Link equity

What is link equity?

Link equity refers to the SEO value that one webpage passes to another through hyperlinks. It's essentially a vote of confidence or endorsement from one page to another, signaling to search engines that the linked content is valuable and trustworthy. This concept evolved from Google's PageRank algorithm, which revolutionized search by evaluating websites based on the quantity and quality of links pointing to them rather than just keyword density. When a high-authority page links to another site, it transfers some of its established credibility and authority, much like a respected professor recommending a book carries more weight than a recommendation from a first-year student.

How does link equity flow between websites?

Link equity transfers through the intricate network of the web via hyperlinks, flowing from page to page like water through pipes. When Site A links to Site B, a portion of Site A's authority (often called "link juice") passes to Site B. However, not all links conduct equity equally. Dofollow links—the default link type—pass equity freely, while nofollow links include an attribute that instructs search engines not to transfer authority. Internal links distribute equity throughout your own website, helping search engines understand your site structure and elevating important pages. The amount of equity passed depends on how many outbound links exist on the page—more links mean each one passes less equity, as the page's authority gets divided among all linked destinations.

Why is link equity important for SEO?

Link equity forms a cornerstone of search engine rankings because it serves as a third-party validation system. Pages that accumulate substantial link equity typically rank higher in search results, as search engines interpret incoming links as votes of confidence from the wider web. This accumulated authority doesn't just benefit the specific pages receiving links—it enhances domain authority across the entire website, creating a rising tide effect. Sites with strong link profiles can often rank more easily for competitive terms and recover faster from algorithm updates. Additionally, a diverse and natural link profile built through earned link equity signals to search engines that your content genuinely deserves visibility.

How can you preserve and maximize link equity?

Preserving link equity requires careful technical management, particularly during site changes. When removing or changing URLs, implementing proper 301 redirects ensures the equity from existing links transfers to new pages rather than disappearing into "link equity black holes." Creating a thoughtful internal linking structure helps distribute equity to important pages that might struggle to earn external links naturally. Regular site audits to identify and fix broken links prevent equity leakage, while consolidating similar content can concentrate equity rather than diluting it across multiple competing pages. Avoiding orphaned pages—those without any internal links pointing to them—ensures every page can receive some flow of equity through your site's internal linking structure.

What factors affect link equity distribution?

Several factors influence how much equity transfers through a link. The linking page's authority dramatically impacts the value passed—a link from a trusted news site carries significantly more weight than one from a new blog. Relevance between the linking and linked content matters increasingly, as search engines evaluate topical relationships. The anchor text used in the link helps search engines understand what the destination page is about, with descriptive text generally passing more targeted equity than generic phrases like "click here." Link placement also affects equity flow, with links in the main content typically passing more value than those in footers or sidebars. Finally, the age and stability of the link contribute to its equity value, with established links generally providing more consistent benefit than newly created ones.