Link Equity

The value passed from one page to another through a hyperlink.


Link equity, also known as 'link juice', is a search engine ranking factor based on the idea that certain links can pass value and authority from one page to another. This value, 'link equity', is a concept used by Google in its ranking algorithm and is considered a critical SEO component. It takes into account various factors including the linking website's credibility, the number of other links on the page, and the relevancy of the content between the source and destination pages.

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Usage and Context

Link equity is a crucial aspect of building a strong SEO strategy. It functions like a vote of confidence from one website to another, signaling to search engines that the content is valuable and trusted. In the context of a website's SEO strategy, high-quality inbound links from reputable sources can significantly enhance a page's link equity, thereby improving its ranking potential on search engine results pages (SERPs).


  1. What is link equity in SEO?

    • Link equity in SEO refers to the value and authority that is passed from one webpage to another through a link. It's a crucial component in Google's ranking algorithm.
  2. How is link equity calculated?

    • Link equity is calculated based on several factors, including the linking page's authority, the number of other links on the page, and the relevancy of content between the source and destination pages.
  3. How can I improve my site's link equity?

    • Improving your site's link equity can be achieved by garnering high-quality inbound links from reputable sources, reducing the number of outbound links, and ensuring the relevancy of linked content.
  4. Does link equity affect search engine rankings?

    • Yes, link equity is a critical ranking factor in Google's algorithm. A higher link equity can improve a page's position on the SERPs.
  5. What is the difference between link equity and link juice?

    • There is no difference between link equity and link juice. Both terms refer to the same concept of value transfer through links.


  1. Improved Search Rankings: A higher link equity can significantly improve a page's position on the SERPs.
  2. Enhanced Online Visibility: Webpages with higher link equity have better chances of being discovered by users.
  3. Higher Credibility: Inbound links from reputable sources can boost your site's trustworthiness and authority.
  4. Increased Website Traffic: With improved rankings and visibility, you can drive more traffic to your website.
  5. Better User Experience: Relevant and authoritative links can enhance the user experience by providing valuable information.

Tips and Recommendations

  1. Focus on Quality: Aim to earn high-quality links from authoritative websites rather than a large quantity of low-quality links.
  2. Optimize Anchor Text: Use relevant keywords in your anchor text to signal the linked page's content to search engines.
  3. Avoid Excessive Outbound Links: Too many outbound links on a page can dilute its link equity.
  4. Ensure Content Relevancy: Links should connect relevant content to provide value to users and search engines.
  5. Monitor and Maintain Your Links: Regularly check your links' health to fix broken ones and ensure optimal link equity flow.


Link equity is a foundational concept in SEO that greatly affects a webpage's search engine ranking. By understanding and leveraging link equity, businesses can improve their online presence, drive higher website traffic, and foster a better user experience. Therefore, it is crucial to focus on obtaining high-quality inbound links, optimizing anchor text, and ensuring content relevancy to maximize link equity and consequently, improve SEO performance.