Link Equity

Link equity is the value or authority that a link passes from the source page to the destination page. When an authoritative page links to another, it transfers a portion of its ranking power, helping the linked page rank better.

Link equity flows through both external backlinks, which bring authority into your site, and internal links, which distribute that authority among your pages. The amount passed depends on factors like the linking page's authority, its number of outbound links, and whether the link is followed.

Authority enters your site primarily through backlinks from other domains, then spreads internally as those pages link to others. A high-authority page that links to a weaker page channels some of its equity to lift it.

Followed links pass equity; nofollow, sponsored, and ugc links generally do not in the same way. The equity a page can pass is also shared among its links, so a page with many outbound links passes less through each one than a page with few.

Use internal linking deliberately to channel equity toward your most important pages. Link from high-authority pages to priority pages you want to rank, and ensure those priority pages are not buried deep in the site.

Preserve equity during changes by using 301 redirects when URLs move, so authority transfers rather than being lost to a 404. Avoid wasting equity on low-value pages, and earn quality backlinks to keep bringing new authority into the site for internal links to distribute.