Skip to content
    Moz logo Menu open Menu close
    • Products
      • Moz Pro
      • Moz Pro Home
      • Moz Local
      • Moz Local Home
      • STAT
      • Moz API
      • Moz API Home
      • Compare SEO Products
      • Moz Data
    • Free SEO Tools
      • Domain Analysis
      • Keyword Explorer
      • Link Explorer
      • Competitive Research
      • MozBar
      • More Free SEO Tools
    • Learn SEO
      • Beginner's Guide to SEO
      • SEO Learning Center
      • Moz Academy
      • MozCon
      • Webinars, Whitepapers, & Guides
    • Blog
    • Why Moz
      • Digital Marketers
      • Agency Solutions
      • Enterprise Solutions
      • Small Business Solutions
      • The Moz Story
      • New Releases
    • Log in
    • Log out
    • Products
      • Moz Pro

        Your all-in-one suite of SEO essentials.

      • Moz Local

        Raise your local SEO visibility with complete local SEO management.

      • STAT

        SERP tracking and analytics for enterprise SEO experts.

      • Moz API

        Power your SEO with our index of over 44 trillion links.

      • Compare SEO Products

        See which Moz SEO solution best meets your business needs.

      • Moz Data

        Power your SEO strategy & AI models with custom data solutions.

      Let your business shine with Listings AI
      Moz Local

      Let your business shine with Listings AI

      Learn more
    • Free SEO Tools
      • Domain Analysis

        Get top competitive SEO metrics like DA, top pages and more.

      • Keyword Explorer

        Find traffic-driving keywords with our 1.25 billion+ keyword index.

      • Link Explorer

        Explore over 40 trillion links for powerful backlink data.

      • Competitive Research

        Uncover valuable insights on your organic search competitors.

      • MozBar

        See top SEO metrics for free as you browse the web.

      • More Free SEO Tools

        Explore all the free SEO tools Moz has to offer.

      NEW Keyword Suggestions by Topic
      Moz Pro

      NEW Keyword Suggestions by Topic

      Learn more
    • Learn SEO
      • Beginner's Guide to SEO

        The #1 most popular introduction to SEO, trusted by millions.

      • SEO Learning Center

        Broaden your knowledge with SEO resources for all skill levels.

      • On-Demand Webinars

        Learn modern SEO best practices from industry experts.

      • How-To Guides

        Step-by-step guides to search success from the authority on SEO.

      • Moz Academy

        Upskill and get certified with on-demand courses & certifications.

      • MozCon

        Save on Early Bird tickets and join us in London or New York City

      Unlock flexible pricing & new endpoints
      Moz API

      Unlock flexible pricing & new endpoints

      Find your plan
    • Blog
    • Why Moz
      • Digital Marketers

        Simplify SEO tasks to save time and grow your traffic.

      • Small Business Solutions

        Uncover insights to make smarter marketing decisions in less time.

      • Agency Solutions

        Earn & keep valuable clients with unparalleled data & insights.

      • Enterprise Solutions

        Gain a competitive edge in the ever-changing world of search.

      • The Moz Story

        Moz was the first & remains the most trusted SEO company.

      • New Releases

        Get the scoop on the latest and greatest from Moz.

      Surface actionable competitive intel
      New Feature

      Surface actionable competitive intel

      Learn More
    • Log in
      • Moz Pro
      • Moz Local
      • Moz Local Dashboard
      • Moz API
      • Moz API Dashboard
      • Moz Academy
    • Avatar
      • Moz Home
      • Notifications
      • Account & Billing
      • Manage Users
      • Community Profile
      • My Q&A
      • My Videos
      • Log Out

    The Moz Q&A Forum

    • Forum
    • Questions
    • Users
    • Ask the Community

    Welcome to the Q&A Forum

    Browse the forum for helpful insights and fresh discussions about all things SEO.

    1. Home
    2. SEO Tactics
    3. Intermediate & Advanced SEO
    4. Link Juice + multiple links pointing to the same page

    Moz Q&A is closed.

    After more than 13 years, and tens of thousands of questions, Moz Q&A closed on 12th December 2024. Whilst we’re not completely removing the content - many posts will still be possible to view - we have locked both new posts and new replies. More details here.

    Link Juice + multiple links pointing to the same page

    Intermediate & Advanced SEO
    3
    4
    5222
    Loading More Posts
    • Oldest to Newest
    • Newest to Oldest
    • Most Votes
    Reply
    • Reply as question
    Log in to reply
    This topic has been deleted. Only users with question management privileges can see it.
    • Mark_Ch
      Mark_Ch last edited by

      Scenario
      The website has a menu consisting of 4 links

      Home | Shoes | About Us | Contact Us

      Additionally within the body content we write about various shoe types. We create a link with the anchor text "Shoes" pointing to www.mydomain.co.uk/shoes

      In this simple example, we have 2 instances of the same link pointing to the same url location.
      We have 4 unique links.
      In total we have 5 on page links.

      Question
      How many links would Google count as part of the link juice model?
      How would the link juice be weighted in terms of percentages?
      If changing the anchor text in the body content to say "fashion shoes" have a different impact?

      Any other advise or best practice would be appreciated.

      Thanks Mark

      1 Reply Last reply Reply Quote 0
      • Mark_Ch
        Mark_Ch last edited by

        Hi Remus & Kurt,

        Thank you for your advise.

        Mark

        1 Reply Last reply Reply Quote 0
        • Kurt_Steinbrueck
          Kurt_Steinbrueck last edited by

          Remus's answer is good.  I would add to that that Google has their first link filter.  If you have two links pointing from page A to page B, Google only passes link authority (pagerank) and reputation (keywords in the anchor text and relevant surrounding text) through the first link that appears in the code.  The second link does not pass anything.  So, whatever the anchor text of the first link in the code is, that's the anchor text Google is going to use (Remus is right that anchor text has become less important).

          The second link does, however, dilute the amount of pagerank passed.  So, like Remus pointed out, each link in your scenario only passes 20% of the pagerank.  Since Google ignores the second link to the shoe page, that 20% of pagerank does not get passed.  I'm not sure if it stays on the page or just gets lost.

          So, what does this all mean?  From an SEO standpoint, you want the link with the targeted keyword to be first in the code if you have more than one link to a page.  Also, you don't really want to have two links to the same page on that one page.  Now, that's from an SEO perspective.  From a user perspective, it may make perfect sense to have that second link and the page may convert better.  So, you'd just have to decide which is more important...and it's probably the user perspective that's more important.

          Kurt Steinbrueck
          OurChurch.Com

          1 Reply Last reply Reply Quote 1
          • zoicaremus
            zoicaremus last edited by

            Hi Mark, really good questions.

            1. How many links would Google count as part of the link juice model?

            There are a lot of opinions about this subject and there is no clear answer (it's really hard to test). Some time ago Google removed the effect of "nofollow" attribute for internal links, to cut the advantage SEO's  gained by "pagerank sculpting". I think they did this so that search engine optimizers don't have a big advantage over standard websites. My personal opinion is that in terms of link juice lost Google would count 5, but the page benefiting  won't get double the value. I think Google would only count the advantages of one of those links, whichever the best (probably the one in content. But on the other side, the link juice lost is not so important. The rest of the pages won't necessarily rank for popular terms.

            I think that in-content links get way more advantages than just the "juice" and anchor text. The neighboring text is also important, the fact that it's in a block of text it's also important. Also it brings value to the users, who, might want to see all the shoes models when reading about them. I think you should definitely use this approach but just make sure you don't take it to an extreme.

            1. 20% to each link, but the shoes page won't get 20x2 from those 2 duplicate, maybe it will get 25 + some other advantages (personal oppinion!)

            2. Changing anchor text had some effect in the past, but recently anchor text has less and less importance. It probably still has value. It's still an important ranking factor for 2013, and I would use it if I was you. But I would bring it to a new level. I would also think about the words in the context of the link. Try to link from all the relevant sections of the websites, and as you point to the shoes page from different contexts, naturally, the anchor text will change. For example you could link through our "shoe collection" from an article which compares between your shoes and competitor shoes.

            I wrote an article for YouMoz a few years ago, some concepts might be a bit outdated because the ranking factors changed a lot since then. However it might give you some ideas to explore from a new perspective 🙂 -> An Intelligent Way to Plan Your Internal Linking Structure

            1 Reply Last reply Reply Quote 1
            • 1 / 1
            • First post
              Last post

            Got a burning SEO question?

            Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.


            Start my free trial


            Browse Questions

            Explore more categories

            • Moz Tools

              Chat with the community about the Moz tools.

            • SEO Tactics

              Discuss the SEO process with fellow marketers

            • Community

              Discuss industry events, jobs, and news!

            • Digital Marketing

              Chat about tactics outside of SEO

            • Research & Trends

              Dive into research and trends in the search industry.

            • Support

              Connect on product support and feature requests.

            • See all categories

            Related Questions

            • Wavelength_International

              Should I apply Canonical Links from my Landing Pages to Core Website Pages?

              I am working on an SEO project for the website: https://wave.com.au/ There are some core website pages, which we want to target for organic traffic, like this one: https://wave.com.au/doctors/medical-specialties/anaesthetist-jobs/ Then we have basically have another version that is set up as a landing page and used for CPC campaigns. https://wave.com.au/anaesthetists/ Essentially, my question is should I apply canonical links from the landing page versions to the core website pages (especially if I know they are only utilising them for CPC campaigns) so as to push link equity/juice across? Here is the GA data from January 1 - April 30, 2019 (Behavior > Site Content > All Pages😞

              Intermediate & Advanced SEO | | Wavelength_International
              0
            • kirbyf

              Website Redesign, 301 Redirects, and Link Juice

              I want to change my client’s ecommerce site to Shopify. The only problem is that Shopify doesn’t let you customize domains. I plan to: keep each page’s content exactly the same keep the same domain name 301 redirect all of the pages to their new url The ONLY thing that will change is each page’s url. Again, each page will have the exact same content. The only source of traffic to this site is via Google organic search and sales depend on the traffic. There are about 10 pages that have excellent link juice, 20 pages that have medium link juice, and the rest is small link juice. Many of our links that have significant link juice are on message boards written by people that like our product. I plan to change these urls and 301 redirect them to their new urls. I’ve read tons of pages online about this topic. Some people that say it won’t effect link juice at all, some say it will might effect link juice temporarily, and others are uncertain. Most answers tend to be “You should be good. You might lose some traffic temporarily. You might want to switch some of your urls to the new structure to see how it affects it first.” Here’s my question: 1) Has anyone ever done changed a url structure for an existing website with link juice? What were your results and do you have a definitive answer on the topic? 2) How much link juice (if any) will be lost if I keep all of the exact content the same but only change each page’s url? 3) If link juice is temporarily lost and then regained, how long will it be temporarily lost? 1 week? 1 month? 6 months? Thanks.

              Intermediate & Advanced SEO | | kirbyf
              0
            • BrandExpSteve

              Is their value in linking to PPC landing pages and using rel="canonical"

              I have ppc landing pages that are similar to my seo page. The pages are shorter with less text with a focus on converting visitors further along in the purchase cycle. My questions are: 1. Is there a benefit for having the orphan ppc pages indexed or should I no index them? 2. If indexing does provide benefits, should I create links from my site to the ppc pages or should I just submit them in a sitemap? 3. If indexed, should I use rel="canonical" and point the ppc versions to the appropriate organic page? Thanks,

              Intermediate & Advanced SEO | | BrandExpSteve
              0
            • friendoffood

              Do 404s really 'lose' link juice?

              It doesn't make sense to me that a 404 causes a loss in link juice, although that is what I've read.  What if you have a page that is legitimate -- think of a merchant oriented page where you sell an item for a given merchant --, and then the merchant closes his doors.  It makes little sense 5 years later to still have their merchant page so why would removing them from your site in any way hurt your site?  I could redirect forever but that makes little sense.  What makes sense to me is keeping the page for a while with an explanation and options for 'similar' products, and then eventually putting in a 404.  I would think the eventual dropping out of the index actually REDUCES the overall link juice (ie less pages), so there is no harm in using a 404 in this way.  It also is a way to avoid the site just getting bigger and bigger and having more and more 'bad' user experiences over time. Am I looking at it wrong? ps I've included this in 'link building' because it is related in a sense -- link 'paring'.

              Intermediate & Advanced SEO | | friendoffood
              0
            • theLotter

              Multiple Internal links to same destinations

              My company is redoing our homepage and there will be 4 links to our main play pages (5 games).  2 in the menu and 2 within the content. I was thinking I should no follow one of the links on the homepage + 1 in the menu so that we don't have link dilution from having multiple internal links to the same destination within 1 page. Does this make sense? Any downside of this or suggestions of a solution that may be more effective? Thanks!

              Intermediate & Advanced SEO | | theLotter
              0
            • AshShep1

              Should my back links go to home page or internal pages

              Right now we rank on page 2 for many KWs, so should i now focus my attention on getting links to my home page to build domain authority or continue to direct links to the internal pages for specific KWs? I am about to write some articles for several good ranking sites and want to know whether to link my company name (same as domain name) or KW to the home page or use individual KWs to the internal pages - I am only allowed one link per article to my site. Thanks Ash

              Intermediate & Advanced SEO | | AshShep1
              0
            • Netrepid

              Do I need to use rel="canonical" on pages with no external links?

              I know having rel="canonical" for each page on my website is not a bad practice... but how necessary is it for pages that don't have any external links pointing to them? I have my own opinions on this, to be fair - but I'd love to get a consensus before I start trying to customize which URLs have/don't have it included. Thank you.

              Intermediate & Advanced SEO | | Netrepid
              0
            • rball1

              Increasing Internal Links But Avoiding a Link Farm

              I'm looking to create a page about Widgets and all of the more specific names for Widgets we sell: ABC Brand Widgets, XYZ Brand Widgets, Big Widgets, Small Widgets, Green Widgets, Blue Widgets, etc. I'd like my Widget page to give a brief explanation about each kind of Widget with a link deeper into my site that gives more detail and allows you to purchase. The problem is I have a lot of Widgets and this could get messy: ABC Green Widgets, Small XYZ Widgets, many combinations. I can see my Widget page teetering on being a link farm if I start throwing in all of these combos. So where should I stop? How much do I do? I've read more than 100 links on a page being considered a link farm, is that a hardline number or a general guideline?

              Intermediate & Advanced SEO | | rball1
              0

            Get started with Moz Pro!

            Unlock the power of advanced SEO tools and data-driven insights.

            Start my free trial
            Products
            • Moz Pro
            • Moz Local
            • Moz API
            • Moz Data
            • STAT
            • Product Updates
            Moz Solutions
            • SMB Solutions
            • Agency Solutions
            • Enterprise Solutions
            Free SEO Tools
            • Domain Authority Checker
            • Link Explorer
            • Keyword Explorer
            • Competitive Research
            • Brand Authority Checker
            • Local Citation Checker
            • MozBar Extension
            • MozCast
            Resources
            • Blog
            • SEO Learning Center
            • Help Hub
            • Beginner's Guide to SEO
            • How-to Guides
            • Moz Academy
            • API Docs
            About Moz
            • About
            • Team
            • Careers
            • Contact
            Why Moz
            • Case Studies
            • Testimonials
            Get Involved
            • Become an Affiliate
            • MozCon
            • Webinars
            • Practical Marketer Series
            • MozPod
            Connect with us

            Contact the Help team

            Join our newsletter
            Moz logo
            © 2021 - 2025 SEOMoz, Inc., a Ziff Davis company. All rights reserved. Moz is a registered trademark of SEOMoz, Inc.
            • Accessibility
            • Terms of Use
            • Privacy

            Looks like your connection to Moz was lost, please wait while we try to reconnect.