What is link juice?

Link juice is a term commonly used in SEO to describe the value or equity passed from one webpage to another through hyperlinks. When a page links to another, it transfers some of its authority or ranking power to the linked page. This concept is central to how search engines like Google evaluate and rank websites in search results. The more link juice a page receives from authoritative or relevant websites (via backlinks) or even from internal links within a site, the more likely it is to rank higher in search results.

How Link Juice Works

When a website with a high domain authority or page authority links to another page, it passes along some of its ranking strength or link equity to that page. This concept applies both to external links (from other websites) and internal links (within the same website).

Here’s how link juice works in practice:

• External Links: When a high-authority website links to your page, that page receives some link juice, which can improve its rankings in SERPs (search engine results pages).
• Internal Links: Pages within your site can also pass link juice to each other, helping distribute authority to important pages and improving their chances of ranking higher.

However, not all links pass link juice equally. The amount of link juice passed depends on several factors, including the authority of the linking page, the number of links on the linking page, and whether the link is dofollow or nofollow.

Factors That Influence Link Juice

Several factors affect how much link juice is passed from one page to another:

1. Authority of the Linking Page

The amount of link juice passed depends on the authority of the page providing the link. Pages with high authority (e.g., well-established, trusted websites) pass more link juice compared to less authoritative pages.

• Example: A link from a reputable site like Forbes or The New York Times passes more link juice than a link from a small, low-authority blog.

2. Number of Links on the Page

The total number of links on a page dilutes the link juice. If a page links to multiple other pages, the available link juice is split among all those links.

• Example: If a page has 10 outbound links, the link juice passed to each linked page will be less compared to a page that links to only one or two other pages.

3. Dofollow vs. Nofollow Links

Dofollow links pass link juice, while nofollow links do not. A nofollow attribute in the HTML code tells search engines not to pass any ranking power or link juice through that link.

• Example: Many social media platforms or forum websites use nofollow links, meaning that while they link to your content, those links won’t pass any link juice to help with SEO rankings.

4. Relevance of the Linking Page

Link juice is more valuable when the linking page is relevant to the content of the linked page. A link from a page discussing the same or a related topic as your page is considered more valuable.

• Example: A link from a page about SEO techniques to another page about keyword research will pass more valuable link juice than a link from a page about an unrelated topic like cooking recipes.

5. Page Position of the Link

Links placed higher on a page (such as in the content body) are likely to pass more link juice than links in the footer or sidebar. This is because search engines often consider links in the main content to be more important.

• Example: An internal link placed within the first paragraph of a blog post is considered more valuable than a link buried in a sidebar widget.

How to Maximize Link Juice

To make the most of link juice and enhance your SEO efforts, consider the following strategies:

1. Build High-Quality Backlinks

The best way to gain valuable link juice is by earning backlinks from high-authority, relevant websites. Focus on acquiring links through guest posting, content marketing, and digital PR efforts.

• Example: Writing a high-quality blog post for a reputable industry website can earn you a valuable backlink that passes strong link juice to your site.

2. Optimize Internal Linking

Internal linking is a powerful way to distribute link juice across your website. By linking from high-authority pages to other important pages (such as service pages, product pages, or pillar content), you can improve the visibility and rankings of those pages.

• Example: If you have a blog post that generates a lot of traffic and has many backlinks, link from that blog post to a newer product page to pass link juice and boost the product page’s ranking.

3. Prioritize Dofollow Links

Whenever possible, aim to acquire dofollow links, as they pass link juice. While nofollow links can still drive traffic and brand visibility, they don’t contribute to passing link equity.

• Example: When conducting link-building campaigns, try to negotiate for dofollow links in guest posts or outreach efforts.

4. Limit the Number of Outbound Links

To maximize the amount of link juice passed to a linked page, limit the number of outbound links on each page. Fewer outbound links ensure that the available link equity is shared among a smaller number of pages, making each link more valuable.

• Example: If you’re writing a blog post, focus on linking to a few authoritative and relevant sources rather than filling the content with many outbound links.

5. Leverage Content Relevance

Always try to acquire backlinks from websites or pages that are topically related to your content. Google favors relevant links, so links from related topics pass more valuable link juice.

• Example: If your website focuses on digital marketing, a backlink from a blog about content marketing would be more beneficial than one from a blog about health and fitness.

6. Fix Broken Links

Broken links are links that no longer lead to a valid page. Ensuring that all your internal and external links are functioning helps preserve link juice. Additionally, reclaiming broken backlinks from external sites can restore lost link equity.

• Example: Use tools like Ahrefs or Screaming Frog to identify broken internal and external links on your website, and redirect them or reach out to the linking website to fix the broken link.

How to Measure Link Juice

While link juice isn’t a metric that you can directly measure, there are ways to estimate the value of link juice flowing into your site using SEO tools:

1. Ahrefs: Use Ahrefs’ Domain Rating (DR) and URL Rating (UR) metrics to gauge how much authority a page has, which can indicate how much link juice it’s likely passing to other pages.
2. Moz: Moz’s Domain Authority (DA) and Page Authority (PA) metrics help you evaluate the strength of a domain or specific page. Higher authority pages pass more link juice.
3. Google Search Console: Use Google Search Console to see the number of internal and external links pointing to your pages, which gives you an idea of how link equity is distributed across your site.
4. SEMrush: SEMrush’s Backlink Analytics can help you analyze your backlink profile and evaluate how much link juice is flowing into your site from external sources.

Link juice is a critical component of SEO that determines how much ranking authority is passed from one page to another through internal or external links. By focusing on building high-quality backlinks, optimizing your internal linking strategy, and ensuring links are from relevant and authoritative sources, you can maximize the link juice your pages receive. This in turn improves your website’s rankings, visibility, and overall SEO performance.