Page authority

Definition

Page Authority (PA) is a search engine ranking score developed by Moz that predicts how well an individual webpage will rank in search engine results pages (SERPs). The score ranges from 1 to 100, with higher scores indicating a stronger ability to rank. Unlike Domain Authority, which measures the strength of an entire domain, Page Authority focuses on the performance potential of a single page.

This metric is widely used by SEO professionals to evaluate page-level competitiveness. For example, if two product pages target the same keyword, the one with higher PA generally has a better chance of outranking the other, assuming similar content quality and relevance.

Advanced

Page Authority is calculated using a machine learning model that evaluates multiple factors, including backlink profile, linking root domains, and the authority of external sites pointing to the page. The scoring system is logarithmic, making it much harder to improve PA at higher levels than at lower levels.

Advanced SEO practitioners use PA alongside metrics like Domain Authority, Trust Flow, and Citation Flow to create a holistic view of competitiveness. Unlike Google’s ranking signals, PA is not a direct factor in search engine algorithms but serves as a comparative indicator. Monitoring changes in Page Authority helps identify the impact of link-building campaigns and competitive shifts.

Why it matters

• Assists in prioritizing which pages to optimize for SEO.
• Helps evaluate backlink effectiveness at a page level.
• Provides competitive insights against similar pages in search results.
• Supports strategic internal linking to boost weaker pages.

Use cases

• Assessing which product or landing pages to target for keyword campaigns.
• Tracking improvements after earning backlinks to a page.
• Benchmarking content performance against competitors’ pages.
• Identifying underperforming pages that need optimization or link support.

Metrics

• Page Authority score (1–100).
• Number and quality of backlinks to a page.
• Linking root domains pointing specifically to that page.
• Comparative ranking potential versus similar competitor pages.

Issues

• Misinterpreting PA as an official Google ranking factor.
• Overemphasis on score instead of real traffic and conversions.
• Difficulty increasing PA without consistent link acquisition.
• Score fluctuations due to changes in Moz’s algorithm or index size.

Example

A marketing agency compares two client blog posts targeting the keyword "email automation tools." One page has a PA of 15, while a competitor’s page shows a PA of 40. By building backlinks and improving content depth, the client’s page PA rises to 32 within three months, leading to better rankings and more organic traffic.