GlossaryLinks
Link equity
Also called: Link juice
Link equity is the idea that links pass value from one page to another. It's a useful model, but Google doesn't publish how it works.
Link equity, sometimes called link juice, is the informal idea that a link passes some ranking value from the linking page to the page it points to. It comes from early descriptions of PageRank, where links acted like votes that were weighed by the strength of the source.
Modern ranking uses many more signals, and Google doesn't say how much any single link contributes. Still, the model helps. A link from a strong, relevant page with few outbound links is likely to be worth more than one from a weak page packed with links. Internal links pass equity too.
Practical point: don't waste equity. Link to your important pages from your own strong pages, fix redirect chains, and make sure the pages you want to rank are indexable. A link to a page that returns an error or is set to noindex gives you nothing.
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Every link we place comes with a receipt. The free link plan shows the pages worth pushing and what the links would cost.