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What is Link Juice

What is Link Juice?

Link juice is the term used in the SEO world to refer to the value or equity passed from one page or site to another. This value is passed through hyperlinks. Search engines see links as votes by other websites that your page is valuable and worth promoting.

There are many ways to earn links from the web through direct and indirect efforts. Direct effort refers to link building strategies, such as document sharing, guest posting, social media marketing, press release publishing and more. The indirect effort is gained from presenting excellent content on your site that causes readers to share it around the web, linking the pages naturally. The link equity that passes from these sites to your site is the link juice, and this link juice differs in its authority depending on the sites linking to you.

How Does Link Juice Work?

Suppose you have sites A and B. If all other ranking factors are constant and site A has one link while site B has no links, site A will rank higher in search results due to the link juice it receives from the external site linking to it. What happens if site B also gains one link? This depends on the amount of juice each link passes. Look at the diagram below. Site A receives links from four sites while B receives links from two sites. All the linking sites receive link juice from other sites too. Since A receives links from more sites, there is more link juice being transferred to A and consequently, A is likely to rank higher than B in search results. Note: These results assume the sites linking to A and B have a similar authority.

Another factor to consider is that passing link juice happens in both directions. So, now let us say that the sites linking to site A all also link to other sites too (represented by the grey arrows in the diagram below), whereas the sites linking to site B exclusively link to B. In this case, the percentage of link juice that B receives is higher than the percentage of link juice site A receives. This increases site B’s chance at ranking higher than site A.

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