Link Juice is Link Equity, Link Love, The value or authority a link can pass to its destination. Also, see the definition for ‘Page Rank’. Link juice is the perceived value that is passed from a website to another when it links to said website. Think of it as the SEO power that links have. In basic terms it is the page rank that is passed to a website by a link, the higher the page rank of the link giving site the more link juice is passed. Link juice was traditionally thought of as flowing one way (to the destination site of the link) but the theory of co-citation argues otherwise. Also known as link authority & link equity. The effectiveness or power of a certain link. Based on factors such as the sites domain authority, page authority, and also the number of links pointing to that certain page in which link juice is passed from.