Link juice is the ranking potential distributed among the relevant pages or websites through hyperlinks. The concept of link juice is used in both internal and external linking activities. In other words, the concept of link juice is applicable in linking both within a website and from a website to another. When a page that is expected to perform better gets backlinks from a well-performing page on the same website, the latter gives some of its ranking potentials to the former. Likewise, a backlink from an authoritative website helps increase the authoritativeness of the website getting the backlink. Therefore, link juice is one of the most important SEO concepts.