Page Authority, often abbreviated as PA, is an evaluation metric developed by Moz, one of the leading companies in the Search Engine Optimization field. It is a score on a scale from 1 to 100 that estimates the ability of a single web page to rank well in organic search results. It should not be confused with Domain Authority, which measures the overall strength of an entire domain, nor with Google’s PageRank, from which it draws conceptual inspiration.
The Page Authority value is calculated through an algorithm that examines numerous factors, including the number and quality of inbound links, the relevance of the referring domains, and other signals related to the backlink profile. The score is therefore predictive and does not represent an official measure used by Google to determine ranking. Its main usefulness lies in quickly comparing multiple pages with each other and monitoring the evolution of one’s authority over time.
What Page Authority measures
Page Authority is a summary indicator that attempts to predict the likelihood that a specific URL will rank in the top positions of search results. The model it is based on combines dozens of different signals, weighted to return a single, easily interpretable value. Because it focuses on the individual page rather than the entire site, it also allows you to evaluate isolated URLs, such as blog articles, product pages, or landing pages.
Difference between Page Authority and Domain Authority
Domain Authority measures the overall authority of a domain, considering all its pages and the link profile that concerns it as a whole. Page Authority, on the other hand, refers exclusively to a single URL and reflects the specific strength of that page. A page can have a high Page Authority even within a domain with modest Domain Authority, if it has received authoritative and targeted links.
The calculation model and the value scale
The calculation of Page Authority is based on a machine learning model trained on a vast set of data related to real search results. The algorithm analyzes the inbound link profile, the quality and quantity of referring domains, topical relevance, and other trust factors. The result is then normalized on a logarithmic scale from 1 to 100, where low values are relatively easy to obtain and high values become progressively harder to reach.
Factors that influence the score
Among the elements that most affect the Page Authority value are the number of external links pointing to the page, the authority of the referring sites, and the variety of domains involved. The relevance of the content to the links received and the overall quality of the page in terms of structure and usability also matter. It should be remembered that the metric is proprietary and the exact details of the algorithm are not public.
What it is used for in competitive analysis
Page Authority is mainly used in competitive analysis, to compare your pages with those of competitors occupying the top positions. It also helps prioritize optimization efforts by identifying the URLs that need more links or stronger content. Another frequent use concerns the evaluation of link building opportunities, as it allows you to estimate the potential value of a destination page.
Limitations and critical issues
Page Authority is not an official ranking factor and is not read by search engines during indexing. Its value is therefore purely indicative and should be interpreted as a relative estimate, not an absolute measure. Moreover, the score can change over time even without direct changes to the page, because it depends on the evolution of the entire link landscape.
Page Authority, Domain Authority, and other metrics compared
| Metric | Scope | Scale | Provider |
|---|---|---|---|
| Page Authority | Single page | 1 – 100 | Moz |
| Domain Authority | Entire domain | 1 – 100 | Moz |
| Domain Rating | Entire domain | 0 – 100 | Ahrefs |
| URL Rating | Single page | 0 – 100 | Ahrefs |
| PageRank | Single page | 0 – 10 |
Effective actions to raise the score
Improving a page’s Page Authority requires consistent work on content quality and the inbound link profile. There are no reliable shortcuts: manipulative techniques are generally penalized and do not produce lasting results. Below are the most effective and sustainable actions in the medium and long term.
- Publish original, in-depth content that is genuinely useful to the target audience.
- Obtain inbound links from authoritative and topically relevant sites.
- Diversify backlink sources, avoiding concentrating them on a few domains.
- Take care of the page structure with clear headings and a logical content hierarchy.
- Periodically update content to keep it current and relevant.
- Improve loading speed and the browsing experience on mobile devices.
- Promote the page through legitimate channels, such as newsletters and social networks.
- Monitor the evolution of the score over time and compare it with that of competitors.
Frequently asked questions
Is Page Authority a Google ranking factor?
No, Page Authority is a proprietary Moz metric and is not used directly by Google to determine ranking. Its value is purely predictive and serves as an analysis tool.
What is a good Page Authority score?
There is no universal threshold, because the judgment depends on the industry and the reference competitors. In general, values higher than those of competing pages indicate a potential competitive advantage.
Can Page Authority decrease over time?
Yes, the score can decrease if the page loses inbound links or if the domains that linked to it reduce their authority. The evolution of the overall link landscape can also affect the relative value.
Do you need a high score to rank well?
It is neither a necessary nor a sufficient condition. A high Page Authority increases the likelihood of good results, but ranking depends on many other factors, including relevance and content quality.
How do you check the Page Authority of a page?
The score can be consulted through the tools provided by Moz, such as the browser toolbar or paid analysis platforms. There are also free tools with limited functionality.
Should Page Authority and Domain Authority be read together?
Yes, the two metrics complement each other. Domain Authority offers an overview of the site, while Page Authority allows you to evaluate the specific contribution of each individual URL.
Do you have this problem?Why can’t a page with high Page Authority (PA) rank as well as it should?If the page’s Page Authority (PA) is low, your content struggles to emerge even if it is valid. In the service Domain Authority and Authoritative Backlinks: How to Build Domain Authority, I analyze the PA of your key pages and build authoritative backlinks to strengthen it.Discover how to increase Page Authority
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