How much traffic does the link send from one domain to another?

3 min read

In the context of 2023, link equity, often referred to as “link juice,” remains a crucial ranking factor in search engines. This concept is rooted in the notion that specific links can convey benefits and authority from one webpage to another. The quantification of this value relies on many considerations, including the originating page’s authority, thematic relevance, HTTP status, and additional factors. Links that transmit link equity stand among the many signals employed by search engines like Google to determine a page’s positioning within SERPs.
While assigning significance to backlinks, Google’s evaluation does not revolve around metrics such as referral traffic or link clicking.
This theme was extensively addressed in the Google Search Central SEO hangout held on September 17, 2021.
Within this context, John Mueller from Google addresses whether link equity escalates in response to a link’s traffic volume from one domain to another. Furthermore, the discussion touches on whether Google accords greater weight to links placed in locations where users are more prone to click on them.
Now, let’s delve into how links can generate increased traffic and how Google assesses their value.
However, before delving further, clarifying the essence of backlinks is pivotal.
In its essence, a backlink serves as a hyperlink that originates from another website and points to a page on your website. A backlink occurs when an external website establishes a connection to a specific page on your site.

Moreover, adhering to customary practices, these backlinks continue to influence your SEO endeavors significantly.
Historically, websites aiming for top rankings primarily focused on amassing an extensive volume of backlinks from external sources, often overlooking the quality of these links.
Yet, certain entities exploited this approach, engaging in unsavory practices to disseminate links in a spam-laden manner.
Consequently, Google refined its algorithm, attributing due attention to each backlink’s inherent worth and quality.


Mueller responds when asked if Google considers referral traffic when determining the weight to assign to backlinks:


“We don’t use things like traffic through a link when trying to evaluate how a link should be valued. As far as I know we don’t look at things like the probability that someone will click on a link with regards to how we should value it.”


“Because sometimes links are essentially just references and it’s not so much that we expect people to click on every link on a page. But if someone is referring to your site and saying like – I’m doing this because this expert here said to do that – then people are not going to click on that link and always look at your site and confirm whatever is written there.

But they’ll see it as almost like a reference. It’s like if they needed to find out more information they could go there, but they don’t need to. And from that point of view, I don’t think we would be taking that into consideration when it comes to evaluating the value of a link.”

In the annals of SEO, PageRank emerged as Google’s pioneering algorithmic measure, dictating the ranking status of websites predominantly through their backlink configurations. However, the landscape has evolved since then. In 2023, PageRank no longer reigns as the chief justice of a site’s ranking position. It has transitioned into one among numerous ranking facets scrutinized by Google. Its influence has waned significantly as many other factors now share the spotlight in shaping search result rankings.


 If you look into how PageRank works, it’s a bit different nowadays how we handle that. But essentially the idea behind that is that in general with PageRank you set up some value for the individual pages, and then you pass a fraction of that value on through the links there.

If the page is seen as being of very high value, then the links from there will be treated with a little bit more weight compared to some random page on the internet.

As far as I know, we don’t do it exactly the same way as things were in the beginning with regards to PageRank, but it’s a good way of thinking about that.” – John Mueller