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We know brands matter in the world and on Google. With Brand Authority, we can finally understand how much they matter and put that power to work. Brand Authority takes away the hand-waving and makes the concept of brands concrete so that we can see the big picture of our own sites, our prospects, and our marketing and PR efforts.
Understanding brand strength is more important than ever
As more context surfaces about how Google and other search engines track brand as a concept, it’s important to be able to understand and measure a brand’s strength and salience. For example, we know Google has the unique task of modeling the real world. When a person makes a query, there is typically a dominant interpretation associated with it. As searchers, we expect certain results to populate for queries like “apple” (and it’s not the fruit). As marketers, we need to consider how people, and Google, perceive our brand in order to make strategic decisions around PR, link building, and more.
How Brand Authority can help
Search engines model the real world using discrete methods, making it challenging to untangle brand strength from search engine results. Fortunately, Brand Authority provides clarity, offering insights to inform your marketing strategy and maximize its impact.
Uncover your strengths and gaps
Super-optimizing your site won't yield the desired ROI if your brand lacks recognition. If you're well-known offline but lagging online, you might miss out on ranking and traffic opportunities. Brand Authority helps you look beyond SEO to assess and allocate your time, resources, and budget effectively.
Benchmark your competitors
Most competitive analysis relies on strength metrics (like Domain Authority or Moz’s Rivalry score). However, understanding a brand's total strength is crucial. Including Brand Authority in your analysis helps you identify competitors who may appear strong but are actually vulnerable due to low brand awareness.
Measure the impact of your PR efforts
Brand Authority removes the guesswork in evaluating your digital PR campaigns. Since PR heavily relies on the viral power of mentions, Brand Authority lets you quickly assess the influence of the media outlets sharing your stories.
Assess brand value and growth potential
Don’t miss out on opportunities. Brand Authority allows you to compare influence and growth potential when considering sales prospects or merger and acquisition (M&A) targets so you can have confidence in your efforts to acquire lucrative portfolio additions.
Evaluate M&A prospects
Brand strength is a big part of the appeal of any merger or acquisition target. Unfortunately, we often have to rely on intuition for these multi-million dollar decisions. With Brand Authority, you have a metric to gauge brand strength, so you’re able to make data-driven decisions.
Moz Pro
Access Brand Authority in the Domain Overview tool of Moz Pro.
Moz API
Access Brand Authority via API with the Moz API V3
Learn more about Brand Authority
Level up your knowledge with our wide variety of resources
Discover the Top 500 US Brands
Explore the list of top 500 brands based on Brand Authority. See how your brand stacks up against the biggest brands.
Deep dive into the Brand Authority metric
Learn more about why Brand Authority matters and how it’s calculated in this SEO Learning Center article.
Get the full story on Brand Authority
Moz’s Principal Innovation Architect, Dr. Pete Meyers, talks through the Brand Authority metric and why Moz decided to create it in this informative blog post.
Learn why brands should measure Brand Authority
Tom Capper, Senior Search Scientist at Moz, tells us why brands should measure Brand Authority in this episode of Whiteboard Friday.