a national reseller of skincare products competing against large brands such as LovelySkin (DA: 46) and DermStore (DA: 52), only 10% of our revenue comes from organic sources, and we rely heavily on paid advertising.
The reason I’m bringing this up is that your chances of ranking on the first page aren’t solely dictated by authority score; it also has to do with the overall competition and how well your site is optimized.
What's a Good Authority Score/Domain Authority?
Below is the grade scale for how our agency views different scoring levels for authority score.
0-10
- This grade is below average.
- This means your site is relatively new or lacks significant authority.
- You can rank well if you’re going after niche, non-competitive queries.
- There’s a lot of room to improve your domain authority, which can improve your Google rankings!
11-20
- 11-20 is average.
- This means you have a decent foundation of links pointing back to your site.
- There’s potential to start ranking for localized keywords and niche blog posts, amongst other queries.
- You will still have a tough time ranking for competitive queries.
- When we see a local business ranking in the 11-20, we know there’s an opportunity!
21-30
- 21-30 is good.
- This means you have a well-rounded backlink profile!
- You can start ranking well for many queries, especially local and blog posts.
- You still may find it challenging to rank for competitive or more national-based queries.
31-40
- 31-40 is very good.
- This means you have credible backlinks coming in from authoritative sites.
- You can start ranking well for national queries and more competitive terms.
- At this point, it becomes much more challenging to increase authority.
41-50
- 41-50 is excellent.
- You have consistent, relevant backlinks from authoritative and likely well-known sites.
- You should be ranking for many keywords that you’re looking to target, likely on a national scale.
51+
- 51+ is superb.
- You likely have an extremely powerful site, ranking for many queries, with quality links pointing to your site.
- Most local businesses do not have an authority score above 50. This would most likely be a business with a national presence.
In Closing
Media publications like Fox News or CNN have Authority Scores in the 90s—a different league entirely. Most businesses don’t need to aim that high—focus on what’s realistic for your vertical. See our Domain Authority guide for details.
Bottom line: A low Authority Score doesn’t bench you in searches. With scores as low as 11–20, you can rank in local searches, track leads, and grow—especially in non-competitive niches. Focus on local search tactics, and you’ll be amazed.
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