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Odds are, you’re implementing a number of different inbound marketing strategies in order to achieve your online marketing goals, from various content marketing strategies to social media strategies – and of course, the use of SEO.
But knowing how these strategies are performing is essential to ensuring that you achieve your goals and to making sure you aren’t wasting resources on efforts that don’t work.
You can get an overall idea of how your site is doing by keeping track of your site’s page authority and domain authority, which is a scoring system developed by Moz that predicts how well your site will rank on search engines like Google.
However, to get a more accurate assessment of your site, you’ll want to see how each page is doing. You can do this by tracking the page authority of each one of your web pages, which is another scoring system developed by Moz.
Tracking the page authority of each one of your web pages can be extremely helpful in determining whether certain inbound marketing strategies are working or not.
For example, if one of your blog pages has a low page authority, then you know that there’s something about it that may hurt it’s ranking. You can then compare that page to other blog pages that have managed to attain high Page Authority rankings in order to figure out what needs to be changed – and what you should avoid doing in the future.
It uses dozens of different ranking factors in order to determine the score. It’s worth noting that Page Authority uses a logarithmic scale, which means that it’s much easier to increase your score from 20 to 30 than it is to increase your score from 70 to 80.
Keep in mind that Page Authority is a score that predicts how your page will rank as accurately as possible. This means that it’s not technically 100 percent accurate, but it will give you a very good idea of how your page will do.
Some of the factors used in determining your Page Authority include the following:
MozRank is a metric developed by Moz that scores the strength of the external links earned by your site. It takes into account both the quantity of links your site has earned as well as the quality of those links.
Because of the fact that Google and other search engines care more about the quality of your external links, MozRank factors in quality more than it does quantity, which means one high-quality external link is worth more than two weak external links.
MozRank is scored from one to ten – most sites earn an average MozRank of three.
MozTrust also concerns the links your site has earned. The main difference between the MozTrust metric and the MozRank metric, however, is that MozTrust measures how closely a site is connected to trusted sites, which include .edu and .gov sites.
Basically, if you’ve earned links from .edu or .gov sites, it gives your site more legitimacy, which helps increase your MozTrust rank – which like MozRank, uses a scale of one to ten.
Google values good content over all else. If the content is good, then they’re more likely to provide the site with a higher ranking on their search engine results page. But how exactly can they identify good content?
One of the most effective ways is via social signals. A social signal identifies when the content on a page has been commented on, shared or liked via social media. It indicates the quality of the content due to the fact that poor content is rarely shared or liked.
Now that you know what Page Authority is and what factors Moz uses in order to determine the Page Authority scoring of a page, you’re probably a bit curious as to how you can improve the Page Authority of one of your web pages.
The following are three of the most effective ways that you can increase your Page Authority:
Good, fresh content is the best way to assure a good Page Authority score. As previously mentioned, it all starts with good content.
You need to create high-quality content that is relevant to your brand, and you need to post new content on a regular basis. The better your content ends up being, the more likely it is to be shared, commented or liked by readers – and the more likely other sites are to link to your page.
Since both of these factors weigh heavily on your Page Authority, you’ll want to make it a point to focus on content creation. The following are a few tips to help you create high quality, fresh content:
External links are important for a variety of reasons.
For example, if a website posts a link to one of your blog posts in an article, then their audience will be exposed to your brand, which can help bring more web traffic to your site as well.
Obviously, the higher quality the site is that links to your pages, the higher quality the traffic will be. Additionally, external links from high-quality sites are considered a strong indicator of quality – something Google deems incredibly important.
So how can you earn external links?
First of all, the content needs to be good. Without good content, you’re facing an uphill battle. Secondly, promote your content on social media. The more social signals you have, the more exposure your content has, which means other sites have a better chance at coming across it.
You should also link to other authority sites in your blog posts. These sites will take note of the fact that you are sending them traffic and will often return the favor by linking to your site as well.
Last but not least, writing guest blogs for other sites within your industry is a good way to earn external links while also building brand authority to boot.
Believe it or not, but the use of images can have quite a big impact on your Page Authority. Using images – especially images that are of original content – can provide your page with a number of benefits.
The following are a few of the benefits of using images throughout your content:
Whatever your marketing goals may be, you need to increase traffic to your site in order to achieve those goals. To determine whether your web pages will rank high on Google’s search engine results pages, you should track the Page Authority of your pages.
Pay attention to your Page Authority and do what you can to increase the score if it’s low – this will help put your web pages in the best position possible to earn a high ranking.
Be sure to check out our post on how to increase Domain Authority – and if you’ve found other ways to increase Page Authority other than those listed above, do share your methods with us in the comment section below!
Updated: 22 February 2017