Outreach Monks

Link Juice: Is It Still Important For SEO? (2024 Edition)

Link Juice Is It Still Important For SEO

Ever since the inception of the internet. Webmasters have been finding a way to be No. 1 on SERP.

The founders of Google, Larry Page and Sergey Brin, filed the first PageRank patent in 1998.

Then, in 2000, they launched Google Toolbar.

Webmasters and SEO professionals left no stone unturned to take advantage of this Algorithm.

A term coined during that time, “link juice”.

Today, we will learn about it and its importance in 2024.

What Is Link Juice?

Link Juice is the “value” or “equity” of a backlink, which it passes from one webpage to another. Link juice is an informal term and has never been used by Google. It is also referred to as “Link Equity” or “link Authority”.

In simple terms, it shows how much value a backlink will bring to your page.

How Does Link Equity Work?

Every web page holds some value. It depends on many factors, such as relevancy, the number of links, and authority.

When one page is linked to another, it passes that value or authority.

More links pointing to a webpage means more authority it has. And ultimately, it passes more link juice.

The Basics of Link Juice Transfer

The origin of link equity connects to Page Rank.

What is PageRank?

PageRank is a Google ranking algorithm. It shows how important a website is by its incoming links. A high PageRank page passes another site with more ranking power. It acts as a vote of confidence. 

Let’s take two pages, A and B, as an example. Suppose both are similar in all aspects, including quality content, page authority, etc.

If “A” has more backlinks, it will rank higher than page “B.

link juice basics

More links = More Authority?

If both sites get more links, which will rank better? The Obvious answer would be, the one with more links.

But the truth is a little different. The quality of the links outweighs the quantity of links.

Directionality and Distribution of Link Equity

Link juice doesn’t only flow one way.

If site A is linking to 3 websites, each will get 33% of the link power.

And if B is linking to 2 websites, each will get 50% of the link juice.

link juice distribution

PageRank Sculpting and Link Juice

In the past, webmasters used a technique called “PageRank Sculpting”. Basically it was used to pass the “ranking power” to important pages.

Webmasters used the “no-follow tag” to manipulate the flow of link equity.

link juice distribution-follow-no-follow-OLD

But, Google realized it and changed how the PageRank flows. Now, link juice is distributed equally among the links. The difference is, a no-follow link doesn’t receive link juice.

link juice distribution-follow-no-follow

Link Equity and PageRank

Link equity and PageRank sound similar. Yet, they are not the same. As we have discussed earlier. PageRank is a Google algorithm that decides which page to rank.

This was in the past. Now, PageRank is just one of many ranking factors. It’s still important, though.

Google now employs advanced algorithms. These include AI and E-E-A-T, among others.

The Role of Link Equity

Link juice refers to the amount of “value” to “juice” one page passes to another when linked. The more “Equity” the page has, the more its chances to rank higher.

Internal And External Link Juice

External link equity is when an external website links to your website. This passes link powers to your website.

We put all our focus on getting external backlinks. But we forget the pool of link juice we have in our own webpages.

We can utilize this link juice through strategic internal linking. This is referred to as internal link juice.

internal linking for link juice

The History Of Link Juice

PageRank was Google’s first revolutionary Algorithm. It considered backlinks as a ranking factor. Named after Larry Page, one of the founders.

People working in SEO use slang, “Google juice” or “link juice.” However, now this concept has been evolved.

Early search engines like AltaVista and Yahoo struggled because people tricked them with:

  • Keyword stuffing.
  • Hidden text.
  • Misleading meta tags.

Triking Google with Backlinks

As SEO specialist, started abusing linkbuilding. In earlier days, algorithms were not as sophisticated as today’s.

Google Keeps Updating

We can’t ignore link juice completely. But, our focus should be more on creating great content.

And use backlinks to provide value, rather than manipulate rankings.

How Is Link Equity Determined?

There are many factors which determine if the link will pass authority or not:

  1. Domain Authority:
    A link from a top site, like the BBC, is better than one from a lesser-known site. Tools like Ahrefs and Moz can check a site’s authority, showing Google’s trust in it.
  2. The Linking Page’s Authority:
    Specific page authority also matters. An old page with many links gives more “equity” than a new one, even on the same site.
  3. Link Relevancy:
    Relevance is crucial. A fitness blogger linking to a similar site is a strong endorsement. But, a link to a CRM tool is weaker because it’s off-topic.
  4. Number of Links on the Page:
    Fewer links on a page mean each one is more valuable. For example, four links would share 25% each of the page’s equity. More links reduce this.
  5. Link’s Location on the Page:
    Placing a link in the main text is better than in the footer or sidebar. Links higher uphold more value than those lower down.
  6. Follow vs. Nofollow Links:
    The link type is key. A “nofollow” link doesn’t pass authority, even from a top site. Meanwhile, ” Do follow” links do.

How To Utilize Link Juice Effectively

Use the power of your own pages to help other pages rank better. This is called strategic internal linking.

Simple Steps to Use Your Link Juice:

  • Find Strong Pages: Use tools like Moz to find your most powerful pages. These have a lot of link equity to share.
  • Link Smartly: Connect strong pages to ones that need more visibility. Make sure the links make sense and fit the content.
  • Place Links Well: Add links in the main part of your content. This is where they work best.
  • Keep Links Few: Don’t overcrowd your pages with links. Fewer links mean more power for each.
  • Check Your Work: Use tools like Google Analytics to see how the changes help your site.

Don’t Miss Hidden Opportunities

Pages like “Contact Us” have potential too. They’re often just a few clicks from the homepage and can share a lot of link juice.

  • Add Useful Links: Put links at the bottom of these pages. It’s like making a mini-sitemap.

Make the Most of Your Homepage

Your homepage usually has the most link juice. To spread the juice effectively, link directly from there to important pages.

External Strategies: Guest Posts and Niche Edits

Boost your site’s authority with guest posts and niche edits:

  • Guest Posts: Write good articles for other sites. Include links that lead back to relevant pages on your site.
  • Niche Edits: Add your links to existing articles on other sites. This lets you tap into their authority and pass some to your site.

Combine Techniques

Mix your internal linking with guest posts and niche edits. This approach helps your site get more visitors and rank better.

Follow these steps. They will help you manage your site’s link juice well. This will improve your visibility and search rankings.

Tools and Techniques to Measure Link Juice

There is no direct way to measure the “link juice”. but through some factors we can estimate the value of a link.

SEO Analytics Tools

Moz, SEMrush, and AHRefs have their own way of ranking pages. You can check metrics like UR (URL Rating) and PA (Page Authority). They show the page’s authority. AS (Authority Score) and others also help.

Link Placement and Quality Tools

Browser extensions like Check My Links can help you check the status of links on the go.

Tools like Screaming Frog SEO Spider help you check the internal linking structure and HTTPS status of pages.

Actionable Tips to Use These Tools:

  1. Schedule Regular Audits: Check your link profile monthly or quarterly.
  2. Aim for Quality Links: Use tools like Ahrefs to find and focus on high-quality links.
  3. Optimize Link Placement: Make sure your important links are in the main content. Use Screaming Frog to check your page layouts.

Call to Action: Want to learn more about optimizing your site’s SEO through effective link management? Contact us for an initial BACKLINK AUDIT.

Master these tools and techniques. You’ll understand and boost the link juice to your website. This will ensure higher search rankings.

Penguin Update: Putting A Stop To Link Juice?

In 2012, Google introduced the Penguin update. It aimed to stop websites from using tricks to boost their search rankings. Specifically, it tackled methods like keyword stuffing, link buying, and trading. These tricks were used to appear more popular.

How Did Penguin Change Things?

Penguin made Google smarter about which links are helpful and which aren’t. Here’s what changed:

  • Bad Links Hurt: Links that don’t look natural, or seem like they’re just there to trick Google, can now lower a site’s ranking.
  • Quality Over Quantity: It’s better to have a few good links from sites that make sense than lots of poor ones.
  • Watch Your Link Growth: If your site gets too many links too fast, Google might think it’s suspicious.
  • Relevant Links Only: Links from sites that are related to your topic are the best. Unrelated links might not help you much.

How to Stay on Penguin’s Good Side

  1. Check Your Links: Use tools to look at who’s linking to you. Remove any links that look shady.
  2. Aim for High-Quality Links: Get links from respected, relevant sites. These are much better for your ranking.
  3. Mix Up Your Anchor Text: Use different words in your links. If all links look the same, Google might not like it.
  4. Grow Links Steadily: Let your links increase naturally. Don’t rush it.
  5. Use the Disavow Tool: If there are bad links you can’t remove, tell Google to ignore them with it.

The Penguin update made Google pay more attention to link quality. It’s still important to get links, but focus on quality, and drop any shady tactics.

Link Equity Is Not Enough

Link juice helps your site rank better. But, it’s not enough by itself now. Google now cares a lot more about the quality of your content.

What Google Wants Now

Google tells us to make content that helps people. Here’s how you can do it:

  • Write Helpful Content: Create stuff that answers questions and helps solve problems.
  • Use Clear Keywords: Use words people search for and put them in important spots like your title and headings.
  • Make Links Easy to Follow: Google needs to see your links to find your other pages.
  • Tell People About Your Content: Share your stuff in places where people are interested in what you have to say.

Creating Content That Attracts Links

Instead of just trying to get lots of links, focus on making great content that earns links naturally:

  • In-depth Guides: Write detailed guides about things people want to know.
  • Original Research: Share new info or data that nobody else has.
  • Breaking News: Be quick to cover the latest news and add your expert thoughts.

Getting Links the Right Way

Once you’ve made great content, let people know about it:

  • Talk to Influencers: Connect with people who have a big audience. They can help spread the word.
  • Personalized Emails: Send emails to experts who might like your content. Make it personal and relevant to them.

Link juice is helpful, but great content is key. Create stuff that people find useful and want to share. This way, your site does well in searches because it’s truly good. It’s not just good because of the links.


Let’s break it down: Link juice is like your website’s secret energy drink. It’s pretty awesome, but it can’t do all the heavy lifting by itself. Here’s the scoop—great content is the star of the show now. Why? Because when your content rocks, people can’t help but link to it.

So, how do you win at SEO today? Simple:

  • Create Killer Content:
  • Earn Those Links
  • Keep It Real

Remember, it’s not just about chugging that link juice. It’s about crafting content that earns it, sip by satisfying sip. Get this combo right, and you’re not just climbing search rankings—you’re crushing them!

Frequently Asked Questions

What happens if I only focus on link juice and ignore content quality?

Your site might struggle to rank well because Google values both high-quality links and content.

Can too many links from one page dilute link juice?

Yes, the more links on a page, the less link juice each one passes on.

Is it worth removing old, low-quality links to my site?

Absolutely, cleaning up bad links can improve your site’s reputation and SEO performance.

How often should I check my link profile?

Aim for a review every few months to keep your link profile clean and effective.

Can link juice help a new website rank quickly?

Yes, but it’s best combined with strong content and good SEO practices for the fastest results.

Sahil Ahuja

Sahil Ahuja

Sahil Ahuja, the founder of Outreach Monks and a digital marketing expert, has over a decade of experience in SEO and quality link-building. He also successfully runs an e-commerce brand by name Nolabels and continually explores new ways to promote online growth. You can connect with him on his LinkedIn profile.


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