Link equity or link juice, defines the manner in which a link can pass authority or value from one page to another within a single website or between multiple sites.
Google & other search engines scan these links that pass equity to determine a page’s rankings in the SERPs.
If a page or domain with a high authority includes a “followed link” to a smaller site’s article, it passes a certain amount of authority via that “followed link”.
Hence, to some extent, link equity or link juice can be understood as the flow of a page’s ranking power from one link to another.
The value of the link juice or link equity is dependent on a number of factors, such as the linking page or domain’s authority and topical relevance. Listed below are a few important points to take into consideration when determining whether a link will pass equity or not: