Link Equity Flow
Link equity flow describes how PageRank-style authority moves through a site's internal link graph — concentrating on pages with many incoming links and dispersing thinly on orphaned pages.
In context
Visualising link equity flow is the foundation of internal-linking strategy: identify your authority-rich pages (homepage, top blog posts, top landing pages) and ensure they link contextually to your conversion-critical pages. Tools: Ahrefs Internal Backlinks report, Screaming Frog with PageRank calculation enabled, Sitebulb. Common findings: high-authority pages that link only to nav (wasted equity), conversion pages with zero internal links (starved), entire content clusters disconnected from the rest of the site.
A Toronto SEO portfolio analysis found the homepage carried 70% of the site's internal link equity but linked to only 12 pages — adding contextual links to 30 high-priority service and pillar pages distributed equity meaningfully more efficiently.
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