How does Link Juice affect SEO?

Posted on / by Arifur / in BMG's Marketing Blog

Link Juice: What it is and the importance for SEO

When positioning our website on the Internet, and especially in search engines, we must work on SEO links and the authority of our website, since we know that Google positions websites based on their authority and relevance, among many other factors. For this, one of the important concepts to consider is Link Juice.


What is Link Juice?

It is the authority that transmits from one page to another through a link (web link or hyperlink), and it must be considered in our link earning strategy. With this, we will improve our organic positioning through quality links. It is the value or equity passed from one page to another through those links.

In this way, the amount of juice or total authority of the linked pages, whether internal or external, will increase. Search understand those links as signals, meaning that other pages promote the content of yours and find it valuable.

How does Link Juice work for SEO?

In summary, each linked page within a website receives a proportional part of the Link Juice of the website that links it, that is, it receives greater authority. Therefore, the more websites that link to us, the more Link Juice our page will obtain, and the greater authority will have an impact on improving the positioning of our website.

In addition, not only does it influence the number of sites that link to us and their authority, but also how many other pages are linking on that page. For example, if you link to us along with many other pages from other sources, our website will not receive as much Link Juice as it would if they linked only to us. Using the example at the beginning, our website will not receive as much juice if the same glass has to be distributed among several.


Effective Link Juice Enhancement Strategy

Link Juice is transferred efficiently when it comes from links from:

  • Pages with content related to our page.
  • Pages that have a high authority or relevance , because they have a greater Link Juice to distribute, so we will have more probability of obtaining more Link Juice.
  • Pages that don’t have a lot of outbound links (unlike link farms ).

Conversely, Link Juice may not transfer properly when it comes from:

  • Pages with content not related to ours.
  • Pages that contain a large number of links.
  • Pages with little or no authority and relevance.
  • Pages that link us with attribute ” nofollow” , since that link will not transmit Link Juice.

Is it useful for SEO using link building strategies for internal pages?

Of course it is. And within the different linking strategies for a correct transmission of the Link Juice that we can implement, the main recommendation would be to distribute the authority of the main page following a hierarchical structure .

An example of using Link Juice correctly would start by taking into account the web architecture . From the main page, we would link to the categories; From the categories, we would link to the subcategories, and from the subcategories, we would link to our product sheets —in case of doing Link Juice in an e-commerce— or to independent pages.

However, not all the pages of our website have the same strategic importance , nor do they need to receive the same Link Juice, so it will be necessary to omit the pages that do not interest us such as the Legal Notice of our company. This practice is common and recommended, and does not mean having to remove all your links or not indexing any internal page, nor linking them with “ nofollow” attributes  – since that authority or Link Juice would be lost – but linking them strategically.

In addition, improving the internal linking and, therefore, the internal transfer of the Link Juice, is easier, since it is an On-Page element that only depends on us .

Is it also useful for SEO to transfer Link Juice linking to external pages?

Without a doubt, it is also useful. However, by dividing our authority between external pages , that is, outside our website, it is somewhat more complex. If we decide to link to an external page instead of an internal one, we could limit the authority of our website, by not getting that feedback that we would get by linking to other internal pages. Therefore, we must be more selective with external links.

In addition, according to its content, we must assess the type of attribute for each link . If, for example, the external page that we want to link does not have a theme related to ours, we must choose between linking it normally or with the “ nofollow” attribute  so as not to transfer authority to it.

This factor is important since, after the abuse of the attribute ” nofollow”  on multiple websites, Google launched Penguin, an algorithm change in 2012 in which it was decided that the distribution of authority or Link Juice would no longer be done entirely between the links without that attribute , despite having “ nofollow” links , but would be shared equally among all, causing the Link Juice that would have to transfer to the “ nofollow” link to  be lost.


How Link Juice and a good linking strategy matters

One of the advantages of this Link Juice distribution is that we are more careful with the linked content. since, by doing so, we are indicating that these are quality pages. In this way, we must be much more strategic and select what we want to link and how to do it so that it influences us as it benefits us the most.

In addition, and although we may think that optimizing the distribution of Link Juice does not benefit us, doing so is absolutely necessary, since, sometimes, our authority may be limited — fundamentally, at the start of a new website or after a migration— and we will need to be linked to growth. This will help us to have better positioning and a greater reach and, therefore, to attract quality traffic to our website.

Finally, and although the Crawl Budget is not an SEO positioning factor, it will also benefit us in providing Google with fewer links to crawl and, therefore, obtain a higher frequency of visits for its bots.


Enhance your Link Juice and Implement Internal Linking Strategies  with the SEO Service of BMG

At BMG, a global Full Stack Marketing Agency, we offer Search Engine Optimization (SEO) Services for different Search Engines like Google, Baidu, Naver and more. We make sure your website: Ranks higher in the search engine result pages of the specific search engine, increases keyword rankings, decrease bounce rates, gets additional traffic through organic and enhances conversions.  If you like to know more about our services or if you got any questions or comments, don’t hesitate to contact us.