I’m often asked what I mean when I talk about link equity/authority and how it is passed through different types of link.Whether it be broken, 301 or paid there is always a different answer.

I found this post the other day and thought it sums up the main types of links and the value they pass to a site or the value the site misses out on by the link being in in the state it is.

How Links Pass Authority Animated Infographic

Infographic by Vertical Measures It is also worth mentioning the authority, or the lack of link authority passed onto a site via a 3o2 redirect. These physically work in the exact same way as a 301 redirect for the user however they to not pass on any authority. These are often used when an old page is temporarily redirected or when a page needs to be redirected without the new page receiving any of the old pages authority (this can be for a number of reasons, some of which can be a hot topic of contention). If you have any questions or would like more information about the above please let me know and I’ll gladly talk it through with you. Otherwise, if you have any points to add, feel free to do so in the comments section at the bottom.