Link equity, often informally termed “link juice,” describes the conceptual authority, trust, and ranking power that a link can pass from one page to another. This authority can be distributed through both internal links (links between pages on the same website) and external links (links originating from other websites). PageRank was Google’s original algorithm designed to calculate and take this link equity and the overall link graph into consideration when ranking pages. Today, link equity remains a vital concept, though ranking is determined by numerous other factors as well.
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