Link juice is the term used in the SEO world to refer to the value or equity passed from one page or site to another. This value is passed through hyperlinks. Search engines see links as votes by other websites that your page is valuable and worth promoting.
The link equity that passes from these sites to your site is the link juice, and this link juice differs in its authority depending on the sites linking to you.
Link Juice Working:
Site A receives links from 4 sites while B receives links from 3 sites. Since A receives links from more sites, there is more link juice being transferred to A and consequently, A is likely to rank higher than B in search results.
Note: These results assume the sites linking to A and B have a similar authority.
Sculpting Link Juice:
In the first diagram, you will see that with do-follow links, the transfer of link juice is equally distributed to all the outgoing links from a website.
PageRank sculpting was possible when we add a no-follow attribute to one of the outgoing links, which meant that the link juice would not transfer to the page that is no-followed but would be distributed to the other links.
This is no longer possible. You can see in the next diagram that the site distributes its link juice to all three sites equally; the difference is that the no-followed link doesn’t receive it, and leaking of link juice happens.
Link Juice comes from:
- Pages that have content relevant to your site.
- Pages that have a high PageRank.
- Pages that have relatively few outbound links.
- Pages that contain quality content.
- Pages that appears high in SERPs.
- Pages that have user-generated content.
- Pages that are popular with social media audiences, i.e. they are mentioned often in social media.
Link Juice doesn’t come from:
- Pages that have no-followed the link to your site.
- Pages with irrelevant content.
- Pages that have a lot of links; for example, ad links or site-wide links.
- Pages that are not indexed in search.
- Paid links.
- Links obtained in a link exchange scheme. (This is where you link to someone’s site in return for a link to your site, which essentially cancels the impact.)
- Links from unranked sites with no content.