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By jiathong on January 9, 2017
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 do you know how these strategies are performing?
You should keep track of them to ensure that you achieve your goals and to make sure you aren’t wasting resources on efforts that don’t work.
Moz domain authority is a score that you should keep your eye on to get an overall idea of how your site is doing.
It is a scoring systems developed by Moz. What they do is they 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 moz 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 its 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.
You may ask how to check page authority?
Simply drop your link at the Moz Open Site Explorer and you’ll be given a list of statistics including your page authority.
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:
One of the biggest mistakes businesses make is to write fluff pieces that contain no substance. They only care about SEO and think that anything will do, as long as they can throw a few keywords in there. The thing is, they’re wrong.
If your content isn’t interesting, then you won’t earn any social signals. Nobody is going to like, share or comment on uninteresting content – and you certainly won’t earn any links this way.
You have a great topic and you’re off writing great content. But how can you be sure that the subtopics you’re including in your content are any good?
How can you know what other supplemental information the readers need when they’re searching for the topic?
You need to use LSI keywords.
LSI keywords are the words or phrases that are closely related to your chosen topic as proven by their association by search engines that closely monitor what people search for.
Make sure to include LSI keywords in your content, so they are highly relatable for your readers.
Fresh content is important. Google looks for content that is up-to-date and relevant in order to better meet user queries.
To keep your content fresh, you need to regularly update your site with brand new content. If all of your content is old, it’s going to end up hurting your Page Authority score.
Just because your content is interesting doesn’t mean it’s useful and relevant. This is because you may be writing for the wrong audience.
Make sure that the content you create is informative or helpful to your target audience.
You may be producing the best content on the Internet – but if it’s difficult to read, nobody’s going to read it. And if nobody is reading it, then kiss those social signals and external links goodbye.
How can you make your content easier to read?
By breaking it up into smaller paragraphs with different headers as well as by using bullet points and numbers to deliver important information. Using visuals, such as infographics or images, to break up the monotony of text is a good idea as well.
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.
Thirdly, 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.
On another note, other than external links, strengthening your internal link can also help improve your Page Authority.
Remember that Page Authority happens at a page level, unlike Domain Authority that is a score applied across your whole website or domain. So what can you gain from interlinking?
By linking a page with a high Page Authority to one with low Page Authority, you will be passing over the link juice.
Just like passing a confidence vote, in that case, you can distribute the link juice to boost pages where it’s needed.
Not all links are equal, the occasional links coming from spammy and harmful sites can do more harm than good.
Other than actively trying to earn good backlinks, you also need to have periodic link audit to weed out those nasty links to make sure your link profile looks nice and clean.
To conduct a link audit, simply open up your Google Search Console and click on the link tab.
Keep an eye out for shady websites from questionable industries (porn, gambling, hacking), links with unrelated anchor texts, or an unnatural amount of links from one domain pointing to yours.
Once you have identified these questionable links, you can then use Google’s Disavow tool to file a request to remove those links from your link profile.
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:
Written content can sometimes be difficult to read simply because large blocks of text can be overwhelming to your readers. Images are helpful because they allow you to break up your text with a visual component.
Additionally, they make it much easier for readers to scan your content. A reader should be able to scan your page quickly and get a good idea of what it’s about. An image that is relevant to your text will provide context for the subject matter of your content.
People are much more likely to share visual content than they are written content.
Additionally, when you post a link to your content on your social media pages, the accompanying image will make the post stand out to your followers more as well as help draw them to your content, making it more likely that they’ll follow the link to your page in order to read the content.
Google appreciates the use of images to complement the written content. However, Google can’t identify what the images you are using are unless you use descriptive ALT text to tell Google what they are.
Make sure that you use strong SEO keywords in this ALT text so that your images can be found on Google’s search engine, thereby improving that page’s ability to generate more traffic.
Whatever your marketing goals may be, you need to increase traffic to your site in order to achieve those goals. Although page authority is a good indicator to a page’s quality, it is not your replacement to Google ranking or any metrics Google takes into account to rank your webpage. For a lack of better indicator, you can track your Page Authority score to try to make sense of where’s your footing among your competitors.
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 a better position to rank better in the SERP (Search Engine Result Page).
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!
This post was originally written by Joanne and published on Jan 9, 2017. It was most recently updated on Jan 09, 2020.
Updated: 9 April 2020