Ranking higher in Google, Bing, and other search engines is all about backlinks pointing at different pages on your website. While other factors do come increasingly into play to change how your website will rank for different search queries, there is no getting away from links as a key driver of ranking success.
Backlinks create what’s referred to as “link juice”. This is a curious term that people outside of the search engine optimisation (SEO) community are often confused about. This article aims to completely demystify it for our readers.
What is link juice?
Backlinks – links pointing to your website from other sites – come with different amounts of sway or power. While each search engine has its own way of determining how strong a site is that’s linking to your website, there are also accessible SEO tools to provide some clues.
The Moz Domain Authority (DA) and Page Authority (PA) ratings are two of them. The DA indicates how strong the domain is and the PA denotes the strength of an individual page on the website.
When the site (or page of a site) linking to yours has a higher DA or PA (from 0 to 100 on a logarithmic scale from weakest to strongest), it’s sharing some of that strength with your site. This backlink strength is referred to as link juice.
How to get link juice
Link juice isn’t something that you purchase separately. It’s also not a tradeable item.
Instead, because it’s something that’s derived from backlinks pointing at your site, getting more links creates more inbound link juice. Also, a handful of links from a DA 60 website is going to be more valuable than 20 links from a DA 5 website. Therefore, quality over quantity is relevant here.
Link building campaigns using outreach or niche edits (by adding a link to an existing article) are two proficient approaches to take. An SEO agency will have a wider network to secure high powered links. This is a valuable advantage over the competition.
Link juice in digital marketing
Digital marketers aim to get powerful links that provide plenty of link juice to the pages that they wish to funnel it to. This helps to rank higher in Google and elsewhere.
These marketers know that for the more competitive search terms, they will never rank in one of the Top 10 positions unless there is enough link juice. Those pages will languish on the internet with few people ever finding them. It reduces the likelihood of getting a sale and a commission from that transaction.
What is link juice in SEO?
With SEO, the goal is not just to secure the link juice, but to direct the flow of it where it’s most needed.
For instance, securing backlinks pointing to a product review page is often difficult to achieve - and costlier too. Instead, getting links to an information page answering a question about the product and then interlinking between the informational page and the product review page spreads the link juice where it needs to go.
By spreading link juice around using SEO, it’s possible to better target which pages and search terms can be ranked for. Failing to do so makes it an uphill struggle.
Link juice is vitally important to ensure websites receive the traffic they need to be profitable. Powerful backlinks provide link juice and subsequent “power-up” boost necessary to rank well.