If you’ve spent any time analyzing competitors, evaluating backlinks, or deciding which pages to optimize first, you’ve likely come across Page Authority. It’s one of the most referenced metrics in SEO—but also one of the most misunderstood. Many marketers treat it as a ranking factor, while others dismiss it entirely. The truth lies in between.
This guide is written from an SEO strategist’s perspective, combining years of practical experience with how search engines actually work. By the end, you’ll not only understand what is Page Authority in SEO, but also how to use it correctly to make smarter ranking, content, and link-building decisions.
Short Answer: What is Page Authority in SEO?
Page Authority (PA) is a score developed by Moz that predicts how well a specific webpage is likely to rank in search engine results. It is measured on a scale from 1 to 100, with higher scores indicating a stronger potential to rank.
Page Authority does not come from Google. Instead, it uses link-based signals and machine learning to estimate ranking strength relative to other pages on the web. Importantly, it is a comparative and predictive metric, not a direct ranking factor.
Understanding What Page Authority in SEO Really Means
What is Page Authority in SEO and Why It Matters
In plain terms, Page Authority estimates how competitive a single page is in organic search results. Unlike site-wide metrics, PA focuses on the ranking potential of one URL, not the entire domain.
Why it matters:
- Helps assess how hard it may be to outrank a competing page
- Guides link-building priorities
- Assists in content optimization decisions
- Supports keyword difficulty evaluation at the page level
However, Page Authority should never be used in isolation. Google does not see PA—but it often correlates with ranking success because both rely heavily on backlinks.
Page Authority vs Google Ranking Factors
Google uses hundreds of signals, including:
- Content relevance and depth
- Search intent satisfaction
- Backlink quality and context
- User experience and performance
Page Authority simplifies many of these primarily links into a single score. That’s why it’s useful, but not definitive.
Why Page Authority Is a Predictive Metric (Not a Ranking Factor)
Moz explicitly states that Page Authority:
- Does not influence Google directly
- Exists to model ranking likelihood
- Changes as the web changes
SEOs use it to estimate effort, not guarantee outcomes.
How Page Authority Is Calculated
Link-Based Signals Overview
Page Authority heavily relies on:
- Number of backlinks
- Quality of linking domains
- Relevance of linking pages
- Internal link equity
Moz’s Machine Learning Model
Moz uses a machine learning algorithm trained on real SERP data. The model compares thousands of ranking signals to predict how links impact rankings relative to other pages.
Factors Included vs Excluded
Included:
- Link diversity
- Authority of linking pages
- Internal link flow
Excluded:
- Content quality
- Keyword usage
- Page speed
- User behavior signals
This explains why strong content can outrank a higher-PA page.
Why Page Authority Fluctuates
PA changes because:
- The web constantly gains and loses links
- Competitors improve their pages
- Moz updates its index and model
What Page Authority Is NOT
- Not a Google metric
- Not static or guaranteed
- Not a content quality score
- Not domain-wide
Understanding these limitations prevents poor SEO decisions.
How Page Authority Fits Into the SEO Ecosystem
Page Authority vs Ranking Factors
Page Authority measures correlation, not causation. High-ranking pages often have high PA, but PA alone doesn’t cause rankings.
Relationship Between Page Authority and SERP Performance
- High PA pages dominate competitive head terms
- Low PA pages often rank for long-tail keywords
- PA matters most when intent and content quality are equal
Page Authority vs Domain Authority vs URL Rating
Comparison Table: Page Authority vs Other SEO Authority Metrics
Metric |
Measures |
Scope |
Created by |
Best Used For |
|---|---|---|---|---|
| Page Authority | Ranking potential | Single page | Moz | Page-level competition |
| Domain Authority | Overall site strength | Entire domain | Moz | Competitor analysis |
| URL Rating | Link power | Single URL | Ahrefs | Link evaluation |
| Trust Flow | Link trust | Page/domain | Majestic | Spam detection |
Which Metric Should You Trust Most?
- Use Page Authority for page-vs-page analysis
- Use Domain Authority for site strength comparison
- Use URL Rating for backlink quality checks
The best SEO decisions come from combining metrics, not choosing one.
How to Check Page Authority
Tools That Show Page Authority
- Moz Link Explorer – most accurate PA data
- MozBar – instant SERP analysis
- SEO browser extensions – quick checks
- Bulk PA checking tools – large-scale audits
Is Page Authority Still Relevant in Modern SEO?
Yes with context.
Agencies still use it for:
- Competitive research
- Link prospecting
- Content prioritization
It becomes misleading when used as a ranking guarantee.
Step-by-Step: How to Increase Page Authority in SEO
Step 1: Improve Internal Linking to the Target Page
- Use descriptive, relevant anchor text
- Link from high-authority pages
- Apply a hub-and-spoke content model
Step 2: Build High-Quality Backlinks to the Page
- Earn editorial links, not directories
- Focus on contextual relevance
- Avoid toxic or paid link schemes
Step 3: Optimize On-Page SEO for Link Worthiness
- Publish comprehensive, intent-driven content
- Cover semantic topics and entities
- Make the page a reference resource
Step 4: Update and Refresh Content Regularly
- Prevent content decay
- Add new data, examples, and visuals
- Republish strategically
Step 5: Improve Page Experience Signals
- Optimize page speed
- Ensure mobile usability
- Improve readability and UX
Common Misconceptions About Page Authority in SEO
Higher Page Authority Does Not Guarantee Rankings
A high PA page can still fail due to:
- Poor search intent alignment
- Weak content depth
- Better competitor relevance
Low Page Authority Pages Can Still Rank
Especially for:
- Long-tail keywords
- Low-competition niches
- Highly specific search intent
Relevance often beats raw authority.
When Should You Use Page Authority in SEO Strategy?
- Evaluating keyword difficulty
- Prioritizing content updates
- Planning internal linking
- Deciding link-building targets
FAQs About What is Page Authority in SEO
What is Page Authority in SEO and how accurate is it?
It’s directionally accurate for comparison, not prediction.
What is a good Page Authority score?
Relative to competitors there is no universal “good” score.
How long does it take to increase Page Authority?
Typically weeks to months, depending on links earned.
Is Page Authority a Google ranking factor?
No, it is a third-party metric.
Can Page Authority decrease over time?
Yes, due to lost links or stronger competitors.
What affects Page Authority the most?
High-quality, relevant backlinks.
Should I focus on Page Authority or Domain Authority?
Use both PA for pages, DA for domains.
Does internal linking increase Page Authority?
Yes, when done strategically.
Final Thoughts: What is Page Authority in SEO and How to Use It Correctly
Page Authority is best viewed as an SEO intelligence tool, not a goal. It helps you estimate competitiveness, prioritize efforts, and understand link equity but it should never replace real ranking signals like content quality, relevance, and user satisfaction. Visit Incline Solution to grow your page authority in an organic way.
Rely on Page Authority for comparison and planning.
Do not rely on it as a ranking promise.
Combine it with intent analysis, on-page optimization, and performance metrics.
That’s how professionals use Page Authority to win.
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