Link equity

Link equity is the value a link passes to another site in terms of SEO benefits.


Link equity, formerly known as "link juice," refers to the concept in SEO that certain links pass value and authority from one page to another. This value, which can impact a page's ranking in search engine results, is determined by several factors, such as the linking site's credibility, relevance, and the nature of the link itself (e.g., follow vs nofollow). Essentially, link equity is a key mechanism through which search engines judge the importance and authority of a webpage, influenced significantly by the web of links pointing to and from it.

Usage and Context

In the context of SEO, managing and optimizing for link equity is a critical strategy. It involves acquiring high-value, relevant links from authoritative sites, which can significantly enhance the ranking power of a website. Link building, the practice of obtaining these valuable links, is pivotal in SEO strategies aiming to improve organic visibility. Additionally, keeping a clean and high-quality link profile by avoiding links from low-quality or irrelevant sites is equally important. Links with high equity can dramatically boost a page’s position in search results, driving more organic traffic to the site.


  1. What determines the link equity a link passes?

    • The equity passed by a link is influenced by the linking page’s authority, relevance to the target page, the number of other links on the linking page, and whether the link is a "follow" link.
  2. Does a 'nofollow' link pass link equity?

    • Traditionally, a 'nofollow' link does not pass link equity directly, but it can still benefit your site by driving traffic and providing indirect SEO benefits.
  3. How can I increase my site's link equity?

    • Increasing a site’s link equity involves obtaining more high-quality, relevant links from authoritative sources, and optimizing your site's internal linking structure.
  4. Can link equity be lost?

    • Yes, links can lose equity over time if the linking page loses authority, is removed, or is changed to a nofollow link. Furthermore, a site can lose overall link equity if it acquires many low-quality links.
  5. Is link equity the same across all pages?

    • No, link equity is not distributed equally. Pages with more authoritative and relevant incoming links tend to have higher link equity.


  • Enhances page and domain authority
  • Improves search engine ranking positions
  • Drives more organic traffic to the site
  • Strengthens website's overall SEO health


Link equity is a cornerstone of SEO and a critical factor in a page's ability to rank well in search engine results pages. By understanding and strategically managing the flow of link equity, website owners can significantly improve their site's visibility, authority, and organic search performance. As such, strategies focusing on acquiring high-quality inbound links and maintaining a robust internal linking structure are indispensable for maximizing SEO success.

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