Most marketers chase backlinks like they’re gold bars.
But here’s the truth: Backlinks are just the pipe – it’s link equity that flows through it. And 90% of sites. They’re leaking it. Badly.
Link equity (formerly called “link juice”) is the actual SEO value passed from one page to another through hyperlinks. It’s what makes a link matter.
You could have 500 backlinks, but if none of them pass significant equity… you’re just looking busy.
Here’s the kicker: link equity doesn’t just come from other sites. You control a ton of it through your internal linking structure, and chances are, you’re either:
- Sending it to dead pages
- Splitting it where it shouldn’t be split
- Or ignoring it completely
In this no-fluff guide, we’re going to break down what link equity is, how it moves, how to build it, and how to make sure you’re capturing every drop.
Key Takeaways
- Link equity is the real SEO value behind a hyperlink — not all links pass equal power.
- Google uses link equity to determine authority, topical relevance, and ranking potential.
- Your internal link structure may be wasting or misdirecting valuable equity.
- Not all backlinks are equal — some pass little or no value at all.
- You can boost rankings without building more links — just by optimizing your equity flow.
What is Link Equity/Link Juice
The term “link juice” refers to the value or equity passed from one site to another through hyperlinks. These links act as endorsements, signaling to search engines like Google the credibility and relevance of your website.
Link juice significantly impacts rankings on search engines. Each inbound link to a webpage is considered by search engines as a vote of confidence.
This contributes to the page’s authority. The more high-quality links a page receives, the higher its potential to rank well.
According to Moz, “link juice” is a search engine ranking factor based on the idea that certain links pass value and authority from one page to another
However, not all links are equal. Reputable, high-authority sites links carry more weight, passing more link juice and positively impacting SEO.
Fundamentals of Link Equity
At the core of this concept is PageRank, an algorithm used by Google to rank web pages in their search engine results. It essentially evaluates the quality and quantity of links to a webpage to estimate its importance on the web.
Link equity, a crucial component of link juice, represents the value that a link passes from one website to another. This value isn’t just a matter of quantity; the quality of the links plays a significant role.
High-quality, authoritative websites passing on links contribute significantly more link equity compared to lesser-known, low-authority sites.
Several factors influence link equity:
- Authority – links from well-established, reputable sites carry more weight
- Relevance also plays a critical role; links from sites that are closely related to your content are more beneficial.
- Trustworthiness is essential. Search engines assess the trust level of sites linking to you, affecting the quality of link equity transferred.
For websites seeking to improve a SEO it is crucial to leverage these aspects during link building activities.
If you are unsure about specific website’s authority, relevance or trustworthiness; you can use various SEO tools that will show you relevant metrics for given websites.
What is The Relation Between Link Juice and PageRank
The relationship between Link Juice and PageRank is integral to understanding the mechanics of SEO.
PageRank, developed by Google, is an algorithm used to rank web pages in their search engine results. It evaluates the quantity and quality of links to a page to determine its importance on the web.
Link juice, on the other hand, is the informal term used to describe the value or authority that is passed from one site to another through these links.
Each link to a website contributes to the site’s PageRank. The more high-quality links a page receives, the higher is its potential PageRank.
On the other hand links from low-quality, irrelevant websites can even hurt your website’s PageRank as Google can see them as toxic backlinks. When you find toxic backlinks, you should get rid of them.
This is why it is important to note that not all links contribute equally to website’s PageRank.
The link juice and PageRank connection shows us the importance of cultivating high-quality backlinks for SEO success.
Factors Influencing the Flow of Link Juice
Link juice flow is not random but is influenced by a variety of key factors. Understanding these elements is essential for effectively optimizing a website’s search engine performance:
- Domain Authority – Links from authoritative pages and websites are more valuable than those from less authoritative sites. Google trusts these sites more and considers a link from them as a positive endorsement.
- The Linking Page’s Authority – Links from authoritative pages and websites are more valuable than those from less authoritative sites. Google trusts these sites more and considers a link from them as a positive endorsement.
- Link Relevancy – Google views links from pages on a similar topic as an essential indicator of quality. A link is more valuable if it comes from a page that is relevant to the content of the linked site.
- Number of Links on a Page – The PageRank of a site is divided among each of the links it hosts. Therefore, a link from a page with fewer outbound links is more valuable than one from a page with many outbound links.
- Link’s Location on the Page – The position of a link on a page can affect how much equity you receive. Links placed in more prominent positions may carry more weight.
- Content Relevance and Quality – Pages that contain quality content and are relevant to your site contribute more significantly to link juice. This includes pages that rank high in SERPs and those popular with social media audiences.
- Exclusions to Link Juice Flow – Link juice does not come from pages that have nofollowed links to your site, contain irrelevant content, have a lot of links (like ad links or site-wide links), are not indexed in search, involve paid links, or are part of a link exchange scheme.
- Website Structure and Internal Linking – The way link strength is distributed on a website, including the internal linking structure, affects the flow of link juice. Regular flow and optimal usability of the site structure are important for effective link juice distribution.
PRO TIP: The easiest way to increase link juice is to obtain topically relevant backlinks from high DR websites.
Internal Link Juice
Internal link juice refers to the distribution of value and authority within a website through its internal links.
Unlike external links that bring in link juice from other sites, internal links strategically spread this value across different pages within the same domain.
For example, consider a well-ranking homepage with substantial link equity. Building links from that homepage to product or service page can distribute some of its authority to these other pages.
Building internal links this way, we use our website’s existing SEO potential improving visibility and ranking in search engine results.
The key to effective internal link juice transfer lies in relevance and strategic placement.
Links should connect logically related content, guiding users and search engine crawlers through the website in a coherent manner.
Building internal links this way signals search engines the importance of other internal pages where the links lead to.
This also helps search engines like Google to better understand your website’s hierarchical structure which as a result boosts the SEO performance of both pages.
How to get a lot of link juice from other websites
Gaining a significant amount of link juice from other websites involves employing various strategies, each designed to enhance the authority and reach of your website.
Here are several methods to achieve this:
- Create High-Quality, Shareable Content: Developing content that is informative, engaging, and valuable naturally attracts backlinks. This includes in-depth articles, infographics, videos, and studies that are likely to be shared and referenced by others.
- Guest Blogging: Writing guest posts for reputable websites in your industry can lead to valuable backlinks. Ensure that the content is high-quality and relevant to the audience of the host site.
- Broken Link Building: This involves identifying broken links on other websites and suggesting your content as a replacement. It’s a win-win approach where you provide value by helping site owners fix broken links while earning backlinks.
- Influencer Outreach: Collaborating with influencers in your niche can lead to backlinks from their platforms, which often have high authority and a large following.
- Leveraging Social Media: Actively promoting your content on social media can increase its visibility, leading to more natural backlinks from various sources.
- Creating Linkable Assets: Develop resources that are highly useful and link-worthy, such as online tools, comprehensive guides, or original research. These assets tend to attract backlinks organically.
- Participating in Industry Forums and Discussions: Being active in online communities related to your niche can help you establish authority and gain backlinks, especially if you share valuable insights and resources.
- Press Releases and Newsjacking: Timely press releases or capitalizing on trending topics (newsjacking) can attract attention and backlinks from news sites and blogs.
- Directory Submissions: Submit your website to reputable and relevant online directories. This can provide backlinks and increase your online visibility.
- Competitor Backlink Analysis: Analyze where your competitors are getting their backlinks from and target similar sources for your own link-building efforts.
What About the Backlinks that Bring Zero Juice?
Backlinks that don’t bring link juice, also known as ‘nofollow‘ links, are a specific type of link that instructs search engines not to pass authority or value.
These links are typically created using the rel=”nofollow” attribute in the HTML code of a webpage.
Nofollow links are commonly used in situations where a website wants to provide a link but does not want to imply endorsement or pass on link equity.
From our experience nofollow links are usually found in comments on blogs, forums, or other user-generated content where there’s a risk of spam or unverified content.
But they are also used in sponsored content or advertisements where the link is paid for.
If you are unsure whether specific links pointing to your site are nofollow, you can use one of various browser extensions, such as this one, that will check and automatically mark them for you.
While nofollow links don’t contribute directly to a website’s search engine ranking, they are still valuable in other ways. They can:
- Drive traffic to your website
- Increase brand exposure
- Help build relationships with your industry
Also, having a diverse link profile with a mix of both dofollow and nofollow links is seenz as a healthy and crucial part of a website’s SEO strategy.
It reflects a realistic mix of different types of backlinks, mirroring genuine internet usage patterns.
The Importance of the Link Bait Content
Link bait content is specifically designed to be compelling and valuable enough that other websites, bloggers, or social media users are incentivized to link to it.
The essence of link bait is its ability to catch the attention and interest of a target audience.
It can be achieved through various means like original research, comprehensive guides, intriguing infographics, or even controversial topics.
Effective link bait not only aligns with the interests or needs of the intended audience but also stands out for its uniqueness, depth, and quality.
When executed well, it can lead to a significant increase in inbound links from reputable sources. It enhances the website’s authority and ranking in search engine results.
This method of attracting links is particularly effective as it relies on the natural need of others to share valuable content.
This way they are sure that the backlinks are organic and, therefore, more beneficial in the eyes of search engines.
Conclusion
Here’s the truth: most websites don’t need more backlinks – they need better link equity strategy.
Link equity is what turns a hyperlink into a ranking machine. It’s how authority flows. And unless you:
- Audit your internal links,
- Prioritize contextual relevance,
- Reduce equity leaks,
- And build strategic backlinks that pass real value
You’re just pouring water into a bucket full of holes.
Think of your website like a circuit. Every link either powers up your pages or drains the system. The goal?
Route as much equity as possible to your highest-converting, highest-potential content. Every little tweak compounds over time – just like financial interest.
What To Do Next
- Run a link equity audit: Identify pages with lots of backlinks but no internal links. Redistribute that power.
- Update your internal linking game: Use contextual anchors to connect top-ranking and top-converting pages.
- Focus on equity-rich backlinks: Forget guest posts on irrelevant sites. Go after editorial, contextual links that carry authority.
FAQs: Link Equity
Is link equity still important in 2025?
Absolutely. It’s one of the core factors driving rankings — especially in competitive niches.
What is link equity in SEO?
Link equity is the ranking power passed from one page to another through hyperlinks. It’s what makes links valuable.
How is link equity calculated?
Google uses a PageRank-style formula that considers authority, context, follow status, and number of outbound links.
Do all backlinks pass link equity?
No. Nofollow, UGC, and spammy links often pass little or no equity.
Can internal links pass link equity?
Yes! They’re critical. Internal links can help distribute link equity strategically across your site.
How do I preserve link equity?
Avoid orphan pages, fix broken links, and reduce excessive outbound links per page.
What’s the difference between PageRank and link equity?
PageRank is the algorithmic concept; link equity is how SEOs describe the real-world application of it.
Do 301 redirects preserve link equity?
Mostly yes. Google says 301s preserve the majority of equity — but don’t abuse them.
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