Definition
Link equity is the ranking value that links pass from one page to another, which redirects and internal links can preserve or waste.
Link equity explained
Links from other sites are one of the ways search engines judge a page's importance. Google's original PageRank algorithm modeled this as value flowing through links, and SEOs still describe it as link equity or, informally, link juice. The exact calculations aren't public, but the principle holds: links from relevant, trusted pages help the pages they point to.
Link equity is most at risk when URLs change:
- A page is deleted or moved without a redirect, so links to it point at a 404.
- A redirect points to an irrelevant page, such as the homepage, rather than the equivalent content.
- Long redirect chains or loops break the path.
- Internal links are removed in a redesign, cutting important pages off from the rest of the site.
Permanent redirects to closely matching pages, direct internal links and careful migrations keep link equity flowing where you want it.
Example
Your old “pricing-2022” page has links from several industry sites. When you replace it with a new pricing page, a 301 from the old URL to the new one lets the new page benefit from that link equity instead of the links pointing at a 404.
Why it matters
Backlinks take years to earn. Preserving their value during URL changes is far cheaper than earning them again.
Related service
301 Redirections
Redirect mapping, chain and loop clean-up so URL changes keep their rankings and links.
301 redirect management servicesPublished by Vidern, founded and led by Malhar Shah. Updated .
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Related terms
- 301 redirectA 301 redirect is a permanent redirect: the server tells browsers and search engines that a URL has moved for good and sends them to the new address.
- BacklinkA backlink is a link from another site to yours; relevant, editorial backlinks tell search engines that others vouch for your content.
- Internal linkingInternal linking is linking between pages on your own site, which helps visitors navigate and helps search engines find pages and see how they relate.
- 404 errorA 404 error is the status code a server returns when a requested page doesn't exist; a 410 means it was removed deliberately and won't return.