What Is Link Juice? How Is Link Equity Determined

Updated by Chima Mmeje — November 21, 2024.

Link equity, once colloquially referred to as “link juice,” is a search engine ranking factor based on the idea that certain links pass value and authority from one page to another. This value is dependent on a number of factors, such as the linking page’s authority, topical relevance, HTTP status, and more, illustrating how link juice works. Links that pass equity are one of many signals that Google and other search engines use to determine a page’s rankings in the SERPs.

Link building is crucial for generating link equity, as it involves strategies like guest posting and obtaining external links to enhance a site's credibility and visibility online.

When many people think of link equity, they also think of PageRank. PageRank was Google’s first algorithmic calculation used to determine how a site should rank, based primarily on that site’s backlink profile. PageRank is no longer the main determinant for a site’s ranking; it’s now only one of hundreds of ranking factors Google looks at, and its importance is much diluted these days.

To some degree, link equity can be understood as how the flow of a page’s ranking power passes from one link to another. If a very authoritative page includes a followed link to a smaller site’s article, it can be interpreted as a vote of confidence for the linked page, passing a certain amount of authority via that followed link. The way link juice flows through these hyperlinks significantly impacts the overall SEO value transferred.

Higher placements of links and links from authoritative sites contribute to more link juice, subsequently affecting a website's search engine ranking.

You may hear about an outdated SEO tactic known as “PageRank sculpting,” in which a site owner strategically chooses which links are followed and nofollowed to control the flow of authority from page to page. While this can still be somewhat effective under the right conditions, improper use of nofollows is a strategy we’d never recommend. Instead, focus on improving your information architecture and implementing a sound ranking strategy.

Several factors affect link equity, including:

Domain Authority

Domain authority is a key factor that affects link equity. Links from authoritative pages and websites are more valuable than equivalent links from less authoritative sites. Google trusts these sites and considers a link from one to be a positive endorsement. You can use domain authority metrics from an SEO tool like Ahrefs or Moz to see a page’s estimated authority. Higher domain authority means more link equity is passed, enhancing the linked page’s potential to rank higher in search results.

Link Relevancy

Link relevancy is another major factor that affects link equity. Google considers links from pages on a similar topic to be an essential indicator of quality. This makes sense, as a link from a relevant page is more likely to be useful to users. For example, a fitness blogger linking to a fitness equipment website is more relevant than a link from a cooking blog. Relevant links are seen as more credible and valuable, thus passing more link equity to the linked page.

Both internal and external links can pass link equity. External links pointing to a webpage are crucial for enhancing link juice and overall domain authority. There are a few important considerations when it comes to determining whether a link will pass equity:

• Is the link relevant? If you’re linking to a page about fixing your car from an article about how to bake your grandma’s secret muffin recipe, the link is probably not relevant — and Google will know. Links that are irrelevant may not provide much authority or value.
• Is the linking site authoritative? Links from trusted sites that have built up their authority tend to pass more link equity than links from brand-new sites that are just starting out. The number and quality of incoming links can significantly affect the flow of link juice, influencing how content is ranked and displayed in search results.
• Is the link followed? No-followed links signal to crawlers that they should be ignored. They won’t have link equity. However, just because a link is no-followed doesn’t necessarily mean it doesn’t have other value.
• Is the link crawlable? If a page blocks crawlers via the robots.txt file, the crawler is told to ignore it and the link won’t pass value.
• Where is the link located on the page? Links buried in the footer of a page or in a sidebar aren’t given as much weight as links in the body of a page’s content (with some exceptions). The site’s architecture helps Google determine what content is most useful to visitors, so look at it logically: What is the visitor’s intent when visiting the page, and how do the links help them achieve it?
• How many links are located on the page? If the link to your site is one of many hundreds or thousands, it may not be as valuable, though there’s no hard-and-fast rule about the optimal number of links on a page. Beyond simple link equity, though, if your link is lost among many others, it’s unlikely a user will find and click it, devaluing it even further. Having less link juice passed to each individual link can affect link equity.
• What’s the HTTP status of the linked page? Pages that resolve as 200s or permanent 301 redirects will retain their link equity. While Google has stated that all redirects, including temporary 302s, now pass PageRank, it’s smart to take that advice with a grain of salt. Other search engines may not treat them the same way, and there are factors beyond links to take into account when planning a ranking strategy.

Outbound links also play a role in the distribution of link juice. A page with relatively few outbound links is more beneficial for distributing link equity.

Maximizing link equity requires a combination of internal and external linking strategies.

Internal Linking Strategies

Internal linking is a crucial component of link building, allowing you to pass link equity within your own site. Here are some effective strategies to maximize link juice through internal links:

• Keyword Optimization: Identify a list of keywords and LSI keywords relevant to your page's content. Use these strategically in your anchor text to enhance link relevancy and SEO value.
• Content Hubs: Create content hubs by linking related articles and pages together. This not only improves navigation but also distributes link equity more efficiently across your site.
• Site Structure: Ensure your site has a logical structure. Use categories and tags to group similar content, making it easier for both users and search engines to find and link to your pages.
• Use Search Operators: Utilize search operators like site: and intext: to find relevant content on your site that can be linked to the target page, enhancing topical relevance and user engagement.
• Regular Audits: Conduct regular audits to identify and fix broken links, ensuring that link juice flows smoothly throughout your site.
• Link from High Authority Pages: Prioritize linking from pages with high authority to pass more link equity to less authoritative pages, boosting their potential to rank.
• Contextual Links: Place internal links within the main body of your content rather than footers or sidebars to maximize their impact and visibility.

By implementing these internal linking strategies, you can effectively distribute link equity among your pages, enhance your website's authority, and improve user experience and engagement.

External Linking Strategies

External linking is a vital component of link building that helps in passing link equity from other sites to your own. Here are some effective strategies for obtaining more link juice through external links:

• Guest Posting: Writing articles for other authoritative sites in your niche can help you earn valuable backlinks. Make sure your guest posts are of high quality and relevant to the host site's audience to maximize the link equity passed.
• Broken Link Building: Identify broken links on authoritative sites using tools like Ahrefs or Moz. Reach out to the site owner and suggest replacing the broken link with a link to a relevant page on your site. This not only helps the site owner but also earns you a valuable backlink.
• Resource Page Link Building: Many websites have resource pages dedicated to listing valuable content. Reach out to these sites and suggest including your content if it's relevant and adds value to their list.
• Influencer Outreach: Connect with influencers in your industry and build relationships. By providing them with valuable content or tools, you can earn backlinks when they mention your site in their posts or social media updates.
• Skyscraper Technique: Find popular content in your niche and create something even better. Promote your superior content to the sites that linked to the original piece, encouraging them to link to your improved version.
• Participate in Forums and Communities: Engage in online communities related to your niche. By providing helpful insights and linking to your content where appropriate, you can attract links naturally.
• Leverage Social Media: Share your content on social media platforms to increase its visibility. The more people see it, the more likely it is to be shared and linked to by other sites.

By implementing these external linking strategies, you can enhance your site's backlink profile, increase its authority, and ultimately improve its search engine rankings.

• The Beginner's Guide to Link Building - Everything you need to get started on one of the most important things you can do for your SEO.
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• 301 Redirects Rules Change: What You Need to Know for SEO - In mid 2016, Google announced that no link equity is lost when using 3xx redirects, a stark contrast to earlier policies. This post explains what that means and why you should still be careful with your redirects.
• The Anatomy of a Link - What Makes a Good (and Bad) Link? - Dissect the details of what makes a good and bad link.
• Linking Internally and Externally from Your Site - Dangers, Opportunities, Risk and Reward - Whiteboard Friday - In this Whiteboard Friday, Rand explores the pitfalls and opportunities of linking internally and externally from your site.
• How to Rank: 25 Step Master SEO Blueprint - A step-by-step plan for developing a ranking strategy, aimed at beginner to intermediate SEOs.
• Beginner's Guide to SEO: How Search Engines Work: Crawling, Indexing, and Ranking