Page Authority (PA) is a predictive score that estimates how well a specific webpage will rank on search engine results pages (SERPs). Developed by Moz, it allows practitioners to compare the ranking strength of individual URLs rather than entire domains. Use this metric to benchmark against competitors, vet link prospects, and track the growth of your link-building campaigns.
What is Page Authority?
Page Authority is a value score that indicates a page’s likelihood of ranking in search results based primarily on its link profile. While Moz originated the term, other tools use similar proprietary versions. [Semrush calculates a version called "Authority Score"] ( Semrush), while [Ahrefs uses "Domain Rating" to measure domain-level strength] (Ahrefs).
[Page Authority is calculated using a machine learning algorithm based on more than 40 factors] (Moz). Because the data points change constantly, PA functions as a relative indicator rather than an absolute score. It helps SEOs determine which pages on a site have the most "link power" to pass to other pages.
Why Page Authority matters
PA provides a baseline for making data-driven SEO decisions. It helps you prioritize where to focus your resources by identifying the strongest pages within your own site or your competitors’ sites.
- Competitive Research: Predict how a page might perform against a rival URL for the same keyword.
- Link Prioritization: Identify which internal pages can convey the most authority to a newly published asset.
- Vetting Prospects: Choose between multiple guest post opportunities by comparing the PA of specific target pages.
- Performance Reporting: Demonstrate the month-over-month impact of link-building efforts to clients or stakeholders.
How Page Authority works
PA uses a 100-point logarithmic scale. This means it is significantly easier to move a score from 20 to 30 than it is to move it from 70 to 80. The score is not a static number; it fluctuates as the web index updates and as the machine learning model adjusts to current search trends.
Key calculation factors
The metric is link-centric and ignores on-page elements like content optimization or technical SEO. Factors include: * The number of unique linking root domains. * The distribution of followed vs. nofollowed links. * The quality and "trustworthiness" of the linking sites. * Link anchor text distribution. * The presence of 301 and 302 redirects.
Data correlations
Search engines do not use PA as a direct ranking factor. However, [correlation studies of 218,713 domains showed authority metrics correlate well with keyword rankings] (Ahrefs). Furthermore, research suggests that [the number of referring domains to a page is the strongest correlating backlink factor for rankings] (Ahrefs).
What is a "good" Page Authority?
There is no universal "good" score. PA is comparative, meaning a score is only useful when viewed alongside competitors in the same niche.
[Typical good Page Authority scores range from 30 to 70 depending on industry competition] (Moz). A score of 20 might be excellent for a local news site in a small town, while a 20 for a national e-commerce page would be considered low. Always judge your score against similar websites rather than the entire web.
Best practices for influencing PA
You cannot change your PA score directly with a single setting. Instead, you must improve the aggregate signals that feed the calculation.
- Earn external links from high-authority pages. Seek "votes of confidence" from sites that already have high PA and DA.
- Audit your link profile for spam. High Spam Scores or unnatural dofollow link ratios can negatively impact authority.
- Use internal links strategically. Pass link equity from your "power pages" to new content you want to rank.
- Update content regularly. Freshness signals and continued relevance help older pages maintain their trust over time.
- Monitor referring domains. [Acquiring links from more unique websites (referring domains) is the primary way to improve authority metrics] (Ahrefs).
Common mistakes
Mistake: Treating PA as a Google ranking factor. Fix: Use PA only as a tool for comparison and prediction; remember that Google uses its own internal metrics like PageRank.
Mistake: Comparing scores between different SEO tools (e.g., comparing Moz PA to Semrush Authority Score). Fix: Stick to one tool for your tracking to maintain data consistency, as each tool uses a different index and algorithm.
Mistake: Focusing on PA to the exclusion of content quality. Fix: Use PA to measure your link profile, but ensure your content still meets user intent, as PA does not calculate content relevance.
Mistake: Expecting a static score. Fix: Accept that PA fluctuates because of the logarithmic scale and constant updates to the web index.
Page Authority vs. Domain Authority
| Feature | Page Authority (PA) | Domain Authority (DA) |
|---|---|---|
| Scope | Single URL | Entire domain or subdomain |
| Best For | Comparing specific articles or product pages | Comparing brand strength and site-wide potential |
| Common Inputs | Single-page link counts, redirects | Site-wide link power, spam factors |
| Goal | Rank prediction for a specific page | Rank prediction for a whole site |
Rule of thumb: Use DA to see if you can compete with a website overall; use PA to see if you can outrank a specific page on that website.
FAQ
Is Page Authority a ranking factor?
No. Page Authority is a proprietary metric from Moz. Google representatives consistently deny using third-party authority scores as ranking factors. However, the factors PA measures—like link quality and quantity—are closely related to what search engines use to determine rankings.
Why did my Page Authority score drop?
Scores can drop for several reasons: the Moz web index hasn't yet accounted for your new links, a competitor saw massive growth that skewed the logarithmic scale, or you lost links from a high-authority source. Because the scale is relative, your score might drop even if your link profile stays the same because others improved significantly.
How do I check my Page Authority?
You can check PA using Moz Link Explorer, the MozBar SEO toolbar, or the SERP Analysis section of Keyword Explorer. Semrush users can see a similar metric called Authority Score in the Backlinks tool by selecting "Exact URL."
Does content optimization increase Page Authority?
Not directly in the Moz calculation. PA focuses on link-based factors. However, high-quality, optimized content is more likely to earn the backlinks required to raise your PA. Semrush's Authority Score differs by factoring in organic traffic and keywords into its compound metric.
What is a better focus: DA or PA?
It depends on your goal. If you are building a new site, focus on Domain Authority to establish a baseline of trust. If you are trying to rank a specific guide or sales page, focus on Page Authority by building links directly to that URL.
