Story Based Question
Imagine you’re running a new blog about fitness. You’ve written a fantastic post titled “10-Minute Home Workouts.” However, despite promoting it on social media and getting a few backlinks, it doesn’t appear in Google’s top search results. Meanwhile, a competitor’s article on the same topic consistently ranks higher, even though their content seems less detailed. You’re frustrated and wondering, “What gives?” A seasoned SEO consultant tells you that your Page Authority might be a factor. This term seems important, but you’re unsure what it means or how to improve it.
Exact Answer
Page Authority (PA) measures how well a specific web page is likely to rank on search engine result pages (SERPs). It’s calculated by algorithms considering factors like backlinks, content relevance, and overall site authority.
Explanation
Page Authority is a score developed by Moz (a popular SEO tool) that ranges from 1 to 100. Higher scores indicate a stronger likelihood of ranking well in SERPs. Think of it as a metric for a page’s SEO strength, similar to a credit score for your website.
PA doesn’t directly come from Google—it’s a third-party measurement. Moz evaluates several factors:
- Backlinks: Quality and quantity of links pointing to the page.
- Domain Authority: The overall credibility of your website.
- Content Relevance: How useful and keyword-optimized your content is.
- Technical SEO: Mobile-friendliness, loading speed, and other structural elements.
It’s important to remember that Page Authority doesn’t guarantee rankings but provides a benchmark to compare your page with competitors.
In the story above, your competitor’s page might have higher Page Authority due to strong backlinks or being part of a well-established site, which boosts their chances of outranking your content.
Example
Let’s revisit the fitness blog example.
You’ve analyzed your competitor’s article and found it has a PA of 40, while your page has a PA of 15. Here’s why:
- Their page has backlinks from a popular health magazine, a trusted fitness influencer, and an academic study on exercise benefits.
- Their domain is five years old, giving it a solid Domain Authority.
- Their article uses long-tail keywords like “best home workout for busy moms,” which align closely with user searches.
To improve your PA:
- Build high-quality backlinks. Reach out to fitness influencers or collaborate with related blogs.
- Optimize your content with relevant keywords and make it more user-friendly.
- Improve technical SEO by ensuring fast loading speeds and a mobile-friendly design.
After six months, you secure backlinks from a health forum and a niche fitness podcast, pushing your PA to 30. Now, your page has a stronger chance to compete for the top spot on SERPs.