Link juice is an informal SEO term that describes the value or authority passed from one webpage to another through links. When one page links to another, it transfers a portion of its ranking power, which can help the linked page perform better in search results.
Although “link juice” is not an official term used by search engines, it is widely used in SEO to explain how link equity flows across the web.
Search engines like Google use links as signals of trust, relevance, and authority, making link juice a foundational concept in SEO.
How Link Juice Works
Link juice flows through hyperlinks based on several factors:
- Authority of the linking page
- Relevance between the two pages
- Number of outgoing links on the linking page
- Placement of the link within the content
- Link attributes such as dofollow or nofollow
A strong authoritative page linking to a relevant page passes more link juice than a weak or unrelated page.
Why Link Juice Matters for SEO
Link juice matters because it directly influences rankings and visibility. It helps:
- Improve keyword rankings
- Increase page and domain authority
- Help search engines discover new pages
- Strengthen important pages on a website
- Support long term organic traffic growth
Pages that receive more high quality link juice tend to rank higher than pages with few or weak links.
Internal vs External Link Juice
Internal link juice flows between pages on the same website. Strategic internal linking helps distribute authority from strong pages to important or newer pages.
External link juice comes from backlinks on other websites. These links are especially valuable because they signal trust from outside sources.
Both types are essential for a balanced SEO strategy.
Dofollow vs Nofollow and Link Juice
- Dofollow links pass link juice by default
- Nofollow links usually do not pass link juice
While nofollow links may still bring traffic and visibility, dofollow links are the primary drivers of link juice and ranking power.
Examples of Link Juice in Action
- A homepage with many backlinks links to a service page and boosts its rankings
- A high performing blog post links to a new article helping it get indexed faster
- Removing broken links restores lost link juice
- Reducing unnecessary outbound links concentrates link juice on priority pages
How to Maximize Link Juice
- Build backlinks from authoritative relevant sites
- Strengthen internal linking structures
- Link from high authority pages to key pages
- Fix broken internal and external links
- Avoid excessive outbound links on important pages
- Use descriptive natural anchor text
Effective link juice management improves overall site performance.
Common Link Juice Mistakes
- Creating orphan pages with no internal links
- Linking excessively from footers or sidebars
- Chasing low quality backlinks
- Overusing nofollow internally
- Ignoring older high authority pages
These issues can waste or dilute valuable link juice.
Link Juice vs PageRank
Link juice is a simplified way to describe how PageRank, Google’s original link based algorithm, works. While PageRank is no longer publicly visible, the concept of link juice still reflects how authority flows through links today.
FAQs About Link Juice
What is link juice in SEO
It is the authority passed from one page to another through links.
Does internal linking pass link juice
Yes internal links are one of the most effective ways to distribute link juice.
Do nofollow links pass link juice
Generally no though they may still provide indirect value.
Can too many links reduce link juice
Yes more outgoing links divide the available link juice.
Is link juice still relevant today
Yes links remain one of the strongest ranking signals in SEO.