The quantity and quality of links from other websites to yours define your domain authority and page authority. You can find the page authority and domain authority of any webpage by going to the page on Firefox or Chrome with the Moz toolbar installed.
Content is said to be king in search engine ranking but link authority is queen. There is a myth that if your webpage has excellent content, it will rank high on Google for any keyword you choose. It is a myth because it ignores the importance of incoming links that confer authority to your webpage – page authority – and domain – domain authority.
Total Page Authority of a webpage is the sum of its Page Authority and Domain Authority. Keyword difficulty is a measure of the average competitive strength of the webpages on the top page of Google for that keyword. The best metric for keyword difficulty is the average Total Page Authority of those top webpages.
You can calculate the average Total Page Authority of the webpages on the top page of Google manually by finding the page and domain authorities of the webpages on the top Google results page for the keyword. If you have a list of keywords, Keyword SEO Pro will do the analysis for you.
In the above example, the keyword ‘accountant’ has an average Total Page Authority of 131. Pages on SME websites only rarely achieve a Total Page Authority of 85 and the metric is on a logarithmic scale. The cell is in red indicating that top page positioning for this keyword is not possible.
Chartered accountant North London has the lowest keyword difficulty at 46 and is likely to be relatively easy to rank for.