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Link Equity

Without links, the World Wide Web would just be a collection of unrelated documents. Links provide structure and provide both implicit and explicit information in the aggregate. For example, if a web page is linked from many web sites, it usually implies that it is a more important page than one that has fewer incoming links. Moreover, if the anchor text of those links contains the word “cookie,” this indicates to search engines that the cited page is about cookies.

Links assign value to web pages, and as a result they have a fundamental role in search engine optimization. Link equity is defined as the equity, or value, transferred to another URL by a particular link. For clarity, we will use the term link equity when we refer to the assigning or transferring of equity, and URL equity when we refer to the actual equity contained by a given URL.

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