What is link juice and how to use it in SEO


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Within the broad glossary of terms linked to SEO, the  link juice  is one of the most repeated. We explain it with a simple metaphor. Have you ever heard about the flow of the river? Yes, that constant flow of H2O in which water evaporates and falls back to dry land in the form of rain.

In a web something similar happens between your pages. Through links a never-ending flow of what we know as  “link juice” is created,  literally translated as link juice. they say that it always goes the easiest way, on our website we have to make sure that the  link juice  is distributed in the best possible way, and then you will discover how to do it.

What is the link juice?

According to Google, a multitude of quality links (or simply “links”) is one of the most important factors to get the first positions in the SERPs.

The term  link juice  is part of the jargon of the SEO industry. It is often mentioned by the efforts of acquiring links, such as the  guest posting , the  blogger outreach , the  linkbait  for the construction of broken links.

The  link juice  is a technical term that corresponds to the  SEO value that transmits a link from one page to another .

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How is the link juice distributed?

You will learn how to repair it correctly, the link juice  must take into account two other concepts: the  PageRank  and the  Domain Rating .

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A website has a general domain rank, or what we call  Domain Rating . This range is the total number of positive link building metrics    in general.

The  Domain Rating  is governed by the   combined PageRank of all the individual pages of a website. Each individual page has its own  PageRank , which is governed by the link metrics associated with it. These metrics are what determine  how much  link juice  can be passed to another page .

The  link juice  should be distributed evenly throughout the website to the extent possible. Each important page of our web must have a good amount of links that indicate the robots of Google.

Tips to apply the link juice in your SEO strategy

Now that you are very clear about what  link juice is , you are  sure to know how to get the most out of your web positioning.

Here are some tips on best practices regarding their distribution:

We do not concentrate all the links in the home

Very common error among SEO’s. In link building campaigns  , when links to a website are requested from other websites, they are often only intended for your home page.

This causes the home to have a prominent place in the search results, but loses the opportunity for all other pages to be classified as well. We recommend you make an effort to link them through the most important pages  of the web.

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SEO’s call this technique  deep linking , and it is a positive positioning factor. That Google Panda appeared, is important, since websites are actively penalized for having too high a concentration of links on the home page.

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Link juice  from pages with high performance to others with low performance

The  link juice  must be passed internally. There is a page on our website that is working especially well can take links to other pages that are having a lower performance.

To  pass the  link juice  between two pages on our website , it is as simple as placing a link between both.

But there are exceptions. When it comes to a low priority page, such as the “privacy policy”, it is better not to waste any good  link juice .

It is important to transfer these links to a page to make sense of the search. A privacy policy page will never rank for a positioning goal, so the important thing would be to not lose the  link juice .

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Identify low-value pages on your website

As we have mentioned previously, there are pages that are the exception to the rule of uniformly distributing the  link juice . If a page does not give you good results in the SERPs, it is better to tell spiders of Google that they do not visit it or index it.
Normally, these low value URL’s are usually:

  • Privacy Policy
  • Legal warning
  • Cookies policy
  • Team
  • Shopping cart
  • Accounts or user pages
  • Terms of purchase or shipping conditions

These pages travel from one website to another. But the important thing would be that Google does not waste time crawling  URL’s of little value , since we would be wasted the opportunity to track optimized pages and a much higher value for SEO.

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Do not be afraid to use the Robots.txt

The use of Robots.txt is an excellent way to  prevent bots from crawling and indexing pages of low value . By means of the Allow / Disallow  tag  we can give and remove permissions to the spiders on the urls that they can track or not.

This allows us to maintain control over the  link juice  that the pages receive, it is a way to prevent that there are not pages of little value that receive too much force unnecessarily.

Make sure all pages are within a few clicks of the home page

If your website has less than 800 urls, no page should be more than 3 clicks from the homepage. But if it has more than 800 urls, no page should be more than 4 clicks away from the home page.

Search engines interpret the distance from home as a sign of importance to the page   the farther, less importance  This affects the visibility in the search.

On the other hand, it is also necessary that we have a site map at a click of the home as much, in this way we can give signals to Google of the structure of our website and facilitate the work. It is inserting said map in the footer.

As we always say, all these good SEO practices are not an exact science in 100% of cases. Therefore, the most important thing is that you take the advice and apply it on your websites as you consider.


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