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All About Page Authority

Page authority is an online ranking process that uses logarithmic processes based on a 0-100 scale to predict how an online page will be ranked by search engines. This ranking method was developed by SEOmoz to enable different web content users to accurately identify their web pages rank, or Mozrank, according to search engine result pages (SERP). Page authority relies on various factors like web index data and different machine learning resources to enable it to learn the best algorithm to apply in various search scenarios. This method of indexing is similar to domain authority, although domain authority applies to domains, as opposed to web pages.

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Create High Quality Content

In order to attract more searches and views to your page, thus improving its authority, one must create high quality content. Such content not only attracts more online searches, it also creates more web traffic for the page or domain involved. This is one factor upon which page authority ranking processes rely to determine its authority.

High quality content must be interesting and updated regularly. SEO depends on the identification of interesting content that will attract more traffic to the web page or its domain in order to influence the audience towards certain experiences, information, or products. Such content must also be updated regularly to avoid boring the audience, and to optimize its messages. Good quality content should be interactive without distracting the audience or misinforming them.

Content that is considered as high quality in the SEO realm must also be easy to read and relevant. One of the easiest ways of making web content easier to read is using short concise paragraphs that are both captivating and informative. The relevance of such content depends on its ability to inform them about certain products or services they are curious about and also to enable them make informed decisions.

Increase Internal and External Links

Internal links refer to links within the web page that are meant to direct readers or viewers to other parts of the same page. These links are used to assist the audience while navigating their way around the web page, thus improving their web experience. In the course of improving page authority, one can use such links to ensure that readers or viewers always find whatever information they desire or need.

Using internal links enables users to establish information hierarchy and spread link equity. The last bit is especially useful in the process of improving page authority, because it has a direct impact on ranking power. Tactical use of internal links ensures that the user experiences are smooth and logical. Such strategies have a huge impact on user experience and search engine statistics.

External links refer to links that are placed within a web page meant to direct users or readers to other pages. These links are also referred to as hyperlinks and they create a correlative environment between web pages and domain whose content is related. In order to improve a page’s authority, one must always make sure that other web pages that provide links to their page are authoritative. A hyperlink that links your page to other authoritative pages increases its authority through high quality audiences and improved web ranking.

Analyze Everything

Remove Bad Links

Common search engines like Google have strict guidelines that web pages and even domains must follow. These guidelines dictate the design and use of various web resources such as links. Bad links usually flout these rules giving certain pages or domains unfair advantage or illegal access to other web resources. Therefore, if one is interested in improving page authority, they must be prepared to identify and remove bad links.

One of the most common methods of identifying bad links is constant backlink analysis. This analytical process involves identifying the total number of links, the number of domains that are unique, as well as comparing total links with linking domains. The process can be done as often as necessary, but when trying to improve a page’s authority it should be done very often. The more the use of internal and external links in the page, the greater the need to carry out backlink analysis.

The main objective of identifying and removing bad links is to avoid instances of flouting Google search engine rules. Google and other search engines are constantly monitoring their users’ creations and intentions. Additionally, such strategies ensure only useful links remain on a web page thus improving user experiences and web page ranking or authority.

On-Page Optimization

On-page optimization, which is also referred to as on-page SEO, is the complete set of actions that can be taken to improve the web ranking metrics of the website in which a page exists. The most common method of achieving this important step during improvement of page authority is using better meta-descriptions. Meta-descriptions enable the search engine to identify specific web pages based on user search criteria and rank them on the search itself. SEO strategies aimed at this outcome must include carefully designed and created meta-descriptions.

Title tags, which are also referred to as Meta-tags, are special tags within the page’s HTML code that have direct connection with the website’s information. Using strategic title tags within the code enables the search engine to identify the website’s information or even its titles much faster. However, this process must be done carefully to avoid flouting Google search engine policies.

On-page optimization must also consider optimizing the actual content the page contains. Using traditional SEO methods combined with on-page optimization techniques could improve the search engine ranking processes thus shoring up a page’s authority.


Page authority refers to web ranking processes based on logarithmic processes that use web data factors to predict how pages will be ranked during online web searches. A good understanding of these processes is useful in all SEO scenarios that depend on a better search engine outcome. Some of the most common methods of improving page authority include creating high quality content, on-page optimization, removal of bad links, and increasing both internal and external links.

David Cherry
David Cherry is Co-Owner of Visibly Connected which he started in 2010 because of his passion for small businesses. He loves learning the stories behind each business he works with and helping them reach their full growth potential. His passions are fitness, family, and reading, and during the weekends you usually find him out on the golf course!
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