Link equity (sometimes called “link juice”) refers to the ranking value or authority passed from one webpage to another through a hyperlink. Pages with strong link equity are generally considered more authoritative and trustworthy by search engines.
Link equity isn’t distributed equally across all outbound links on a page — it’s generally divided among the number of links on that page, and further diluted or blocked entirely by nofollow attributes, meaning a page with fewer, more targeted outbound links passes more equity per link than one with dozens of links.
Understanding link equity flow is central to both internal linking strategy (directing authority toward important pages) and backlink prioritization (favoring links from pages that themselves carry strong authority).
Link equity distribution is factored into both our on-page and link building strategies.