- Category
- Links and authority
- Level
- Intermediate
- Also called
- Link juice, PageRank
- Origin
- PageRank, described by Google's founders in 1998
- Passed through
- Followed links and permanent redirects
- Check it free
- Internal Link Finder
What is link equity?
Link equity describes how authority flows through links. A page with many strong links has a lot of it and shares some with every page it links to, externally or internally. Google's original PageRank formula modeled this, and links remain a core signal.
How to use it
- Link from your strongest pages to the pages you want to rank.
- Redirect removed pages that have backlinks to relevant replacements, so their equity isn't lost.
- Avoid internal links to redirects and broken pages.