# Link Equity: Understanding How Link Value Flows

Learn what link equity is, how it's passed between pages, and factors that affect link value distribution. Complete guide to link juice.

Canonical: https://backlinkgrid.com/glossary/link-equity


**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:

1. Page A has authority (from its own links and content)
2. Page A links to Page B
3. A portion of Page A's authority passes to Page B
4. 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

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## 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.

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## 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

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## 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

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## 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:

1. **Source authority**: Higher = more equity
2. **Link type**: Do-follow preferred
3. **Placement**: Contextual > navigation > footer
4. **Page links out**: Fewer outbound links = more equity per link
5. **Page relevance**: Related content = relevant equity

### For Site Architecture

Design your site to maximise equity flow:

1. **Flat architecture**: Important pages within 3 clicks
2. **Strategic internal links**: Point to priority pages
3. **Hub pages**: Create pages that distribute equity
4. **Silo structure**: Group related content
5. **Footer/nav links**: Use sparingly for important pages

### For Content Strategy

Create content that attracts and distributes equity:

1. **Linkable assets**: Content that earns links naturally
2. **Hub pages**: Comprehensive content that links out
3. **Supporting content**: Links to and from main pages
4. **Updated content**: Fresh content may pass more value

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## 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)

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## 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.

---

## Related Terms

- [PageRank](/glossary/pagerank)
- [Do-Follow Links](/glossary/dofollow-link)
- [Domain Authority](/glossary/domain-authority)
- [Anchor Text](/glossary/anchor-text)