link juice
Also called: link equity, link authority, link value
Link juice is an informal SEO term for the ranking value, or authority, that one page passes to another through a hyperlink. Google confirms it uses links as a signal for a page's relevancy, so links from strong, relevant pages help the pages they point to rank.
The phrase comes from SEO folklore, not Google. It sits on top of PageRank, the algorithm that scores a page partly by the links pointing at it. Google’s own docs put it plainly: it “uses links as a signal when determining the relevancy of pages and to find new pages to crawl.” When a trusted page links to yours, some of that trust carries across.
What passes it, what blocks it
Both internal links (page to page on your own site) and external backlinks pass value. A crawlable link has to be a plain anchor tag (a with an href) pointing to a real URL; buttons or scripts Google cannot parse pass nothing. Anchor text matters too, because Google reads it to understand the target page, so descriptive text beats “click here.”
You can also stop a link from passing value. Adding rel="nofollow" or rel="sponsored" tells Google not to pass ranking credit, and that is exactly how Google says paid or sponsored links should be tagged. Quality gates the rest. Google defines link spam as “creating links to or from a site primarily for the purpose of manipulating search rankings,” and buying or selling links that pass ranking credit is a policy violation. One editorial link from a relevant, trusted site outweighs dozens of low-value ones, so where a link sits and who gives it decide how much authority actually moves.
How it affects your traffic
Link juice is why link building moves rankings at all. A page cannot pass authority it does not have, so a handful of followed, editorial links from relevant, trusted sites lifts your target pages more than raw volume ever will. If your money pages sit deep in the site or only attract nofollowed, low-authority links, they stall no matter how good the content is. Our Link Building service earns followed, on-topic links to the pages that drive revenue, then routes that authority internally to the rest of the site.
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