Understanding Page Authority (PA)
One of the key metrics used by Search Engine Optimization (SEO) professionals to determine the rankability of a webpage on a search engine is Page Authority (PA). It is a metric developed by Moz, a leading SEO software company, to predict how well a specific page will rank on search engine result pages (SERPs). The higher the Page Authority, the higher the potential for a webpage to rank well in search results.
Page Authority is a scale-based score with a range from one to 100. Websites with a higher score have a higher potential to rank well in SERPs. However, it isn’t straightforward to achieve a high score. A webpage starts with a PA of one and thence increases based on a multitude of factors. For instance, domain authority, link counts, and other important SEO signals. Furthermore, it is easier to increase your Page Authority from a lower score to a medium score, compared to an increment from a high score to a very high score.
How is Page Authority Calculated?
The algorithm of Page Authority is complicated yet dynamic, as it is periodically updated by Moz. It involves more than 40 signals and different data points, like the number of links pointing to the page, specifics of the linking pages, and the quality and relevancy of the linked content. Remember, the number of links is crucial but what carries more weight is the quality of those links.
The actual guts of the algorithm have not been publicly disclosed by Moz to maintain its credibility and because search engines usually keep this kind of information under wraps. This is done to prevent individuals or companies from manipulating the algorithm to achieve a higher rank unfairly. However, it’s understood that the algorithm is machine-learned, meaning it’s consistently refined and adjusted based on the latest data and trends.
To update the Page Authority score, Moz uses a complex algorithm that processes large volumes of internet data. It assesses the value of a webpage based on the number and quality of its inbound and outbound links, among other factors. The data is then run through a machine-learning model to predict the likelihood of a page appearing in the search engine results.
Improving Your Page Authority
There’s no direct way to manipulate or purchase an improved Page Authority, as it’s a metric calculated based on many on-site and off-site factors. However, there are several strategies that you can employ to improve your Page Authority over the course of time.
A golden rule in boosting your PA is to ensure you produce high-quality, relevant and unique content that would attract natural links from other websites. This entails focusing on creating content that solves problems for your audience, entertains or informs them. You can also optimize the content with relevant keywords, but always prioritize the reader’s experience over SEO tricks.
Another method is to ensure your webpage is not just linkable but the links are earned from high-authority domains. Outreach to reputable websites in your niche can help to acquire these valuable links. It’s also worthwhile to periodically run a link audit to identify and remove any spammy, low-quality or broken links pointing to your webpage. This will ensure that you only have quality backlinks that positively contribute to your Page Authority.
Do keep in mind that Page Authority is only one of the various factors that search engines use to determine SERP rankings. While it’s an important aspect, it should not be the sole focus of your SEO efforts. Instead, it should be used as a general guide on how your webpage is perceived and ranked by search engines.
In conclusion, Page Authority is an important factor to consider in the framework of SEO and it serves as a window into how search engines might interpret the value of your webpage. Improving your PA involves a combination of producing compelling content, earning quality links and maintaining the overall robustness and reputation of your website. By doing so, you can improve your Page Authority and ultimately, the visibility of your webpage on SERPs.