The term "link juice" figuratively describes the "power" or "authority" that one website passes on to another via a link.
The more link juice a page receives, the stronger it can perform in Google's search results. The term originally comes from the SEO scene and indirectly refers to the previously visible PageRank value, which Google continues to use internally.

The most important facts about Linkjuice in brief

Linkjuice describes the power that a link transfers to another page
The stronger and more relevant a source, the more valuable the linkjuice
Both internal and external links can pass on linkjuice
Nofollow links and technical settings can influence the distribution
Goal: Strengthen important pages through targeted linking
Quality links count more than quantity

How is Linkjuice created?

Linkjuice is created when one website refers to another - i.e. sets a hyperlink.
The transferred power depends on:

the authority of the linking domain,
the relevance of the topic,
the position and visibility of the link (e.g. in the content vs. in the footer),
and the number of other outbound links on the same page.

The fewer outbound links, the greater the share of link juice each one receives.

What role does linkjuice play in the SEO context?

Linkjuice is one of the central ranking factors in off-page SEO, as it signals to Google how strong and trustworthy a page is networked on the web. It is created by external backlinks that transfer authority and relevance from one website to another - similar to a recommendation. The higher the quality and more thematically relevant the linking page is, the stronger the transferred linkjuice will be.
However, this effect also plays a decisive role internally: strategically planned internal linking distributes the available linkjuice within the website in a targeted manner. This means that particularly important pages - such as product, service or category pages - benefit from more internal authority. In addition, a well thought-out linking structure improves crawlability, reduces click paths and helps search engines to better understand the content hierarchy of a website.

What is the difference between internal and external linkjuice? Both variants complement each other - strong backlinks bring authority to the domain, internal links distribute these further in a targeted manner.

External link juice comes from other domains (backlinks). These are usually the most valuable because they represent genuine recommendations.

Internal linkjuice flows between subpages of a domain. With well thought-out internal links, the distribution can be controlled and strategically strengthened.

What factors influence the passing on of linkjuice? Linkjuice is not always passed on automatically. The following elements have an effect:

The higher the authority of the linking domain, the more link juice is transferred. Strong pages pass on more "juice" than weak ones.

Links from thematically relevant environments are particularly valuable. A specialised page about SEO strengthens the link juice to another SEO page more than to a cooking page.

A link in the main content (e.g. in the body text) transfers more link juice than a link in the footer or in the sidebar, as it is more contextually relevant.

Only dofollow links pass on the full link juice. "Nofollow" links, on the other hand, block the transfer of link juice.

Fewer outbound links increase the juice share.

Good internal linking optimises the flow of link juice.

How can you specifically control linkjuice?

The distribution of link juice on your website is no coincidence - it can be specifically planned, directed and strengthened.
Both internal and external links play a decisive role in this.

Internal linking: consciously distribute authority

Targeted internal linking distributes link juice efficiently within the domain. Strong pages such as popular blog articles or categories can pass on authority to important target pages. The link text should be thematically clear and precise to signal relevance. A flat page structure facilitates access to important content, while "dead ends" without internal links should be avoided.

External links as sources of quality

In addition to the internal structure, external link building also plays a central role: high-quality backlinks from thematically relevant, trustworthy domains strengthen authority and transfer valuable link juice. Quality counts more than quantity - unnatural or bought links can be harmful. Sustainable linkjuice is created by content with real added value that is voluntarily linked to. A regular check of the link profile with tools such as Ahrefs, Sistrix or the Google Search Console is recommended.

Technical optimisation

Technical factors also influence the effective flow of link juice. 301 redirects ensure authority in the event of URL changes, canonical tags bundle signals and avoid duplicate content. Internal links should always be set without a nofollow attribute in order to pass on linkjuice. Faulty links should also be checked and corrected regularly, as they interrupt the flow and reduce the user experience.

Quality over quantity

A website with a few high-quality links usually achieves more impact than a page with dozens of irrelevant links. Linkjuice always follows the principle of relevance, trust and added user value.

Can you measure linkjuice?

Linkjuice cannot be measured directly, as Google no longer publicly displays the PageRank value. However,
SEO tools use estimated values (e.g. "Link Strength", "Authority Score" or "URL Rating") to evaluate the relative strength of links. This makes it possible to identify which pages pass on the most authority and where optimisation is worthwhile.

Are there false myths about Linkjuice?

Some ideas date back to the early days of SEO and are no longer true today.

"More links = more link juice" - wrong. Quality beats quantity.
"Nofollow is worthless" - not quite: such links do not bring classic linkjuice, but can increase traffic and visibility.
"PageRank Sculpting" (targeted blocking of links) no longer works reliably today.
"Only backlinks count" - also wrong: internal links are at least as important.

Conclusion: Why linkjuice is not an end in itself

Linkjuice is not an isolated SEO lever, but an indicator of the overall quality of a website.
It shows how strongly your own domain is networked in the digital ecosystem - both internally (through structured links) and externally (through genuine recommendations from other sites).

A strong linkjuice distribution is not created through short-term tricks, but through a long-term SEO strategy.
This includes trustworthy backlinks that point to real added value, a clean technical implementation that does not allow any authority to "fizzle out" and high-quality content that is shared and linked to organically.

In essence, linkjuice is not an end in itself, but the result of consistently good SEO work.
Those who understand how linkjuice flows and control it in a targeted manner not only build rankings - but also sustainable brand authority on the web.

Frequently asked questions and answers about Linkjuice

What does link juice mean in simple terms?

Link juice describes the “power” or SEO value that a website passes on to another via a link. This power influences how highly a page can rank on Google. The higher the quality and thematic relevance of the link, the more link juice flows.

How can you improve link juice in a targeted manner?

Through high-quality backlinks, well-thought-out internal linking, and clean technology (e.g., functioning 301 redirects, no dead links).

What is the difference between dofollow and nofollow links?

Dofollow links pass on full link juice. Nofollow links do not, but can still bring valuable traffic and visibility.

How does the link position affect link juice?

Links in the main content transfer more link juice than those in the footer or sidebar, as they are in a thematic context.

Can link juice be measured?

Not directly—tools such as Ahrefs, Sistrix, and SEMrush estimate the strength of links based on their own metrics, such as authority score or URL rating.