What Is Page Authority? PA Definition, Factors, and Actionable Checklist
What is Page Authority? Page Authority is a numeric score from 1 to 100 that predicts how likely a specific page is to rank in search results; it is calculated by Moz and built on the quality and quantity of links pointing to that same page. The scoring scale is logarithmic, meaning growth at the low end of the scale is far easier than at the top. Page Authority differs from Domain Authority (DA): DA measures the strength of a whole website, while PA reflects the power of a single URL. Neither is an official Google ranking factor, but both correlate strongly with factors like PageRank, backlink quality, and internal linking — which is why they’re widely used for comparing competing pages and monitoring a site’s link health. In practice, checking this number monthly is like taking a patient’s blood pressure: a rough picture of each page’s link health that deserves immediate investigation if it suddenly drops.
Defining Page Authority
Page Authority (PA) is a metric showing how trustworthy, authoritative, and powerful a specific page of your website appears to search engines.
Not all pages on a website carry equal ranking value: the homepage, service pages, and older high-traffic articles usually hold more accumulated authority, while an article published this week effectively starts at zero. Understanding that difference is what tells you which page you should channel your site’s existing authority toward.
Page Authority (PA) vs. Domain Authority (DA)
Many site managers use these two concepts interchangeably. The table below clarifies their fundamental differences:
| Feature | Page Authority | Domain Authority |
|---|---|---|
| Scope | One specific URL | The whole domain and all subdomains |
| Main factors | Count and quality of backlinks pointing at that same page | Referring-domain diversity and the age of the whole site |
| Speed of change | Grows faster with a few credible links | Needs months of steady site-wide work |
| Practical use | Comparing landing pages for competitive keywords | Measuring a website’s overall potential against competitors |
A short note on these three metrics suffices: PA and DA are both estimates published by Moz; Domain Rating (DR) is Ahrefs’ equivalent estimate, focused mostly on the whole domain’s inbound link profile.
Note: all three metrics are third-party estimates; none is a direct Google ranking factor.
How Page Authority Is Calculated and Its Logarithmic Scale
The PA score is calculated on a 1-to-100 scale. The scale is logarithmic, meaning moving from 20 to 30 is far easier than growing from 70 to 80. At the top levels, each single point requires earning very strong backlinks from universities, major news outlets, and global industry references.
Suitable scores for business pages vary with competition level:
- 20 to 35: Right for new sites and low-competition local keywords
- 35 to 50: Acceptable, competitive standing in mid-level industries
- Above 50: High power with an excellent chance of conquering Google’s first page on hard keywords
Is Page Authority a Direct Google Algorithm Factor?
Short answer: no. Google never gets direct access to Moz data and runs its own confidential ranking formula. However, Moz’s machine-learning algorithms are trained on real Google search-result behavior. So these actions:
- Earning high-quality, organic backlinks
- Removing harmful chained redirects
- Producing comprehensive content with high dwell time
simultaneously raise both a page’s real Google ranking and its Page Authority number.
Factors Behind Page Authority
Before taking any action, you should know what this score is made of:
- Backlink profile pointing at that same page: The count, diversity, and authority of domains linking directly to it; one link from an authoritative site is usually worth more than a pile of links from irrelevant sites.
- Internal linking: Links arriving from your own site’s strong pages to the target page, transferring link equity.
- Host domain strength: A page published on a domain with history and a healthy link profile gets a better start.
- Content freshness and depth: Regular updates and complete topic coverage raise content longevity and the odds of earning natural links.
- User-experience signals: Load speed, visual stability, and real user behavior on the page.
12-Point Checklist for Growing Page Authority
1. Remove Spammy and Broken Links
Broken links (404 errors) cut off link-equity flow. Low-quality farm links should also be disavowed through Google Search Console.
2. Regularly Update and Rewrite Old Content
A page written last year with expired data gradually loses user-engagement signals. Refresh content with newer data, examples, and more precise answers; this usually pays off more than publishing something brand new.
3. Optimize Internal Link Structure
Link to the target page from your site’s high-authority pages (like the homepage or popular older articles) with descriptive anchor text. This is the main channel for distributing internal authority.
4. Earn Natural, Relevant Backlinks With the Skyscraper Technique
Write the most complete resource on the topic, design original infographics, and pitch them to relevant site owners to earn valuable organic backlinks.
5. Improve Speed and Core Web Vitals
Optimizing mobile LCP and INP keeps the user experience smooth and stops hard-won traffic from leaking away. The technical details are covered on our page load speed page.
6. Use Schema Markup (Structured Data)
Rich schemas like FAQPage and Article let crawlers understand a page’s structure and topical context.
7. Responsive Design and Mobile Experience
With mobile search dominant, the page’s mobile version must be complete, fast, and free of removed content.
8. Remove or Merge Thin Content
Thin, duplicate pages dilute domain authority; delete them or merge them into the parent page.
9. Strengthen the Page’s E-E-A-T
A named specialist author, credible sources, and a clear update date raise both Google’s and users’ trust.
10. Optimize Images and Alt Text
Compressed images with descriptive alt text preserve speed and raise the odds of appearing in image search.
11. Earn Reviews and Brand Mentions
Even an unlinked mention in a reputable outlet strengthens the domain’s trust signal.
12. Monitor Regularly and Fix Drops
Check Page Authority monthly; a sudden drop usually signals a lost link or a fresh technical issue.
The Role of Internal Linking in Distributing Authority
If you own a high-DA domain but one specific page won’t rank, the problem is your link-distribution architecture (link equity leaks). By building topic clusters and linking between supporting articles and the main landing page, you channel authority directly to the target page.
Tools for Checking Page Authority
The best-known tools are Moz Link Explorer, Ahrefs Site Explorer, and Semrush. Note these numbers are third-party estimates and may disagree with each other; the trend matters more than the absolute number. Consulting projects usually combine two tools for cross-checking.
Summary
Page Authority is an excellent metric for evaluating the link health and competitive strength of your website’s vital pages; by combining rich content, sound internal-link architecture, and quality backlinks, your key pages’ authority will grow.
If you’d like to know what your pages’ authority is and which item on this checklist would move the needle most for you, see our page authority building page or request a free consultation.