Link Juice

Informal term for the SEO authority or PageRank value passed from one page to another via a backlink.

Link juice (or link equity) is an informal SEO term describing the ranking authority or PageRank value that passes through a hyperlink from one page to another. When a page with high authority links to your page, it shares some of that authority — passing 'link juice' to your page.

The amount of link juice passed through any given link depends on: the authority of the linking page (UR), the number of other links on that page (authority is diluted across all outgoing links), whether the link is dofollow or nofollow (nofollow links pass no link juice), and the relevance of the linking context.

Internal links also pass link juice. By linking strategically from your high-authority pages (typically your homepage and popular blog posts) to your priority commercial pages, you can pass internal link equity to pages you most want to rank.

Link juice is a simplified conceptual model. Google's actual PageRank algorithm is more complex and has evolved significantly, but the underlying principle — that links pass authority — remains directionally accurate and practically useful.