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What is Link Juice aka “Link Equity”?

Link Equity

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.


Link Juice and PageRank

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. 


How is link equity determined?

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:

  • Is the link follow or no-follow? No-follow links signal to crawlers that they should be ignored and thus won’t have any link equity value.
  • The links should be crawlable by the search engine bots.
  • Location of the link on the page: Links buried in the footer or in a sidebar aren’t given as much importance as compared to links in the body of the page. 
  • Number of links on the page: There’s no hard-and-fast rule about the optimal number of links on a page. But if the link to your site is lost among many hundreds or thousands of other links, the user may not find it. This decreases its value. 
  • Links that point to a 302 redirect before landing on your website are a big NO!
  • Links from unique domains are more significant than links from sites that have linked to you before.
  • Links using relevant anchor text pass more keyword focussed value.

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Frequently Asked Questions about Blogs in Business

Search Engine Optimization in Goa
What topics should I write about in my business blog?

 Focus on topics that align with your business and provide value to your target audience. Address common pain points, answer frequently asked questions, share industry insights, and showcase your expertise. It’s about providing useful content that your audience will find relevant.

How can I make my blog posts more engaging?

Use a conversational tone, include visuals (images, infographics), and break up text with subheadings and bullet points. Encourage reader interaction through comments and social media. Incorporate storytelling and real-world examples to make your content relatable.


How can I promote my blog posts?

Utilize social media, email newsletters, and other marketing channels to promote your blog posts. Engage with online communities related to your industry, collaborate with influencers, and consider paid advertising to expand your reach.

How can I stay updated on blogging trends and best practices?

Regularly read industry blogs, follow thought leaders on social media, and attend relevant conferences or webinars. Stay informed about changes in SEO algorithms, content marketing strategies, and emerging trends in your industry.