Page authority is a term that we regularly use to explain the position of a page in its search engine ranking. More authority generally equals a higher ranking. But explaining why a page has more authority than another is often very difficult – especially to people who are new to SEO or have little understanding of how search engines work.
When we explain about page authority we always like to use the analogy of a reference library. Here’s why…
Search engines use their own algorithms to analyse websites looking for evidence of authority which they then use to rank the pages in what they believe is the most appropriate order. Whilst they don’t disclose how they do this, you can assume that it is essentially based on human logic (after all it is humans that programme the algorithms that power the searches). The main categories that we use to explain how this works are as follows (this could be a very long list, but this explanation is aimed at newbies so we’re trying to keep things relatively easy to digest!):