Page Authority (PA): What It Is & How to Improve Yours




Updated 2/3/2024

Find the essentials about Page Authority, a metric Moz developed that measures a web page’s SEO power. Learn how to improve your score.

page authority featured image - crown and plants

With SEO, sometimes you need to get an idea of how much power a page has, such as when researching the top spot in search result pages (SERPs). This guide covers Moz‘s popular solution for measuring that.

Page Authority Basics

Page Authority is a score developed by the SEO software company Moz. It predicts how well a page will rank on SERPs. PA scores range from 1 to 100, with higher scores corresponding to a greater ability to rank.

It’s important to remember that the metric is relative. A high PA score means a page is more likely to rank than pages with lower scores, but it doesn’t guarantee a high ranking.

How is Page Authority Calculated?

The metric is calculated using an algorithm using many factors, including:

  • The number of linking root domains (websites that link to your page)
  • The number of total links pointing to your page
  • The quality of the websites that link to your page. Their authority is considered in this portion.
  • The specific relevancy of the content

Moz keeps the exact algorithm confidential and updates it periodically, so the factors and their weights might change over time.

How to Improve Page Authority

This involves many strategies used in broader SEO efforts:

  1. Create Quality Content: The foundation of any good SEO strategy is creating high-quality, relevant content. When your content is valuable, other websites are more likely to link to yours, increasing your score.
  2. Improve Internal Linking: Linking to your pages (where relevant) helps distribute link equity throughout your site, which can improve your score. Make sure your important pages are easily accessible through internal links.
  3. Earn High-Quality Backlinks: Backlinks, or links from other websites to yours, play a crucial role in calculating Page Authority. Focus on earning high-quality backlinks by reaching out to relevant websites, guest posting, and producing link-worthy content.
  4. Optimize On-Page Elements: Ensure your page’s title tag, URL, and header tags are optimized with relevant keywords. This helps with Page Authority and makes your content more appealing to search engines and users.
  5. Promote Your Content: Use social media and other promotional strategies to get your content in front of people who would find it valuable. The more your content is shared, the higher your chances of earning high-quality backlinks.
  6. Remove Bad Links: Monitor your backlink profile and try to remove any links from spammy or low-quality websites. These can harm your score and overall SEO.

Page Authority vs. Domain Authority

Page Authority is distinct from Moz’s other ranking metric, Domain Authority.

Page Authority is focused on individual pages, while Domain Authority measures the overall strength of a website.

In practice:

  • Page Authority is a better metric to use when analyzing individual pages.
  • Domain Authority is more appropriate for comparing website-level metrics.

Beyond that, there’s not much to differ.

Page Authority Alternatives

While Moz’s metric is a popular option, other SEO companies have similar solutions.

These will likely show up in most reports from these tools.

Bottom Line

Page Authority is a metric for determining the SEO power of a page. Earning links from pages with high-quality signals can have beneficial effects for your domain. You can increase your Page Authority by earning more authority signals from other sites, but the requirements are not public.

Keep refining and implementing your Off-Page SEO tactics to naturally earn links and other signals. This can lead to improved search result listings and other benefits. ?


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