Link Juice

Link juice is an informal SEO term describing the ranking power or authority passed from one page to another through hyperlinks. When a high-authority page links to another page, it transfers a portion of its authority, helping the linked page rank better in search results. This concept is rooted in Google's original PageRank algorithm, which modeled the web as a graph and calculated page importance based on the number and quality of inbound links.

Link juice is diluted when it flows through many outbound links on a single page — a page with 100 outbound links passes less juice per link than one with only 5. Nofollow attributes instruct search engines not to pass link juice through a link. Internal linking strategy is largely about directing link juice from high-authority pages toward the pages you most want to rank.