This value is passed through hyperlinks. Search engines like Google or Bing see the links as so-called 'votes' by other websites that your page is valuable and worth promoting.

There are many ways to earn links from the web through direct and indirect efforts. Direct effort refers to link building strategies, such as document sharing, guest posting, social media marketing, press release publishing and more.

The indirect effort is gained from presenting excellent content on your site that causes readers to share it around the web, linking the pages naturally. The link equity that passes from these sites to your site is the link juice, and this link juice differs in its authority depending on the sites linking to you.

Another factor to consider is that passing link juice happens in both directions. So, now let us say that the sites linking to site A, also link to other sites too, whereas the sites linking to site B exclusively link to B. In this case, the percentage of link juice that B receives is higher than the percentage of link juice site A receives. This increases site B’s chance at ranking higher than site A.