Link juice is a term used informally when talking about link equity. It is the value or authority passed from one web page to another through hyperlinks. Consider this as the “power,” a link carries. The more link juice, a page holds, the more value it can transfer to the pages it links to. That is why earning backlinks from authoritative websites is so important for SEO. Coming from those powerful authority sites, link juice can hugely propel the ranking potential of its links.