What is Link Equity?
Link equity, also known as "link juice," is the authority and ranking power that flows from one webpage to another through hyperlinks. Understanding link equity is crucial for SEO because it directly impacts how search engines evaluate and rank your content.
When a high-authority website links to your domain, it doesn't just create a connection—it transfers some of its authority to your site. This transferred authority is link equity, and it's one of the most important factors in how search engines determine your domain's Domain Rating and search rankings.
How Link Equity Works
Link equity flows through the web like water through pipes, following specific rules:
- Source authority: The higher the Domain Rating of the linking domain, the more equity it can pass. A link from a DR 80 domain can pass 10-20x more equity than a link from a DR 20 domain. For example, a single link from Wikipedia (DR 91) can provide more link equity than 50 links from DR 15 sites.
- Link distribution: Link equity is divided among all outbound links on a page. If a page has 10 outbound links, each link receives approximately 10% of the page's available equity. A page with only 2 outbound links passes 50% to each - this is why editorial links from pages with few outbound links are so valuable.
- Equity flow: When a page links to your site, some of its authority flows to your pages. The amount depends on the linking page's authority, the number of outbound links, and the link's position (content links pass more than footer links).
- Cumulative effect: Multiple links from quality domains compound your total link equity. Each quality link adds to your domain's overall authority, creating a compounding effect over time. A domain with 100 quality referring domains has significantly more link equity than one with 10, even if the individual links are similar quality.
- Internal links: You can also distribute equity internally through your own site structure. Strategic internal linking helps important pages rank better by concentrating link equity on target pages. For example, linking from your homepage (highest authority) to key service pages distributes equity effectively.
Real-world calculation: If a DR 60 page with 5 outbound links links to your site, you might receive approximately 12% of that page's link equity (100% ÷ 5 links = 20% per link, adjusted for various factors). If the same page had 50 outbound links, you'd receive only about 2% of the equity, demonstrating why link placement matters.
Factors That Affect Link Equity
Several factors determine how much link equity a link passes:
| Factor | Impact | Example |
|---|---|---|
| Source Domain Rating | High impact | A link from DR 80 passes much more equity than DR 20 |
| Number of outbound links | High impact | Equity is divided - fewer outbound links = more equity per link |
| Link position | Medium impact | Links in content body pass more equity than footer links |
| Anchor text | Medium impact | Relevant, keyword-rich anchor text can boost equity value |
| Authority link status | High impact | Links from trusted, authoritative domains pass more equity |
Link Equity Dilution
Link equity dilution occurs when a page has too many outbound links, reducing the amount of equity each link receives:
- Fewer links = more equity: A page with 5 outbound links passes more equity per link than one with 50
- Quality over quantity: One link from a page with few outbound links is often better than multiple links from pages with many outbound links
- Internal link management: Be strategic about internal linking to avoid diluting equity across too many pages
How to Build Link Equity
To build link equity for your domain:
- Get links from high-DR domains: Focus on acquiring links from domains with high Domain Rating. At Brutal Domains, we source and sell premium aged domains with verified DR metrics, all thoroughly vetted for quality and SEO value.
- Increase referring domains: More unique domains linking to you means more total link equity
- Focus on authority links: Links from trusted, high-authority domains pass the most equity
- Buy aged domains: Purchase domains that already have established link equity and redirect them to your main site
- Create linkable content: Develop valuable content that naturally attracts links from quality domains
Link Equity and Domain Rating
Link equity is the foundation of Domain Rating:
- Direct relationship: The more link equity your domain receives, the higher your DR score
- Quality matters: Link equity from high-DR domains contributes more to your DR than equity from low-DR domains
- Cumulative effect: Each quality link adds to your total link equity, gradually increasing your DR
- Referring domains impact: More unique referring domains mean more diverse sources of link equity
Using Purchased Domains for Link Equity
One of the most effective ways to gain link equity quickly is by purchasing aged domains with existing authority:
- Immediate equity: Aged domains already have link equity from their existing referring domains
- 301 redirects: Redirect purchased domains to your main site to pass their link equity
- Quality matters: Ensure purchased domains have quality backlink profiles with authority links
- Vetting essential: Always thoroughly vet domains before purchase to ensure they have clean histories and quality link equity
Maintaining Link Equity
To maintain and protect your link equity:
- Monitor your backlink profile: Regularly check for lost links or toxic backlinks that could harm your equity
- Avoid link farms: Don't participate in link schemes that could result in penalties
- Natural link building: Focus on earning links naturally through quality content
- Internal linking: Distribute equity strategically throughout your site