Link equity

Link equity is the ranking value passed from one page to another via a link. It used to be called “link juice”. The more valuable links point to a page, the more authority that page builds and the better it can rank in Google. Link equity spreads throughout your entire site and across the wider web.

How does link equity flow?

When an authoritative site links to you via a backlink, it passes part of its value to you. The same logic applies within your own site: through internal links you distribute the value you have built across your pages. A blog article that attracts many backlinks can channel its equity to the service page where you want to generate leads.

The amount of value that flows through depends on factors such as the authority of the linking page, the number of links on that page and the relevance of the connection.

What influences the flow?

Not every link passes the same amount. A rel="nofollow" link passes less or no equity, and a page with a hundred outbound links spreads its value more thinly than a page with a handful. The anchor text and thematic relevance also play a role. Link equity is ultimately a building block of your domain authority and page authority.

Our approach to link equity

At Customer Impact we treat link equity as a scarce good that you steer deliberately. We make sure the value your content and backlinks build ends up on the pages that generate revenue, rather than leaking away into dead-end or unimportant corners of your site. For a B2B company, that means your strongest signals push your commercial pages upward. This is not a trick, but smart housekeeping with the authority you deserve.