What is Page Authority?

Page Authority (PA) is a score developed by Moz that predicts how well a specific page on a website will rank on search engine result pages (SERPs). The score ranges from 1 to 100, with higher scores corresponding to a greater ability to rank. Page Authority is based on data from Moz’s web index and incorporates dozens of factors including link counts and more complex calculations like machine learning predictions on whether Google might consider a page authoritative.

Importance in SEO

Predicting Page Performance

Page Authority is used as a predictive measure for how well a page might perform in search rankings without considering content relevance. It helps marketers prioritize efforts by identifying which pages might need more SEO attention to improve their visibility.

Benchmarking Against Competitors

PA can be used to compare the strength of your web pages against pages from other sites. This benchmarking can guide SEO strategy by highlighting areas where your page may be falling short in terms of link quality or quantity.

Key Elements Influencing Page Authority

External Links

The number and quality of external links pointing to a page are among the most significant factors affecting Page Authority. High-quality backlinks from reputable and relevant sources tend to increase a page’s authority.

Internal Link Structure

How a site is linked internally can also impact the Page Authority of individual pages. Strategic internal linking can help distribute link equity throughout the site, boosting the authority of key pages.

Enhancing Page Authority

Building High-Quality Backlinks

Focus on earning high-quality backlinks from well-regarded sites within your industry. Techniques such as guest blogging, collaborations, and creating shareable content can help accumulate these valuable links.

Optimizing Internal Linking

Enhance the internal link structure by ensuring that high-priority pages receive more internal links from other relevant pages within your site. Use descriptive, keyword-rich anchor text for these links.

Regular Content Updates and Improvements

Keep the page content fresh and relevant, as this can encourage more external sites to link to it. Updating existing content can also revive interest and prompt more shares and backlinks.

Challenges and Best Practices

Understanding PA’s Role in SEO

It’s important to understand that while Page Authority offers insights into the potential ranking strength of a page, it does not guarantee search performance as it doesn’t consider the context of specific searches or content relevance.

Monitoring Changes and Comparisons

Page Authority can fluctuate as more data becomes available or as Moz’s scoring algorithm changes. Regular monitoring of PA scores, especially in comparison to competitor pages, is crucial for assessing your page’s standing and adjusting strategies accordingly.


Page Authority is a valuable metric in SEO for assessing the potential of individual pages to rank in SERPs based on their link profile. While it is only one of many metrics that SEO professionals should consider, maintaining high Page Authority can contribute to overall site performance in search rankings. Effective strategies for enhancing Page Authority include building high-quality backlinks, optimizing internal linking, and maintaining high-quality page content. Regularly monitoring and adapting your strategies in response to changes in PA can help maximize your competitive edge in search rankings.