The case against Moz’s Domain Authority
Despite the metric's popularity, Domain Authority scores should never be a KPI in your SEO reports. Here's why.
Jeff Ferguson is a passionate growth marketer and digital educator who has led the online marketing efforts for companies such as Hilton Hotels, Kimberly-Clark, InterActiveCorp, Experian, and Napster. In his current role as Head of Amplitude Digital, he has worked with renowned brands such as Belkin, Billabong, CBS, eHarmony, JustFab, Manchester United, Paychex, PetSmart, Popcornopolis, The Smithsonian, Stila Cosmetics, ThriveMarket, Sony, and many more. Jeff has been a columnist for various publications, including Search Engine Land and Search Engine Journal, where his legendary data research projects have tipped many sacred cows of SEO and paid media advertising malpractice. As an instructor at UCLA, Jeff teaches advanced digital marketing classes and designed the school’s first-ever course on Search Engine Optimization (SEO) where he instructs the next generation of marketers how search engines really work.