Page Authority (PA) is a search engine ranking score, developed by the SEO software company Moz, that predicts how well a specific web page is likely to rank on Search Engine Results Pages (SERPs) compared to other pages.
It’s a useful comparative metric for SEO professionals, but it is not a direct ranking factor used by Google.
Key Characteristics

• Scoring Scale: PA is scored on a logarithmic scale from 1 to 100. Higher scores indicate a greater probability of the page ranking well. It’s generally harder to increase your score at the higher end of the scale (e.g., from 70 to 80) than at the lower end (e.g., from 10 to 20).
• Focus: Unlike Domain Authority (DA), which measures the ranking strength of an entire website or domain, PA measures the strength of a single, specific page.
• Calculation Factors: Moz’s proprietary machine-learning algorithm calculates PA based on dozens of factors, but it primarily focuses on the quality and quantity of the page’s backlink profile. Key factors include:
• The number of unique domains linking to the page.
• The authority (Domain Authority) of the linking pages/websites.
• The overall link profile and quality of the page.
  Page Authority vs. Google’s Ranking
  It’s crucial to remember that Page Authority is a third-party metric created by Moz. It is an indicator of a page’s potential strength based on factors that Moz has found to correlate with higher rankings, but it is not the same as Google’s internal ranking system (like PageRank).
  Improving Page Authority
  Since PA is heavily influenced by the page’s backlink profile, strategies to improve it often include:
• Earning High-Quality Backlinks: Secure links to the specific page from other authoritative and relevant websites. Quality over quantity is key.
• Creating Valuable Content: Develop unique, in-depth, and engaging content that naturally attracts links and engagement.
• Optimizing On-Page SEO: While PA’s calculation is mainly link-based, strong on-page optimization (like good content structure, fast loading speed, and mobile-friendliness) can lead to better organic performance, which indirectly aids in attracting links.
• Improving Domain Authority: Since PA is calculated similarly to DA, improving the overall authority of the entire domain will generally have a positive impact on all individual page authorities.

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