Definition of Link Equity

Link Equity, also known as link juice or link value, is the measure of the potential authority and relevance that a website can gain from its backlinks, especially from authoritative and relevant websites. It is essential for search engine ranking as search engines use it to determine a site’s credibility and importance. The more link equity a site receives, the higher its chances of achieving better visibility and rankings in search engine results.


The phonetic representation of the keyword “Link Equity” in the International Phonetic Alphabet (IPA) is:/lɪŋk ˈɛkwɪti/

Key Takeaways

  1. Link Equity refers to the value or authority that search engines assign to a webpage, based on the number and quality of backlinks it receives.
  2. High-quality, relevant, and authoritative backlinks can improve a webpage’s Link Equity, thus helping it rank higher in search engine results pages (SERPs).
  3. Link Equity can be distributed across a website through internal linking strategies, ensuring that important pages receive a higher proportion of the site’s overall authority.

Importance of Link Equity

Link Equity, also known as link juice, is an essential concept in digital marketing as it relates to the value and authority that a website gains through the presence of inbound links from external sources.

This impact is significant because search engines like Google use link equity as a crucial factor while determining a website’s ranking in search results.

By acquiring high-quality backlinks from authoritative and relevant websites, businesses can improve their website’s perceived value, trustworthiness, and online visibility.

Consequently, an effective link equity strategy plays a vital role in driving organic traffic, enhancing brand credibility, and boosting overall digital marketing success.


Link equity, sometimes referred to as link juice, plays a pivotal role in search engine optimization (SEO) for various types of websites. The primary purpose of link equity is to enhance a website’s ranking in search engine results pages (SERPs). When a site earns more high-quality, relevant inbound links, it gains greater authority, which is an essential part of SEO strategy.

These inbound links work as endorsements, allowing search engines to gauge the trustworthiness and relevance of a website in relation to specific search queries. This, in turn, results in improved visibility and a higher likelihood of attracting organic, targeted traffic while building a positive brand reputation.

To successfully harness the potential of link equity, digital marketing strategists must focus on obtaining inbound links from reputable and authoritative sources. This can be achieved by creating high-quality, unique content that naturally generates backlinks, along with conducting outreach efforts to relevant industry influencers.

Simultaneously, optimizing the internal linking structure of a website assists in correctly distributing link equity to vital pages. By concentrating on these aspects, businesses can effectively capitalize on link equity as a powerful contributor to their overall digital marketing success, driving their websites to the forefront of SERPs and expanding their online presence.

Examples of Link Equity

Link Equity, also known as link juice, is a digital marketing concept referring to the value and authority passed from one website to another through hyperlinks. It’s an important factor in search engine optimization (SEO), as search engines, such as Google, use it to determine the ranking of websites on the search engine results page (SERP). Here are three real-world examples of Link Equity:

News websites: News websites, such as BBC News, CNN, and The New York Times, have high link equity. When these websites link to another website or an article, they pass on a significant amount of authority and value due to their credibility, large audience size, and relevance. An article on a smaller website that receives a link from a well-established news website will benefit from increased visibility, traffic, and higher rankings on search engine results.

Wikipedia: Wikipedia is an online encyclopedia that has established itself as a reliable and credible source of information. The website has a high level of link equity. When a website is linked as a source on a Wikipedia page, it gains credibility and authority, leading to improved search engine rankings for that website. This also leads to an increase in organic traffic.3: Niche authority websites: Websites that are focused on a specific niche or industry and have gained a reputation for being credible and authoritative within that industry hold a high level of link equity. For example, Moz in the digital marketing realm, WebMD in the medical field, or TripAdvisor in the travel industry. When such authoritative websites link to other websites within their niche, they share a portion of their link equity, improving the linked website’s chances of ranking higher on search engine results.

Link Equity FAQ

1. What is Link Equity?

Link Equity, also known as link juice or citation flow, is the value or authority passed from one website to another through hyperlinks. It is an essential factor in the search engine optimization (SEO) process, as search engines consider a highly authoritative link as a vote of confidence for the linked content, boosting its ranking in search results.

2. Why is Link Equity important for SEO?

Link Equity is vital for SEO because it is one of the ranking factors used by search engines like Google to determine a website’s visibility and credibility. Websites with high-quality backlinks (links from other authoritative sites) are more likely to rank higher in search engine results pages (SERPs), driving more organic traffic and potentially improving conversion rates.

3. How do you build Link Equity?

To build Link Equity, focus on attracting high-quality, relevant, and authoritative inbound links to your website. This can be achieved by creating valuable, shareable content, engaging in outreach and link building strategies such as guest blogging, and building relationships and partnerships within your industry. It is also essential to maintain a clean link profile by avoiding spammy or low-quality links and regularly auditing and disavowing any harmful backlinks.

4. Can you lose Link Equity?

Yes, you can lose Link Equity if you engage in poor linking practices or if high-quality links to your site are removed or broken. Examples of poor linking practices include link schemes, spamming, and having low-quality or unnatural inbound links. Losing Link Equity can negatively affect your site’s search engine rankings, visibility, and organic traffic.

5. What is the difference between DoFollow and NoFollow links in terms of Link Equity?

DoFollow links pass Link Equity from one site to another, positively impacting the SERP rankings of the linked site. On the other hand, NoFollow links do not pass Link Equity and are used to signal search engines that they should not consider those links when determining search rankings. NoFollow links can still be valuable for driving referral traffic and establishing authority but do not contribute directly to a website’s Link Equity.

Related Digital Marketing Terms

  • Backlinks
  • Anchor Text
  • Domain Authority
  • PageRank
  • Link Juice

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