What Is Link Equity? How Does It Affect Your SEO?

What Is Link Equity? How Does It Affect Your SEO?

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    When it comes to backlinks, the objective is always to maximize value, just like any other smart investment. A strong, useful link profile is essential for any current SEO strategy. They will not only help you rank well in search results and attract organic web traffic, but they will also do wonders for your site’s domain authority. The days of quantity over quality link spamming, which was popular just a few years ago, are long gone. If you want to enhance the quality of your links and rank higher on Google, you must focus on one thing: link equity.

    link equity analysis

    Link equity, sometimes known as “link juice,” is a search engine ranking element that assumes certain links will convey value and authority from one website to another.


    While the value of a link determined by various aspects that we will discuss later. It is crucial to note that link value may passed across websites via two types of equity connections: internal and external links.

    Before we get into the mechanics of how Google and other search engines evaluate link equity and enhance it, there are a few fundamental concepts to understand.

    First, you must realize that external links (those from other websites) will supply you with greater long-term ranking worth and equity than internal ones (i.e., from the same website).

    This is not to say that internal linkages are unimportant. In truth, if 1) your site has a high degree of authority and 2) the page in issue contains internal connections from other high-value pages, a page may still score rather well with few external links.

    However, if Google does not perceive your domain to be authoritative and your page has no external connections. You will have difficulty gaining organic visibility. Generally, you should prioritize acquiring link equity from outside sources.

    Those That Are Well-Linked To Pass On More Equity Than Poorly Linked Pages.

    Second, keep in mind that well-linked-to sites (both external and internal) will be in a better position to pass on link equity than poorly-linked-to ones.

    In essence, if one of your pages has a strong link profile (particularly from other high-value and significant pages), that page will have an easier time passing on link equity than a page with a weaker link profile.

    Third, the quality of your links is more significant than the quantity. A page with a few value-driven connections will often pass on more link equity than a page with hundreds or thousands of links. As a result, link equity necessitates narrowing your emphasis to only the most significant, valuable, and relevant pieces of content.

    Google’s Pagerank Algorithm’s Declining Influence

    Finally, it is critical to emphasize the fading importance of Google’s original ranking algorithm, PageRank.
    The PageRank algorithm, named after Google creator Larry Page, arranged search results by analyzing a website’s backlink profile. It will weigh the quantity and importance of connections on each page. Because PageRank emphasized the overall number of connections. It was relatively simple for SEOs to increase search engine ranks by simply spamming links to their websites.

    The idea of PageRank has been developed to emphasize link equity. While it used to be assumed that the most relevant. And useful websites were those with the most connections from other sites. Google now considers a variety of other significant variables such as link relevancy, authority and trust, and link placement.

    Recognizing that not every link is a good connection, the list below offers a few components to consider as you seek to optimize your link equity.

    • Relevance

    The first thing you should realize is that backlinks must be relevant.

    Irrelevance does not provide authority in current SEO, and it surely does not bring value. Limit your links to pages that are related to the current subject.

    • Quantity

    As previously said, link quality is more important than link quantity when it comes to link juice. While there is no hard and fast rule about how many links you should put on a page, it’s recommended to limit it to a minimum to prevent losing exposure to your most useful and relevant connections.

    • Anchor Text

    As we previously stated in our analysis of subject relevance, Anchor texts play an important role in link construction.


    One of the easiest methods to assist Google in determining the relationship between two pages is to use exact match anchor text with your target keyword/keywords that characterize the particular page on the other side of a link. If your anchor text is relevant, it will dramatically improve your link equity and page ranks. Remember that words have power!

    • Authority Of The Linking Site

    Another key consideration is domain authority. Links from a reputable site with high authority will pass on more link juice than links from a new site with less authority. Because it takes time for a new site to gain authority, a backlink profile comprised of reliable and authoritative sites should always be prioritized.

    The Position Of The Link On The Page

    When it comes to passing on link juice, link visibility is critical.


    Links concealed in your site’s footer or sidebar are often evaluated less by Google than links placed in the body of a web page’s content (i.e., “contextual” links). Your site layout plays a significant role in assisting Google in determining which information is truly important. As a result, be smart about where you place your footer links and strive for exposure.

    HTTP Status Of The Linked Page

    Only links with HTTP status codes in the 200s or permanent 301 redirections will keep their link equity.
    Although Google has declared that all redirects (even non-ideal redirection) will pass on link equity, you should proceed with caution. No other search engines are likely to follow Google’s path, so construct your link building plan with the philosophy of “better safe than sorry.”

    Crawability And “Nofollow” Attributes

    If you include a robots.txt file on one of your pages, you instruct Google not to crawl or index that page. Crawlers from search engines will disregard your page and, as a result, any potential link equity.
    Similarly, an “index, no follow” or “noindex, no follow” attribute tells Google to disregard the relationship between the two sites in question, and your links will not convey link equity. As a best practice, “no follow” links should be replaced with “followed” links.

    You can do various tactics right now to increase your link building efforts, grab more link equity, and boost your rankings. While the list below is by no means complete, it is a good place to start for firms who are unfamiliar with the notion of link development.

    If you’re not ranking well, you should first use an internet SEO or keyword tool.


    Several SEO tools are available to assist you in estimating link authority and relevance. Ahrefs is one of our favourite tools, and we utilize it to help us create SEO-optimized content. Taking into consideration a wide range of link metrics, Ahrefs offers you a comprehensive picture of your backlink profiles via the metrics listed below:

    • Ahrefs Rank
    • URL Rating (UR)
    • Domain Rating (DR)
    • Backlinks
    • Referring Domains

    Not only does Ahrefs give a very accurate image of the present health of your page links. But it also provides a strong historical view of all your connections – both dead and living.

    With a service like Ahrefs at your disposal, you should do a site audit and seek untapped backlink potential. This is especially crucial if, despite having a vast site, only a few of your pages receive high-quality equity connections.


    Although not all of these pages are considered “power pages” by Google, they are rich in backlink potential.


    Consider reworking the material to increase relevance between themes, including bulleted lists (with links). Below the fold, optimize internal linking, and include target keywords in the anchor text of your links. Although they are sometimes missed, these changes will undoubtedly assist you in passing link equity.


    3. Develop Topic Clusters

    Creating subject clusters is another excellent approach for increasing link juice. A topic cluster is a collection of interconnected web pages that you may create. 1) creating pillar content that addresses a wide issue. And 2) internally connecting that pillar topic to other related content or blog entries (i.e., your “cluster” topics).


    Relevant links from your cluster content to your pillar page will tell Google which page in the group is significant. Internal links from your pillar page to your cluster content will carry value across the whole cluster. It will benefit each page as long as the material is connected and relevant.


    4. Improve the Information Architecture of Your Website

    Finally, you must efficiently manage your website’s information architecture and content structure, with strong connections between related and relevant sections. Pages that link to irrelevant material will suffer a drop in relevance, resulting in a loss of link juice.


    Your pages will have less value to pass on to other pages if they have a lower relevance score. In addition to essential internal linking, focus on creating logical categories for site navigation and removing duplicate and low-quality material.

    Link equity is the secret sauce of any current SEO action plan in the effort to increase organic traffic. Boost authority, and rank higher for the sites that genuinely matter. The ideas, tactics, and tools discussed in this post should have you swimming in link juice in no time with a little patience and determination.

    Advanced Techniques to Optimize Link Equity for SEO Success

    While the foundational principles of link equity are crucial, businesses that aim to lead in search rankings must adopt advanced strategies to harness link equity’s full potential. Below are detailed steps and approaches that will enhance your link-building initiatives.

    1. Leveraging Guest Posting for High-Quality Backlinks

    Guest posting is a powerful strategy to secure valuable external links that pass on link equity. Here’s how you can do it effectively:

    • Identify Relevant Websites: Focus on authoritative sites in your niche with high domain ratings. Tools like Ahrefs or SEMrush can help you evaluate a website’s backlink potential.
    • Pitch High-Value Content Ideas: Offer unique, well-researched topics that align with the target site’s audience and add value.
    • Include Contextual Links: Strategically place links within the body of the content to ensure maximum equity transfer. Avoid overloading the article with links, as this can appear spammy.
    • Maintain Relevance: Ensure that the linking site’s content aligns with your domain. For example, a tech blog linking to a fashion site might raise red flags for search engines.

    2. Reclaiming Lost Link Equity

    Lost backlinks are an often-overlooked area where you can recover link juice. Over time, links may break or pages they point to might be removed, leading to lost link equity. Here’s how to reclaim it:

    • Audit Backlinks Regularly: Use tools like Google Search Console, Ahrefs, or Screaming Frog to identify broken links pointing to your website.
    • Redirect Broken Links: Set up 301 redirects from the broken links to the most relevant live pages on your website.
    • Outreach to Webmasters: Politely request the linking site to update the broken link with the correct URL.

    3. Create Link-Worthy Content

    Producing content that naturally attracts backlinks is a long-term strategy for building link equity. Here’s what you can focus on:

    • In-Depth Guides: Comprehensive resources or how-to articles often earn links from other sites looking to reference expert information.
    • Data-Driven Studies: Original research, case studies, or surveys with valuable insights can attract high-quality backlinks.
    • Infographics and Visual Content: Visually appealing content is highly shareable and often linked back to as a source of information.
    • Interactive Tools: Calculators, quizzes, or other tools can draw organic backlinks when they provide value.

    4. Optimize Anchor Text Distribution

    Anchor text plays a crucial role in defining link relevance and passing equity. Proper optimization ensures search engines clearly understand the relationship between linked pages. Here’s how:

    • Use Keyword-Rich Anchor Text: Incorporate primary or secondary keywords naturally into anchor texts.
    • Avoid Over-Optimization: Overusing exact-match keywords can lead to penalties. Maintain a mix of branded, generic, and exact-match anchor texts.
    • Focus on Contextual Relevance: Ensure the surrounding content supports the anchor text to avoid appearing spammy.

    5. Leverage Local SEO for Link Equity

    For businesses with a local focus, building local link equity is critical. Here’s how to do it:

    • Engage with Local Directories: Ensure your business is listed on reputable local directories with proper NAP (Name, Address, Phone) information.
    • Collaborate with Local Influencers: Partnering with influencers or bloggers in your region can yield authoritative local backlinks.
    • Participate in Community Events: Sponsoring or participating in local events often leads to mentions and links from local news outlets or event websites.

    6. Monitor Competitor Backlink Profiles

    Studying your competitors’ backlink strategies can reveal untapped opportunities. Here’s how:

    • Identify Competitors’ Links: Use tools like Ahrefs, SEMrush, or Moz to analyze their backlink profiles.
    • Find Content Gaps: Look for high-authority sites linking to competitors but not to you. Craft content or outreach strategies to fill this gap.
    • Reverse Engineer Their Strategy: Understand the type of content or strategies earning them backlinks and replicate (or improve) upon those efforts.

    7. Focus on Long-Tail Keywords for Better Link Equity

    While high-competition keywords may take time to rank, targeting long-tail keywords can bring quicker results and help accumulate link equity. Here’s why:

    • Higher Relevance: Long-tail keywords often align closely with user intent, attracting more targeted traffic.
    • Easier Backlink Acquisition: Long-tail content is less competitive, making it easier to secure backlinks from niche sites.
    • Build Topic Authority: Over time, consistently ranking for long-tail keywords enhances your site’s overall authority in a specific domain.

    8. Regularly Update Your Content

    Outdated content can lose its link equity over time as search engines and users prioritize current, relevant information. Refresh your content regularly to retain and attract links.

    • Revise Outdated Statistics: Replace old data with recent, credible information.
    • Expand Content: Add new sections, visuals, or examples to improve depth and relevance.
    • Repromote Updated Content: Share the revised content with your audience and inform sites linking to the old version about the update.

    9. Incorporate Social Signals into Your Strategy

    Although social media links do not directly pass link equity, they amplify visibility and increase the likelihood of earning backlinks. Here’s how:

    • Promote Shareable Content: Focus on creating content that resonates with your audience and encourages sharing.
    • Engage With Communities: Participate in relevant social media groups and forums to build relationships that can lead to backlinks.
    • Use Paid Promotions: Boost your best-performing content to reach a larger audience and attract potential linkers.

    10. Build Relationships for Natural Backlink Growth

    Relationship building is a subtle but effective way to grow your backlink profile. By networking with industry leaders, bloggers, and influencers, you can naturally acquire high-quality links.

    Participate in Webinars and Podcasts

    Participating in webinars and podcasts is an excellent strategy to build your online presence and earn high-quality backlinks. Here’s how it works:

    • Showcase Your Expertise: When you are invited to speak or participate in a webinar or podcast, you share valuable insights and establish yourself as an authority in your field. These events often have dedicated web pages on the host’s website that include details about the speakers, topics, and event highlights.
    • Earn Backlinks: Your participation is typically acknowledged with a backlink to your website or profile. This link is often included in the event’s description, promotional materials, or follow-up content.
    • Amplify Reach Through Collaboration: Many webinars and podcasts feature a wide audience base. Collaborating with hosts ensures your insights reach a broader group, increasing visibility and engagement.
    • Proactive Steps to Get Involved: To take advantage of this opportunity, look for webinars and podcasts in your niche and pitch ideas to the hosts. Highlight your expertise and how your contribution can add value to their audience.

    Engage with Industry Publications

    Collaborating with respected industry publications is a powerful way to enhance your backlink profile and establish thought leadership. Here’s how you can leverage these platforms:

    • Submit Guest Articles: Many industry publications accept guest contributions. By creating high-quality, informative articles relevant to their audience, you can position yourself as a knowledgeable voice in the industry. In return, these articles often include a link to your website, either in the body of the article or your author bio.
    • Offer Expert Quotes: Publications often seek expert opinions or quotes to add depth to their articles. By reaching out to journalists or signing up for platforms like HARO (Help a Reporter Out), you can provide valuable insights that earn you a mention and a backlink.
    • Network with Editors and Journalists: Building relationships with industry editors and journalists can open doors to future collaborations. Once you’ve established trust, they may approach you for your perspective on relevant topics.
    • Stand Out with Unique Insights: Focus on providing unique, data-driven insights or actionable tips that resonate with the publication’s audience. This increases the likelihood of your work being published and linked to.

    Offer Testimonials

    Providing testimonials for products or services you genuinely use is a win-win strategy for both you and the companies involved. Here’s how it benefits your backlink strategy:

    • Leverage Brand Recognition: Many companies showcase customer testimonials on their websites to build trust and credibility. By offering a testimonial, your name and website link can appear alongside, associating you with a reputable brand.
    • Focus on Authenticity: Ensure your testimonials are honest and detailed. Highlight specific benefits or results you’ve experienced by using their product or service. Authenticity increases the chances of your testimonial being featured.
    • Build Relationships with Brands: Providing testimonials fosters goodwill with the brand owners or marketing teams. These relationships can lead to further opportunities, such as guest blogging, collaborations, or additional backlinks.
    • Increase Traffic and Authority: When a high-authority website links to your page through a testimonial, it not only improves your domain authority but can also drive targeted traffic to your site.

    Tips for Success:

    • Identify reputable brands and services you’ve used and would genuinely recommend.
    • Reach out to their marketing or PR teams and let them know you’re happy to provide a testimonial.
    • Include a concise description of how their product or service has positively impacted you, and mention your website link for reference.

    Measuring Success: Tracking Your Link Equity Progress

    Finally, tracking your link equity progress ensures you’re moving in the right direction. Regularly monitor:

    • Backlink Profile Growth: Keep an eye on the number and quality of backlinks using tools like Ahrefs or SEMrush.
    • Domain Authority (DA) or Domain Rating (DR): These metrics reflect your site’s overall authority based on your backlink profile.
    • Traffic Improvements: Use Google Analytics to track organic traffic growth resulting from better link equity.

    Strengthen Your SEO with Strategic Link Equity Building

    Link equity is not just about building a robust backlink profile; it’s about crafting a deliberate strategy that aligns with search engines’ evolving algorithms. By employing the techniques outlined in this article—guest posting, content creation, internal optimization, and relationship building—you can amplify your link equity and secure a competitive edge. Success requires patience, consistent effort, and the willingness to adapt to the ever-changing SEO landscape. Start building smarter links today, and watch your rankings soar!

    Tuhin Banik

    Thatware | Founder & CEO

    Tuhin is recognized across the globe for his vision to revolutionize digital transformation industry with the help of cutting-edge technology. He won bronze for India at the Stevie Awards USA as well as winning the India Business Awards, India Technology Award, Top 100 influential tech leaders from Analytics Insights, Clutch Global Front runner in digital marketing, founder of the fastest growing company in Asia by The CEO Magazine and is a TEDx speaker and BrightonSEO speaker.