Link Juice

How Link Juice Works

Link juice is the SEO community's colloquial term for the PageRank-derived authority that flows between pages via hyperlinks. When a high-authority page links to another page, it shares a portion of its ranking power — or "juice" — with the linked page. The concept derives from Google's original PageRank algorithm, which treated links as votes and distributed authority proportionally across all outbound links on a page.

Why Link Juice Matters for B2B Marketing

The amount of link juice passed depends on: the linking page's overall authority, how many links that page has (juice is diluted across all of them), whether the link is followed, and the contextual relevance of the link. A single dofollow link from a DR 90 page with 5 outbound links can be worth more than 100 links from DR 20 sites.

Link Juice: Best Practices & Strategic Application

Optimizing link juice flow involves both external and internal strategies. Externally, focus on earning links from pages with few outbound links (resource pages, author bios, editorial articles). Internally, use your highest-authority pages as internal linking hubs that funnel juice to your most commercially valuable service or product pages.

Agency Perspective: Link Juice in Practice

Agency perspective: "Link juice sculpting" — using nofollow on internal links to redirect authority — was once a common tactic but became less effective after Google's 2009 PageRank sculpting update. Today, the best internal link juice strategy is simply ensuring your most important pages receive internal links from your highest-authority pages, without over-engineering the structure.