Link equity, often called link juice, is the value passed from one webpage to another through hyperlinks. This value, often referred to as backlink equity or SEO equity, helps search engines understand which pages are trustworthy, relevant, and worth ranking. When a site with strong link authority links to your content, that value flows into your page and increases its visibility. Over time, that impact compounds, making link equity SEO a critical part of a well-built strategy.
How Link Equity Works
Link equity is based on the idea that some links are more valuable than others. A mention in the middle of a trusted article is worth more than a buried footer link. Google evaluates this flow using signals like anchor text, context, and whether the link is followed. Internal links matter too. If your homepage or top blog post links to a new product page, you’re directing equity where it matters most. That’s how strong SEO equity spreads through your site.
What Influences Link Equity
Is the Link Followed?
Search engines only pass equity through followed links. A nofollow, sponsored, or user-generated link doesn’t transfer value. If your goal is to build backlink equity, prioritize earned, editorial links marked as follow. These are what move the needle.
Page Authority of the Linking Site
A link from a trusted site can impact your rankings more than several links from low-authority blogs. SEO tools like Ahrefs or Moz can estimate this value using URL Rating or Page Authority. This is often referred to as equity passing in Moz terminology. It reflects how valuable a link might be before you even secure it.
Domain and Page Authority
The linking domain’s overall authority adds weight. A high-authority domain with a well-ranked page is more valuable than a weak domain with a one-off post. When evaluating backlink equity, you need to assess both the page and the domain level.
Relevance of the Linking Page
The closer the linking site’s topic is to your own, the more equity it will pass. A link from a digital marketing blog to an SEO agency landing page will have a stronger impact than one from an unrelated food or fashion blog. Google weighs context, not just authority.
The Anchor Text Used
Anchor text gives Google a clue about what the linked page covers. A link with anchor text like link equity manager or what is link equity sends clearer context than one that simply says click here. Descriptive anchors help direct equity more effectively.
Link Placement on the Page
A link inside the main content block is stronger than a link buried in the footer, sidebar, or a cluster of other links. Google tends to assign more value to links that appear in editorial content and are surrounded by meaningful text.
Number of Outbound Links
Every page has a limited pool of equity. The more links on the page, the smaller the share passed to each one. A page with five outbound links can send more authority to each than a page with fifty. Fewer links mean more concentrated value.
Why Link Equity Still Matters in 2025
Even with all the changes in Google’s algorithm, link equity SEO remains one of the most consistent ranking signals. Earning one high-quality backlink can sometimes have more effect than publishing ten new pieces of content. And once that equity flows in, how you distribute it matters just as much as how you got it.
How Internal Links Help Distribute SEO Equity
When an external link lands on one of your pages, internal links help carry that equity deeper into your site. Let’s say your blog post earns five backlinks. You can use that page to link to your service pages, resource hubs, or landing pages. This keeps link equity flowing where it supports your goals. Internal linking builds a stronger SEO foundation without needing new backlinks every time.
Pages That Deserve More Link Equity
Target Pages on the Edge of Page One
Use Google Search Console to identify pages that rank in positions 6 through 15. These are pages with potential. A few links, whether external or internal, could be enough to push them to the top. These are low-effort, high-reward opportunities.
Focus on Business-Converting Pages
Your most important pages might not attract backlinks naturally. That includes service pages, quote request forms, product pages, or any URL that supports conversions. Directing link equity to these pages increases both visibility and revenue.
How to Build and Manage Link Equity
Build Authoritative Backlinks
Prioritize backlinks from relevant, trusted sites. Use outreach, content partnerships, or digital PR to secure placements that send lasting value. Think quality over quantity.
Strengthen Internal Link Paths
Make sure your highest-authority pages link to content that needs help. That could include new blog posts, refreshed service pages, or feature articles. This keeps value flowing across your site in a structured way.
Monitor and Adjust Regularly
Use tools like Ahrefs, Moz, or Semrush to check which pages on your domain are earning backlinks. Revisit these pages and add internal links to underperforming content. This is an ongoing process. If you’re using a link equity manager or an internal dashboard, track where equity is coming from and where it’s going.
Final Takeaway
Link equity is a core part of how search engines decide who deserves to rank. The pages with more authority, relevance, and quality links tend to win. Backlink equity flows into your site through external links. You distribute that value through internal ones. A smart SEO strategy understands where link equity starts and where it should end up. When you manage it well, rankings follow.