Link Equity: What is it and How Do You Improve it?

Link Equity: What is it and How Do You Improve it?

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Link equity, also known as “link juice,” meaning refers to the level of authority or value that a page transfers to the pages it connects to through hyperlinks. This value is determined by factors such as the connecting page’s relevance to the topic, its authority, the authority of the site the page is on, and more.

This value can be passed on through both internal and external backlinks.

Equity contributes to a page’s PageRank, which is an indication of its relative importance. As more relevant and high-authority pages connect to a specific page (transferring juice to that page), its PageRank will increase.

In essence, the juice distribution represents the value transferred between pages, while PageRank is a measure of a page’s importance based on the juice it receives from other pages.

Types of Link Equity and Their Influence on SEO

Internal Link Equity involves the value or authority transferred between pages within a website via internal URLs, influencing search engine ranking and visibility.

Essential for SEO strategy, this equity distribution enhances value across the site, improves site navigation and user experience, and enhances indexation and crawling.

To optimize internal URL equity:

John Mueller has shared valuable insights on various aspects of SEO over the years, including URL equity. While it is difficult to pinpoint a specific statement made by him about this, his comments on topics like backlinks, internal URLs, and nofollow links provide useful information that relates to it.

Google’s John Mueller affirms the importance of internal pages and a well-structured website for better search engine performance and recommends a strategic approach.

Internal linking that goes beyond site breadcrumb navigation is one of the 'biggest things' a publisher can do tell Google what content is the most important.
John Mueller, Google
Breadcrumb Navigation

He also emphasizes the need to maintain a natural and diverse backlink profile to gain the best results in search engine rankings.

While John Mueller might not have explicitly commented on “link equity” as a specific term, his insights on related topics emphasize the importance of quality content and natural backlinks.

He clarified that Google does not evaluate URLs using total count criteria:

I donโ€™t think we differentiate like that in our systems. From my point of view, I would tend not to focus on the total number of links to your site, or the total number of domain links to your website, because we look at links in a very different way.
John Mueller, Google

External link equity is vital for SEO, as it helps establish domain authority, enhance organic search visibility, and improve credibility and trustworthiness.

To optimize this value:

  • Create high-quality, shareable content to attract natural backlinks, and avoid spammy links tactics.
  • Conduct outreach campaigns to connect with influencers and request backlinks.
  • Monitor your backlink profile and remove or disavow low-quality connections.
  • Engage with relevant online communities and share content.
  • Consider guest posting on reputable websites in your niche.

Mueller recommends that website owners avoid fixating on the total count of URLs directed at their site or the overall number of unique referring domains.

How to Manage the URL Equity of your Site with Sitechecker Internal Link Checker and Backlink Checker & Tracker

Managing your site’s URL equity with Sitechecker is a straightforward process. Sitechecker offers two tools to help you monitor and optimize your internal and external juice: Internal Link Checker and Backlink Checker & Tracker.

Internal Link Checker

Internal Link Checker

To utilize the Internal Link Checker tool, initially, you need to visit the website of the tool. Here, input the URL of your website and click on the option that says “Check Now.” Following this, a detailed report is generated, offering insights into the structure of your internal links, the anchor texts you use, and your URL pages. This report becomes instrumental in helping you identify where improvements can be made, enabling you to make necessary alterations and optimize the equity of your internal URLs.

Backlink Checker & Tracker

Backlink Checker Tracker

The Backlink Checker & Tracker is a useful tool designed to scrutinize the backlinks of your website, offering insights into the quality and relevance of these external URLs. To make use of it, you first need to navigate to the Backlink Checker & Tracker website. There, you input your website’s URL and select the “Check Now” button. This action prompts a comprehensive report that presents detailed information on aspects such as referring domains, anchor texts, and the authority of the pages. This report aids in distinguishing high-quality backlinks from low-quality or spammy ones that could potentially harm your site’s equity. It’s advisable to remove or disavow any harmful backlinks to maintain a healthy profile.

By using both tools in tandem, you can effectively manage your website’s internal and external URL equity, optimize your structure, and improve your site’s overall search engine performance.


Link equity or “link juice” is a significant SEO concept that affects a website’s visibility and ranking. It involves the authority transferred via hyperlinks, both internally (within the site) and externally (from other sites).

Internal link equity helps in improving site navigation, user experience, and indexation. As per Google’s John Mueller, a well-structured website with clear internal links is crucial for optimal search engine performance.

External link equity contributes to a site’s domain authority and organic visibility. Quality backlinks are key, and focusing solely on the number of links is discouraged.

An external equity link, or simply an external connection, is code on a web page that points to a different website or domain. These transfer equity from the targeted page to the linked page, which can positively impact the linked page's authority and search engine rankings.
You can check equity by using various SEO tools available in the market, such as Sitechecker, Ahrefs, Moz, SEMrush, or Majestic. These tools can provide insights into your website's backlinks, their authority, and the amount of value passed to your pages.
To minimize loss:

  • Use 301 redirects when moving or updating content on your website, which will pass most of the equity to the new URL.
  • Fix broken URLs and eliminate 404 errors.
  • Avoid excessive use of 'nofollow' within your site, as they do not pass link equity.
  • Regularly audit your backlinks to identify and disavow spammy or low-quality ones.

To enhance this value:

  • Create high-quality, valuable, and shareable content that attracts natural backlinks from authoritative and relevant sites.
  • Optimize your internal structure, ensuring that important pages receive adequate equity from other pages within your website.
  • Reach out to industry influencers and build relationships, which may lead to more high-quality backlinks.
  • Remove or disavow low-quality or spammy backlinks, as they can negatively affect your site's overall link equity.
  • Participate in relevant online communities or forums and share your content to earn valuable backlinks.

The time for equity to impact a site's rankings varies due to factors like indexing frequency, quality, competition, and algorithm updates. It can range from a few days to several months. SEO requires ongoing optimization and monitoring for long-term success.
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