Overview

What Is Link Juice in SEO? A Beginner’s Guide

If you’re new to SEO, you’ve probably come across the term link juice and wondered what it means. Despite the unusual name, link juice is an important concept that helps search engines understand which pages on a website are valuable and trustworthy.

The good news is that you don’t need to be an SEO expert to understand it or execute it!

In this beginner-friendly guide, we’ll explain what link juice is, how it works, why it matters, and how you can use it to improve your website’s SEO.

What Does Link Juice Mean?

Link juice is the value or authority that passes from one webpage to another through a hyperlink.

Imagine a website page as a person giving a recommendation. When one page links to another, it is effectively saying, “This page is useful and worth visiting.”

Search engines such as Google use these links as signals when deciding which pages should rank highly in search results.

The more valuable the linking page is, the more authority it can pass on.

A Simple Example of Link Juice

Let’s say your website homepage receives a lot of visitors and has several websites linking to it. Because the homepage has built up authority, it can pass some of that value to other pages on your website through internal links.

This transfer of authority is what SEO professionals refer to as link juice.

The same principle applies to blog content. Imagine you have a blog post that ranks well in Google, attracts regular traffic, and has perhaps earned backlinks from other websites. Over time, that blog post builds its own authority.

If you publish a new article on a related topic, you can link to it from your existing high-performing blog post. By doing so, you’re passing some of the authority from the established article to the new one, helping search engines discover it and understand its relevance.

For example, you may have a high-performing blog post titled “Five Reasons Why You Should Have a Will?”. If you later publish a related article called “The Dangers of DIY Wills”, you can add an internal link from the established post to the newer one.

By doing so, you pass some authority (link juice) from the older, high-authority page to the new article, helping search engines discover it and understand its relevance. Because both pieces of content cover closely related topics, the link also reinforces your website’s authority in that area of law.

This can help give the newer article a stronger starting point and improve its chances of gaining visibility in search results and is one reason why linking between related blog posts is considered an SEO best practice. Not only does it help users find additional useful information, but it also allows authority to flow throughout your content.

Beginner Tip: Whenever you publish a new blog post, take time to review older articles on the same topic and add relevant internal links to the new content. If those older pages already perform well in search results, they can help give your new article a stronger starting point and improve its chances of being discovered by both users and search engines.

Why Is Link Juice Important?

Link juice helps search engines understand which pages are important.

Pages that receive more authority from internal links and backlinks often have a better chance of ranking higher in search results.

Effective use of link juice can help:

• Improve search rankings
• Increase page visibility
• Help search engines discover content
• Strengthen important pages
• Improve website navigation

While link juice is only one part of SEO, it can make a significant difference when combined with quality content and a good website structure.

Where Does Link Juice Come From?

Link juice generally comes from two primary sources.

Link Juice That Comes From Internal Links

Internal links connect pages within the same website.

For example, a blog article about Criminal Law might link to another article about Knife Crime research.

These links help users navigate your website while also passing authority between pages.

Link Juice That Comes From Backlinks

Backlinks are links from other websites pointing to your website.

Search engines often view backlinks as votes of confidence.

Generally speaking, a backlink from a trusted and relevant website will pass more value than a link from an unknown or low-quality website.

Beginner Tip: If you’re just starting with SEO, focus on building strong internal links first. You have complete control over them and they can deliver quick improvements.

What Affects How Much Link Juice Is Passed?

Not every link passes the same amount of value.

Several factors influence how much authority flows through a link.

The Authority of the Linking Page

Pages that already have strong authority can pass more value.

For example, a link from a well-established industry website will typically carry more weight than a link from a brand-new website.

Relevance

Search engines prefer links between related topics.

A Residential Conveyancing blog linking to a guide on Adverse Possession is more relevant than a Residential Conveyancing blog linking to a blog about gardening.

Number of Links on the Page

If a page links to hundreds of other pages, the available authority is spread more thinly.

Pages with fewer, highly relevant links often pass more value to each linked page.

Placement of the Link

Links within the main body of content are usually considered more valuable than links hidden in footers or sidebars.

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Don’t Bin It – Reheat It: Why Old Blogs Deserve a Second Serving

Before writing your next blog from scratch, take a look at your existing content. Older blog posts often contain valuable SEO assets. Refreshing and improving older content can help boost rankings and maximise the value of work you’ve already done. Read more…

How Can Beginners Improve Link Juice?

Fortunately, improving link juice does not require advanced SEO knowledge and whilst there is a skill in ensuring you are linking to and from the correct pages the principle is rather simple. For a more strategic execution of linking to maximise the benefits you may wish to consult an SEO specialist.

Create Useful Content to Improve Link Juice

People are more likely to link to content that genuinely helps them.

Examples include:

• How-to guides
• Checklists
• Industry insights
• FAQs
• Case studies

The better your content is, the more likely it is to attract backlinks naturally.

Link Related Pages Together to Improve Link Juice

Whenever you publish a new article, look for opportunities to link to other relevant content on your website.

This helps both users and search engines understand how your content is connected.

Prioritise Important Pages to Improve Link Juice

Not every page on your website needs to rank highly.

Focus on directing authority towards pages that matter most, such as:

• Service pages
• Product pages
• Key landing pages
• Important blog content

Beginner Tip: When adding internal links, ask yourself: “Would this link genuinely help a visitor?” If the answer is yes, it’s usually a good link to include.

Common Link Juice Mistakes

Many website owners accidentally waste valuable link equity.

Common mistakes include:

• Creating Orphan Pages – An orphan page has no internal links pointing to it. If search engines struggle to find a page, it may not receive much authority.
  
  
• Using Too Few Internal Links – Some websites publish content regularly but rarely link between articles. This limits the flow of authority across the site.
  
  
• Building Poor-Quality Backlinks – Not all backlinks are beneficial. Links from spammy or irrelevant websites may provide little value and could even harm SEO efforts.
  
  
• Ignoring Older Content – Older blog posts often have authority that can be passed to newer pages. Updating older articles with fresh internal links can help distribute link juice more effectively.

Conclusion

Link juice may sound like a complicated SEO term, but the concept is actually quite simple. It refers to the authority that passes from one page to another through links.

By creating useful content, building relevant backlinks and improving your internal linking strategy, you can help search engines better understand your website and improve the visibility of important pages.

For beginners, the best place to start is with internal linking. It’s simple to implement, easy to manage, and can have a positive impact on your overall SEO performance.

Contact Rich today – Our Law Firm SEO Expert

If you want to chat about anything in this blog or you want to discuss your law firm SEO and how Accesspoint can help, then email me today. And don’t forget to check out our client case studies below!

Email Rich

What Is Link Juice in SEO FAQs

Overview

Most legal services are chosen locally. Whether a client needs help with conveyancing, divorce, wills and probate or criminal defence, they usually search for a solicitor who is nearby, trustworthy and easy to contact. This is why local SEO for law firms has become essential.

In this short guide, Rich, SEO Specialist at Accesspoint, explains the most important steps solicitors can take to improve their visibility in local Google searches and attract more clients from their community.

What Is Local SEO for Law Firms?

Local SEO helps your law firm appear in Google when someone searches for legal services in your area. It focuses on improving your visibility in:

• The Google Map Pack (the three featured local results)
• Localised organic search results
• Your Google Business Profile (GBP)
• Local directories and citation sites

When someone types “family solicitor near me” or “conveyancing solicitor in Leeds”, Google uses local signals to determine which firms appear first. Local SEO is the method we use to strengthen these signals to help your firm stand out from the local crowd.

Why Does Local SEO for Law Firms Matter?

Local SEO helps law firms appear when clients search for solicitors in their area. Most people look for nearby legal help, so improving your visibility in local results and in the Google Map Pack is essential for winning more enquiries.

Clients Want Nearby Solicitors

Even with more legal services moving online, many clients still prefer a local firm they can visit in person and to have the opportunity to meet with their solicitor face-to-face, especially for sensitive matters like family law and wills and probate. Ranking well locally helps builds trust and increases enquiries.

The Map Pack Gets the Most Attention

Studies suggest the Local Map Pack receives around 40–50% of clicks for local intent searches so appearing here naturally gives your firm a strong advantage.

High Intent, Low Waste

Local SEO targets people who are actively seeking local legal help. This means fewer wasted clicks and more qualified enquiries.

How to Improve Your Law Firm’s Local SEO

1. Optimise Your Google Business Profile

Your Google Business Profile (GBP) is the foundation of local SEO. A well-optimised profile makes you more likely to appear in the Map Pack.

Make sure you:

• Use your exact firm name
• Choose accurate categories (e.g. “Family Law Solicitor” or “Conveyancer”)
• Add photos of your office and people
• Keep opening hours updated
• Add clear and concise service descriptions
• Post updates and news regularly

2. Use Local Keywords on Your Website

Being a local law firm is great for high-street presence and visibility, but for online visibility you need to use local keywords sympathetically and effectively in your content to have a chance of being seen online.

Each service page should clearly target:

• The legal service you are offering
• Your location(s)

Sometimes you might have multiple locations so you can either accommodate all locations on the single service page or, you might choose to build a dedicated page for each unique location.

For example:

• “Family Solicitor in Doncaster”
• “Conveyancing Solicitors in Sheffield”
• “Wills and Probate Lawyer Leeds”

You should look to include these terms naturally in your headings, intro lines and in your FAQs.

3. Create Clear Location Pages

We’ve made sure that your service pages include relevant location based keywords, and some of these keywords should link to a supporting and dedicated location page. If you serve multiple towns or areas you should create a dedicated page for each location.

The primary purpose of these location pages is to let the visitor know exactly where your office is located and they should include a map, clear directions and instructions, and the necessary contact details such as your address, phone number, and email address.

For example, if you have an office in Sheffield, Doncaster, and Leeds, you should have a dedicated page for each office that focusses solely on that location. These pages help Google understand where you operate and allow your firm to rank in more than one area.

What is Query Fan-Out? A Simple SEO Guide for Law Firms

If your law firm blogs or service pages aren’t getting the traffic you hoped for, the issue might not be your writing, it could be how narrowly focused your content is. “Query Fan-Out” is a simple Law Firm SEO method that helps you expand your topic to cover related searches.

Find out how to implement Query Fan-Out by reading Rich‘s recent blog.

Read the blog here

4. Build High Quality Local Citations

Citations are listings of your firm’s name, address and phone number (NAP) on trusted websites. Consistent citations help Google trust your business details.

Important sites for solicitors include:

• Law Society “Find a Solicitor”
• Yell
• Thomson Local
• Local business directories
• Chambers of Commerce

Ensure your details match exactly across all platforms. In addition to your NAP, be sure to include a brief explanation of the services you offer. Remember you are trying to increase visibility for your firm for local searches, so including keywords such as “Family Law”, or “Divorce”, or “Probate” in your listing along with your NAP will increase your chances of being surfaced for searches such as “Divorce Solicitor Leeds”, for example.

5. Produce Useful Local Content

Content that mentions your locality helps you build authority in your area. It doesn’t need to be complex — it just needs to be relevant. Simply, by adding your contact details at the foot of your page, you can incorporate powerful location based keywords. For example, you might end your content with “Contact our Divorce Solicitors in Leeds on 01234 567890” and hey presto, you have included the important and powerful keywords “Divorce Solicitors” and “Leeds” which together will serve local based searches such as “Divorce Solicitor Leeds”.

Producing local content doesn’t stop at simply including your location at the foot of any page, although it’s a good place to start!

Produce a dedicated page that focusses on a specific location. For example an article on “How Conveyancing Works in Doncaster” offers you the opportunity to naturally include your location throughout your page for a given service which really boosts your visibility for searches that include the keywords “conveyancing” and “Doncaster”.

This type of content shows Google (and clients) that your firm understands local legal issues, provides popular and in-demand services locally, and, as is a common desire for consumers, you are a local firm whom the clients can visit in person.

6. Strengthen Local Authority with Backlinks

Backlinks remain one of Google’s strongest ranking signals. For local SEO, it’s not just about the number of links you earn, but the relevance and trustworthiness of the websites linking to your law firm. Building genuine connections within your local community can improve both your search visibility and your reputation.

Focus on earning backlinks from:

• Local news websites
• Sponsorships (sports clubs, charities and community events)
• Community organisations
• Schools, colleges or universities you’ve worked with
• Local charities and not-for-profit organisations
• Local business networks and Chambers of Commerce

These links demonstrate that your firm is an established and trusted part of the local community, helping Google understand your geographic relevance while also increasing referral traffic from people in your area.

7. Make Your Website Locally Relevant

Your website should clearly demonstrate where your law firm is based and the areas you serve. While Google uses many signals to determine local relevance, providing consistent location information across your website helps search engines and potential clients understand that you genuinely operate in the locations you’re targeting.

On your main pages, include:

• Your full office address
• A local telephone number
• A Google Map embed
• Clear contact details
• References to the towns, cities or regions you serve where appropriate

These local signals help Google associate your website with specific geographic areas, making it easier for your firm to appear in relevant local search results.

A Quick Local SEO Checklist for Solicitors

To help you keep track of the critical elements you should look out for and focus on, you can use the below quick local SEO for law firms checklist. Use this checklist to periodically check your local SEO credentials and to ensure your information is always correct and up to date.

Is your Google Business Profile up to date?

• Is it complete and up to date?
• Does it include clear and current photos?
• Are your services accurate and up to date?
• Is it up to date with reviews and your replies?
• Are your opening hours correct?

Is your Website up to date?

• Do you have localised service pages?
• Do you have dedicated location pages?
• Are your local keywords used naturally throughout?
• Is your address and contact details visible, clear, and correct?
• Do you have adequate and functional internal links between related pages?

Have your optimised for Authority?

• Do you have consistent local citations?
• Do you have local content?
• Do you have local backlinks and are they still working as expected?
• Do you have a good review profile?

Why you should use an SEO specialist to boost your Local Law Firm SEO

Local SEO for Law Firms is one of the most effective ways to generate new instructions based on local demand for local professional services. By optimising your Google Business Profile, creating strong local pages and building your presence in local directories and communities, you can significantly increase your visibility.

With support from Rich at Accesspoint, law firms can build a practical and sustainable local SEO strategy that attracts more clients and strengthens their reputation within the areas they serve.

Contact our Law Firm SEO Expert

If you want to chat about local SEO for law firms or you want to discuss your law firm SEO and how Accesspoint can help, then email me today. And don’t forget to check out our client case studies below!

Email Rich

Overview

Don’t Bin It – Reheat It: Why Old Blogs Deserve a Second Serving

An old blog post is a bit like a forgotten tub of frozen leftover five bean chilli at the bottom of the freezer drawer. And just for fun, here’s a link to a super tasty recipe, just in case you don’t have a portion already in the freezer.

At first glance, that frozen chilli is unexciting. Dated. Possibly ignored for months. You might even wonder whether it’s worth bothering with at all.

But warm it up, sprinkle on some grated cheese, maybe add a generous dollop of guacamole, a dash of hot sauce, and with a side of nachos suddenly you’ve got a comforting, satisfying lunch.

Your old blog content works in exactly the same way.

Busting The Myth of “Out With the Old and In with the New”

There’s a common belief that blogging success depends on constantly producing new content. New ideas, new posts, new keywords, new everything.

While fresh content certainly has its place, this mindset often leads to a growing graveyard of old posts that are stale, out-of-date, and achieving little other than using up your precious crawl budget. These are articles that once performed well but are now quietly gathering digital dust.

The truth? Many of those older blogs already have something incredibly valuable:

• Authority
• Age
• Existing search visibility

Throwing them away and starting again is like tipping perfectly good chilli into the bin just because you fancy something different.

Why Old Blogs Are SEO Gold

Search engines love content that’s been around for a while and especially if it’s been regularly updated and improved.

An older blog may already have:

• Backlinks from other websites
• A history of user engagement
• Established keyword relevance
• Trust signals that brand-new posts simply don’t have yet

Refreshing that content tells search engines: “This is still relevant. This still matters.”

That gentle reheating can be far more effective than cooking from scratch.

Adding the Cheese: Update the Substance

Start with the basics. Read your old post as if you’ve never seen it before.

Ask yourself:

• Is the information still accurate?
• Has the law, guidance, or best practice changed?
• Are there gaps you could now fill with more confidence or experience?

Add depth where it’s thin. Replace vague statements with clearer explanations. Expand sections that readers might want more detail on.

This is your cheese. A small addition that improves texture, appeal, and satisfaction.

Sprinkle the Spice: Improve Readability

Even good content can feel stale if it’s hard to read.

Look for opportunities to:

• Break up long paragraphs
• Add clearer subheadings
• Simplify overly complex sentences
• Remove unnecessary jargon

A dash of hot sauce doesn’t change what chilli is, it just makes it more inviting. The same goes for better formatting and cleaner language.

Pillar and Cluster content for SEO: What it is and why it matters

Whether you’re a legal professional, small business owner, or marketing manager, understanding and implementing this model can have a transformative impact on your organic traffic. Find out how to build E-E-A-T through Pillar and Cluster content by reading Rich‘s recent blog.

Read the blog here

A Fresh Presentation Still Matters

No matter how good the chilli tastes, presentation counts.

Refreshing an old blog is the perfect time to:

• Rewrite the introduction so it speaks to today’s reader
• Update the meta title and meta description
• Update Alt Text for any images
• Add internal links to newer, relevant content
• Ensure the tone matches your current brand voice

This helps both readers and search engines understand why the content is still worth serving.

Comfort Food Builds Loyalty

There’s something reassuring about familiar, well-made food. Readers feel the same way about reliable content.

Updated blogs show that:

• You care about accuracy and relevancy
• You maintain your expertise
• You don’t abandon your audience once the post is published

That consistency builds trust and trust is far more valuable than novelty alone.

Work Smarter, Not Harder

Creating brand-new content takes time, energy, and research. Refreshing an existing blog is often faster and delivers quicker results.

You already have the base ingredients. You’re simply improving what’s there.

So before you rush to write another post from scratch, take a look at what’s sitting quietly at the back of your content cupboard.

That forgotten tub of chilli might just become the most comforting — and effective — dish you serve all year.

Contact Rich today – Our Law Firm SEO Expert

If you want to chat about anything in this blog or you want to discuss your law firm SEO and how Accesspoint can help, then email me today. And don’t forget to check out our client case studies below!

Email Rich

How to Update an Old Blog FAQs