What is Link Equity?
Link equity, often called link juice, is the value that a link can pass from one page to another, which search engines use as a signal of authority. The idea comes from PageRank.
Why it matters
The idea behind link equity is that a link is a vote of confidence and that a page can share some of its own standing with the pages it links to. This is why a link from a strong, relevant page is considered worth more than a link from a weak one, and why the way a site is linked internally affects which of its pages rank. It is a concept, not a number Google publishes, so it is described in general terms and approximated by third party metrics.
What affects how much equity a link passes
Several things influence how much equity a link passes. The standing of the linking page and its relevance to yours matter. So does the number of other links on the same page, because value is shared among them. The attribute matters, since Google treats nofollow, sponsored and ugc as hints about how to handle a link. And the technical health of the path matters, because broken links, redirect chains and loops make equity harder to pass.
Where link equity moves
External equity
Value that passes through backlinks from other sites. It is what link building tries to earn.
Internal equity
Value that moves between the pages of your own site through internal links. Linking from strong pages to the pages you want to rank helps distribute it.
Equity through redirects
Value that passes when one URL redirects to another. Redirects that resolve cleanly keep it moving, while chains and loops make the path fragile.
Example
A well linked guide on a site links to a newer article on the same site, using a descriptive anchor. The newer page receives value through that internal link as well as through the backlinks it earns. If the guide is later moved behind a long redirect chain, the path gets longer and more fragile.
Link equity and Orbink
Equity depends on the page that carries your link. Each Orbink listing shows metrics such as DR and monthly organic traffic and the link type, which helps you judge the site and how the link will be marked before you order.
Trace Equity Through RedirectsFrequently Asked Questions
Yes. Link juice is the informal name for link equity. Both describe the value a link can pass between pages.
Google treats nofollow, sponsored and ugc attributes as hints, so it may or may not use such links as signals. Do not assume a nofollow link passes value, and do not assume it never does.
Redirects that resolve properly are generally treated as passing signals to the destination. Long chains and loops make this fragile, so redirects should be short and point straight to the final URL.
Fix broken links and redirect chains, link internally from strong pages to important ones, and avoid leaving valuable pages as orphans that nothing links to.