What is Page Authority?
Page Authority (PA) is a search engine ranking prediction score developed by Moz, ranging from 0 to 100. It estimates how likely a specific webpage is to rank well in Google search results. Unlike Domain Authority (DA), which measures the entire domain's strength, Page Authority focuses exclusively on individual page performance.
How Page Authority Works
Page Authority uses machine learning algorithms to analyse hundreds of ranking factors, particularly:
- Inbound links to the specific page
- Link quality from authoritative domains
- Link velocity and anchor text patterns
- On-page SEO signals like content relevance
- Social signals and engagement metrics
Moz updates PA scores regularly as new linking data is discovered, so your metrics may fluctuate month-to-month.
Why Page Authority Matters
For UK digital agencies managing multiple client campaigns, PA provides a quick diagnostic tool. It helps identify which pages have the strongest ranking potential before investing in paid media or content promotion. A page with higher PA typically requires less paid amplification to achieve visibility than a weaker page.
When planning integrated campaigns – combining SEO with paid search or display advertising – Page Authority helps allocate budget efficiently. Pages already earning authority through quality backlinks often represent better ROI for paid spend.
When to Use Page Authority
Content audits: Identify underperforming pages that despite good on-page SEO lack link authority.
Competitive analysis: Compare your page strength against competitor pages targeting the same keywords.
Link building strategy: Prioritise building links to high-potential pages with solid content but insufficient authority.
Campaign planning: Allocate organic vs. paid budget based on each page's ranking potential.
Important Limitations
Page Authority is a prediction, not a ranking guarantee. Google doesn't use Moz's PA score directly. It's most useful as a relative metric – comparing your pages to competitors' pages – rather than an absolute measure.
PA heavily favours established pages with existing links, which can disadvantage newly launched content on emerging brands. For new UK startups, don't rely solely on PA; strong on-page SEO and content quality matter equally.
Page Authority vs Domain Authority
While DA measures overall domain strength (useful for assessing potential partner sites for guest posts), PA measures individual page strength. You might have high DA but low PA on specific pages lacking inbound links.
Best Practice
Use Page Authority alongside other metrics – keyword difficulty, search volume, and actual ranking position – for a complete picture. Monitor PA trends over time as you build links and improve content. For UK B2B agencies, PA is particularly valuable when justifying SEO investment timelines to clients unfamiliar with organic strategy.