What is page authority?

Page authority is a score developed by Moz that predicts how well a specific page will rank on search engine result pages (SERPs). It's scored on a 1-100 logarithmic scale, meaning it's much easier to improve your score from 20 to 30 than it is from 70 to 80. This metric helps marketers understand the ranking strength of individual web pages.

Think of page authority as a forecast of a page's potential to appear high in search results. It considers many factors, including the number and quality of links pointing to that page, as well as the overall authority of the linking websites. A higher page authority score generally means a page is more likely to rank well for relevant keywords.

While Google does not officially use Page Authority as a direct ranking factor, it is a valuable third-party metric that can help you gauge your page's competitive strength. It provides insights into how search engines might perceive the trustworthiness and relevance of your content, guiding your SEO efforts effectively.

Why it matters for your marketing strategy

A high page authority indicates that a specific piece of content is seen as valuable and trustworthy by other websites and, by extension, search engines. For marketing teams, this translates directly into better visibility for key landing pages, blog posts, and product pages. When your important content ranks higher, it drives more organic traffic, which can lead to increased leads and sales.

Monitoring page authority allows you to spot trends. If a page's authority is declining, it might signal issues with link acquisition or content freshness. Conversely, a rising score validates your SEO and content marketing strategies. It also helps in competitive analysis, letting you see which of your competitor's pages are performing strongly, offering clues for your own content development.

• Helps prioritize SEO efforts: Identify pages that need attention.
• Competitive analysis: Compare your pages against competitors.
• Content planning: Understand what types of content earn high authority.
• Forecasting ranking potential: Get an idea of how likely a page is to rank.

How to improve page authority

Build high-quality backlinks

This is perhaps the most crucial factor. Seek links from reputable, relevant websites.

• Guest blogging: Write for other industry blogs.
• Broken link building: Find broken links on high-authority sites and offer your content as a replacement.
• Resource pages: Get listed on industry resource pages.
• Digital PR: Create compelling content that naturally attracts media attention and links.

Create exceptional content

Pages with valuable, comprehensive, and engaging content are more likely to earn natural backlinks and keep visitors on the page longer, signaling quality to search engines.

• Long-form articles and guides.
• Original research and data.
• Interactive tools and resources.

Optimize on-page elements

Ensure your page is well-structured and user-friendly.

• Clear headings and subheadings.
• Relevant keywords naturally integrated.
• Fast loading speed.
• Mobile responsiveness.

Improve internal linking

Link relevant pages within your own website. This helps distribute link equity and guide users and search engine crawlers through your site.

• Link from high-authority pages to lower-authority pages that you want to boost.

Best practices for leveraging page authority

• Focus on content quality over quantity: A few high-authority pages are often more impactful than many low-authority ones. Invest in creating cornerstone content.
• Regularly audit your backlinks: Ensure you are not linking to or being linked by spammy or low-quality sites, which can harm your authority. Disavow harmful links if necessary.
• Monitor competitor page authority: Use tools to see which of your competitors' pages have high authority and analyze why. This can provide insights for your own strategy.
• Integrate with your content strategy: When planning new content, consider its potential to earn authority. Can it be a definitive guide? Does it solve a common problem?
• Understand it's a long-term game: Building page authority takes time and consistent effort. Don't expect overnight results. Focus on sustainable, ethical SEO practices.

Actionable next steps

Identify your most important landing pages and check their current page authority using SEO tools like Moz or Ahrefs. Conduct a backlink audit for these pages to identify opportunities for improvement or potential issues. Prioritize content updates or new content creation for pages with lower authority but high business value. Finally, develop a consistent link-building strategy focused on earning high-quality, relevant backlinks.