Glossaire · SEO

Link juice

Link juice refers to the ranking value that a hyperlink passes from one page to another. When a page links to another, it transfers part of its authority and popularity, which influences how the destination page ranks in search results. This transfer happens both between different websites (external links or backlinks) and within a single site (internal links). The amount of juice passed depends on the authority of the source page, the total number of outbound links on that page, and the nature of the link itself: a nofollow attribute blocks the transfer. Link juice is one of the historical mechanisms behind Google's PageRank, and it remains a central lever for distributing authority across a site's architecture. Mastering it lets you channel value toward the pages that drive revenue.

Link juice is one of the founding concepts of SEO. Understanding how authority flows between pages lets you structure a site that ranks better, without needlessly piling on content.

How link juice works

Every web page holds a certain authority, inherited from the links it receives. When it points to another page, it transfers a fraction of that value. The stronger the source page and the fewer outbound links it carries, the more juice each link passes. This principle underpins Google's PageRank: a page cited by trusted sources gains legitimacy.

This transfer is not limited to external backlinks. Within your own site, internal linking plays a decisive role: it channels juice toward the strategic pages you want to rank first.

Key takeaway

Link juice is not created, it is distributed. Your job is to steer that value toward the pages that matter most.

A concrete example

Picture a highly authoritative homepage that contains ten links. If they all point to secondary pages, the juice gets diluted. By reducing the number of links and aiming the most visible ones at your pillar pages, you concentrate authority where it generates revenue.

Why it matters

Mastering link juice means avoiding the waste of a precious asset. Many sites let their authority leak toward pages with no SEO value (legal notices, login pages) or dilute it across overloaded menus. A deliberate link strategy, combining quality link building with a clean internal architecture, remains one of the most profitable levers in search. At LUWIZ, we systematically audit how authority flows before any link-building campaign.

FAQ

Questions fréquentes

Yes. Even though Google no longer reports a public PageRank, authority transfer through links remains a major ranking signal. Internal and external links keep distributing value across your pages.

A nofollow link tells Google not to follow the link for authority transfer. It therefore does not pass link juice in the classic sense, but it can still drive traffic and indirect signals.

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