Ten specialists who work with link analysis, site architecture, and ranking factors answered one question: how does value transfer through links, and what determines how much value any given link passes? Their perspectives span algorithm mechanics, technical SEO, content strategy, link building, and competitive analysis.
Link equity refers to the ranking value that one page passes to another through a hyperlink. When Page A links to Page B, some portion of Page A’s authority and relevance signals transfer to Page B, potentially improving Page B’s ability to rank in search results. This concept is sometimes called “link juice” in informal SEO discussions, though link equity is the more precise term.
The idea originates from Google’s PageRank algorithm, which modeled the web as a network where pages vote for each other through links. A link from one page to another represented a vote of confidence, and the weight of that vote depended on the linking page’s own accumulated votes. Pages with many quality inbound links had more voting power to pass along.
Modern search algorithms have evolved far beyond the original PageRank formula, incorporating hundreds of additional signals related to content quality, user behavior, and semantic understanding. However, the fundamental concept of link equity persists: links transfer value, and that value influences ranking potential. Understanding how link equity flows helps practitioners make strategic decisions about internal linking, link acquisition, and site architecture.
M. Lindström, Search Algorithm Researcher
I study how search engines evaluate links, and link equity represents one of the most persistent concepts in ranking theory despite significant algorithm evolution.
The original PageRank paper described a mathematical model where each page’s importance was calculated recursively based on the pages linking to it. A page’s PageRank score was divided among its outbound links, so each link passed a fraction of the source page’s authority. Pages receiving links from high-PageRank pages accumulated more authority than pages receiving links from low-PageRank sources.
This model had elegant properties. It was resistant to simple manipulation because creating links from low-value pages didn’t transfer much authority. It captured the intuition that endorsements from credible sources matter more than endorsements from unknown sources. And it could be computed at scale across the entire web.
Modern algorithms no longer use PageRank in its original form, but the underlying logic remains embedded in how Google evaluates links. Links still transfer value. Source page authority still influences how much value transfers. The specific calculation has evolved to incorporate topical relevance, link placement, anchor text, and numerous other factors that the original PageRank didn’t address. But practitioners who understand the foundational concept of link equity as transferable authority are well-positioned to understand modern link dynamics.
J. Okafor, Link Value Analyst
I evaluate incoming links for clients, and understanding the factors that influence link equity helps distinguish high-value links from low-value ones.
Source page authority is the most fundamental factor. A link from a page that itself has strong inbound links passes more equity than a link from a page with no links of its own. This creates a hierarchy where links from well-linked pages on authoritative domains carry the most weight.
Topical relevance increasingly influences equity transfer. A link from a page about the same topic as your page likely passes more relevant equity than a link from an unrelated page. Search engines have grown sophisticated at evaluating semantic relationships, and topical alignment strengthens the signal a link provides.
Link placement affects how much equity transfers. A link within the main content of a page, surrounded by relevant text, typically passes more value than a link in a sidebar, footer, or navigation element. Editorially placed contextual links represent stronger endorsements than structural links repeated across a site.
Number of outbound links on the source page dilutes individual link equity. If a page links to 100 destinations, each link receives a smaller share of that page’s authority than if the page linked to only 10 destinations. Highly linked pages pass less per-link equity even if their total authority is high.
Understanding these factors helps prioritize link opportunities. Not all links are equal, and evaluating potential equity transfer helps focus effort where it will have the most impact.
R. Andersson, Internal Linking Strategist
I optimize internal link structures, and internal linking is where site owners have complete control over how link equity flows within their own properties.
External links bring equity into a site, but internal links determine how that equity distributes across pages. A page receiving external links accumulates authority, and internal links from that page pass equity to other pages on the site. Strategic internal linking can strengthen pages that don’t directly receive external links by routing equity to them from pages that do.
Homepage and high-authority pages typically accumulate the most external links. These pages become equity sources that can strengthen deeper pages through thoughtful internal linking. A blog post that earned dozens of external links can pass equity to related product pages, category pages, or other content that benefits from increased authority.
Site architecture fundamentally shapes equity flow. Flat architectures where most pages are few clicks from the homepage distribute equity broadly. Deep architectures where pages are buried many clicks deep may starve those pages of equity. Navigation structure, breadcrumbs, related content links, and contextual links within content all create pathways for equity to flow.
I audit sites specifically examining how equity flows from high-authority pages to priority pages that need ranking support. Identifying equity bottlenecks where valuable pages are poorly connected to authority sources often reveals quick wins. Adding internal links from strong pages to priority pages can improve rankings without any external link building.
A. Nakamura, Technical SEO Consultant
I work with site architecture and technical elements, and several technical factors affect whether links actually pass the equity they should.
Redirect chains can dilute equity. When a link points to URL A, which redirects to URL B, which redirects to URL C, equity may diminish through the chain. While Google has indicated that redirect chains don’t lose equity in most cases, consolidating redirects and ensuring links point to final destination URLs is cleaner practice.
Canonical tags influence where equity consolidates. If multiple URLs contain the same content and one is marked canonical, links to non-canonical versions should consolidate their equity to the canonical URL. Proper canonicalization ensures link equity isn’t fragmented across duplicate or near-duplicate pages.
Nofollow and other link attributes affect equity passage. Links with rel=”nofollow”, rel=”sponsored”, or rel=”ugc” traditionally didn’t pass equity, though Google now treats these as hints rather than directives. The intended effect is still to limit equity transfer, even if Google may partially ignore the attribute in some cases.
Broken internal links waste equity. If internal links point to 404 pages or redirect chains, the equity those links should transfer may be lost or diminished. Regular crawling to identify and fix broken internal links preserves equity flow.
Technical SEO ensures that the links you build and earn actually deliver their intended equity to the pages that need it. Technical problems can undermine link building investment by preventing equity from reaching its destination.
K. Villanueva, Link Building Strategist
I acquire links for clients, and understanding link equity shapes which opportunities I prioritize and how I structure campaigns.
When evaluating potential link sources, I consider equity potential alongside other factors like traffic and brand exposure. A link from a page with high authority on a relevant, authoritative domain passes more equity than a link from a new page on a weak domain, even if both are topically relevant.
I also consider equity distribution on the source page. A link from a resource page that links to 200 destinations passes less per-link equity than a link from a blog post with only a few outbound links. Being one of five resources mentioned passes more equity than being one of hundreds.
For clients with specific pages that need ranking support, I pursue page-targeted link building rather than just domain-level authority building. Links directly to a priority page transfer equity immediately to that page, while links to the homepage require internal linking to route equity to priority pages.
Understanding equity also helps manage client expectations. Not all links deliver equal ranking impact. A link from a major publication may provide significant equity, traffic, and brand value, while a link from an obscure directory may provide minimal equity despite being a “followed” link. I communicate these differences so clients understand why some links matter more than others.
S. Santos, Content Strategist
I develop content strategies, and link equity influences how I think about content architecture and content promotion.
Cornerstone content should be positioned to accumulate and distribute equity effectively. These comprehensive resources on core topics earn external links and should link internally to related supporting content. The cornerstone accumulates authority and shares it with the content cluster around it.
When planning content, I consider equity flow paths. New content should connect to existing high-authority content through internal links, gaining equity access immediately upon publication. Existing high-authority content should link to new content to provide initial equity boost while the new content develops its own link profile.
Content promotion strategies consider equity potential alongside traffic and brand goals. Pursuing coverage in authoritative publications serves multiple purposes: the link brings equity, the traffic brings audience, and the mention builds brand recognition. Understanding that links transfer ranking value helps justify investment in content worth linking to.
I also advise on content consolidation when thin content fragments equity unnecessarily. Multiple weak pages on similar topics may each attract some links but none accumulates enough authority to rank well. Consolidating into a single comprehensive resource combines the equity from all inbound links into one stronger page.
T. Foster, Competitive SEO Analyst
I analyze competitor link profiles, and understanding link equity helps me interpret why competitors rank and what it would take to outrank them.
When a competitor ranks well for valuable keywords, I examine not just how many links they have but where their equity comes from. A competitor with links from a few highly authoritative sources may have concentrated equity that’s difficult to replicate. A competitor with links from many moderate sources may have diffuse equity that could be matched or exceeded through sustained effort.
I analyze equity flow within competitor sites as well. How does their internal linking route equity to ranking pages? Do they have strong cornerstone content that earns links and distributes equity to commercial pages? Understanding their architecture reveals strategies I can recommend to clients.
Equity gaps represent opportunities. If a competitor ranks primarily because of one or two extremely high-authority links, and those linking sites might link to superior content, that’s a targetable opportunity. If a competitor has broad equity from many sources, matching their profile requires broader effort.
I also look for equity vulnerabilities. Competitors relying heavily on links that might be devalued (low-quality directories, paid placements, outdated link schemes) have fragile equity that algorithm updates might diminish. Competitors with equity from diverse, high-quality editorial links have more stable positions.
C. Bergström, Site Architecture Specialist
I design site architectures, and link equity distribution is a primary consideration in how I structure sites.
Architecture determines the default equity flow pattern. Every link creates a path for equity to travel. Navigation links, breadcrumbs, footer links, and in-content links all shape how authority distributes across a site. Poor architecture can trap equity in low-value areas while starving important pages.
I design architectures with clear equity pathways to priority pages. Product pages, service pages, and other conversion-focused content should receive equity through multiple pathways: category navigation, related products, blog post links, and cross-references from high-authority content. The more pathways, the more equity reaches these critical pages.
Faceted navigation and filtering can fragment equity across thousands of URL variations if not handled properly. Parameter-based URLs for filters and sorts may each accumulate some links or internal references, diluting equity across unnecessary pages. Proper canonicalization and crawl management consolidate equity on primary category pages.
Hub pages and pillar content serve as equity distribution nodes. A well-linked hub page on a major topic can distribute equity to dozens of related pages through contextual internal links. I design content architectures with intentional hub structures that concentrate external link building on hub pages while internal linking distributes that equity to supporting content.
E. Kowalski, SEO Measurement Specialist
I measure SEO performance, and while link equity itself isn’t directly measurable, proxy metrics help assess equity accumulation and distribution.
Domain and page authority metrics from tools like Moz, Ahrefs, and Semrush attempt to estimate relative equity accumulation. These aren’t Google’s actual calculations, but they correlate with ranking ability and provide useful approximations for comparing pages and tracking changes over time. Increasing authority metrics generally indicate equity accumulation.
Internal link distribution analysis reveals how equity flows within a site. Tools that visualize internal link structure show which pages receive the most internal links and which are poorly connected. Pages with few internal links may be equity-starved even if the overall domain has strong authority.
I correlate link acquisition with ranking changes to assess equity impact. When a page receives new quality backlinks and subsequently improves in rankings, that suggests equity transfer occurring. When links don’t correlate with ranking improvements, something may be preventing equity transfer or the links may lack meaningful equity to pass.
Before-and-after analysis of internal linking changes helps quantify equity redistribution effects. If adding internal links to a page from high-authority pages correlates with ranking improvement, that suggests successful equity routing. These measurements inform ongoing optimization decisions.
H. Johansson, Link Risk Consultant
I advise on link-related risks, and understanding link equity helps contextualize both the value and the risk of different linking practices.
Equity-focused link schemes are exactly what search engines target. Practices designed specifically to manipulate equity flow, such as buying links, participating in private blog networks, or excessive link exchanges, violate guidelines because they manufacture equity that doesn’t reflect genuine editorial endorsement.
The risk framework considers equity source legitimacy. Equity from genuine editorial links on authoritative sites is safe and valuable. Equity from purchased placements, link farms, or manipulated sources carries penalty risk. Even if such links temporarily pass equity, algorithm updates or manual actions can remove that equity and potentially harm the site.
I advise clients on protecting earned equity. This includes maintaining technical health so equity flows properly, monitoring for negative SEO attempts that might associate the site with toxic equity sources, and ensuring their own link building practices don’t create risk patterns.
Link attribute compliance relates to equity management. When commercial relationships exist, proper use of nofollow or sponsored attributes signals to Google that equity shouldn’t transfer through those links. Failing to attribute paid links risks penalties because it misrepresents purchased exposure as organic equity transfer.
Understanding link equity helps practitioners appreciate both why links matter for rankings and why search engines are vigilant about equity manipulation. The value of equity is precisely why gaming it draws algorithmic and manual response.
Synthesis
Lindström traces link equity from PageRank origins to modern interpretation, establishing that while specific calculations have evolved, the core concept of transferable authority through links remains foundational to how search engines evaluate pages. Okafor identifies key factors influencing equity transfer: source authority, topical relevance, link placement, and outbound link count. Andersson demonstrates internal linking as the controllable mechanism for routing equity to priority pages from pages that earn external links. Nakamura details technical factors affecting equity transfer: redirects, canonicals, link attributes, and broken links. Villanueva applies equity understanding to link building prioritization, evaluating potential equity alongside other link value dimensions. Santos connects equity to content strategy through cornerstone content, content clusters, and consolidation. Foster uses equity analysis to understand competitive positioning and identify opportunities. Bergström designs architectures specifically to optimize equity distribution toward priority conversion pages. Kowalski measures equity proxies through authority metrics, internal link analysis, and correlation with ranking changes. Johansson frames equity manipulation as the core violation that link schemes commit, connecting equity value to penalty risk.
The perspectives converge on key principles. Link equity is real and influences rankings, even if the specific calculations aren’t visible. Source page authority, topical relevance, placement, and link count all affect how much equity any individual link transfers. Internal linking provides controllable equity distribution within sites, complementing external link acquisition. Technical factors can prevent equity from flowing as intended, making technical health essential.
The perspectives diverge on emphasis. Some practitioners focus primarily on maximizing equity acquisition through high-authority link building. Others emphasize equity distribution through internal linking and architecture. Still others prioritize avoiding equity manipulation that creates penalty risk. The appropriate balance depends on site maturity, competitive landscape, and existing link profile.
The practical implication is that link strategy should account for equity flow at multiple levels: acquiring links that bring meaningful equity into the site, structuring internal links to distribute that equity to priority pages, maintaining technical health so equity flows as intended, and avoiding manipulative practices that create risk. Understanding link equity provides the conceptual foundation for all of these strategic decisions.
Frequently Asked Questions
What is link equity in simple terms?
Link equity is the ranking value that passes from one page to another through a hyperlink. When a page links to another page, it transfers some of its accumulated authority to the destination, potentially helping that page rank better in search results. Pages with more equity from quality sources tend to rank higher than pages with less equity.
Is link equity the same as link juice?
Link juice is an informal term that means the same thing as link equity. Both refer to the ranking value transferred through links. Link equity is the more professional terminology, while link juice became popular in SEO discussions as a casual metaphor for authority flowing through links.
What factors determine how much link equity a link passes?
Key factors include: the authority of the linking page (pages with strong link profiles pass more equity), topical relevance between linking and linked pages (relevant links may pass more meaningful equity), placement within the page (editorial content links typically pass more than navigation or footer links), and number of outbound links on the source page (more outbound links mean less equity per link).
Do internal links pass link equity?
Yes, internal links transfer equity between pages on the same site. External links bring equity into a site, and internal links distribute that equity across pages. Strategic internal linking can strengthen priority pages by routing equity to them from pages that have earned external links.
Do nofollow links pass link equity?
Traditionally, nofollow links did not pass equity. Since Google’s 2019 update, nofollow is treated as a hint rather than a directive, meaning Google may choose to consider some nofollow links. However, the intended purpose of nofollow remains limiting equity transfer, and followed links generally pass more equity than nofollowed links.
Can link equity be negative?
Links themselves don’t carry negative equity in the sense of reducing your rankings through value transfer. However, links from toxic or spammy sources can harm your site through association with manipulation patterns. This is different from equity transfer; it’s about the signals those links send regarding your site’s link building practices.
How do redirects affect link equity?
Links to URLs that redirect to other URLs generally pass equity to the final destination. However, long redirect chains may introduce some equity loss, and maintaining clean redirect paths ensures maximum equity transfer. Pointing links directly to final destination URLs when possible is best practice.
Does link equity decay over time?
Link equity from individual links may diminish as pages age, lose their own authority, or as search engines refresh their calculations. Fresh links from currently authoritative pages likely pass more equity than old links from pages that have lost relevance. Ongoing link acquisition maintains and grows equity over time.
How can I increase my page’s link equity?
Acquire links from authoritative, relevant sources that will pass meaningful equity. Improve internal linking so more equity routes to the target page from other pages on your site. Ensure technical factors like redirects and canonicals are configured properly. Create content worth linking to that naturally attracts editorial links.
How do I know how much link equity my pages have?
Link equity isn’t directly visible, but third-party tools provide proxy estimates. Metrics like Moz’s Page Authority, Ahrefs’ URL Rating, and Semrush’s Page Authority Score estimate relative page strength based on link profiles. These don’t represent Google’s actual calculations but provide useful approximations for comparison and tracking.