Link equity (also called "link juice") refers to the value or authority that a hyperlink passes from one page to another. When a page links to another page, it transfers a portion of its ranking power, helping the linked page rank better in search results.
How Link Equity Works
The Basic Concept
Search engines view links as votes of confidence. When Page A links to Page B:
- Page A "endorses" Page B
- Some of Page A's authority transfers to Page B
- Page B gains ranking power
- This value is "link equity"
The Flow of Value
Link equity flows like this:
- Page A has authority (from its own links and content)
- Page A links to Page B
- A portion of Page A's authority passes to Page B
- Page B uses this equity to rank better
Division Among Links
When a page has multiple outbound links, its equity is divided:
- Page with 100 authority points and 10 links
- Each link passes roughly 10 points (simplified)
- More links = less equity per link
Factors Affecting Link Equity
Source Page Authority
Higher authority pages pass more equity:
| Source Authority | Equity Passed |
|---|---|
| High (DA 80+) | Significant |
| Medium (DA 40-79) | Moderate |
| Low (DA 1-39) | Limited |
Link Attributes
Do-follow: Passes full equity (default)
Nofollow: Traditionally blocked equity; now a "hint"
Sponsored/UGC: Similar to nofollow—limited equity
Link Placement
Contextual (in-content): Highest equity
Navigation: Moderate equity
Footer: Lower equity
Sidebar: Lower equity
Relevance
Links from topically related pages may pass more relevant equity than links from unrelated sites.
Link Freshness
Newer links from updated pages may carry more weight than old links on stale pages.
Link Equity vs PageRank
The Relationship
PageRank: Google's original algorithm measuring page importance based on links
Link equity: The value that flows through links (what PageRank measures)
They're closely related—PageRank quantifies link equity.
Key Difference
- PageRank is the algorithm/metric
- Link equity is the concept of flowing value
Maximising Link Equity
External Link Building
Get links from high-authority pages: More equity to pass
Prioritise do-follow links: Direct equity flow
Seek contextual placements: In-content links pass more value
Target relevant sites: Topically related equity may matter more
Internal Linking
Link to important pages: Direct equity where you want it
Reduce click depth: Important pages shouldn't be too deep
Use descriptive anchor text: Helps equity flow meaningfully
Fix broken internal links: Don't waste equity on 404s
Avoiding Equity Loss
Fix broken external links: 404s waste equity
Use 301 redirects properly: Preserve equity in site moves
Don't nofollow internal links: Keep equity flowing internally
Consolidate duplicate content: Focus equity on canonical URLs
Link Equity Myths
"All links pass equal equity"
Reality: Link value varies significantly based on source authority, placement, relevance, and attributes.
"Nofollow links pass zero equity"
Reality: Since 2019, Google treats nofollow as a hint. Some equity may pass, though likely less than do-follow.
"More links always means more equity"
Reality: Quality matters more than quantity. One high-authority link can pass more equity than dozens of low-quality links.
"You can calculate exact equity flow"
Reality: Google doesn't share the exact algorithm. We understand principles but can't calculate precise values.
"PageRank sculpting works"
Reality: Using nofollow to control internal equity flow doesn't work as intended. Google changed how this operates years ago.
Link Equity in Practice
For Link Acquisition
When evaluating link opportunities, consider equity potential:
- Source authority: Higher = more equity
- Link type: Do-follow preferred
- Placement: Contextual > navigation > footer
- Page links out: Fewer outbound links = more equity per link
- Page relevance: Related content = relevant equity
For Site Architecture
Design your site to maximise equity flow:
- Flat architecture: Important pages within 3 clicks
- Strategic internal links: Point to priority pages
- Hub pages: Create pages that distribute equity
- Silo structure: Group related content
- Footer/nav links: Use sparingly for important pages
For Content Strategy
Create content that attracts and distributes equity:
- Linkable assets: Content that earns links naturally
- Hub pages: Comprehensive content that links out
- Supporting content: Links to and from main pages
- Updated content: Fresh content may pass more value
Measuring Link Equity
Direct Measurement
You can't directly measure link equity—Google doesn't share PageRank values publicly anymore.
Proxy Metrics
Use these as indicators:
- Domain Authority (DA): Moz's authority estimate
- Domain Rating (DR): Ahrefs' authority estimate
- Trust Flow: Majestic's trust metric
- URL Rating: Page-level authority
Practical Assessment
Evaluate link equity potential by:
- Checking source page authority
- Analysing source page's outbound links
- Assessing topical relevance
- Reviewing traffic (indicates real value)
Summary
Link equity is the ranking value passed through links:
How it works:
- Links pass authority from source to target
- More authority source = more equity passed
- Equity divides among outbound links
Factors affecting equity:
- Source page authority
- Link type (do-follow vs nofollow)
- Placement (contextual vs footer)
- Relevance to target
Maximising equity:
- Build links from high-authority sources
- Prioritise do-follow, contextual links
- Use internal linking strategically
- Fix broken links and redirects
Focus on quality links from relevant, authoritative sources—they pass the most valuable equity.