Domain Authority (DA) and Page Authority (PA) are two of the most frequently discussed third‑party SEO metrics. Both were introduced and are maintained by Moz, and both attempt to summarize how likely a domain or a specific URL is to rank relative to others in competitive search results. Yet in practice, they serve different purposes. In this comprehensive guide, we’ll unpack the differences, show you where each metric shines, highlight their limitations, and outline a practical workflow that blends DA and PA with first‑party data and business context.
Before we begin, a crucial reminder: DA and PA are proxies, not absolutes. They don’t come from Google and they aren’t a guarantee of rankings. Like any model, they’re a simplification of reality. Treat them as directional signals—useful for pattern recognition, benchmarking, and prioritization— rather than as targets to “game.” Used properly, they can sharpen your judgment and help you make faster, more defensible SEO decisions.
Quick Definitions
Domain Authority (DA)
A model‑based score (commonly 0–100) estimating the comparative ranking strength of an entire domain or subdomain. It synthesizes multiple link profile characteristics at the domain level. Think of DA as the “reputation baseline” that new and existing pages on the site can inherit.
Page Authority (PA)
A model‑based score (commonly 0–100) estimating the comparative ranking strength of a specific URL. It emphasizes page‑level signals, including internal and external links pointing to that page and their modeled quality. Think of PA as the “muscle” of an individual page in search.
DA vs. PA: The Core Differences
| Dimension | Domain Authority (DA) | Page Authority (PA) |
|---|---|---|
| Scope | Entire domain or subdomain | Specific URL |
| Primary Inputs | Modeled domain‑level link profile, quality/quantity/diversity of referring domains | Modeled page‑level link profile, including internal links and external backlinks to the URL |
| Purpose | Benchmark overall competitiveness and “ranking headroom” | Evaluate strength and potential of a single page for a target query |
| Best Use Cases | Competitor benchmarking, link prospecting, sitewide prioritization | Content planning, on‑page optimization prioritization, internal linking strategy |
| Limitations | May mask page‑level outliers; not a guarantee of ranking | Can be volatile; still not a promise of rankings |
Notes: Both are proprietary, third‑party metrics. Treat as directional indicators, not as KPIs to be gamed.
Visualizing the Concepts (Illustrative)
The charts below are illustrative toy models—not real‑world measurements. They’re helpful mental models to understand how DA and PA often behave in practice as relative, non‑linear signals.
DA vs. Probability of Ranking Top 10
As a domain’s perceived authority increases, the modeled likelihood that new or optimized pages can crack the top‑10 tends to rise— but with diminishing returns at the high end.
PA vs. Expected Ranking Strength
Page‑level “muscle” accumulates through targeted internal linking, topical depth, and quality backlinks. Small PA gains at lower ranges can unlock disproportionately big ranking improvements.
DA & PA Combined
A strong domain baseline (DA) plus a strong page (PA) generally multiplies opportunity. However, page quality, intent match, SERP features, and content freshness remain decisive.
How Practitioners Actually Use DA and PA
In day‑to‑day SEO work, DA and PA are most useful for relative comparisons and prioritization— answering questions like: “Which competitors are realistically beatable?”, “Which topics are within reach now versus later?”, and “Which pages should get internal links and outreach first?”
- Opportunity Triage: Filter a large keyword list by estimated difficulty. If top‑ranking pages cluster around modest PA values and the domains aren’t out of reach DA‑wise, you’ve found a window.
- Competitor Gap Scouting: Compare your DA with domains that consistently outrank you. If the gap is huge, target long‑tail or underserved subtopics while you build links and topical depth.
- Internal Linking Playbook: Use PA as a guide for distributing internal links from powerful hub pages to new or strategic pages that need a lift.
- Link Prospecting: Estimate the potential value of a backlink opportunity by the referring domain’s authority and relevance. High‑DA sites aren’t always the best fit—relevance and link placement matter.
Common Pitfalls and How to Avoid Them
- Confusing Correlation with Causation. Higher DA/PA correlates with rankings because strong sites and pages tend to earn links— not because the scores themselves cause rankings. Anchor decisions in real user intent and content quality.
- Treating Scores as Targets. Chasing higher DA for its own sake invites spammy tactics that backfire. Treat DA/PA as lenses, not goals.
- Ignoring SERP Reality. Some queries are dominated by brands, news freshness, or vertical search features. Even with high PA, you may struggle if the SERP is brand‑locked or feature‑heavy.
- Overlooking Internal Links. Many teams fixate on external backlinks and forget that internal linking is controllable leverage for raising PA on priority pages.
- Neglecting Topical Fit. A page can’t outrank well‑matched content just by having more authority. Topical completeness and UX signals matter.
A Practical Workflow: Blending DA, PA, and First‑Party Data
Here’s a pragmatic five‑stage workflow that uses DA and PA intelligently without over‑relying on them.
1) SERP Reality Check
For each target keyword, collect the top 10 and note DA/PA ranges, content types, and SERP features. If the result set is dominated by mega‑brands or official docs, park that topic for later or target an adjacent angle.
2) Gap Assessment
Compare your domain’s DA to the median DA of the current top 10. If the gap is large, prioritize long‑tail clusters where your PA can punch above weight through superb on‑page execution and internal links.
3) Page‑Level Prioritization
Audit existing pages’ PA and topical completeness. Direct internal links from strong hubs to pages with high business value but low PA. Create content briefs to fill topical gaps.
4) Link Earning & Digital PR
Develop assets worth citing: original research, tools, and guides. Align outreach with relevance and editorial quality rather than DA alone. One right link on a relevant page can outperform ten generic ones.
5) Iterate with First‑Party Signals
Track impressions, CTR, and conversions in your analytics and Search Console. Use DA/PA to hypothesize, but validate with your own data. If a page climbs to page two, consider targeted links and on‑page refinement to push it into the top 10.
Tables You Can Reuse
Comparison Cheat Sheet
| Use Case | Metric to Lean On | Why | What Else to Check |
|---|---|---|---|
| Early‑stage competitor benchmarking | DA | Fast scan of sitewide competitiveness | Traffic trend, branded demand, publishing velocity |
| Choosing internal links for a target page | PA | Focus on pages with link equity to pass | Topical alignment, anchor distribution, crawl depth |
| Estimating feasibility of a tough keyword | Both | DA shows baseline, PA shows page‑level lift needed | Intent match, SERP features, content formats |
| Evaluating a backlink opportunity | DA | Proxy for domain‑level reach and link equity | Relevance, placement context, outbound link patterns |
| Refreshing an aging page | PA | Gauge whether page still has muscle to compete | Freshness, internal links, competing updates |
Audit Checklist (Sample)
| Item | DA/PA Lens | Action | Owner | Due |
|---|---|---|---|---|
| Top 50 keywords SERP scan | Compare DA/PA ranges vs. ours | Flag “winnable” clusters and “park for later” terms | SEO | Weekly |
| Internal link refresh | Use PA to select link donors | Route links to target pages needing a boost | SEO + Content | Bi‑weekly |
| Outreach pipeline | DA for domain quality triage | Shortlist relevant, editorially solid opportunities | PR | Monthly |
| Content briefs | PA trend pre/post update | Fill topic gaps and add referenced assets | Content | Ongoing |
| Performance review | DA/PA context for wins/losses | Correlate with impressions, CTR, and conversions | Analytics | Monthly |
How to Improve DA and PA—Without Chasing the Score
Improving Domain Authority (Sitewide)
- Editorial‑worthy assets: Create tools, data studies, or definitive guides that invite citations.
- Topical architecture: Build coherent hubs and spokes so new pages inherit context and internal links.
- Consistent publishing: A cadence that compounds visibility and link opportunities.
- Digital PR: Align pitches with real stories and audiences—relevance beats raw DA every time.
- Technical hygiene: Crawlability, indexation, and performance reduce friction for discovery.
Improving Page Authority (URL‑level)
- Internal links: Route links from high‑PA hubs with descriptive, natural anchors.
- Topical depth: Expand coverage, FAQs, and supporting visuals that satisfy intent.
- Targeted outreach: Earn a few right links to the page from relevant sources.
- Refresh and refine: Update examples, screenshots, schemas, and UX to stay competitive.
- Reduce cannibalization: Consolidate overlapping pages and redirect wisely to concentrate equity.
FAQs
Is Domain Authority the same as Google’s PageRank?
No. DA is a third‑party model; PageRank is a Google concept and not publicly reported for individual sites anymore.
Can a page with low PA outrank high‑PA pages?
Yes. If intent match, freshness, or SERP features strongly favor it, a lower‑PA page can win—especially on long‑tail terms.
Does link quantity matter more than quality?
Quality and relevance dominate. A smaller number of right links often beats a large number of weak ones.
Should I report DA/PA to executives?
Use them as context for decisions, not as success KPIs. Tie reporting to business outcomes: qualified traffic, leads, revenue.
Key Takeaways
- DA estimates domain‑level competitiveness; PA estimates page‑level competitiveness.
- Neither guarantees rankings; both are directional signals best used for prioritization.
- Blend DA/PA with first‑party data: impressions, CTR, conversions, and content quality audits.
- Internal linking is a controllable lever for lifting PA on strategic pages.
- Relevance, intent match, and SERP dynamics can outweigh raw authority scores.
Appendix: Example Deciles and Planning Heuristics
The table below offers a simple planning heuristic to pair DA and PA deciles with typical strategies. This is not a rulebook— it’s a starting point for discussion and prioritization.
| DA Decile | PA Decile | Typical Reality | Suggested Focus |
|---|---|---|---|
| 0–10 | 0–20 | New site, thin link profile | Long‑tail topics, build topical hubs, earn foundational citations |
| 10–20 | 10–30 | Growing, scattered wins | Strengthen internal links, unify related pages, targeted outreach |
| 20–40 | 20–40 | Competitive in niches | Own clusters, ship reference assets, pursue partnerships |
| 40–60 | 30–60 | Strong mid‑market player | Go after head terms selectively, double‑down on category leadership |
| 60–80 | 40–70 | Established brand | Defend core terms, expand into adjacent categories, brand + PR |
| 80–100 | 60–100 | Category leader | Set the narrative, invest in original research and tools |
