What is link equity?
Link equity — often called link juice — is the value or authority that passes from one page to another through hyperlinks. It is a core concept of PageRank-style scoring: links from authoritative pages transfer more equity than links from weak ones.
Why link equity matters
Equity flowing into your pages raises their ability to rank. How you manage it matters too: internal links distribute equity to important pages, redirects consolidate it, and nofollow links pass none of it.
How to maximize link equity
- Earn dofollow links from authoritative, relevant pages.
- Link internally from high-equity pages to your priorities.
- Consolidate equity with 301 redirects instead of losing pages.
- Avoid heavy equity dilution through excessive outbound links.
Link equity and GEO
While AI engines don’t calculate PageRank the same way, the authority that equity represents is exactly what AI citation systems weigh.
Related terms
How Social SEO Team can help
We build and direct link equity where it drives results. See our link building packages.