What is Link Equity in SEO?
Link equity, also known as link authority, refers to the value or ranking power that a hyperlink passes from one page to another. This SEO concept is fundamental in determining which pages rank higher in search engine results. When a reputable site links to your page, it “shares” part of its credibility—boosting your page’s visibility.
How Does Link Equity Work?
When a webpage with high authority links to another, it transfers part of its SEO strength to the linked page. This helps improve that page’s ranking potential.
Example:
If Wikipedia links to your SEO guide, your guide gains significant link equity, giving it a better chance of ranking on page one.
But link equity is not infinite. It’s divided among all outbound links on a page.
A page with 10 outbound links shares less equity per link than a page with only 2.
More links = thinner equity per link.
Internal vs. External Links
| Type of Link | Purpose | Impact on Link Equity |
|---|---|---|
| Internal Links | Link between pages on the same website | Helps distribute equity across your site and improves crawlability |
| External Links | Links from other websites to your pages | Transfers SEO value from authoritative sources |
Key Factors That Influence Link Equity
To understand link equity fully, consider the main factors that determine how much equity is passed:
1. Domain Authority (DA) or Page Authority (PA)
Pages with high authority scores pass more link equity.
Example: A backlink from Forbes is more valuable than one from a new blog.
2. Topical Relevance
Links from content related to your topic pass more meaningful equity.
Example: A digital marketing blog linking to an SEO guide is more valuable than a food blog linking to the same page.
3. Anchor Text Quality
Relevant, keyword-rich anchor text enhances the link’s effectiveness.
Example:
- “Best SEO Tools” (descriptive, relevant)
- “Click here” (generic, weak)
4. Number of Outbound Links
Fewer outbound links = more equity per link.
Example: A page with 5 external links gives each one more equity than a page with 50.
5. Nofollow vs. Dofollow
| Type | Definition | Effect on Link Equity |
|---|---|---|
| Dofollow | Regular links that pass equity | Passes link equity |
| Nofollow | Links tagged with rel=”nofollow” | Does not pass equity |
Why Link Equity Matters for SEO!
Pages with high link equity tend to rank higher on Google and other search engines. Accumulating equity across multiple pages improves your entire site’s credibility. Higher-ranking pages get more visibility, resulting in more clicks and visitors.
Internal links that pass equity help search engines discover and index your deeper pages.
Backlinks from authoritative sources tell Google that your content is valuable.
Real-Life Example of Link Equity in Action
A popular marketing blog lists your article on “How to Use SEO Tools Effectively” in its post titled “Top 10 SEO Tools”.
That backlink passes substantial link equity to your article, boosting its rank for related search queries. As a result, your page starts receiving more organic traffic and climbs the SERP.
Final Thoughts
Link equity is not just about quantity—it’s about quality, relevance, and strategy.
You can significantly enhance your SEO performance, by earning backlinks from authoritative sites, using smart internal linking, and optimizing anchor text. Manage your link equity wisely, and you’ll build a more discoverable, trusted, and higher-ranking website.
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