What is Link Juice?
Link juice (or link equity) is an informal SEO term referring to the authority or value passed from one page to another through hyperlinks. When a high-authority page links to another page, it passes some of its ranking power, helping the linked page rank better.
How Link Juice Works
- External links from authoritative sites pass more link juice
- Internal links distribute authority across your own pages
- Nofollow links do not pass link juice (though Google may treat them as hints)
- Link juice is divided among all links on a page - fewer links means more juice per link
- Redirects preserve most link juice (301 redirects pass ~90-99%)
Maximizing Link Juice
Build a strong internal linking structure. Link from high-authority pages to important content. Minimize link dilution by keeping navigation clean. Fix broken links that waste link juice, and use 301 redirects for moved pages.