What is link equity? (And what does it mean for SEO?)
What exactly is link equity? How can link juice be used to improve a business’s SEO
Introduction
Businesses globally, if they want to appear on page one of Google, typically need backlinks.
Additionally, the backlinks that need to be built must be of high quality and come from a relevant website.
The links should also pass “link equity” or “link juice,” which is the more powerful links, such as backlinks from leading brands and well-known companies. These will typically have a high DA score. This means that if your business obtains a do-follow backlink, it can send more link juice through to your website.
The most important ranking factor
For most businesses to be ranked on the first page of Google, they must improve their ranking factors. Backlinks are widely considered by SEO agencies globally as the most critical ranking factor, which Google and other search engines take as the most crucial factor when deciding how strong a business’s SEO is. Now, not all links are beneficial; some will help improve your SEO, while others will damage it.
The backlinks you want are do-follow and some no-follow, with well-written anchor text that is written in a white-hat manner and comes from a relevant website.
The links your business should avoid are spam links.
What does link equity mean?
Link equity is simply the strength of a backlink that’s linking to you.
For example, if your business has, say, 100 high-quality links linking to you, these are all beneficial links; they come from well-known brands and companies, which can significantly help improve the business’s search engine optimisation.
For example, what you will often find is that companies currently occupying the number one spot on Google are typically there because they have several high-quality backlinks. Some businesses, some global brands, can have thousands of quality links. This is what gives those businesses a higher Domain Authority (DA) score.
Google PageRank
Ever since Larry Page and the co-founders of Google created PageRank, links have been an essential way of deciphering how vital a company website is. For example, if it has good links, it will rank higher. Scott Hassan is the person who first programmed the initial code for Google, and it was thought from the start that backlinks were the key factor in determining how strong a business’s SEO is.
How is link equity determined?
The backlinks your business wants are quality links. These need to come from companies which have a high DA score.
Relevance
You will want to build links from businesses that have a high Domain Authority (DA) score. The links should also be relevant.
How do you obtain backlinks?
We believe the best way for any business to obtain high-quality links is to earn them. Businesses, therefore, need to publish well-written articles and content marketing, which has a very high Google E-EAT score. When this work is helpful, and the reader finds it useful, they may offer a link.
For example, a blogger may link to you. The best way to earn links is to remember that businesses should only seek to obtain quality links. If your business accumulates spam links, you need to talk to an SEO agency so that they can resolve the issue.
Should you buy backlinks?
The simple answer to that question is no.
Businesses should never buy links, as they are often spam.
Spam links can damage your SEO.
Therefore, your business needs high-quality links with a high DA score. Don’t build spam links, as this could mean the company receives a penalty.
What is a Google Penguin Penalty?
Businesses that build spam links, or low-quality links, can sometimes result in a business obtaining too many spam links, which can lead to a link penalty. A link penalty can tell the website is de-indexed, which means it’s removed from Google altogether. This is because Google doesn’t want websites to use spam links. The only links which should be built are quality links.
How does your SEO agency build links?
We have worked for several businesses in Bristol. The way we build links is always the same; we use Moz Pro to look for link-building opportunities. We may then approach the company, ask if we can write a piece of content marketing or offer our expertise in an upcoming article, in return for a link. Yet we do not buy links.
We believe that the best way for any business to build links is by creating content marketing with a high Google E-EAT score. The work must be original, well-written, and helpful.
These pages can then attract quality links if your business offers helpful advice.
