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Link Equity

Definition

Link equity, also known as “link juice,” is a search engine ranking factor based on the idea that certain links can pass value and authority from one page to another. This value, which is shared through the links, is used by search engines to help determine a webpage’s rank in search results. Factors such as the linking page’s authority, the quantity and quality of links, anchor text relevance, contextual relationship between pages, and follow vs. nofollow status, all contribute to the amount of link equity a link can pass.

Link Equity Relevance For SEO

Link equity is vital for SEO because it is one of the ways search engines like Google determine a website’s value. This means the more quality links a webpage has pointing to it, the higher it is likely to rank. It’s not just about the quantity but the quality, as links coming from trustworthy and authoritative pages usually pass more value. As part of the search engine’s ranking algorithm, it can impact both your website’s visibility in search engine result pages (SERPs) and overall domain authority.

Link Equity Best Practices for SEO

  • Quality over Quantity: Focus on earning high-quality backlinks from reputable, relevant websites instead of just increasing the number of backlinks. The quality and relevance of the source significantly impacts the amount of link equity passed.
  • Nofollow vs. Dofollow: Dofollow links pass link equity, while nofollow links do not. Therefore, whilst it’s important to have a balance of both, gaining dofollow links from high-authority websites is advantageous.
  • Anchor Text Relevance: Using relevant and descriptive anchor text for your links can help search engines better understand the linked page’s content and context.
  • Deep Linking: Instead of only building links to your homepage, aim for links to other pages (deep pages) on your website. This approach can help distribute link equity across your site and improve overall SEO.
  • Eliminate ‘Link Equity Leaks’: Regularly audit your site for broken or irrelevant outbound links that could be wasting your link equity.
  • Internal Linking: Implement effective internal linking strategies to ensure optimal distribution of link equity throughout your website.