SEO: The Importance of Link Equity

Post author: Adam VanBuskirk
Adam VanBuskirk
4/11/23 in

Link equity, also known as link juice, is a concept that plays a crucial role in search engine optimization (SEO). Understanding the importance of link equity and how it impacts your website’s ranking in search engine results pages (SERPs) is essential to achieving your SEO goals.

What is Link Equity?

Link equity is the value that is passed from one webpage to another through hyperlinks. When a webpage links to another webpage, it is essentially endorsing the content on that page. This endorsement can pass along some of the linking page’s authority, or link equity, to the linked page. In other words, the more authoritative the linking page is, the more link equity it can pass along to the linked page.

The Importance of Link Equity

Link equity is important in SEO because search engines use links as a way to determine the authority and relevance of a webpage. When a search engine crawls a webpage, it looks at the links on that page and follows them to other webpages. The search engine then uses this information to build a map of the web, determining which pages are most important and relevant for specific search queries.

The more link equity a webpage has, the higher it will rank in search engine results pages. This is because search engines consider pages with more link equity to be more authoritative and trustworthy. In other words, if many high-quality websites link to a webpage, search engines assume that it must be a valuable and trustworthy source of information.

Not All Links Are Created Equal

However, not all links are created equal. Some links are more valuable than others, and the amount of link equity that is passed along depends on several factors. For example, a link from a high-authority website is more valuable than a link from a low-authority website. Similarly, a link from a webpage that is relevant to the content on the linked page is more valuable than a link from an unrelated webpage.

Link Structure Matters

It is also important to note that the way links are structured can impact the amount of link equity that is passed along. A link’s anchor text – the text that appears as the clickable link – can influence how search engines view the linked page. For example, if many websites link to a page using the anchor text “best running shoes,” search engines will assume that the linked page is highly relevant to that search term. This can help the page rank higher in search results for that term.

Link equity can also be diluted if a webpage has too many outbound links. When a webpage has many outbound links, the link equity that is passed along to each linked page is reduced. This is because the total link equity on the page is divided among all of the outbound links. Therefore, it is important to be strategic about the links on your website and avoid linking to low-quality or irrelevant webpages.


Link equity is a critical component of SEO that plays a significant role in determining a webpage’s ranking in search engine results pages. Understanding the value of link equity and how it is passed along can help you make informed decisions about the links on your website and ultimately improve your website’s visibility and authority in search results.

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