Link Equity: The Hidden SEO Factor That Can Scyrocket Rankings

What is Link Equity (a.k.a. Link Juice)?

Link equity, also called link juice, is the value that a link passes from one webpage to another. Think of it like a vote of confidence from one site to another – except not all votes are equal.

A link from a high-authority website transfers more equity than a link from a small, unknown site. This equity boosts your page’s search engine rankings. In simple terms, it helps people find your content on Google.

Why Does Link Equity Matter?

Search engines like Google use link equity to determine a page’s credibility. It’s one of the top-ranking factors, along with the content quality and user experience.

A page with more link equity (high-quality backlinks) looks more authoritative. It will likely rank higher than a similar page without strong links.

How Link Equity Impact SEO & PageRank

Link equity directly affects your website’s SEO performance in multiple ways:

✔ Improves PageRank. Google’s ranking algorithm considers high-equity links as a key factor. Strong backlinks improve PageRank, helping your page appear higher in search results.

✔ Boosts Domain Authority (DA). Websites with strong backlinks tend to have higher authority. This makes them more competitive.

✔ Increases Indexing & Crawling Efficiency. Google follows links to discover and index new pages faster.

✔ Improves Keyword Rankings. If your page has relevant, high-quality links, it’s more likely to rank for competitive keywords.

Key Factors That Determine Link Juice

Not all links carry the same value. Here’s what influences how much SEO juice a link passes:

1. Authority of the Linking Page & Domain

A backlink from a high-authority site (e.g., Forbes, HunSpot) is worth more than one from an unknown blog.

Example: A link from The New York Times is far more powerful than a link from a random personal blog.

2. Relevance Between Linking & Linked Pages

Relevance is key. Google prefers links that connect related topics.

Example: If a nutrition website links to a fitness blog, that’s a strong, relevant link. But if a fashion site links to a car repair blog, the link equity is weak.

3. Link Placement on the Page

Links placed within the main content hold more value than those buried in the footer or sidebar.

4. Anchor Text Optimization

The anchor text (clickable text of the link) should be descriptive and relevant.

Example:
Good Anchor Text: “Learn more about link juice” ✔
Bad Anchor Text: “Click here” ❌

5. Number of Outbound Links on the Referring Page

If a page links to too many other sites, the value passed to each link decreases.

Example: A page with only 3 outbound links passes more equity per link than a page with 100 outbound links.

6. Dofollow vs. Nofollow Links

• Dofollow links pass the link juice.
• Nofollow links tell search engines not to pass link juice. (Used for sponsored or user-generated content)

Internal vs. External Linking for Link Juice

Both internal links (within your site) and external links (from other sites) impact SEO.

1. Internal Linking Strategies

• Use internal links to pass equity between important pages.
• Link related content together (e.g. blog posts and pillar pages).
• Optimize anchor texts for better relevance.

2. External Linking Strategies (for Gaining Link Equity)

To earn powerful external backlinks, try:

• Guest Posting – Write articles for high-authority sites in your niche.
• Broken Link Building: Find broken links on other sites. Suggest your content as a replacement.
• Resource Page Outreach – Get listed on industry-specific resource pages.

How to Improve Your Link Equity

Here’s how to increase your link juice and boost SEO rankings:

1. Publish High-Quality Content

The best way to attract backlinks naturally is to create valuable, shareable content.

Example:

• Ultimate guides
• Original research & case studies
• Interactive tools or infographics

2. Create Linkable Assets

Certain types of content are naturally link-worthy:

Data-driven research; unique industry reports; free tools or calculators; expert roundups etc.

3. Network & Build Relationships

Connect with bloggers, journalists, and influencers in your industry. The more relationships you build, the more likely they’ll link to your content.

4. Monitor & Remove Bad Backlinks

Toxic backlinks from spammy, irrelevant sites can hurt your rankings.

Use Google Search Console or Ahrefs to check your backlink profile. Disavow harmful links using Google’s Disavow Tool.

5. Leverage Social Media for More Exposure

Sharing your content on social platforms increases visibility, leading to more organic backlinks.

Tracking & Measuring Link Equity

To analyse your website’s backlink health, use these tools:

• Ahrefs & SEMrush – Track backlinks, domain ratings, and anchor texts.
• Moz (Domain Authority & Page Authority) – Measure link profile strength.
• GSC – Monitor organic traffic and backlink performance.

Can You Lose Link Equity?

Yes! Here’s how:

1. Spammy or Low-Quality Backlinks – Links from shady sites can harm your SEO.
2. Linking to Too Many Sites – Giving away too much equity weakens your own authority.
3. Google Penalties – Unnatural or manipulative links can result in ranking drops (or even removal).

Solution: Regularly audit and remove harmful links using Google’s Disavow Tool.

Frequently Asked Questions

FAQs

What is link equity also known as?

It’s often called “LinkJuice.”

Are link equity and PageRank the same?

No. Link equity contributes to PageRank, but PageRank is an overall algorithm that factors in multiple elements.

Can you measure link equity directly?

Not exactly. You can estimate it using tools like Ahrefs, Moz, and SEMrush.

Does internal linking pass link juice?

Yes! Internal links help distribute equity across your site, improving overall SEO.

How do you check if a link is nofollow?

Right-click the link -> Inspect Element -> Look for rel=”nofollow”.

Can you stop a page from passing link equity?

Yes, use the “nofollow” attribute:

In A Nutshell

Link equity is one of the most powerful ranking factors in SEO. To boost your rankings and drive traffic, build and optimize your link profile the right way.

Focus on getting high-quality links, optimizing internal links, and removing bad backlinks. Your SEO will improve a lot.