Link Equity (Link Juice)

Link equity (formerly called 'link juice') refers to the value or ranking power that passes from one page to another through hyperlinks. Not all links pass equal equity—factors include the linking page's authority, relevance, the number of other links on the page, anchor text quality, and whether the link is followed (vs. nofollow). Internal links distribute equity within a site, while external links pass equity between domains. Modern SEO focuses on earning links from relevant, authoritative pages rather than maximizing quantity. Understanding link equity flow helps prioritize which pages to link to most prominently and how to structure internal linking for optimal ranking potential.