Link Equity

Link equity is the ranking value passed from one page to another through a link, influenced by the linking page's own authority and relevance.

"Link juice" is the informal, older term for the same concept. Equity isn't infinite or evenly distributed on a page — a page linking to 200 other pages passes proportionally less value through each individual link than a page linking to 5, which is part of why internal linking structure (not just backlinks) genuinely affects which pages on your own site rank best.