08 Sep Beginners Guide: The Basics of Page Rank and Page Authority
When a user enters a search query, the search engine’s number one goal is to provide the most relevant and high-quality results. One of the web algorithms invented by Google founders Larry Page and Sergey Brin that measures the authority of a webpage is PageRank (PR). With PR, the quality and the quantity of links to a webpage are calculated in order to determine the relative score of that page’s importance and authority on a 0 to 10 scale.
The handful of PageRank 10 domains include Twitter.com, USA.gov and Adobe Reader Download, all have the highest volume of inbound links of any sites on the web. PageRank 5 websites have a good number of inbound links, PR 3 and PR 4 sites have a fair amount, and brand new websites without any inbound links pointing to them start at PageRank 0.
You might be wondering with your own page or even your competitors’ rank. Sad to say, Google no longer makes PageRank available to the public, unlike before, when you could freely utilize Google Toolbar to view the rank of a webpage. That is basically one of the reasons why PageRank is believed to be dead. Nevertheless, Google explained that the company still uses PageRank data internally within the ranking algorithm.
Introducing Page Authority
Another web analytics which is most widely used these days is Page Authority (PA). PA is a score developed by Moz which basically predicts how well a specific page will rank on search engines. It is based off data from the Mozscape web index and includes link counts, MozRank, MozTrust, and dozens of other factors.
PA is scored in a 100-point, logarithmic scale. Hence, it is easier to raise your score from 20 to 30 than it would be to grow from 70 to 80. There is also a constant update in the algorithm used to calculate Page Authority, so the public will be able to view the score fluctuate from time to time.
Page Authority vs. other Search Engine Optimization (SEO Metrics)
Unlike other SEO metrics, Page Authority is difficult to influence directly. It is made up of an aggregate of metrics that each have an impact on this score. This was done intentionally in order to identify how competitive a given site is in Google.com. Since Google takes a lot of factors into account, a metric that tries to calculate it must incorporate a lot of factors, as well. The best way to influence this metric is to improve your overall SEO. In particular, you should focus on your link profile—which influences MozRank and MozTrust—by getting more links from other well-linked-to pages.
Now that you understand the basics of how PageRank and Page Authority work, we don’t want you to misinterpret the main concept. It’s not true that the more links you have, the better off you are. Nowadays, quality is more important than quantity. Google penalties have actually caused many website owners to not only stop link building, but start link pruning instead. So never try to buy or solicit links—earn them naturally or not at all.