A well-rounded approach can help circulate your webpage far and wide.

For website administrators looking to grow their page’s popularity, or Page Authority (PA), when it comes to search engine queries, a multi-faceted strategy is key. From building and maintaining a thorough system of web links to writing high-quality content and behind-the-scenes code, there are plenty of ways to go about boosting your PA. Here are four of the most effective:

1. Use links to boost your Domain Authority (DA) in tandem with your Page Authority (PA).

Domain Authority and Page Authority are essentially the same thing, the difference being that one refers to your site as a whole (DA) and the other refers to a specific page (PA). Your DA and PA are measures that will tell you, on a 100-point scale, how strong your domain and individual webpage is. Unfortunately, you cannot directly change these numbers, lest the neutrality of search engines be compromised. You can, however, control some of the factors that influence your DA/PA score. While the measurements are based on a number of factors, nearly half of the total score is link-based. Luckily, links are well within your ability to work on:

  • Quality and Volume of Links: Don’t create links just for the sake of linking something. Offer relevant content and curate your links to ensure the URLs are still alive and well. If you can, increase the number of links both within and to your webpage.
  • Internal Links: By linking other pages within your domain to the page you want to drive traffic to, you will increase the user traffic and the likelihood that the page will be pushed up in a search engine query.
  • Back Links: Inbound links may require more coordination on your part to find quality external sites that will promote your page. The more quality backlinks you can get, the better, but don’t forget to address any spam-like back links as they arise. If you have a website separate from a blog, you can also link back to yourself.

page strength

2. Keep the content flowing.

Writing high-quality content, and doing so regularly, is one of the best ways to boost your page’s strength. Not only will it give you more opportunities to build on your internal linking system, it will also keep your readers coming back for more as well as sharing it with their networks. The frequency in which you post new content is also critical, as you may experience reader attrition if the site looks abandoned.

3. Polish your code.

Using some of the helpful metadata features of HTML code, you can help your readers and search engine crawlers alike. Take advantage of the tags that allow you to optimize your page for multiple audiences.

  • Headline tags: Your headers will help to establish a content hierarchy, giving them obvious distinction to anyone viewing your page, whether human or robot. Make sure your headlines are keyword-focused, too.
  • Translate tags: This new HTML5 feature allows you to selectively choose which content may be translated. It is particularly helpful when it comes to retaining international page visitors.
  • Alt tags: These make your images more accessible for both search engines and screen readers used by those with visual impairments.

4. Go social.

While your marketing strategy should be diverse, employing the use of email subscriber lists, strategic paid advertising, and plenty of shameless self-promotion, you will also find a heap of value in social media marketing. Social media platforms are excellent sources of back linking, traffic generation, and content feedback. Social media is also a fantastic space in which to engage your audience and keep a conversion going, whether it be through a Q&A format, call to action, or a personalized response to feedback. Plus, you can integrate social media with your webpage, thus easily enabling readers to share your content.

Keep in mind that your Page Authority is not a metric you can directly alter. Rather, you can develop a comprehensive strategy to help address some of the factors that influence in your PA score. And don’t be discouraged if you don’t see results overnight. A strong webpage often takes time and considerable maintenance, but with a concentrated effort, you’re likely to see an uptick in the near future.