How to Increase Page Authority (PA) & Domain Authority (DA)? A Complete Guide

As you all know, Google no longer updates the PageRank (PR) algorithm publicly. Instead, the SEO industry now relies heavily on Page Authority (PA) and Domain Authority (DA) — third-party metrics by Moz — to measure the strength and trustworthiness of a web page or domain.

Though PA & DA are not official Google ranking factors, they are widely used in guest blogging, link-building strategies, and SEO audits as trust indicators. In 2025, building trust, authority, and credibility remains critical — both for search engines and users.

Understanding PA & DA in 2025

• Page Authority (PA): Score (1–100) predicting the strength of a specific web page.
• Domain Authority (DA): Score (1–100) predicting the overall strength of the entire domain.
• Both are calculated using Moz’s algorithm, factoring in backlink quality, internal linking, content depth, and trust signals.
• These metrics have become even more relevant in 2025 as Google’s AI-driven systems (like Search Generative Experience & Gemini) now prioritise content relevance, expertise, and user engagement.

How to Increase Page Authority & Domain Authority in 2025

1. Deliver High-Quality, Expert-Led Content

• Focus on E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness.
• Create long-form, insightful, multimedia-rich content.
• Use AI responsibly: Tools like ChatGPT or Jasper can assist with drafts, but add human expertise & fact-checking to build authority.
• Structured content with FAQs, schema markup, and conversational tone improves visibility in Featured Snippets and AI Overviews.

2. Strengthen Contextual Internal Linking

• Use meaningful anchor text phrases (3–6 words, not just one keyword).
• Build content clusters: interlink topic-based articles with pillar pages.
• Ensure crawl depth ≤3 clicks for critical pages.
• Internal linking boosts not just PA, but also enhances Topical Authority, a 2025 SEO must-have.

3. Earn High-Quality, Niche Backlinks

• Relevance > Quantity: One contextual link from an industry authority in 2025 outweighs 50 generic blog links.
• Focus on digital PR, podcast guesting, industry collaborations, and thought-leadership articles.
• Engage in AI-detection safe guest blogging (humanised, experience-driven).

4. Leverage Outbound Links & Industry Mentions

• Link to trusted industry resources, research, government portals, and reputed blogs.
• Outbound links boost credibility and user trust signals, which indirectly help rankings and authority.

5. Clean Up Toxic Backlinks Regularly

• In 2025, with AI-driven spam detection, toxic links can drag down authority faster than ever.
• Use tools like Moz, Ahrefs, or SEMrush to identify & disavow spammy links.
• Keep backlink profile natural, diverse, and non-manipulative.

6. Keep Content Fresh & Evergreen

• Update content quarterly with latest stats, trends, and FAQs.
• Google’s Helpful Content Updates now reward freshness + consistency.
• Example: Turning one article into a living resource hub builds trust, links, and recurring traffic.

7. Enhance User Experience (UX) & Core Web Vitals

• A fast, mobile-first, accessible website is non-negotiable in 2025.
• Google’s ranking signals still factor in Core Web Vitals, HTTPS, accessibility compliance, and mobile optimisation.
• The better the UX, the more likely users will engage and link back, boosting PA & DA.

8. AI & Voice Search Optimisation

• Optimise for conversational search queries, FAQs, and voice assistants.
• Implement structured data (schema.org) for products, reviews, services, and events.
• Voice search optimisation directly supports both organic reach and authority signals.

Conclusion

Increasing Page Authority (PA) and Domain Authority (DA) in 2025 is no longer just about backlinks and keyword density. It’s about building trust, topical relevance, and user-first content experiences.

By focusing on:
✅ Quality content (E-E-A-T + AI-assisted)
✅ Contextual internal linking & topical clusters
✅ Niche-based backlinks & toxic link clean-up
✅ Fresh updates + voice/AI search optimisation
✅ Strong UX & Core Web Vitals

…you can steadily build a site that search engines trust and users love.