The Search Landscape Has Changed—Has Your Strategy?
I was talking with a business owner the other day who said, “Steve, we’ve been publishing content for months, but traffic is flat—and leads are down.”
Sound familiar?
It used to be that if you had the right keywords and a decent blog, you could land on page one of Google and enjoy the clicks. But times have changed. People aren’t just Googling anymore—they’re asking ChatGPT, Perplexity, and Gemini for direct answers. That means they may never even see your website, let alone click on it.
If your content isn’t showing up in search results or AI-generated answers, your business is missing out on high-intent opportunities. You’re invisible in the places buyers are actually looking.
And one of the biggest reasons that happens? Page authority.
What Is Page Authority (and How Is It Measured?)
Let’s keep it simple: page authority is a score—often shown on a scale from 1–100 (like Moz’s PA)—that reflects how trustworthy and credible a specific page on your website is in the eyes of search engines and AI tools.
It’s not the same as domain authority, which measures your overall website’s credibility. Page authority focuses on one URL at a time. You could have a strong domain but still have underperforming pages if they don’t measure up individually.
Page authority is a concept used by several SEO tools, but it was originally developed by Moz, which coined the terms Page Authority (PA) and Domain Authority (DA) as proprietary metrics. Other tools like SEMrush and Ahrefs use different names—like Authority Score or URL Rating—but the core idea is the same: estimating how likely a page is to rank based on its trustworthiness and influence.
Page authority is determined by factors like:
- The number and quality of backlinks to your page
- How helpful, structured, and relevant your content is
- Technical performance (page speed, mobile-friendliness, security)
- Whether the content reflects Google’s E-E-A-T signals: Experience, Expertise, Authoritativeness, and Trustworthiness—signals that also align with what AI tools tend to prioritize when citing content
These signals tell both Google and AI platforms, “Hey, this is a page worth listening to.”
Why Page Authority Matters for SEO
I know AI search is the shiny new object right now, but don’t count out traditional SEO just yet.
Search engines still use authority signals to determine which content makes it to page one—and which stays buried on page five with the tumbleweeds.
A high-authority page is more likely to:
- Rank higher in organic results
- Earn more featured snippets or People Also Ask placements
- Be seen as a go-to resource for both users and bots
If your site has stalled, it’s not just your content—it may be your credibility.
To dig deeper into how SEO and AI search complement each other, check out our blog on GEO vs SEO.
Not Sure What Page Authority Is? It Might Be Time to Upgrade Your Online Presence
If you’re just now hearing about page authority for the first time—or it sounds like something your web team should’ve flagged years ago—don’t worry. You’re not alone.
But it may be a sign it’s time to upgrade your online presence, which is one of the five key areas in our GUIDE™ Marketing Framework.
Your website should be more than a brochure—it should act like a 24/7 salesperson. If it’s not helping you earn authority and visibility, it’s working against you.
That’s why our Free B2B Marketing Assessment includes questions that give you a clear picture of how your website is performing—and where it may be holding you back.
Want to hear what this looks like in action? Check out Episode 3 of our podcast—Upgrade Your Online Presence: From Website to Lead Generator.
Why Page Authority Matters for AI Search (AEO—and GEO)
Here’s where the real impact lies. Traditional search engines crawl your site—but AI-powered systems analyze it deeply before deciding whether to cite it in an answer.
Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) are closely connected, but they serve different roles in the evolving search landscape:
- AEO is about making your content understandable to AI tools. It emphasizes structured formatting, schema markup, and direct Q&A-style content so your information can be pulled into answer boxes or voice responses. Think featured snippets, “People Also Ask” boxes, or FAQ-rich results.
- GEO, on the other hand, goes a step further. It focuses on making your content citation-worthy—so that tools like ChatGPT, Gemini, Perplexity, and Google’s AI Overviews select your site as a trusted source when generating answers. This involves building topical authority, trust signals, consistent internal linking, and metadata support (like llms.txt).
Think of it this way: AEO helps AI understand your content. GEO helps AI choose your content.
While not every AI tool cites sources directly, tools like Perplexity, Microsoft Copilot, and Google’s AI Overviews often do. The more authoritative your page, the more likely it is to be chosen for these citations.
As I mentioned on a recent podcast episode, “If AI doesn’t trust your page, it’s not going to cite you. Period.”
High page authority gives you an edge by increasing your chances of being:
- Quoted in AI-generated summaries
- Cited as a source in generative search tools
- Found by prospects before they ever land on your site
Even better? This space is still wide open. While your competitors fight over the same traditional search rankings, you can gain early traction in AI-driven visibility where authority—not just keyword placement—opens the door.
How Does AI Know What My Page Authority Is?
That’s a fair question—especially since tools like Moz or Ahrefs use proprietary scoring systems. But here’s the thing: AI tools don’t rely on those scores. They calculate trust in their own way—using many of the same signals.
Instead of checking a public “PA score,” AI tools look at:
- Backlinks: If your page is linked to from trusted sites, that’s a signal of authority.
- Content structure: Clear formatting, schema markup, and direct answers make it easier for AI to extract value.
- Topical authority: If your site has a cluster of content around a subject, AI systems recognize that you know what you’re talking about.
- Trust signals: Case studies, testimonials, author bios, and citations all boost perceived credibility.
- External consistency: If others are saying the same thing—or citing your brand—it reinforces your authority.
Even though AI doesn’t pull a Moz score, it still builds an internal understanding of which pages are trustworthy, helpful, and worth citing. That’s why all the optimization work you do—content quality, schema, backlinks, technical SEO—is still essential in an AI-driven world.
How do I check my page authority score?
Most SEO tools don’t show your page authority by default, but you can easily check it using platforms like Moz, Ahrefs, or SEMrush.
Each one uses a different name for the metric:
- Moz: Page Authority (PA) (use the MozBar)
- Ahrefs: URL Rating (UR) (website authority checker)
- SEMrush: Authority Score (per page or domain)
Just paste in the URL you want to check, and the tool will give you a score based on backlinks, content quality, and other authority signals.
💡 Pro tip: Don’t obsess over the number itself—focus on making your content more helpful, trusted, and link-worthy. That’s what actually moves the needle.
How to Increase Your Page Authority
Now let’s talk action. If your authority score is low, don’t panic—it’s fixable. Here’s a skimmable list of how to improve page authority and build long-term credibility:
- Create helpful, high-quality content
Answer the questions your buyers are actually asking—especially the tough ones. Pricing. Comparisons. Drawbacks. (Yes, really.) This is where the Big 5 content marketing strategy comes in. - Build backlinks from trustworthy sites
Earn links by guest posting, contributing to industry publications, or getting cited in articles. Quality over quantity is key. Third-party mentions in respected publications also carry weight with AI systems. - Use schema markup
Structured data like FAQ schema helps both search engines and AI tools better understand your content. It’s like giving them a roadmap. Try the Schema.org validator to check your markup. - Optimize technical SEO
Fast load times, mobile-friendly design, and SSL encryption are table stakes. Also consider experimenting with llms.txt—an emerging standard to guide large language models on how to crawl your content. - Showcase real results
Include case studies, testimonials, and data. These build trust with human readers and boost your E-E-A-T score. - Build topical authority
Instead of one-off blog posts, create clusters of related content that reinforce each other. AI favors depth and breadth on a subject, not just a surface-level mention.
Want More Authority? Back It Up with Proof.
Let me tell you a secret: search engines and AI don’t care what you say about your business. They care what others say—and what you can back up with real evidence.
If your content is full of claims but no data, examples, or results, you’re leaving your authority score on the table.
That’s why we emphasize case studies, testimonials, and reviews in every content strategy. Real results create real trust. No story = no authority.
Even better? When you pair a strong case study with structured data (like schema) and high-quality backlinks, you create a credibility loop that’s hard to beat.
This is also why upgrading your online presence is so critical. Your website isn’t just a digital brochure—it should be a proof-driven platform that earns trust and signals authority across both traditional and AI-powered search. If your site doesn’t show the value you deliver, neither Google nor AI tools will.
What to Do if Your Organic Traffic Is Dropping
If your organic website traffic is dropping—or if AI tools aren’t surfacing your content—this could be the reason why. Ask yourself:
- Is our content helpful—but not technically credible?
You might have great insights, but if the structure or signals are weak, search tools won’t pick it up. - Are we using schema and structured data?
Without it, you’re harder for AI and search engines to understand—and much less likely to be featured or cited. - What’s our page authority score—and what’s holding it back?
You may be ranking well now, but that won’t last if competitors outpace your authority.
Also consider the impact of zero-click search—especially with Google’s AI Overviews. Being cited is helpful, but users might never click. That’s why it’s crucial to focus not just on visibility, but on credibility that travels across platforms.
Want a deeper dive into how to optimize your site for AI search? Grab our Free AI Marketing Guide.
Ready to Find Out How Your Content Measures Up?
If you’re unsure where your content stands, we’ve got you:
- Take our Free B2B Marketing Assessment to get clarity on what’s working and what needs attention.
- Download the Free AI Marketing Guide for a clear, practical roadmap to prepare your site for AI search.
- And if you’re feeling stuck, let’s talk. Sometimes, a quick strategy call to discuss your marketing is all it takes to get back on track.
Because the future of SEO isn’t just about being seen—it’s about being trusted.
FAQs About Page Authority, SEO, and AI Search
What’s the difference between page authority and domain authority?
Page authority measures the credibility of a single page. Domain authority looks at your entire website. A site can have strong domain authority and still have weak-performing pages if those individual pages don’t earn trust.
Can my content rank if it has a low page authority?
Yes, it can—especially for low-competition or long-tail keywords. But it’s an uphill battle. Without page authority, your content is less likely to appear on Page 1 or be cited by AI tools. If you’re not seeing traction, it’s a sign to optimize both your content quality and technical credibility.
How can I increase the page authority score for an individual page?
Start by improving the content itself—make sure it’s useful, well-structured, and answers the real questions your buyers are asking. Then focus on building backlinks to that page, adding schema markup, and ensuring the page loads quickly and works well on mobile devices. For a deeper dive, take our Marketing Assessment to spot where you can improve.
Does schema markup really impact AI search visibility?
Absolutely. Schema helps AI tools understand your content structure. It won’t boost rankings on its own, but it increases your chances of being featured in AI-generated answers, rich snippets, and voice search results. If you’re not sure where to start, check out our guide to schema markup.
How does E-E-A-T influence page authority?
Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is a major factor in determining how valuable your content is—especially for YMYL (Your Money, Your Life) topics. Pages that demonstrate real experience, cite credible sources, and include trust signals like testimonials or case studies tend to rank higher and perform better in search results. Learn more in our post on E-E-A-T for SEO.
What factors determine a page’s authority score?
Page authority is based on several signals that search engines and SEO tools use to gauge trust and credibility. Key factors include:
- Backlink profile — the number and quality of other websites linking to the page
- Content quality — how well the page answers questions, its structure, and depth
- User experience — page load speed, mobile-friendliness, and overall usability
- Schema markup — structured data that helps AI and search engines interpret the page
- Trust signals — such as testimonials, case studies, author bios, or references
It’s not about one magic fix—it’s about building consistent credibility over time. Want to know how your content stacks up? Take the B2B Marketing Assessment to find out.
