Link Equity
In one line
Link equity (often called 'link juice') is the authority and ranking signal a page passes to another page through a link.
Going deeper
Link equity describes how a page's authority flows through its outbound and internal links. The higher the authority of the linking page, the stronger the signal it can pass.
Internal linking can be designed around this. Sending links from high-authority hub pages down to deeper pages increases the deeper pages' chance of being indexed and ranked — which is why pillar/cluster content structures are recommended.
Long redirect chains or sloppy nofollow placement causes equity leakage. Post-relaunch traffic drops can often be traced back to exactly this kind of leak.
Related terms
Backlink
A backlink is an inbound link from another site to yours — one of the strongest signals search engines use to gauge a domain's authority and trustworthiness.
SEONofollow
Nofollow is a rel attribute on a link telling search engines not to pass link equity along that link.
SEO301 Redirect
A 301 redirect is the HTTP status code that says a URL has moved permanently — passing essentially all of the original page's link equity to the new URL.
SEODA / Domain Rating
DA (Moz) and DR (Ahrefs) are third-party scores from 0 to 100 that estimate a domain's backlink authority — they are tool metrics, not Google scores.
SEOLink Building
Link building is the deliberate marketing, content and outreach work that earns inbound backlinks from other sites to yours.
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