Internal Link Equity Calculator

Internal Link Equity Calculator

Estimate how much SEO authority each internal or outbound link receives from a page. Too many links on a single page dilute link equity and reduce the ranking power passed to important pages. Uses URL Rating (UR) — a page-level metric — for accurate per-page calculations.

Page URL Rating (UR)

Enter the URL Rating of the specific page (0–100). UR is a page-level authority score from Ahrefs — use it instead of domain-level DR for accurate link equity estimation.

Followed Internal Links

Enter the number of followed internal links on the page. Do not count nofollow links — they do not pass equity.

Followed Outbound Links

Enter followed external/outbound links only. Nofollow, sponsored, or UGC outbound links do not pass equity.

Ideal Links Per Page Baseline

Set your benchmark for “ideal” followed links on a well-optimised page. Industry guidance typically suggests keeping followed links under 100. Adjust to match your site type.

Baseline: 50
10 (tight) 150 (permissive)

Total Links on Page

Followed Links (Equity-Passing)

Equity Per Followed Link

0.00

Link Dilution vs Baseline

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0
Equity Score

Formula Used

Equity Per Link = UR × PageRank Damping (0.85) ÷ Followed Links
Equity Score (0–100) = MIN( (Equity Per Link ÷ Baseline Equity) × 100, 100 )

Why damping factor 0.85? Google’s original PageRank formula retains ~85% of a page’s authority for redistribution, with ~15% accounting for random navigation. This is the closest publicly-known approximation of how equity flows.  |  Why UR and not DR? DR (Domain Rating) measures domain-level authority. UR (URL Rating) measures page-level authority — the correct input for per-page link equity estimates.  |  Nofollow links are excluded from equity calculations as Google does not pass PageRank through them.

SEO Recommendations

Use URL Rating (UR), not DR. DR is a domain-wide metric. For page-level link equity, always use UR from Ahrefs (or equivalent page-level authority from Moz, Semrush, etc.).
Only followed links pass equity. Adding a nofollow, sponsored, or UGC attribute to outbound links prevents equity leakage. Internal links are followed by default unless explicitly nofollowed.
Keep followed links well under your baseline. Google’s John Mueller has noted there is no hard link limit, but concentrating equity on fewer, higher-priority links strengthens those target pages more.
Pass equity to your most important pages. Use internal links strategically — prioritise commercial or conversion pages over low-value utility pages like privacy policies or login screens.
This is an approximation. Google’s actual PageRank algorithm is proprietary, iterative, and considers many additional signals. Use this calculator for directional guidance, not precise engineering.
Disclaimer: This tool provides an approximation of link equity distribution based on publicly known PageRank concepts. Google’s actual ranking algorithm is proprietary. URL Rating (UR) is an Ahrefs metric and is not provided by Google. Results should be used as directional guidance only.
Internal Link Equity Calculator — estimates how much ranking authority each followed link may receive from a page.

Internal Link Equity Calculator

The Internal Link Equity or Juice Pass Calculator helps estimate how much SEO authority each followed link receives from a page. It uses your page’s URL rating (UR), followed internal links, followed outbound links, and an ideal link baseline to calculate how diluted or concentrated your link equity is.

I built this tool to make internal link analysis simpler and more practical. Instead of guessing whether a page has too many links, you can quickly measure how efficiently authority is being distributed across your website.

Understand How Authority Flows Through Your Website

One of the most overlooked parts of SEO is what happens after a page gains authority.

When a page earns backlinks and builds authority, that value can be passed to other pages through internal links. However, every followed link on the page shares a portion of that authority. The more followed links you add, the less equity each individual link may receive.

This calculator gives you a practical estimate of how much authority each followed link may receive based on your page-level authority and total followed links.

Why Internal Link Equity Matters

Internal linking is one of the strongest SEO signals you fully control.

Search engines use internal links to:

But there is a balance.

A page with fewer, highly relevant followed links usually passes stronger authority to each destination page. On the other hand, pages overloaded with links may dilute equity too heavily.

This does not mean you should avoid linking naturally. It simply means your links should be intentional and strategic.

For example:

This tool helps you visualize that dilution effect before it impacts your SEO performance.

Why I Use URL Rating (UR) Instead of Domain Rating (DR)

A common SEO mistake is using Domain Rating (DR) to estimate page authority.

DR measures the authority of an entire website, but link equity flows from individual pages. That is why this calculator uses URL Rating (UR), which measures page-level authority instead of domain-level authority.

A single page with a strong UR can pass significantly more equity than weaker pages on the same domain.

Using page-level authority makes the calculation much more accurate for internal link analysis.

How the Calculator Works

The calculator estimates link equity distribution using a simplified PageRank-style model.

It takes into account:

The tool then estimates:

The final score shows how closely your page matches your preferred link distribution benchmark.

Why Nofollow Links Are Separate

Not all links pass SEO equity equally.

Links marked as:

typically do not pass traditional PageRank signals in the same way followed links do.

That is why this calculator separates nofollow links from followed links. This gives you a cleaner estimate of how much authority is actually being distributed through equity-passing links.

This can be useful when managing:

What Is a Good Link Equity Score?

There is no perfect universal number because every website structure is different.

However, generally:

Strong Equity Distribution

Balanced Distribution

High Link Dilution

The goal is not to aggressively reduce links. The goal is to make sure your most important pages receive the strongest possible internal authority.

Best Practices for Internal Link Optimization

Prioritize Important Pages

Pass more authority toward:

Reduce Unnecessary Followed Links

Audit:

Use Contextual Internal Links

Links placed naturally inside content often provide stronger relevance signals than repetitive template links.

Audit Sitewide Links

Global navigation and footer links can dramatically increase followed link counts across thousands of pages.

Keep Linking Intentional

Every followed link should have a clear purpose for users and search engines.

Important Disclaimer

This calculator provides an estimated approximation of internal link equity based on publicly known PageRank concepts and modern SEO practices.

Google’s actual ranking systems are proprietary and significantly more advanced than any public formula. URL Rating (UR) is an Ahrefs metric and is not provided by Google.

Use this tool as directional guidance for improving internal link structure and authority distribution — not as an exact representation of Google’s ranking algorithm.