What Is Page Authority In SEO?

View All Blogs
What Is Page Authority In SEO?
LinkedIn icon
Facebook icon


Page authority in SEO is crucial for ranking higher in search engine results. You can increase your page authority by link building.

What Does It Mean To Have Page Authority In SEO?

Page authority is measured on a few factors including document relevancy, link building and earned media. It is the next pillar of SEO and is what we call, off-page optimization. Broken down, it is the way in which you can prove your page is more popular than others and we will give you a few tools and SEO tips to do that. Authority means different things to different search engines. To some search engines, views, downloads, comments or sales may mean more to them when determining authority than links. 

Page Authority Metrics 

A system called PageRank used to be used to rank the search results and create page authority on Google but no longer exists. However, authority is still extremely important to Google for its growth. It’s mainly determined by links, specifically by links from other sites back to yours. There are a couple of rules that we at Choquer Creative suggest you follow to increase your authority. 

  • More links the better
  • Links from relevant sites > links from irrelevant sites
  • High authority site links > low authority site links 
  • One link from many sites > many links from one site
  • Only include links in your body content, not in the header, footer or sidebar 

You can use a third-party tool to find authority metrics as search engines no longer publish their own metrics. Choquer Creative uses SEMrush to analyze page authority metrics because they give us an authority score for the domain, a page authority score and a SEMrush authority ranking. Third-party tools like SEMrush will measure the following to determine a site’s authority:

  • Backlinks - the total number of links to the page
  • Linking root domains - the total number of domains with at least one link to the page
  • Keywords - the total number of unique keywords the page is ranking for 
  • Anchor text - the text used in the links pointing to the page 
  • New & Lost - the links that were recently discovered or lost since the last crawl 

How Do Search Engines Determine Page Authority In SEO?

Your site page will have to be analyzed in order for the search engine to decide where to put it on the search results. A site page will be evaluated based on these three factors: 


The site with more links will be deemed more popular. 


A site with links to high authority sites will do better than a site with lots of low authority links. Quality over quantity. 


A site with more relevant links will be more popular than a site with high authority but non-relevant links. Relevancy over authority. 


Link building and increasing your page authority in SEO can really boost the amount of organic search your website has. Here at Choquer Creative, we can implement link building directly into your website pages and your blog posts with our in-house SaaS SEO experts and copywriters. As the leading web design agency in Surrey, we offer website packages for small businesses that will help improve your website’s SEO.

Book A Complementary Website Audit Today.

Chat with a member from our Web Development Team to hear their suggestions on how to improve your website and become a leader in your industry. We can walk you through our step-by-step process, break down the Choquer Framework and discuss lead generation strategies that will work for your business.

Fikse Wheels homepage on a tabletVideo conference with website clientsAffordable websites for all businesses