Link Juice is a metaphor for the SEO value passed from one page to another through links. Search engines treat links as a form of recommendation signal. The more a link comes from a high-authority page, the more link juice flows through, lifting the ranking of the linked page.
How Link Juice Flows
A page's authority is partly passed to the pages it links to. Three variables matter most.
- Authority of the source page - higher-authority pages pass more value
- Number of links - the more links on a page, the less juice each individual link carries
- Link relevance - links between topically related pages are valued higher
So a few authoritative, relevant links work better than a large volume of links.
Practical Applications
| Path | Role |
|---|---|
| Backlink | Link juice flowing in from external sites |
| Internal links | Channels that route on-site authority to key pages |
| nofollow | Attribute that signals not to pass link juice |
Internal link design is the area you can directly control. By linking from pages that have built authority to conversion-goal pages, you can redistribute ranking assets without relying on external sources. Prioritizing category hubs and core landing pages is an effective approach.
Notes
Attempts to artificially manipulate link juice, such as PBNs, are classified as black hat. They may produce short-term gains, but the penalty risk is high. It is safer to secure natural links grounded in EEAT within white hat principles. 238lab connects link assets to SEO results through internal link structure audits and backlink quality analysis.