What is Link Juice in SEO?

What is Link Juice in SEO?

Link Juice Refers To the Value Passed Through Hyperlinks

Link juice refers to the value a link passes from one webpage to another. In SEO, it plays a crucial role in determining a webpage’s authority and ranking.

When one webpage links to another, it transfers some of its authority, relevance, and credibility to the linked page. This transfer of value is what we refer to as link juice or link equity.

Search engines view links as votes of confidence. The more link equity a webpage receives, the more authority and trust it gains.

Consequently, pages with more quality inbound links tend to rank higher in search engine results pages (SERPs). This is assuming that they have gotten the other pillars of SEO right, too, of course

Link juice flows internally and externally, so you should incorporate internal and external linking into your link-building strategy.

Why is Link Juice Important in SEO?

It enables you to rank higher and capture more leads and sales.

  • It Improves Page Rank on Search Engine Results

Link juice is pivotal in improving a page’s rank in SERPs. When high-quality websites link to your page, they vouch for its credibility and relevance.

As a result, your page gets higher authority, leading to improved visibility and higher rankings in search engine results. The more link juice you have, the higher you can rank.

Link equity signals that a particular page is trustworthy and valuable. Website owners can enhance their visibility by optimizing for link juice and attracting more organic traffic to their pages.

  • It Boosts a Website’s Domain Authority

Besides benefiting individual pages, link equity enhances a website’s domain or site authority. Site authority measures a website’s overall credibility and reliability in its niche.

As a website’s domain authority increases, so does its ability to rank well in search engine results across all its pages. Even new or less-established pages can benefit from the most valuable links.

A higher amount of link juice reinforces the trustworthiness and authority of your entire website. With more link juice, it is likely to rank well across a broader range of search queries.

Take Amazon, for example. They have millions of products that rank in Google without links to the product page. This is driven by their sitewide authority.

  • It Drives Targeted Organic Traffic To Websites

Effective use of link equity can drive targeted organic audiences to websites. When a web page gains incoming links from relevant and authoritative sources, it gains prominence in search engine results.

Improved visibility attracts users actively seeking relevant information or solutions. These users are likelier to click on the link and visit the website, leading to increased organic traffic.

How is Link Juice Passed?

Links pass equity from one page to another in the following ways:

  • Through Dofollow Links That Allow Search Engines To Follow

Unlike nofollow links, a dofollow link allows search engines to follow it and pass equity.

When one-page links to another with a dofollow attribute, it signals that the linked page is endorsed and should receive value from the linking website.

  • From High-authority Pages Which Have More Value To Pass

Search engines trust and respect high-authority pages. Therefore, external links pointing to these domains carry more link juice.

When authoritative sites link to other pages, they pass on more link juice, substantially improving the receiving website’s visibility and ability to rank.

How Can You Improve Your Site’s Link Juice?

Improve your backlink profile by earning links from relevant and trusted sites.

  • Create High-quality Content That Naturally Attracts Backlinks

Focus on creating valuable content is likely to attract links naturally. When your content provides unique insights, solves problems, or offers valuable resources, other websites are likelier to link to it.

This, in turn, will boost your site’s authority and visibility.

  • Attract Links From Reputable and Relevant Sites

Acquire backlinks from reputable and contextually relevant sites for more link juice. Seek opportunities for guest blogging, influencer outreach, and content partnerships to earn links from authoritative sources in your industry.

High-quality backlinks from trusted sites can significantly enhance your site’s authority and ranking in search results.

  • Use Internal Linking To Distribute Value Across Your Site

Strategically use internal links to distribute link juice throughout your site. Internal linking within relevant pages of your site’s content helps search engines understand the hierarchy and context of your domain.

Create a logical and interconnected internal link structure to distribute the valuable juice evenly across your website.

What are Misconceptions About Link Juice?

Misconceptions about link juice include believing that more links always lead to better SEO performance and that only external links impact a site’s link equity.

  • More Links Automatically Lead To Better SEO Performance

Not all links carry the same SEO value. So, merely increasing the number of links alone won’t improve your search engine optimization.

Quality, relevance, and authority of links are crucial factors in determining the effectiveness of link juice. A few high-quality links from trustworthy sites can have a more significant impact than numerous low-quality links.

  • Only External Links Contribute To a Site’s Link Equity

Internal links also contribute to a site’s link juice. They are an essential part of the overall link-building strategy.

Internal linking helps distribute value and authority across different pages of the website. It optimizes the site’s structure and improves user experience.

External links, on the other hand, contribute to your site’s overall authority and credibility. So, it would be best to have some outgoing links embedded within your content, too.

Your website will not be viewed as a good resource if you have relatively few outbound links.

How Does Google View Link Juice?

Google aims to provide users with the most relevant and authoritative content in response to search queries. Link juice is assessed as an essential factor for this purpose.

  • As a Significant Factor in Page Rank Calculations

Link juice is critical in determining a page’s rank in Google search results and strongly influences how pages are ordered in search results.

Pages with high-quality inbound links tend to rank higher because Google’s algorithms consider them more authoritative and trustworthy.

  • In Combination With Relevance and Content Quality

It is not just the quantity of links that matters. Google also evaluates link juice in the context of link relevance and the quality of the linked content. 

Google’s ranking algorithms give more weight to links from relevant and authoritative sources. Even with more links, your page won’t rank high if the quality is low.

Strategies To Maximize Link Juice

Here are some strategies to get more link juice flowing your way:

  • Guest Blogging on Authoritative Sites

Writing guest posts on reputable, high-authority sites can be a strategic approach to gaining valuable link juice.

When you contribute valuable content to authoritative websites, they are willing to provide backlinks to your site, boosting your page authority and credibility.

  • Removing or Disavowing Low-quality Backlinks

Low-quality backlinks from spammy or irrelevant sites can harm credibility and SEO performance.

Website owners should regularly audit backlinks to remove or disavow low-quality links. It improves the health of the site’s link profile and ensures only positive value comes their way.

  • Regularly Updating Content To Maintain its Value

Keeping content up-to-date can help maintain its value and attractiveness for backlinks.

Regularly refresh and improve your content with new information, insights, or updates. Doing so ensures that it remains relevant and valuable to your audience and other websites in your industry.

It also increases the likelihood of earning backlinks from authoritative sources.

Challenges in Managing Link Juice

You might face some challenges when managing link juice (also known as PageRank sculpting). The strategic use of internal links can help to distribute it effectively.

  • Identifying and Securing High-quality Backlink Opportunities

Due to the competitive nature of link-building, finding and securing valuable backlinks can be challenging.

Identifying reputable and relevant websites willing to link to your site takes time and effort.

Moreover, convincing these sites to link to yours requires building relationships and offering valuable content or resources.

  • Balancing the Distribution of Link Juice Internally

Distributing link juice internally to maximize SEO benefits across the site is also tricky.

Strategically prioritize which pages receive the most value to ensure that essential pages receive the necessary boost in search engine rankings. These can be pages that provide essential or target keyword-rich anchor text.

That said, achieving this balance while maintaining a logical site structure and user experience can be complex.

  • Adapting To Search Engine Algorithm Updates

Continuous updates to search engine algorithms pose a challenge in maintaining effective link-building and juice-passing strategies.

Search engines regularly update their algorithms to improve user experience and combat spammy or manipulative tactics. This means that strategies that were effective in the past may no longer work.

Websites must stay informed and agile about these updates. It enables them to make the required adjustments in link-building tactics and maintain the effectiveness of their link value management efforts.

Ready To Make The Juice Work for You?

Internal linking helps redistribute your site’s existing authority and gives context clues about your pages’ core topics.

However, the only way to increase link juice is by getting links from quality external websites.

At Stellar SEO, we specialize in custom link outreach and strategy development – which will help you build authority and capture more organic traffic.

Get in touch today, and let’s discuss your goals and challenges.


Travis Bliffen is the founder of Stellar SEO. His background as a U.S. Army combat veteran and a dedicated business owner has shaped his approach to SEO, blending discipline, thorough research, business acumen, and a deep understanding of the evolving SEO landscape.

Travis Bliffen's expertise and contributions in the field of SEO have earned him recognition and features in several prominent publications, such as Search Engine Journal and SEMrush, where he has shared his insights and strategies for effective SEO practices. Since launching Stellar SEO in 2012, he has been committed to crafting tailored link-building and SEO campaigns for clients across diverse niches.

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