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Link equity and Passing link juice explained

You may have heard about link juice or passing link juice in SEO circles. This may seem like a random concept to many new SEO, some may even find it nonsensical. In the post, I will explain what Link Juice is and how it works, as well as the impact it can have.

What is link juice/ link equity

Firstly, we have to define what link juice is. Link juice is the colloquial term for “link equity”. I am sure you are already aware of the concept of Domain Authority and Page Authority. Essentially link juice or link equity is a value that passes a flow of ranking power from one link to another.

How does link juice work

Understanding how link juice is relatively simple. Let’s say you have a website called Domain A and you write a blog post. Domain X will link to your blog post from their website. Now let’s say Domain X has a Domain Authority of 32 and a Page Authority of 33, when they link to your site “Domain A”, it will boost the blog post on Domain A.

You might be thinking this is exactly the same as the page rank algorithm. Well, not exactly. It does seem similar though, doesn’t it. I mean it is passing value over from one site to another.

Advantages of link juice

The major benefit of passing link equity on to your website is that it can have a significant impact on your rankings. It can significantly increase your organic search rankings if more links are pointing to the page.

From a more holistic outlook, the link can also elevate the website as a whole. This is because that link is going to increase not only the page authority but the overall domain authority. As the domain authority increases, so does the rest of your search results.

As you can imagine this is the ultimate goal!

Disadvantages of link juices

There are no disadvantages that I am aware of with regards to link juice. None, except for spammy or toxic links. In the case of someone attempting negative SEO or you are doing black hat SEO link building. Sending a bunch of spam links to your site or receiving spam links is not good. In the event of spam or toxic links, I will just disavow those links in the Google Search Console.

Just a note on Black Hat SEO link building, don’t do it! You may receive a penalty from Google and it may take months to correct and get your website back on track.

Internal and external links and Link juice

So, you may be asking yourself if link juice can flow internally from post to pages. The answer is yes, you can pass link juice through internal pages. Please view the diagram below.

Let’s imagine you have 3 blog posts that you have written. And let’s say you have interlinked them to a specific product page or service page. Now let’s say you have done some guest post outreach and there are 6 guest posts linking to your 3 blog posts. Each of the guest posts linking to your blog post would be passing on link juice to the blog post. The blog post would further send link juice to the product or service page. It won’t have “full link transfer equity” though because it dilutes itself when passing over.

Now that we have clarified that, you could also build guest posts directly to the product or service page and it would be even more potent in terms of passing link juice.

Impact of service/ product pages

As I have touched on above, using a variety of white hat link building to pages and posts and interlinking site content will ensure you pass on link juice. It can significantly improve your organic rankings overall and for the specific page it is linking to.

Practical application of this concept

In order to apply this concept to your website, you need a page you would like to rank. You also need a selection of blog posts. You would create the pages and posts. The next step is to interlink the content and add contextual anchor text to all internal links. Following these steps, the next step is to start building backlinks using white hat methods such as guest post outreach. All the guest posts would link back to your website’s blogs posts, home page or service page transferring link equity to the various pages. 

The end result is an increase in domain authority and an increase in website rankings.

Well, I hope this has been helpful and I hope this concept makes sense. If you require SEO services please contact us today to discuss how we can help your business rank in Google.