What Is Page Authority?
Page Authority (PA) is a score developed by Moz that predicts how likely a specific page is to rank in search engine results. Scored from 1 to 100, higher values indicate stronger ranking potential for that particular URL.
PA differs from Domain Authority (DA) in scope. DA evaluates an entire domain's ranking strength. PA evaluates a single page. A high-DA domain can have low-PA pages if those pages lack backlinks and optimization. A low-DA domain can have a high-PA page if that page earned strong links.
Key distinction: Page Authority is NOT a Google ranking factor. It's a predictive metric from Moz that approximates the link-based signals Google uses. Use it as a comparative benchmark, not an absolute measure.
How Page Authority Is Calculated
Moz calculates PA using a machine learning model trained against actual search results. The primary inputs:
| Factor | Weight | Description |
|---|---|---|
| Linking root domains | High | Number of unique domains linking to the page |
| Total backlinks | Medium | Total inbound links (quality matters more than quantity) |
| Link quality | High | Authority and relevance of linking pages |
| MozRank | Medium | Moz's link popularity score |
| MozTrust | Medium | How close the page is to trusted seed sites |
PA is calculated on a logarithmic scale, meaning improving from 20 to 30 is much easier than improving from 70 to 80. Each point becomes progressively harder to earn.
Page Authority vs Domain Authority
| Aspect | Page Authority | Domain Authority |
|---|---|---|
| Scope | Single URL | Entire domain |
| What it predicts | Individual page ranking | Domain-wide ranking potential |
| Main drivers | Links to that specific page | Links across all pages on the domain |
| Use case | Evaluate specific content pieces | Assess overall site strength |
| Improvement speed | Faster (target one page) | Slower (requires domain-wide growth) |
A practical example: Your homepage might have PA 45, your best blog post PA 35, and a new page PA 10. The DA for the whole domain might be 30. Each page has its own ranking potential.
What's a Good Page Authority Score?
PA is relative—it only matters compared to competing pages for the same query.
| PA Range | Interpretation |
|---|---|
| 1–20 | New or unlinked pages; won't rank for competitive terms |
| 21–40 | Moderate authority; can rank for low-competition queries |
| 41–60 | Strong pages; competitive for medium-difficulty keywords |
| 61–80 | Very strong; can compete for competitive terms |
| 81–100 | Elite pages (major publications, government sites) |
Rather than chasing a specific PA number, compare your page's PA against the top-ranking pages for your target keyword. If the top 5 results have PA 40–50 and your page has PA 35, you're in striking distance.
How to Improve Page Authority
1. Earn Quality Backlinks
The single most effective way to increase PA. Focus on:
- Guest posts on relevant, authoritative sites
- Resource pages that link to comprehensive content
- Digital PR and data-driven content that earns press links
- Broken link building by replacing dead links with your content
Quality over quantity. One link from a PA 60 page provides more value than ten links from PA 10 pages.
2. Strengthen Internal Linking
Internal links pass authority between your own pages. Link from your highest-PA pages to pages you want to boost. Use descriptive anchor text that signals the target page's topic.
Audit your internal link structure:
- Does every important page receive at least 3–5 internal links?
- Are your highest-authority pages linking to strategic targets?
- Is the anchor text relevant and varied?
3. Optimize On-Page Content
While PA is primarily link-driven, content quality affects whether pages earn and retain links:
- Comprehensive, expert content attracts natural backlinks
- Updated, current information prevents link decay
- Structured content (tables, lists, clear headings) increases shareability
4. Remove or Redirect Low-Value Pages
Consolidating thin pages into comprehensive ones concentrates link equity. If you have five weak pages on similar topics, merge them into one strong page and redirect the old URLs.
Page Authority in Practice
Content Prioritization
Use PA to decide where to invest optimization effort:
- High PA, low traffic — Likely a keyword targeting issue. Reoptimize for better terms.
- Low PA, high potential — Needs link building. Create a backlink campaign.
- High PA, high traffic — Maintain and protect. Don't break what works.
- Low PA, low potential — Consider consolidating with stronger content.
Competitive Analysis
Before targeting a keyword, check the PA of pages currently ranking:
- Search your target keyword
- Check PA of top 5–10 results
- Compare against your page's PA
- If the gap is <15 points, you can compete with strong content and link building
- If the gap is >30 points, target a less competitive variation first
Link Building Campaigns
Track PA before and after link building to measure effectiveness. PA updates regularly as Moz recrawls the web, so allow 2–4 weeks for changes to reflect.
Common Page Authority Misconceptions
"I need a PA of 50+ to rank." False. PA is relative. You need higher PA than your competitors for a given keyword, not a specific number.
"PA and DA are the same thing." They're related but different. A page can have low PA on a high-DA domain if it hasn't earned its own links.
"Increasing PA guarantees better rankings." PA correlates with rankings but doesn't cause them. Google uses its own signals, which PA only approximates.
"PA is a Google metric." It's a Moz metric. Google has never confirmed using it or anything equivalent. Ahrefs has a similar metric called URL Rating (UR).
FAQs
How often does Page Authority update?
Moz updates PA scores regularly as they recrawl the web. Expect changes to reflect within 2–4 weeks of earning new backlinks. Sudden drops usually indicate lost backlinks or Moz algorithm updates.
Is Page Authority the same as Ahrefs URL Rating?
No, but they measure similar concepts. Moz's PA and Ahrefs' URL Rating (UR) both evaluate page-level link strength, but they use different algorithms and data sources. The scores aren't directly comparable.
Can I check Page Authority for free?
Yes. Moz's free toolbar extension (MozBar) shows PA for any page you visit. The Moz Link Explorer free tier allows limited lookups. Ahrefs' free backlink checker shows URL Rating, their equivalent metric.
Does page speed affect Page Authority?
Not directly. PA is primarily calculated from link data. However, faster pages tend to earn more links and rank better, which indirectly improves PA over time.