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.