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SEO Equity Links, Explained

What are Equity Links?

Equity links are links that pass a value to another page or domain. We like to call this value, link juice.

Some example of them are:

    • Followed links
    • 301 permanent redirects.

In other words, equity links are links that pass value from one page to the other.

Why are not all links, equity links?

I was wondering the same thing when I first started with SEO. Here are some different kinds of techniques to prevent a link from passing value, or link juice to another page:

  • Links with the Nofollow attribute.
  • Links on a page using the meta robots tag (index, nofollow or noindex, follow).
  • Links on a page with crawl restrictions, using disallow in the robots.txt file.
  • JavaScript links, invisible for search engine crawlers.
  • Links that point to a 302 redirect before landing on your website.
  • Links that point to a page using a meta refresh redirect before landing on your website.

Internal and external equity links

Equity links can be internal and external links.

The difference between external and internal links:

  • External links, are links pointing from another domain (external website) to a page on your website. For example, somewebsite.com is linking to yourwebsite.com/products/.
  • Internal links, are links pointing to pages inside your website. For example, yourwebsite.com/products/ is linking to yourwebsite.com/product-a/.

How to determine the value of a link?

The value of a link, and the potential impact it can have on search engine rankings, is not only determined by the fact it is an equity link or not.

  • External links from relevant and important sites have a bigger impact than internal links.
  • Does the link pass value (Link equity or No link equity)? No link equity passing links are a common part of the internet and they can provide topic relevancy, relevant traffic and or credibility.
  • Links from unique domains are more important than links from sites that have linked to you before.
  • Links using relevant anchor text are able to pass more keyword focused value. (Anchor text is a very important factor but you have to be careful and preserve a natural backlink profile)
  • Links from trusted high-value sites are more important than links coming from new low-value sites.
  • Links from inside the content pass more value than links inside the footer or blogroll.
  • A page containing a high number of links will pass less value per link.

Metrics to determine the value of a link:

  • Page Authority
  • Domain Authority
  • Page Rank
  • Domain age

How to identify high-value links?

Here are some tool to help you identify high-value links


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