The digital marketing landscape is evolving at lightning speed. New platforms, smarter algorithms, and AI-driven solutions continue to push the industry forward, and WPP’s newest innovation, WPP AI, is one of the most talked-about developments this year.
As one of the world’s largest advertising conglomerates, WPP’s investment in a unified AI ecosystem has sparked an important question for business owners:
“If AI can plan, write, and optimize ads… will digital marketing agencies still matter?”
It’s a fair question—but the answer might surprise you.
Rather than making agencies obsolete, WPP AI demonstrates why human-led digital marketing is more essential than ever.
Below, we dive into what WPP AI actually does, how it impacts the industry, and why businesses still need skilled marketing strategists guiding the way.
Page Authority is measured on a scale from 1–100 and helps predict how well a specific webpage will rank in search engine results. While Domain Authority (DA) focuses on the overall strength of your entire website, PA zooms in on a single URL, making it incredibly useful for:
Several factors influence your PA score, including:
The quantity and quality of other sites linking to your page. A single high-authority backlink can raise your score more than dozens of low-quality ones.
Well-written, helpful, original, and thorough content increases user engagement, signals search engines take seriously.
Elements like load speed, metadata, keyword optimization, accessibility, and structure play a significant role.
Pages that are prominently linked throughout your website naturally accumulate more authority.
Understanding these inputs is the key to using PA effectively. It’s not just a ranking score—it’s a reflection of your page’s true digital strength.
Not all PA tools are created equal. Moz is the original creator of Page Authority and therefore the most accurate source, but other platforms provide additional insights that offer more context about your ranking potential.
Some trusted options include:
When analyzing your PA, you also want to look at:
Running regular checks—weekly or monthly—helps you track trends over time. Page Authority rarely jumps overnight; instead, it improves gradually based on consistent optimization efforts.
A PA score on its own doesn’t tell the full story. What really matters is how your page compares to the pages you’re competing with.
Start by identifying:
Then compare stats such as:
This competitive comparison helps you understand:
For example:
If you have a PA of 25 and your top 5 competitors range from 30–50, you know you need stronger backlinks and content enhancements to move up.
This context gives your PA real meaning and helps shape your SEO strategy.
Once you have your PA score and competitive landscape, the next step is identifying where growth is possible. Improving Page Authority isn’t about gaming the system—it’s about strengthening your content, your website’s infrastructure, and your link profile.
Here are the most effective strategies:
Interlink related content to create a smooth flow of authority across your website. Use descriptive anchor text and prioritize linking from high-traffic or high-PA pages.
Backlinks remain the biggest driver of a higher Page Authority score. You can generate quality links by:
Fresh, thorough content performs better. Consider adding:
Page load time, mobile responsiveness, proper indexing, clean URLs, schema markup, and overall accessibility all contribute to better authority over time.
A page that keeps people reading and encourages them to click deeper into your site sends strong signals to search engines that your content is valuable.
Improving PA is a long-term effort—but it pays off. As your authority grows, your pages become more competitive, your rankings improve, and your overall search visibility increases.
When it comes to SEO and strengthening your digital presence, having the right partner makes all the difference, especially one who understands your market.
Fable Heart Media, a full-service digital marketing agency based in Jacksonville, Florida, partners with small and medium-sized businesses to build smarter, stronger, more strategic online growth. What sets us apart is our commitment to local businesses and the hands-on support we provide to help you navigate every step of your digital marketing journey.
Working with a local Jacksonville agency gives you advantages such as:
Understanding regional trends, search behaviors, and the competitive landscape helps improve targeting and ranking faster.
We take time to understand your business, customers, and goals—not just your metrics.
Quick communication, direct access to your marketing team, and support whenever you need it.
From Page Authority to full-scale SEO roadmaps, we bring technical precision and creative strategy together to drive results.
Instead of navigating analytics, link building, and SEO complexities alone, you get a dedicated partner who knows your city, your market, and your growth potential.
Ready to take your Page Authority (and your entire digital presence) to the next level?
Our Jacksonville-based team at Fable Heart Media is here to help. Book your complimentary consultation today and discover how our local experts can elevate your visibility, authority, and growth online.