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Glossary of Terms

We have compiled this list of terms and definitions to help you better understand the terminology used within the web development community.

Link Juice

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Link Juice is an informal SEO term for the ranking authority that flows from one page to another through hyperlinks. When a high-authority page links to yours, some of that authority transfers over. It is one of the core mechanics behind how search engines evaluate page importance.

Link Juice

Link juice is the informal name for the ranking authority that passes from one page to another through a hyperlink. When a trusted, authoritative page links to your page, some of that trust flows through the link — like a recommendation from a respected colleague. The more high-quality links pointing to a page, the more authority it accumulates, and the more likely it is to rank well. It is one of the fundamental mechanics search engines use to determine which pages deserve to appear at the top of results.

Why It Matters

  • It is how search engines measure trust. Links act as votes of confidence. A page with many high-quality links pointing to it is seen as more trustworthy and relevant than one with few or no links.
  • Not all links are equal. A link from a highly authoritative, topically relevant site passes far more value than a link from a random, low-quality page. Quality matters more than quantity.
  • It flows through your own site too. Internal links distribute authority across your pages. A strong homepage can pass link juice to deeper pages through well-structured internal linking, helping those pages rank better.
  • It can be diluted or blocked. The more links on a page, the more the authority is split among them. And links with the nofollow attribute do not pass link juice at all — they tell search engines not to transfer authority.

How to Make the Most of It

  1. Create content worth linking to. The best way to earn link juice is to publish genuinely useful, original content that other sites want to reference. Guides, research, tools, and well-crafted resources naturally attract links.
  2. Build a strong internal linking structure. Link from your high-authority pages to the pages you want to boost. Distribute link juice intentionally through your site rather than letting it pool on a few top-level pages.
  3. Fix broken incoming links. If other sites link to pages that no longer exist on your site, that link juice is wasted. Set up redirects so links to old URLs still pass authority to the correct current pages.
  4. Use followed links where appropriate. When linking to important internal pages, avoid accidentally using nofollow. Reserve nofollow for user-generated content, paid links, or pages you genuinely do not want to endorse.
  5. Reduce unnecessary outbound links. Every link on a page shares the authority. If a page has hundreds of links, each one gets a smaller share. Be intentional about what you link to from high-authority pages.

Common Mistakes

  • Buying links for authority. Purchasing links to pass link juice violates search engine guidelines and can result in penalties. Earned links from genuine content are the only sustainable approach.
  • Ignoring broken internal links. Links that point to 404 pages within your own site waste the authority that could be flowing to live content. Audit and fix internal links regularly.
  • Hoarding authority on the homepage. If your homepage accumulates all the link juice but never passes it to deeper pages through internal links, those important inner pages starve. Distribute authority thoughtfully.
  • Using nofollow on internal links unnecessarily. Adding nofollow to your own internal links blocks authority from flowing to those pages. Unless you have a specific reason, let link juice flow freely through your own site.
Bottom Line: Create link-worthy content, build a deliberate internal linking structure, fix broken links, and let authority flow naturally through your site. Link juice is the fuel behind search rankings — earn it, preserve it, and distribute it wisely.
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Synonyms: Link Equity, Page Authority Flow

What Does "Liquid Purple" mean?

noun | / LIK-wid PUR-pul /

  1. (biochemistry) Also known as visual purple or rhodopsin — a light-sensitive receptor protein found in the rods of the retina. It enables vision in dim light by transforming invisible darkness into visible form. Derived from the Greek rhódon (rose) and ópsis (sight), its name reflects its delicate pink hue and vital role in perception.

  2. (modern usage) Liquid Purple — a digital marketing agency specializing in uncovering unseen opportunities and illuminating brands hidden in the digital dark. Much like its biological namesake, Liquid Purple transforms faint signals into clear visibility — revealing what others overlook and bringing businesses into the light.

Origin: From the scientific term rhodopsin, discovered by Franz Christian Boll in 1876; adopted metaphorically by a marketing firm dedicated to visual clarity in the age of algorithms.

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For over 20 years, Liquid Purple has been headquartered in the heart of Southern California, serving clients across Irvine, Newport Beach, Anaheim, and the greater Los Angeles area. While we are proud of our local roots, our digital reach extends far beyond our local area. We support businesses in major hubs like Denver, Dallas, New York, and Miami, as well as international clients. Our ability to operate across time zones means you can often wake up to completed tasks and progress updates—keeping your business moving while you sleep.