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Link Juice

Term: Link Juice

Definition: Link Juice is a term used within the digital marketing industry to describe the value or equity passed from one webpage or site to another via hyperlinks.

Alternative Names: Link Equity, Page Rank Equity, Link Power, Link Value


Expanded Explanation: Link Juice is a concept in Search Engine Optimisation (SEO) that refers to the idea that value, or ‘juice’, can be transferred from one webpage to another through hyperlinks. This value is utilised by search engines like Google to help determine the authority, relevance and overall ranking of a webpage. Each link on a page can pass a portion of this value, or ‘juice’, to the page it links to.

Benefits or Importance: The greater the quality of Link Juice a webpage has, the higher it’s likely to rank in search engine results. This can lead to increased traffic, visibility and credibility for a website. It’s an important factor for SEO as it not only helps in improving website ranking but also in spreading the influence of your site across the web.

Common Misconceptions or Pitfalls: One common misconception is that all links possess equal Link Juice. However, this is not the case. The amount of Link Juice generated depends on several factors such as the authority of the linking site, the number of other links on the page and whether or not the link is dofollow or nofollow. Another pitfall is focusing solely on gaining Link Juice without considering the quality or relevance of the links. Poor quality or irrelevant links can negatively affect your site’s SEO.

Use Cases: Link Juice is utilised in various aspects of SEO such as link building, internal linking and backlink analysis. For example, when conducting a backlink analysis, an SEO specialist may assess the quantity and quality of Link Juice being passed to a client’s site.

Real-world examples:

An example in the real world might be a well-known news website (for example, the BBC) linking to a blog post on a smaller site. The link from the BBC website would pass a significant amount of Link Juice to the blog post due to the high authority of the BBC site.

In terms of code, the transfer of Link Juice can be seen in the HTML of a webpage. For example:

<a href="">Example Site</a>

In this case, the page with this link would be passing Link Juice to

Calculation or Formula:

While the exact formula for calculating Link Juice is not publicly known, as it’s part of search engines’ complex algorithms, a simplified conceptual model could be represented as follows:

LJ = (PA / NL) * DL


– LJ is the Link Juice passed,
– PA is the Page Authority of the linking page,
– NL is the total number of links on the page,
– DL is the Dofollow Link factor (1 if the link is dofollow, 0 if nofollow).

For example, if a page with a Page Authority of 80 has 20 links, and all links are dofollow, then the Link Juice passed by each link would be:

LJ = (80 / 20) * 1 = 4

Best Practices or Tips:

  • Obtain backlinks from high-authority sites.
  • Minimise the number of outbound links on your pages.
  • Ensure your links are dofollow because nofollow links do not pass Link Juice.
  • Use relevant and natural anchor text for your links.
  • Regularly check and remove or disavow any spammy or low-quality backlinks to your site.

Limitations or Considerations: Link Juice is just one of many factors used by search engines to determine page rankings. Other important factors include the quality of the content, the relevance of the content to the search query, site speed and mobile-friendliness, among others.

Comparisons: Link Juice is often compared to other SEO concepts like Domain Authority (DA). While Link Juice refers to the value passed through individual links, Domain Authority refers to the overall ranking strength of an entire website.

Historical Context or Development: The concept of Link Juice has been around since the early days of SEO, stemming from Google’s PageRank algorithm which was one of the first to consider the quantity and quality of links pointing to a webpage as a significant ranking factor.

Resources for further learning:

Related Services:

  • SEO Consultation: Our team of SEO experts can help you understand and optimise the flow of Link Juice to and within your website, boosting your visibility on search engine result pages.
  • Backlink Analysis: We provide a comprehensive backlink analysis service to identify and assess the quality of links to your website, ensuring you’re receiving optimal Link Juice from credible sources.

Related Terms: Backlinks, Anchor Text, Dofollow, Nofollow, PageRank, Domain Authority