Definition
Page Authority (PA) is a metric developed by Moz that gauges the ranking strength of a specific webpage, rather than an entire domain. This score is similar in principle to Domain Authority (DA) but applies to an individual URL instead of the website as a whole.
What is it?
Page Authority estimates how likely a given page is to appear near the top of search engine results. It’s calculated using factors like the quality and quantity of inbound links, the diversity of referring domains, and Moz’s proprietary algorithmic signals. While the score ranges from 1 to 100, it’s important to note that PA is relative and logarithmic; moving a page from PA 20 to PA 30 is far easier than pushing it from PA 70 to PA 80. Websites generally aim to increase Page Authority for important landing pages—like product descriptions, blog articles, or service overviews—because a higher PA can correlate with better rankings and visibility.
How is it used?
Marketers and SEO professionals often reference Page Authority when planning content strategies or conducting link-building efforts. By identifying which pages have lower PA yet high potential, they can target those URLs for optimization—improving content relevance, acquiring quality backlinks, and enhancing on-page SEO elements. Over time, consistent optimization may boost the PA score, leading to improved organic performance. However, PA should be seen as a directional guide rather than a definitive measure of success, as Google does not directly use Moz’s metric in its algorithms. Instead, combining PA insights with other data points—like keyword rankings, traffic, and user engagement—provides a more holistic view of a page’s effectiveness.
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