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What is “Link Juice”? How it Makes Your Business More Visible


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In this article, we’re going to demystify the concept of link juice and provide you with a comprehensive understanding of its role in SEO. We delve into advanced techniques and strategies to maximize the impact of link juice on your website’s visibility and authority.

As we explore the dynamic world of SEO we will unlock the secrets to mastering link juice for enhanced online success. Whether you’re a seasoned professional or just starting, this article will deliver valuable insights to elevate your SEO game.

Introduction to Link Juice and SEO

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

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.

“link juice” is a search engine ranking factor based on the idea that certain links pass value and authority from one page to another. – Moz

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.

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 disavow them.

This is why it is important to note that not all links contribute equally to website’s PageRank.

Healthy backlink profile

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.

External and internal links

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:

  1. 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.
  2. 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.
  3. 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.
  4. Influencer Outreach: Collaborating with influencers in your niche can lead to backlinks from their platforms, which often have high authority and a large following.
  5. Leveraging Social Media: Actively promoting your content on social media can increase its visibility, leading to more natural backlinks from various sources.
  6. 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.
  7. 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.
  8. Press Releases and Newsjacking: Timely press releases or capitalizing on trending topics (newsjacking) can attract attention and backlinks from news sites and blogs. Check out our guide for obtaining high-quality PR backlinks.
  9. Directory Submissions: Submit your website to reputable and relevant online directories. This can provide backlinks and increase your online visibility.
  10. 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.

Nofollow and dofollow backlinks

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 within your industry.

Also, having a diverse link profile with a mix of both dofollow and nofollow links is seen 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.

Link bait content

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.


In summary, understanding and effectively utilizing link juice is essential for SEO success. This article has highlighted the importance of link juice in improving website visibility and authority, emphasizing its relationship with Google’s PageRank and the significance of factors like domain authority, link relevancy, and the quantity of links.

Businesses and website owners should focus on acquiring high-quality, relevant backlinks and strategically utilize internal linking to distribute link equity. Strategies such as creating compelling content, guest blogging, and active community participation are key to attracting link juice.

Additionally, maintaining a balance of dofollow and nofollow links is crucial for a natural link profile. Leveraging link bait content can also be a powerful tool in attracting organic backlinks. Ultimately, mastering link juice can significantly enhance a website’s search engine ranking and online presence.

Frequently Asked Questions (FAQ)

What is link juice in SEO?

Link juice is a term used in SEO to describe the value or authority passed from one website to another through hyperlinks. It influences a site’s ranking in search engine results, with links from high-authority sites being particularly beneficial.

How does link juice affect my website’s ranking?

Link juice affects your website’s ranking by contributing to its authority and relevance in the eyes of search engines. High-quality inbound links from reputable sources increase your site’s visibility and ranking potential.

Can all types of links generate link juice?

Not all links generate link juice. ‘Nofollow’ links, often used in blog comments or paid advertisements, do not pass on link juice. Only ‘dofollow’ links contribute to a website’s link equity and SEO.

Is it better to have more links or higher-quality links?

The quality of links is generally more important than quantity. A few high-quality links from authoritative, relevant sites are more beneficial than numerous low-quality links.

How can I improve the link juice my website receives?

To improve link juice, focus on creating high-quality, shareable content, engaging in guest blogging, participating in relevant online communities, and developing linkable assets. Also, consider competitor backlink analysis to identify effective strategies.

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Dan Fries

Dive deep into the mind of BlueTree CEO Dan Fries and explore a wealth of knowledge on the nuances of link-building and digital marketing.

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