Link equity is the value passed from one page to another via links. Internal linking and strong external backlinks direct equity to priority pages.
Why Link Equity Matters
Link equity is a crucial part of a website’s SEO strategy because it is a direct signal of your website’s authority. A search engine’s algorithm now uses a variety of factors to determine a website’s ranking, and link equity is one of the most important. A website with a high number of high-quality backlinks is more likely to rank higher in search results. It’s about earning a reputation in your industry. When other websites link to your content, they are essentially vouching for your expertise, which helps to build your site’s E-E-A-T signals.
Across Different CMS Platforms
The management of link equity is a content and technical SEO strategy that can be applied to any CMS.
WordPress
WordPress users can easily manage their link equity by using a variety of plugins. A good SEO plugin like Yoast SEO or Rank Math can help you track your backlinks and to ensure you are using a variety of keywords that are relevant to your content.
Shopify
On Shopify, link equity is essential for your product descriptions and blog posts. You can use a variety of tools to find a backlink from a relevant website. A link from a high-quality blog or a news site can significantly boost your rankings.
Wix
Wix has a streamlined, user-friendly system, but you can still optimize for link equity. The platform’s built-in SEO tools make it easy to manage your titles, meta descriptions, and on-page content.
Webflow
Webflow gives you granular control over your website’s design and code, which is perfect for a sophisticated link building strategy. You can use it to create a perfectly structured page that is optimized for a specific keyword or set of keywords.
Custom CMS
With a custom CMS, you have the most control but also the most responsibility. You can build a system that automatically tracks and analyzes your link equity and provides your content creators with data-driven insights.
Across Different Industries
The way you use link equity will depend on your industry and your goals.
E-commerce
E-commerce sites can use link equity to build a stronger brand reputation. A site that sells running shoes could get a backlink from a blog that reviews running shoes.
Local Businesses
Local businesses can use link equity to build a stronger community. A local restaurant could get a backlink from a local newspaper or a local blog.
SaaS Companies
SaaS companies can use link equity to build a stronger brand reputation. A company that sells project management software could get a backlink from a blog that reviews project management tools.
Blogs
Blogs are a great way to capitalize on link equity. A blog that writes about cooking can get a backlink from a blog that writes about baking.
Do’s and Don’ts of Link Equity
Do’s
- Do focus on quality over quantity. A single backlink from a high-quality website is more valuable than a hundred from a low-quality website.
- Do use a variety of link building tactics. A good link building strategy includes a mix of guest posting, broken link building, and a backlink from a news site.
- Do use a link building tool. A tool like SEMrush or Ahrefs is a must.
Don’ts
- Don’t use a black hat link building tactic. This can lead to a severe penalty.
- Don’t buy backlinks. This is a clear violation of Google’s guidelines and can lead to a severe penalty.
- Don’t use a link exchange with a low-quality website. This can harm your SEO.
Common Mistakes to Avoid
- Failing to build a backlink profile: This is a basic but critical step. You cannot improve what you do not measure.
- Ignoring a user’s intent: A backlink should be used with a user’s intent in mind.
- Focusing on a single link building tactic: This is a risky and outdated approach.
FAQs
Is link equity a ranking factor?
No, link equity is not a direct ranking factor. It is a concept used to explain how link authority is passed from one page to another. The more high-quality link equity a page receives, the more likely it is to rank higher in search results.
What is the difference between a dofollow and nofollow link?
A dofollow link passes link equity. A nofollow link, with a rel=”nofollow” attribute, tells a search engine not to pass link equity.
What is the difference between link equity and backlink?
A backlink is a link from one website to another. Link equity is the value or authority that is passed from that link.
Can a website with a low domain authority still rank?
Yes, a website with a low domain authority can still rank. The key is to create high-quality, in-depth content that is relevant to a user’s search intent.
What is the difference between link equity and a link profile?
Link equity is the value passed from a link. A link profile is the complete collection of all the backlinks pointing to a website.
