What Is Link Equity?
Link equity — also called link juice — is the ranking value passed from one page to another through a hyperlink. It’s the mechanism by which authority flows across the web and between pages on the same site.
How Link Equity Is Passed Between Pages
When Page A links to Page B, some portion of Page A’s authority is passed to Page B. How much gets passed depends on several factors: the authority of the linking page itself, how many other links are on that page (equity is divided among them), whether the link is dofollow or nofollow, and the relevance of the linking page’s topic to the linked page.
What Affects Its Value
Not all link equity is equal. A link from a highly authoritative, topically relevant page passes far more value than one from a low-authority or unrelated page. This is why a handful of high-quality backlinks typically outperforms a large volume of low-quality ones — both for external link building and for how you structure internal links across your own site.
