Page Authority (PA) is a score developed by Moz that predicts how well a specific page will rank on search engine results pages (SERPs). It's an essential metric for evaluating a page's individual strength and potential to perform well in organic search.
What is Page Authority (PA)?
Page Authority (PA) is a proprietary metric created by the SEO software company, Moz. It is a score from 1 to 100 that forecasts a single webpage's ranking potential. The higher a page's PA, the more likely it is to rank highly in search results. Unlike Domain Authority (DA), which measures the strength of an entire website, PA focuses on the authority of an individual page, taking into account factors like the quantity and quality of links pointing to it.
How PA is Calculated
Moz’s algorithm uses over 40 factors to calculate a page's PA score. The most significant of these factors is the backlink profile. PA is a logarithmic scale, meaning it's much harder to improve your score from 70 to 80 than it is to go from 20 to 30. A page with a high PA score is a strong signal to search engines that the page is a trusted and valuable source of information.
Actionable Strategies to Increase Your Page Authority
Improving your Page Authority is not a quick fix; it requires a long-term, strategic approach focused on building a strong, valuable web presence. Here’s how you can do it:
- Build High-Quality Backlinks: This is the single most important factor. Focus on earning links from authoritative, relevant, and trustworthy websites (those with a high Domain Authority). Guest posting on reputable blogs, creating linkable assets (infographics, data reports), and building relationships with other sites in your industry are all effective strategies.
- Internal Linking: Link from your high-authority pages to new or important pages on your site. This passes 'link equity' and helps distribute authority across your domain, boosting the PA of your target pages.
- Create Evergreen Content: Publish content that remains relevant and valuable over time. Evergreen content naturally attracts backlinks and will continue to build authority long after publication, ensuring your PA score remains strong.
- On-Page SEO Optimization: While link-building is key, don't forget on-page factors. Ensure your content is well-structured, easy to read, and optimized for your target keywords. A great user experience encourages shares and links, which in turn boosts PA.
Understanding the Relationship with Domain Authority
Page Authority and Domain Authority work together to provide a comprehensive view of your website's strength. While PA measures a single page, DA measures the authority of your entire domain. A high DA can make it easier to build high-PA pages, as authority is shared across your site. However, a specific page can still have a high PA score even if your overall DA is low, especially if it has attracted a significant number of powerful backlinks.
Key Differences:
| Feature | Page Authority (PA) | Domain Authority (DA) |
|---|---|---|
| Scope | Single web page | Entire website/domain |
| Use Case | Ranking potential of one page | Overall website strength |
| Calculation | Based on links to the specific page | Based on links to the entire domain |
Tools and Measurement
While PA is a Moz-specific metric, other SEO tools offer similar scores that predict a page's ranking power. Ahrefs' URL Rating (UR) and Semrush's Authority Score are widely used alternatives. Regardless of the tool, the core principle remains the same: a page's ranking power is heavily influenced by the quality and quantity of its inbound links. Regularly monitor these scores to track the success of your link-building and content strategies.