The SEO value passed from one page to another through hyperlinks, influenced by the linking page's authority.
Link equity represents the SEO value or authority that flows from one webpage to another through hyperlinks. When a high-authority page links to another page, it passes a portion of its ranking power, helping the linked page perform better in search results. This concept forms the foundation of how search engines evaluate page authority and determine rankings.
The amount of link equity transferred depends on several factors: the linking page's domain authority, the number of outbound links on that page (which dilutes the equity among all links), the relevance between the linking and linked content, and the anchor text used in the link. Pages with higher authority naturally pass more equity than low-authority pages.
Why It Matters for AI SEO
AI has fundamentally changed how search engines evaluate link equity through more sophisticated understanding of context and relevance. Modern AI systems like BERT and RankBrain analyze the semantic relationship between linking and linked content, making relevance a stronger factor in equity transfer than raw authority alone. This means a contextually relevant link from a moderate-authority page often carries more weight than an irrelevant link from a high-authority page. Google's AI also better understands anchor text context, entity relationships, and topical authority clusters. This evolution makes strategic internal linking and earning contextually relevant backlinks more critical than ever for maximizing link equity flow throughout your site architecture.
How It Works in Practice
Link equity flows both externally (through backlinks from other sites) and internally (through your site's link structure). For external equity, focus on earning links from topically relevant, authoritative sources within your industry rather than pursuing high-domain authority links from unrelated sites. Tools like Ahrefs and Moz Pro help identify these opportunities and track the authority metrics of potential linking domains. Internal link equity distribution requires strategic planning. Create clear hierarchies with your most important pages receiving the most internal links, use descriptive anchor text that signals relevance, and avoid orphan pages that receive no internal links. Link Whisper automates internal linking suggestions, while tools like Majestic provide detailed analysis of how equity flows through your site structure.
Common Mistakes and Misconceptions
Many practitioners still believe that any high-authority link provides equal value, ignoring the critical importance of topical relevance that AI systems now prioritize. Another common mistake is neglecting internal link equity distribution—many sites inadvertently concentrate equity on less important pages like contact forms while starving their money pages of internal link power. Finally, overoptimizing anchor text or using manipulative link schemes can trigger algorithmic penalties, as AI systems have become sophisticated at detecting unnatural linking patterns.