Link equity
The SEO value passed from one page to another through hyperlinks, sometimes called 'link juice'.
How link equity flows
When a high-authority page links to yours, some of that authority transfers, boosting your ranking potential. Think of link equity as endorsement value—pages with more equity pass more value when they link elsewhere.
Backlinks from reputable sites build your overall domain strength. Internal links distribute that equity throughout your site, strengthening pages that matter most. Strategic linking channels authority where it's needed.
Factors affecting link equity
Source authority: Links from high-authority sites pass more equity than links from low-authority sites. A single link from a major publication outweighs dozens from obscure blogs.
Relevance: Links from topically-related sites carry more weight. A link from an industry publication about web development means more for a web agency than a link from an unrelated food blog.
Link placement: Links in main content pass more equity than sidebar or footer links. Contextual links embedded naturally in articles signal genuine endorsement rather than reciprocal link schemes.
Number of outbound links: A page with 5 outbound links passes more equity per link than one with 50. Equity gets divided among all links—fewer links means more value each.
Link equity leaks
Broken links waste equity—the value flows nowhere. Excessive redirects create chains that leak some equity at each hop. Nofollow attributes prevent equity from passing.
External links from your site pass equity outward. This isn't inherently bad—linking to quality sources builds trust—but be strategic about external links on key pages where you want to concentrate equity.
Optimising link equity flow
Use internal linking strategically to channel equity toward important pages. Link more frequently to your core service pages, pillar content, and conversion pages. This concentrates authority where it drives business results.
Fix broken links promptly. Ensure canonical tags consolidate duplicate pages rather than splitting equity. Implement 301 redirects when deleting pages to preserve equity.
We plan link equity flow as part of site architecture, ensuring important pages receive appropriate internal linking support from day one.
Related terms
Why it matters
Understanding “Link equity” helps you speak the same language as our design and development team. If you need help applying it to your project, book a Fernside call.