Link Equity

Link equity (also called link juice) is the value or authority passed from one page to another through hyperlinks, influencing the linked page's ability to rank.

Definition

Link equity is the concept that links transfer ranking power between pages. When a high-authority page links to another page, some of its authority flows along that link. This equity can pass through multiple hops: a link from a homepage to a category page, then from that category page to a product page, distributes equity throughout the site. Internal linking is the primary mechanism for distributing link equity within your own domain.

How Link Equity Flows

Equity is not a fixed resource. It depends on the linking page's own authority, the number of outbound links on that page (more links = less equity per link), and whether the link is dofollow. Nofollow links do not pass equity. Pages with no inbound links (orphans) have zero link equity to pass.

Equity and Site Architecture

Smart site architecture maximizes equity flow. Keep your most equity-rich pages (homepage, high-ranking blog posts) linked to your most important conversion pages. A flat architecture (every page reachable in 3-4 clicks) ensures equity flows efficiently. Deeply buried pages receive minimal equity.

Note

Link equity is not a score Google exposes. You cannot see a page's exact equity value. But you can infer it: pages with many high-quality inbound links tend to rank better. That is equity working.

Key takeaways:

• Link equity is ranking power passed through hyperlinks

• Internal linking distributes equity within your site

• More outbound links on a page dilute equity per link