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Link juice, also called link equity, is one of the primary factors that determine rankings within search engine results pages.
Link juice, also known as link equity, is one factor within search engine rankings that describes the authority passed between one website or page to another. Link juice is measured in a variety of ways including the topical relevance of the link, the page authority of domain being linked from, and a number of other ranking factors decided by search engines such as Google. Link juice can spread authority while you build links in two ways:
Link juice and PageRank are two terms that are often lumped together. When Google first gave insight into their algorithm that calculates site rankings in its search results, PageRank was introduced. PageRank was focused on a site's backlink profile in order to determine rankings, but PageRank is merely a cog in the wheel of SEO factors that Google considers when establishing rankings.
Link juice is influenced by a number of determiners since internal and external links both can pass link equity. Some important ideas to factor in are:
In order to check the quality of a link you need to be aware of resources that are readily available, and oftentimes free. Some of the most popular SEO analytic tools are:
These tools are used to determine what a link’s domain or page authority is, and how authoritative a link is. Some useful metrics that can help estimate the value of a link are:
There are specific techniques to implement in order to improve how a site passes link juice to important pages. There are three effective ways to go about doing so:
The only true way that link equity is received is through external links. In order to obtain external links, it is best to create relevant, resourceful, helpful content that you hope that other authoritative sites will find useful enough to ultimately link to. There are also other ways to garner external links such as guest posts, or custom link building services.
Equity is passed in a variety of manners. The external links pointing back to your domain will lend their authority to the internal links on your page as well. This equity is passed from the external page to your content, then onto the pages that it links to internally. It is important to remember that if you want to increase the views of a specific high-value landing page, it is beneficial to link internally to that page.
There are companies that offer SEO Auditing Services in order to optimize for the factors that Google uses in its algorithm to rank. These companies take a look at your website in order to indicate where there is room for improvement and create a comprehensive plan to mitigate those issues using specific tactics such as keyword research, link building, and other SEO services. The intent behind the auditing services is to observe and help the flow of link equity across an entire site. To elaborate, although you may have all the pieces, auditing services ensure they are being assembled correctly.
There are certain factors to keep in mind in order to maintain good link practices. Examples of factors to implement, keep track of, and maintain are: