Link Juice: Big On Better connections

The secret sauce in boosting your Google Search Rankings? Link Juice Power!

You already have your SEO optimised. And you review it quarterly to stay up to date with algorithm updates, market trends and evolving business goals. Don’t you?

If you don’t, get in touch – we can help!

Investing in SEO drives organic traffic, improves visibility in search engine results, and attracts high-intent customers. A strong SEO strategy builds long-term authority for your website, making it easier for potential customers to find and trust your brand online.

How to Improve Website Ranking | Master Simple On-Page SEO

But there’s another trick that can take all that to the next level. And it’s often overlooked.

Link Juice in SEO. 

In SEO, “Link Juice” refers to the value or authority that is passed from one webpage to another through hyperlinks. When a page links to your website, it transfers some of its own ranking power, or “juice,” which can improve your site’s visibility and position in search engine results. 

The amount of Link Juice passed depends on factors such as the linking site’s authority, relevance to your content, and the number of outbound links on the page. High-quality backlinks are a critical part of building your website’s credibility and boosting its SEO performance.

That all means that the connections within your website and beyond play a significant role in determining how search engines perceive and rank your site.

On the Web…
and down all those rabbit holes! 

While the Internet presents incredible opportunities for businesses like yours, your customers need to find you first! 

On the web, everything is connected – which is a double-edged sword: browsers can go anywhere – jumping between sites, bouncing from one place to the next, and disappearing down a rabbit hole or five.

They won’t necessarily go where you want them to – and stay there – unless you have a very good plan. And Google likes websites that have a plan, ranking them higher when they are well-connected and trusted. 

So, while one thing can organically lead to another, the ability to join the dots in all the right ways is where your real power lies.  

Or, as we call it, Link Juice Power. 

So, it makes excellent sense to make sure your network of internal and external links is part of the foundation of SEO success. 

That’s where Link Juice comes in.

At HeightOn, we build better websites, designed not just to look great but to perform exceptionally. Our tailored strategies for SEO focus on boosting your website’s Domain Authority (DA) and making the most of Link Juice to ensure you climb the rankings.

Read more On Websites: 

Why Link Juice matters

A well-connected website with strong Link Juice is a powerful tool for driving traffic and improving search rankings. 

It builds trust, enhances your Domain Authority, and ensures your audience finds you when they need you most.

At HeightOn, we specialise in creating better websites that maximise SEO potential, from identifying underperforming website to building trust with high-quality content. And that all feeds into maximising Link Juice and ensuring your website thrives in the competitive digital landscape.

What is Link Juice in SEO?

Link Juice in SEO is the name given to the value or equity that one site gives to another through hyperlinks. 

Imagine that web pages are containers, links are pipes, and Link Juice is the liquid flowing through them. 

The more connections a page has to trusted, high-ranking sources, the more Link Juice it gains, boosting its credibility in the eyes of search engines like Google.

A well-designed website retains Link Juice by ensuring it flows effectively between pages – without any leaks! Technical SEO factors like crawlability, structured navigation, and broken link fixes are essential to maintaining Link Juice flow.

Learn more about the technical side of SEO in our guide:

This is all why acquiring and retaining Link Juice is crucial for building a solid foundation for SEO success!

Positive Link Juice: fuelling your SEO success

The SEO strategies we develop are stronger because we keep the power of positive Link Juice in mind. 

Best practice includes:

• Linking to high-DA websites: Backlinks from trusted, content-rich sites like Forbes, YouTube, or The Guardian pass valuable Link Juice to your site.
• Incorporating trust-building content: Linking to authoritative sources and creating engaging, relevant content, signals to search engines that your site signals quality. 
• Considered social media integration: When connected strategically to your content, platforms like LinkedIn, Facebook, and Instagram contribute valuable Link Juice to your site.

We know that positive Link Juice builds trust and authority, ensuring your website is a resource that becomes invaluable for users and search engines alike. 

So we design your website and content to attract high-quality backlinks while retaining as much juice as possible through strong internal linking structures.

A guide to making Link Juice flow: joined up thinking

To keep things juicy AND avoid any spillages, you can:

• Connect each link/pipe using a relevant keyword anchor text link. Optimising anchor text and on-page content structure helps ensure link equity is distributed effectively, supporting better rankings.

Read our full guide on optimising on-page content: How to Improve Website Ranking | Master Simple On-Page SEO

• Ensure your content is consistently engaging and interesting.
• Connect to as many juiced up sites as possible that are relevant and high quality.

Toxic Link Juice: what to avoid

Just as good links boost your rankings, bad ones can harm your website’s performance. 

Links from low-quality or spammy sites create toxic Link Juice, which search engines penalise.

• Toxic backlinks from link farms or irrelevant sites can erode your DA, causing your rankings to plummet.
• Keyword-stuffed links or paid backlinks will be flagged by Google’s algorithms as manipulative, further damaging your SEO efforts.

We actively identify and neutralise toxic links using tools like Google’s Disavow Tool, protecting your website from penalties. 

Our priority is maintaining healthy, trust-building links that enhance your SEO performance.

How HeightOn makes Link Juice flow

While external backlinks play a role in Link Juice, we focus on optimising internal linking strategies to ensure your website distributes link authority effectively. Here’s how we help Link Juice flow within your site:

• Optimise internal links: By strategically connecting your web pages using relevant keywords and high-quality content, we can keep juice flowing.
• Acquiring high-quality backlinks from respected websites can improve your DA, but this requires a dedicated backlink strategy. While we don’t manage backlink outreach, we can ensure that your site is structured to retain and maximise the benefits of any backlinks you earn.
• Avoid broken links: Redirecting outdated pages using 301 permanent redirects ensures juice is never wasted.
• Prevent content duplication: We use canonical tags to ensure search engines recognise your original source content and protect your Link Juice from dilution.
• Maximising social media links: By integrating platforms like YouTube and LinkedIn into your strategy, we create additional sources of valuable Link Juice.

Positive DA Ranking

Negative DA Ranking

On Domain Authority (DA)

Domain Authority is a website/domain ranking score (0-100) by Moz that gives weight to a website and its ability to rank in Google. 

The higher your DA number, the better your search engine performance.

Here’s how it works: when you buy a brand-new domain and set up your site, your DA is 0. That’s because Google knows nothing about your website.

As you create and add content and grow your site footprint, users find you and your DA increases.

Sites that have been around for many years have DAs of 30-50+. The very best domains are in the 80-100 range, with Google of course at the top of the list with a perfect 100 score.

A high Domain Authority is important for one reason: it tells Google and other search engines that it’s worth ranking your website in their indexes, promoting your site above others when users search.

Your Domain Authority is also based on how Google perceives your website in terms of quality of content and industry relevance.

With most websites sitting around the middle figures, you can see that getting a good DA number isn’t easy. Great content is just one of the factors.

How we do DA 

Our website has a fantastic backlink from The World Brand Design Society. Their domain has an authority (DA) of around 36.

It’s a quality backlink because we made it so, enhancing it with a full page of content that directly correlates to our brand and messaging. This signals to Google that our domain is a trustworthy and valuable domain for the topic it discusses – in this case Brand Identity. 

Semrush is our preferred digital marketing and SEO tool for online growth and it shows this backlink to be quite powerful with an AU (Authority score) of 41, and a toxicity score of 17. 

The toxicity score, while low, is because Semrush has labelled this backlink as a compound backlink. A compound backlink is deemed to be ‘potentially’ toxic. Semrush says: 

In contrast, our backlink from dexigner.com is labelled as branded. Which means the link is specified as our brand name and doesn’t contain any spammy or keyword stuffing labels. 

The really good news? dexigner.com is another high-ranking website with a DA of 75. 

Ready to optimise your Link Juice SEO?

Need guidance on structuring your internal links for better SEO? Contact us to discuss how internal linking strategies can strengthen your website’s performance.

Let’s get Big On Better, together!