Link Equity

What is Link Equity?

Link equity, formerly known as “link juice,” is a search engine optimization (SEO) term that refers to the value or authority a link can pass from one page to another. This concept is based on the idea that certain links carry more weight and have a greater impact on search engine rankings than others. Link equity can be influenced by several factors including the linking page’s authority, relevance, the number of other links on the page, whether the link is follow or nofollow, and the anchor text used in the link.

Purpose and Use

The primary purpose of understanding and leveraging link equity is to improve a website’s SEO performance. By acquiring high-quality links from reputable and relevant sources, a site can enhance its own authority, visibility, and rankings in search engine results pages (SERPs). Link equity is a critical component in building a website’s domain authority and search engine trust, directly affecting its ability to rank well for competitive keywords.

Factors Influencing Link Equity

  1. Page Authority: Links from high-authority websites provide more equity than those from lesser-known sites.
  2. Relevance: Links from pages related to your content’s topic carry more equity due to their relevancy.
  3. Link Location: Links placed within the main content of a page are generally more valuable than those in footers or sidebars.
  4. Follow vs. Nofollow: “Follow” links pass on link equity, while “nofollow” links do not. However, a natural mix of both types contributes to a healthy and believable link profile.
  5. Anchor Text: The clickable text part of a hyperlink. Relevant, descriptive anchor text can enhance the equity passed to the linked page.
  6. Number of Links on the Page: The more links on a page, the more diluted the equity each link can pass.

Strategies to Maximize Link Equity

  • Creating High-Quality Content: Producing valuable, informative, and engaging content naturally attracts high-quality inbound links.
  • Guest Posting: Writing articles for other reputable websites in your industry can secure valuable backlinks.
  • Broken Link Building: Identifying and replacing broken links on other websites with your own relevant content can transfer link equity to your site.
  • Internal Linking: Strategically linking to your own pages can help distribute link equity throughout your website, boosting the SEO performance of individual pages.


  • A well-respected industry news website includes a link to your company’s blog post within their content, passing significant link equity to your site.
  • A popular blogger in your niche references and links to your product page in a review, transferring valuable link equity and potentially driving sales.


Link equity is a fundamental concept in SEO, encapsulating the value a hyperlink transfers to another page in terms of authority and ranking potential. Understanding and strategically acquiring links that offer high link equity can dramatically improve a website’s search engine rankings and overall online visibility.

Nedim Mehic

Nedim is a senior technical SEO specialist, and the co-founder of Beki AI. On the Beki AI blog, we share new and innovative strategies to SEO and content marketing.

More Reading

Post navigation