Domain reputation is an important factor that affects the deliverability of your emails and the ranking of your website. When your domain reputation is poor, your emails might be marked as spam, and your website might be flagged as malicious or low-quality, which can lead to a decrease in traffic, leads, and sales. Therefore, it's essential to monitor and maintain your domain reputation regularly. In this article, we'll discuss how to fix your domain reputation if it's been damaged.

What is Domain Reputation?

Domain reputation is a measure of the trustworthiness and authority of your domain name based on various factors, such as:

  • The quality and relevance of your content
  • The number and quality of backlinks pointing to your site
  • The engagement and behavior of your users
  • The frequency and volume of your emails
  • The presence of malware or phishing on your site

Domain reputation is monitored and evaluated by Internet Service Providers (ISPs), email clients, and search engines, which use it to determine whether to deliver your emails to the inbox, rank your site higher or lower, or block your site altogether.

How to Check Your Domain Reputation?

Before you can fix your domain reputation, you need to know what it is. You can check your domain reputation using various online tools, such as:

  • MX Toolbox: This tool checks your domain against multiple blacklists and reports if it's listed or not.
  • Google Safe Browsing: This tool checks your site for malware, phishing, and other security issues.
  • Domain Health Check: This tool checks your domain for DNS, mail, and web server configuration issues.
  • SenderScore: This tool checks your email sending reputation and assigns a score based on your email volume, spam complaints, and bounce rate.

By using these tools, you can identify the issues that are affecting your domain reputation and take the necessary steps to address them.

How to Fix Your Domain Reputation?

Once you've identified the issues that are affecting your domain reputation, you can start fixing them. Here are some tips on how to fix your domain reputation:

Improve Your Content Quality and Relevance

The quality and relevance of your content are critical factors in building trust and authority with your users and search engines. To improve your content quality and relevance, you can:

  • Conduct a content audit and remove or update low-quality or outdated content
  • Optimize your content for keywords and topics that are relevant to your audience and industry
  • Publish fresh and original content on a regular basis
  • Use multimedia, such as images and videos, to enhance the user experience

By improving your content quality and relevance, you can attract more traffic, engagement, and backlinks to your site, which can boost your domain reputation.

Domain Reputation

Backlinks are links from other sites that point to your site. They are an important factor in determining your domain authority and reputation. However, not all backlinks are created equal. To build high-quality backlinks, you can:

  • Conduct a backlink audit and remove or disavow low-quality or spammy backlinks
  • Identify and reach out to authoritative and relevant sites in your industry and ask for a link
  • Create and promote high-quality content that naturally attracts backlinks
  • Participate in guest blogging or link building programs that are reputable and relevant

By building high-quality backlinks, you can increase your domain authority and reputation, which can improve your search engine ranking and traffic.

Monitor and Improve Email Deliverability

Email deliverability is the ability of your emails to reach the inbox of your subscribers. If your emails are marked as spam or rejected by ISPs, it can harm your domain reputation. To monitor and improve your email deliverability, you can:

  • Monitor your email bounce rate and remove invalid email addresses from your list
  • Segment your email list and personalize your emails to improve engagement and reduce complaints
  • Implement email authentication protocols, such as SPF, DKIM, and DMARC, to prevent email spoofing and phishing
  • Monitor your email sending frequency and volume to avoid being flagged as a spammer
  • Use a reputable email service provider that follows best practices and provides deliverability reports

By monitoring and improving your email deliverability rate, you can increase your open and click-through rates, which can improve your domain reputation.

Remove Malware or Phishing from Your Site

Malware and phishing are security threats that can harm your users and your domain reputation. If your site is infected with malware or phishing, it can be flagged by search engines or blocked by antivirus software. To remove malware or phishing from your site, you can:

  • Scan your site for malware or phishing using online tools, such as Sucuri or Google Safe Browsing
  • Remove or quarantine any malicious files or code found on your site
  • Update your site software and plugins to the latest version and apply security patches
  • Use a web application firewall (WAF) to protect your site from future attacks

By removing malware or phishing from your site, you can protect your users and your domain reputation from harm.


Domain reputation is a crucial factor in the success of your online business. By monitoring and maintaining your domain reputation regularly, you can improve your email deliverability, search engine ranking, and user trust. By following the tips and best practices discussed in this article, you can fix your domain reputation if it's been damaged and prevent it from being harmed in the future.


What is a good domain reputation score?

  • A good domain reputation score varies depending on the tool or service used to measure it. However, in general, a score above 80 is considered good, and a score below 60 is considered poor.

How long does it take to fix a domain reputation?

  • It depends on the severity and complexity of the issues affecting your domain reputation. It can take anywhere from a few days to several months to fix your domain reputation.

How often should I check my domain reputation?

  • You should check your domain reputation regularly, at least once a month, to detect and address any issues as soon as possible.

Can I improve my domain reputation without SEO?

  • Yes, you can improve your domain reputation by focusing on content quality, backlink quality, email deliverability, and security, which are not only SEO factors but also user and business factors.

What are the consequences of a poor domain reputation?

  • The consequences of a poor domain reputation can include lower email deliverability, lower search engine ranking, higher bounce rate, lower user engagement, and loss of revenue and reputation.