You’re probably hankering for more traffic on your website.
You might already have employed inbound marketing strategies, a googol of them, perhaps. And you might have achieved some of your marketing goals.
But have you increased your page authority?
There are one and a dozen metrics to determine your SEO success. Some of them are important, and some of them are utter junk. But the point is, you want to get to the meat of what drives traffic to your site and tweak it for more traffic.
What drives traffic to your website. Well, a lot of things. But one of the most important metrics for ranking and website traffic is page authority.
You need to know how to increase page authority.
Before we dive into the how’s, we need to dig into the what’s. Let’s talk about page authority for those who don’t already know what it is.
What Is Page Authority?
When we want to evaluate the performance of something, we give it a score. Moz developed a way to score how your individual web pages rank on a search engine.
The score is based on aggregate data from Moz’s own Mozscape Web index. They derive this data from several factors including MozRank, MozTrust, link counts, etc.
Machine learning is central to creating the score. And the machine chooses the best correlative algorithm which compares rankings across thousands of SERPs.
This algorithm is constantly updated.
The page authority score is a 100-point scale. And because it’s logarithmic (on a curved scale), this point scale makes improvement more difficult the higher you rank.
If your score is 20, it’s easier for you to improve your score by ten points than someone who’s score is 70 or 80.
The score is merely a predictor. It’s meant to predict how your page will rank as accurately as possible. But this certainly doesn’t mean it will be 100% accurate.
Page Authority Is a Comparative Metric
Low page authority simply means that there’s something on your page that will hurt its ranking.
If you want to increase page authority, you need to understand that page authority is a comparative metric. This means that you have to compare your page to pages with higher scores to figure out what you’re doing wrong.
A low page authority score is simply a red flag. And if you find pages with high authority, you should be able to determine what’s working for them.
What Are the Factors That Determine Page Authority
If you want to know how to increase page authority, it’s always a good idea to look under the hood. What does Moz use to determine your score?
This is an external link strength metric. It looks at the quantity of links to your site and the quality of the links to your site.
Google is all about quality. One of the ways they determine this quality is through link quality analysis.
MozRank focuses more on quality links than it does on quantity of links. In essence, one high-quality link is worth more than a dozen crummy links.
Most sites get a 3 out 10 on MozRank.
Trusted sites are the more permanent websites on the internet. These sites typically use the .edu and .gov extensions. These sites have age, trust, and authority, and when linked from they impute these things on a site or page.
This is where MozTrust comes in and ranks your site. They rank on a 1-10 scale using the links on your site from trusted sites.
If content is king then social is queen. Good social signals indicate that your site has shareable content. And shareable content is generally quality content.
This is why Google and other search engines use social signals to help determine search ranking. And Moz uses social signals to help determine your page authority.
If you want to know how to increase page authority, look at your website’s social linking activity. You might find a clue there.
How to Increase Page Authority
Now that we’ve talked about what page authority is and what it does. Let’s take a look at how to increase page authority on your site.
Remember as we go through this, that even if your domain authority (like page authority except for your whole domain) is low, any of your pages could have high Page Authority. This means your content might rank higher than you think.
From here on out, we’ll give you several practical things you can do. And by the end, you’ll know how to increase page authority if you don’t already.
Use Strategic Internal Linking to Spread the Link Juice Around
If you want to know how to increase page authority, learn to spread the love. Your pages can glean authority from other pages on your site.
So, if one page has higher page authority, then you can distribute that authority to your lower authority pages.
How do you accomplish this? By simply linking to your lower authority pages from your higher authority pages.
But be sure to make the links contextually relevant. If you don’t, you will damage the page’s MozRank and thus risk damaging its SERPs as well.
If you do keep the links contextually relevant, you will have a decreased bounce rate and an increased number of page views.
Start Networking as Soon as You Publish Your Content
If you want to know how to increase page authority, get networking.
No longer can you just paste a link to your site in the comments section of your blog and count that as a link back to your content. Google is smart at detecting those.
Instead, the best way to increase your link authority is by getting to know other bloggers in your niche.
It’s utterly foolproof. If you’re a blogger, you promote your friend’s work (if it’s good work). If other bloggers find your stuff useful when you give it to them, they’ll share it and use it as an authoritative source.
This is what we mean by quality backlinks.
Offer to guest blog on other blogger’s sites and be sure to link back to your content.
But don’t forget to return the favor. If they have good content, reciprocate links back to their content on your site.
Use Your Home Page to Feature an MVP Link Widget
One way to leverage the page authority of your homepage is to create an MVP (Most Valuable Page) link widget.
These should be pages with low authority you’re currently optimizing. This is how to increase page authority across several pages at once.
The link juice will then flow from your homepage to those pages as people click through from there.
Schedule Post Sharing
A major part of content marketing is the promotion involved. It’s not enough to just create excellent content. If you’re not sharing it, you won’t get backlinks and that’s just not how to increase Page Authority.
And sharing it once isn’t enough. Promotion involves sharing for at least a few days to a couple weeks while alternating with other content.
Even after this more intense sharing, you should still share your content at least once a month as you create new content. And the best way to ensure you stay on schedule is through the use of social media automation tools.
Update Frequently with Fresh Content
While you should go back and optimize the pages you already have, if you don’t create new content, you won’t improve your site’s SERPs.
As we mentioned early, quality content with quality links will increase your authority. If you can create more authoritative and fresh pages, you can spread the link juice from those pages to the pages you’re attempting to optimize right now.
And you will increase you overall domain authority and eventually your SERPs which should always be a priority.
So, what is quality content?
Quality content is scannable, useful, and relevant to your niche or business audience. It’s not fluffy. Which means you actually have to put some effort into writing blogs with substance.
You won’t earn any links if your content is boring. And if you’re not earning links, you won’t increase your page authority.
Include a Few Infographic Pages
If you’re worried about creating fresh content, one way to fill new pages is to create infographics.
If you’ve used statistics in your previous posts, you can use old content, turn it into a graphic and place it in an infographic.
If you want to know how to increase page authority, learn to use images effectively. Pages with infographics are highly shareable. And other bloggers will be more likely to use them as authoritative sources.
Just make sure you link to the infographic pages to take advantage of the budding authority found there.
Now You Know How to Increase Page Authority
Although we didn’t put it into a song for you, now you should be ready to improve your page authority scores across the board.
Have you already improved your page authority? What’s worked for you? Let us know in the comments below.