An Honest Guide to Link Juice (Link Equity)

Picture of Ajay Deep
Ajay Deep

Founder, Authority Ventures
Chief Strategist, White Label Links

link juice guide

If you want to boost your SEO, mastering link juice is key. Link juice is the value or authority one webpage passes to another when it links to it. This can help increase the ranking of the linked page in SERPs. Our guide shows you how to increase your link juice and SEO impact.

Key Takeaways

  • Link juice, or link equity, is a crucial SEO factor influenced by the authority, relevance, and outbound link quantity from linking sites, impacting a website’s SERP rankings.
  • A well-structured internal linking strategy using relevant anchor text and maintaining crawl depth is essential for distributing link equity effectively.
  • The pages that receive the most link juice will generally thrive and rank higher in search engines.
  • Ensure that the pages you link to are relevant to your content to maximize the link value.
  • Linking to authority sites can significantly improve your own authority and ranking; while avoiding toxic links and link schemes that can harm SEO efforts.
  • Make sure all your content gets linked to, as not linking to some pages can cause them to lose authority.
  • Use relevant keywords as anchor text for your links to improve their relevance and authority.

Unveiling the Power of Link Juice in SEO

Link juice, also known as link equity, is the value passed from one site to another, playing a pivotal role in a website’s SEO. It is like a treasure that accumulates over time. Each link to a website is a vote of confidence from another reputable source. The more links a website has from authoritative sources, the more credibility it gains in the eyes of search engines. But not all votes are equal, and obtaining more link juice can significantly impact your site’s performance.

The potency of the link juice your site receives depends on several factors, such as the authority of the linking site, the relevance of their content, and the number of outbound links from those sites.

Understanding Link Juice Flow

The flow of link juice within a website is like a river, distributing its water from high authority pages (mountain streams) to other internal pages (downstream areas) to enhance the site’s PageRank. So, how do you identify these ‘mountain streams’? That’s where keyword research comes into play. It helps identify high authority pages within your site, best suited to distribute link value.

But, it’s not just about identifying the right pages; it’s also about directing the flow. Using relevant anchor text in internal links guides the flow of link juice to the most pertinent pages, reinforcing the thematic signal to search engines. Think of it as signposts along the river, directing the flow to where it’s most needed. But remember the placement of these ‘signposts’ is crucial. They should be within HTML <a> elements that are accessible to search engine crawlers.

The Impact of Page Authority on Link Juice

While it’s vital to direct the flow of link juice within your website, it’s equally important to consider where the juice is coming from. The authority of the linking website significantly influences the link equity passed to your website. But what determines the authority of a page? Factors such as:

  • The quality and relevance of content
  • The number and quality of links
  • Overall popularity
  • Traffic to the website

contribute to a page’s authority.

A link from a page with few outgoing links and many incoming links is like a river with many tributaries. The more tributaries it has, the more water (link equity) it carries. So, when building links, aim for a website with many incoming links.

Crafting a Robust Internal Linking Strategy

link juice from internal links

Strategic Use of Anchor Text

Just like a signpost provides clear directions, anchor text should guide users and search engines to the right destination. Using keyword-rich anchor text for internal links can assist in understanding the topic of the linked page. However, quality anchor text should be more than just keyword-rich. It should be descriptive and concise, providing clear context about the content of the linked page.

While it might be tempting to stuff your anchor text with keywords, remember that your anchor text should read naturally. Overdoing keywords can make your site look spammy and go against search engine guidelines. Also, avoid using the same anchor text for links to different pages. It confuses search engines and prevents the distribution of link juice to relevant pages.

Balancing Link Placement and Depth

Balancing the quantity and placement of links on a page is like balancing the number and placement of tributaries in a river. It’s crucial for the effective distribution of link equity and improved SEO rank. However, there’s no strict rule for the ideal number of links on a page. However, overloading a page with too many can be counterproductive for SEO.

Similarly, an excessive amount of links, specifically over 100 from a single page, may result in the diminished value passed through each link. So, be strategic with your link placement. 

Link depth refers to the number of clicks it takes for a user to reach a specific page from the homepage. Shallow link depth ensures quick access to vital content from the homepage. The structure for internal linking is often compared to a pyramid, where the page is linked from the homepage and then to other pages within the site. This structure allows link juice to flow throughout the site, increasing the ranking potential for each page. Aim for a shallow link depth and a clear, organized site architecture to ensure that important pages are easily accessible and crawled by search engines.

External Link Building for Enhanced Link Juice

link juice from external sites

Rivers gain their strength from their tributaries, and websites gain their link juice from external links. High-authority sites should be targeted during your outreach for backlinks to ensure you acquire the most valuable links. But how do you do this? Services, like Help a Reporter Out (HARO), can be a gold mine for obtaining backlinks from high-authority news sites and blogs.

Resource pages offer another opportunity for link building. Since they’re designed for linking out to useful sites, they’re a valuable source for high-quality links. You can also focus your link-building efforts through broken links on other websites that are relevant to your niche. Reach out to the website owners and suggest your own content as a replacement. 

Other techniques to build backlinks include:

  • Turning unlinked brand mentions into backlinks
  • Guest posting on relevant sites
  • Creating unique infographics
  • Issuing press releases covering interesting company news

Remember, having a diverse range of backlinks from unique domains is more beneficial than having multiple links from a single domain.

Evaluating Domain Authority

When building external links, it’s crucial to evaluate the domain authority of the websites you’re linking to. Domain authority is a measure of a website’s credibility and trustworthiness, which can impact the value of the link juice it passes to your site. It involves factors such as the number of referring domains and the age of the domain.

The quality of link juice is also affected by the PageRank of the source page, its content relevance, and the number of outbound links on that page. Fortunately, there are powerful SEO tools like SEMRush, Moz, Google Analytics, Ahrefs, Yoast, and Open Site Explorer that provide metrics necessary for analyzing domain and page authority.

Avoid Link Schemes

Don’t get tempted by the quick fix. Avoid link schemes. If you’re not familiar, Google ranks sites based on their trustworthiness – or, as some call it, “authority”. The more trustworthy your site appears to be, the higher you’ll rank. And Google’s way of determining trustworthiness is by evaluating the quality and quantity of links pointing to your site. In other words, if you get more link juice, you’ll rank higher.

Unfortunately, “black hat” (unethical) SEO practitioners have used this as an excuse to spam links anywhere they can. These manipulative tactics, like private blog networks (PBNs) and spam blogs (splogs), are easily detectable by Google’s algorithm. Toxic backlinks, often bought to manipulate search rankings, can harm your site’s SEO.

The trustworthiness and credibility of backlink sources are key to preventing negative SEO impact from spammy or manipulative links. Link schemes can arise from buying links from low-quality sellers, responding to unsolicited backlink offers or using inexperienced marketers who use PBNs. These schemes can lead to Google manual actions, which can result in degraded search rankings or complete removal from search results. So, always keep an eye on your site’s spam score to prevent penalties.

Techniques to Preserve and Increase Link Equity

Preserving and increasing link juice is like maintaining the flow and strength of a river. It involves obtaining external links, strategic link placement, and avoiding common link equity leaks.

Links placed within the main body of content, also called contextual links, provide greater link juice than those located in sidebars or footers.

Avoiding Common Link Equity Leaks

Nofollow tags to preserve link equity

Link equity leaks are like holes in a bucket. They prevent link juice from reaching where it’s needed most. Nofollow tags help prevent these leaks by stopping search engines from following a link and giving it value. They’re especially useful for halting link juice flow to spam comments and links on blogs.

Link schemes, including paid links and link exchanges, should be avoided as not all links transfer link juice and aren’t valued by search engines. Regular backlink analyses are crucial for identifying and removing potentially harmful low-authority or spam links, thereby preserving your site’s link equity.

Leveraging Content Marketing for More Links

Like a river attracts more tributaries to its strength and flow, content marketing strategies can attract more sites to link back to your content and increase your overall link equity. One of those strategies is to create ‘Skyscraper’ content that can attract backlinks from high authority sites.

Sharing and linking by others is also encouraged when you publish content that’s optimized for search engines. By combining Skyscraper content and SEO content, your content marketing will increase your link equity.

Measuring the Impact of Link Juice on Your Site

Just like a river’s flow is measured to see how it affects the land it feeds, tracking and measuring link equity is key to seeing how link juice affects search rankings and your overall online presence. Backlink tools are the way to track your link equity.

Link equity metrics need to be interpreted to see how well your link building is working. It’s like measuring the impact of the tributaries on the river to optimize its path and power.

Utilizing Backlink Analysis Tools

Backlink analysis tools like:

  • Ahrefs
  • SEMrush
  • Moz
  • Ubersuggest
  • LinkMiner
  • Buzzsumo
  • Google Search Console
  • Majestic SEO
  • SEO SpyGlass

are essential for tracking various aspects, such as the total number of backlinks, link quality and relevance, and the authority of linking domains.

For example Moz’s Link Explorer shows you the domain authority of sites linking to your site, a score out of 100 to indicate how much ranking power they have.

These tools give you an overview of the number and quality of sites linking to your site, which is key to seeing how your site performs in search and where to optimize for SEO. Backlink tools also:

  • Alert users to new and lost backlinks
  • Track changes in their backlink profile
  • Offer real-time tracking capabilities for backlinks, including indexing status and Domain Authority
  • Provide email reports that detail recent changes in the backlink network

The cumulative effect of link juice can be measured by monitoring referral traffic, reviewing website domain authority, and examining how a site is performing in search engine results.

Interpreting Link Equity Metrics

It involves reviewing metrics like total backlink count, ranking topics, referring domains, and the most linked-to pages on a website. To assess the effectiveness of your link-building strategy, you need to evaluate data from backlink analysis tools, monitor changes in domain authority and PageRank, and observe fluctuations in referral traffic.

Regularly analyzing and interpreting link juice metrics is crucial for refining your search engine optimization strategies and achieving your desired search engine ranking goals. It’s like constantly monitoring and adjusting the river’s flow to optimize its path and strength.


In the world of SEO, link juice plays a significant role in enhancing a website’s visibility and ranking. From understanding its flow to evaluating domain authority, from crafting robust internal linking strategies to navigating the pitfalls of link schemes, and from leveraging content marketing to utilizing backlink analysis tools, every aspect of link juice management contributes to your website’s SEO performance. It’s time to harness the power of link equity and ride the wave to top search engine rankings.

Frequently Asked Questions

What is link juice and how does it affect SEO?

Link juice, also known as link equity, is the value passed from one site to another. It plays a pivotal role in a website’s SEO, significantly affecting its visibility on search engine result pages by acting as a vote of confidence from other websites. This influences the ranking and authority of the site in search results.

How does internal linking affect link juice flow?

Internal linking can help distribute link value from popular pages to other internal pages, thereby enhancing the site’s PageRank.

How does the authority of a linking website influence link value?

The authority of a linking website greatly impacts the link equity passed to another website, with higher authority pages providing more link juice.

What are some effective techniques for external link building?

Some effective techniques for external link building are using services like HARO, targeting resource pages, guest posting on relevant sites, turning unlinked brand mentions into backlinks, and creating and distributing unique infographics. These techniques can help improve your website’s authority and visibility.

How can backlink analysis tools be used to measure the impact of link juice?

Backlink analysis tools can measure the impact of link juice by tracking the quantity and quality of websites linking to your site, providing an overview of search engine performance and identifying areas for SEO improvement.

Picture of Ajay Deep
Ajay Deep


I provide link building strategy and growth marketing services to businesses and enable them to conquer their markets with unmatched authority and impact.

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