// SEO
Link equity (sometimes called link juice) is a conceptual measure of the ranking value passed from one page to another through hyperlinks. Links from authoritative, topically relevant pages carry more equity. NoFollow, UGC, and Sponsored attributes restrict the flow of link equity.
Why it matters: Link equity is distributed across all links on a page, so a link from a page with fewer outbound links may carry more individual weight. Focus on earning links from authoritative, topically relevant sources. Internal link architecture also distributes equity within your site — use descriptive anchor text and logical structure to direct equity to important pages.