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Understanding Page Authority: A Crucial Element in SEO

Page Authority (PA) is a term that holds significant weight in the world of Search Engine Optimization (SEO). It plays an imperative role in determining how well a particular webpage will rank on search engine result pages (SERPs). In this blog post, we’ll dig into the concept of Page Authority, its importance, and how it impacts your website’s overall SEO strategy.

What is Page Authority?

Page Authority, coined by Moz, is a metric that predicts the likelihood of a particular page to rank higher on search engines. It is measured on a scale from 0 to 100, with higher scores pointing to a stronger ability to rank. This metric takes into account various factors, like the quality and quantity of inbound links, relevant content, and overall user experience.

Factors Influencing Page Authority

Page Authority
  • Quality Backlinks:

One of the primary factors affecting Page Authority is the number and quality of backlinks pointing to a particular page. Relevant, high-quality links from authoritative websites can significantly boost a page’s authority.

  • Content Relevance and Quality:

Search engines prioritize content relevance and quality. Pages with well-crafted, informative content that satisfies user intent are more likely to have higher Page Authority.

  • On-Page SEO:

Proper on-page SEO practices, including optimized meta tags, headings, and keyword usage, contribute to a page’s authority. A well-structured and easily navigable website also enhances the user experience.

  • User Experience:

User experience is increasingly vital in determining Page Authority. Factors like page load speed, mobile responsiveness, and overall usability play a role in search engine algorithms.

Calculation of Page Authority

Calculation of Page Authority

                                                     Source: Moz

Page Authority (PA) is determined using a 100-point logarithmic scale, where higher scores indicate a heightened likelihood of a page ranking favorably for a relevant search. The scoring process takes into account various aspects, including the number of unique domains linking to a page, the nature of links (followed or no-follow), different link types like 301s and 302s, the distinction between new and old links, and even the domain name.

These factors rely on data sourced from the Mozscape web index, a repository generated by a web-crawling bot that mimics the behavior of the Googlebot. The objective is to capture a comprehensive map of web content present in search results.

Subsequently, these factors are assigned weights, aggregated, and fed into a machine-learning model alongside training data derived from Google’s SERPs. The machine learning model acknowledges this data, enabling Moz’s PA tool to make predictions about a page’s ranking potential. While Moz doesn’t perfectly mirror Google’s algorithm, it stands as one company’s informed estimation of a page’s likelihood to perform well in search results.

page authority

                                                            Source: Moz

Importance of Page Authority in SEO

  • Ranking on SERPs: Pages with higher authority are more likely to secure top positions on search engine result pages. This is crucial for driving organic traffic and increasing visibility.
  • Competitive Advantage: Websites with strong Page Authority often have a competitive edge in the online hemisphere. They are more likely to outperform competitors in search rankings.
  • Trustworthiness and Credibility: A high Page Authority signifies trustworthiness and credibility to search engines. Users are also able to trust and click on pages that rank higher.
  • Targeted Link Building: Understanding Page Authority helps in strategic link-building efforts. Focusing on acquiring backlinks from reputable sources can enhance a page’s authority.

How Can I Impact Page Authority?

 Page Authority?

Influencing Page Authority (PA) is not a one-size-fits-all endeavor. PA, as a composite of link data, operates like a well-coordinated vehicle—every component must function harmoniously for movement to occur.

When seeking to influence PA, focusing on your link profile is a solid starting point. Consider the following strategies:

  • Prioritizing Pages: Evaluate your content and identify pages with the highest SEO value. Prioritize these pages to be crawled first, ensuring a strategic approach to PA improvement.
  • Using a Sitemap: Develop a sitemap after prioritizing pages. Sitemaps guide Google bots through the page hierarchy on your site, aiding them in determining which pages to crawl first. Sitemaps can be created manually or through various third-party tools.
  • Building Links to Important Pages: Revisit the prioritized pages and establish links to them. Creating links from supplementary content to crucial pages, such as conversion pages, channels link equity to where it’s most impactful—your revenue-generating pages.
  • Obtaining Backlinks from High-Authority Pages: Secure backlinks (inbound links) from pages with high authority. These backlinks transfer link equity to your pages, serving as a digital endorsement. Similar to how Yelp reviews businesses, backlinks act as online endorsements, influencing the perceived importance and trustworthiness of your page or site.

Page Authority vs. Domain Authority 

Achieving the top position in a Search Engine Results Page (SERP) requires more than just a high Page Authority (PA). It’s essential to also take into account Domain Authority (DA), a closely related metric provided by Moz. Although the two terms share similarities and employ the same methodology to assess rankings, they operate on different scales. While PA assesses the strength of a single page’s backlink profile, DA evaluates the strength of backlinks across your entire website. There exists a symbiotic relationship between DA and PA, as each has an impact on the other.

Regardless of the metric under consideration, it’s crucial to recognize that both are utilized as comparative tools to estimate and assess specific ranking factors—they are not integrated into Google’s search algorithm.


In the ever-evolving field of SEO, understanding and optimizing Page Authority is essential for achieving better search rankings and driving organic traffic. By implementing effective strategies such as building quality backlinks, creating relevant and high-quality content, and enhancing overall user experience, you can enhance your website’s Page Authority and, consequently, its online visibility. Keep in mind that improving Page Authority is an ongoing process, requiring consistent effort and adaptation to the changing SEO landscape.


What do you mean by a “good” PA? 

Determining a “good” Page Authority (PA) is not a strict classification of “good” or “bad.” While, in general, a higher PA is favorable, not every page can realistically achieve a PA in the 90s. The assessment of a “good” PA is contingent on your specific goals. If your aim is to secure a spot on the first Search Engine Results Page (SERP) for a particular query, what qualifies as a “good” PA is relative to that specific SERP and the link profiles of the domains featured in the results.

How Significant is the Contribution of Your Links to Page Authority?

Having numerous links on your page is beneficial, but if they lack relevance to your content and provide minimal value, they won’t positively influence your page authority score.

How Do You Assess Your Page Authority?

Monitoring your page authority involves considering several factors. Here’s how you can review it:

  1. Examine the quantity and quality of backlinks your page has garnered.
  2. Evaluate whether your page ranks effectively for searches with high competition.
  3. Utilize tools like MozBar to gain insights into your page’s performance.

How Frequently Should I Monitor My Page Authority?

Given that page authority is a metric that evolves gradually, it’s advisable to check the PA of chosen pages no more than once a month. This allows for the incorporation of any newly established backlinks over a 30-day period, ensuring they have ample time to impact the Page Authority of your page(s).

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