Link Equity Explained (Link Juice & How It Flows)

“Link equity” — sometimes called “link juice” — is one of the most useful concepts in SEO once you grasp it, because it explains how much value a link actually passes and how to direct that value where you want it. This guide explains link equity in plain terms. For the wider picture, see our complete guide to backlinks and how Google uses backlinks.

What is link equity?

Link equity is the ranking value or authority that a link passes from one page to another. When an authoritative page links to yours, some of its trust and ranking power flows across that link to your page. It’s the practical expression of the PageRank idea that authority moves through links — and it’s why a backlink from a strong page can lift your rankings.

What affects how much equity a link passes

Not every link passes the same amount. The main factors:

• The linking page’s authority. A stronger page has more equity to share.
• Number of links on the page. Equity is roughly shared among a page’s outbound links, so a link from a page with few links passes more than one from a page with hundreds.
• Relevance. A relevant link tends to pass more useful value than an unrelated one.
• Link type. A dofollow link passes equity; a nofollow link passes little to none directly.
• Placement. A link in the main content typically passes more than one in a footer or sidebar.

Internal links pass equity too

Link equity doesn’t only come from other websites. Your own internal links pass equity around your site — which is hugely important. When you earn a strong backlink to one page, you can channel that authority to your money pages and other important pages by linking to them internally. This is exactly how a pillar-and-cluster structure works: supporting pages and the pillar pass equity to each other and to your commercial pages. Smart internal linking is one of the most underused ways to improve rankings.

How to use link equity strategically

• Earn links to your strongest assets (guides, tools, the pillar), which naturally attract them.
• Funnel equity inward with internal links from those assets to the pages you want to rank.
• Keep important pages well-linked from your navigation and related content.
• Avoid wasting equity on dead-end or low-value pages.

Done well, this means even pages that rarely earn external links — like commercial or product pages — still receive authority. See how to get backlinks for earning the equity in the first place.

FAQ

What is link equity in simple terms?

It’s the ranking value a link passes from one page to another. More authoritative, relevant links pass more.

Is link equity the same as link juice?

Yes — “link juice” is the informal name for the same concept.

Do nofollow links pass link equity?

Little to none directly, though they still drive traffic and contribute to a natural profile.

Do internal links pass link equity?

Yes — internal links distribute authority around your site, letting you send equity to your most important pages.

In summary

Link equity is the authority a link passes, shaped by the linking page’s strength, its number of links, relevance, type and placement — and your internal links let you steer that authority to the pages that matter. Read our complete guide to backlinks or get a free plan.