Page Authority

What is Page Authority?

Page Authority (PA) is a metric created by Moz that predicts how well a given page will rank in the SERP. It uses a 0-100 scale and is calculated based on the backlink profile pointing to a specific URL. A PA of 40+ indicates a strong page, while PA 60+ is very strong.

PA is a page-level (URL) metric, unlike Domain Authority and Domain Rating, which measure the entire domain.

PA vs DA vs DR

Metric	Provider	What it measures	Scale
Page Authority	Moz	Strength of a single URL	0-100
Domain Authority	Moz	Strength of the entire domain	0-100
Domain Rating	Ahrefs	Strength of a domain's link profile	0-100
URL Rating	Ahrefs	Strength of a single URL	0-100

Why does it matter?

• Competitor analysis — compare the PA of your pages with the TOP 10 for a target keyword
• Link building prioritization — build links to pages with low PA on important keywords
• Guest post evaluation — a link from a page with PA 50 is more valuable than one with PA 10
• Internal linking — link from pages with high PA to strategically important subpages

How to increase Page Authority?

1. Build backlinks to a specific URL — not just to the homepage
2. Internal linking — link from strong pages to weaker ones
3. Content quality — pages with better content naturally attract more links
4. Prevent link loss — monitor and recover lost backlinks
5. Update content — content refresh keeps the page in circulation

Limitations of PA

PA is a third-party metric — Google does not use it. Treat it as an approximation, not an oracle. A page with PA 30 can rank higher than one with PA 50 if it better matches the search intent.

Related terms

• Domain Authority — domain authority (Moz)
• Domain Rating — link profile strength (Ahrefs)
• Backlink — inbound link
• Link building — building links