Link juice, link authority, and backlink authority are all different words that mean essentially the same thing. Google analyzes the links that point to a particular webpage to determine what ranking position the webpage should be placed in their search results for a particular keyword query.
If Page A links to Page B, then link juice “flows” from page A to page B and that generally helps page B rank higher on Google. The more pages (and the higher-quality the pages are) that links to page B, the more link juice page B has and the higher it will tend to rank on Google.
How Do Websites Get More Link Juice?
The smartest way to attract more links to a website is to:
Create authoritative, useful and trustworthy content
Improve the strength and popularity of the brand
Continually advertise, promote and get PR
Promote good website content and be sure it gets in front of the right audience
Other common practices that businesses use to improve their own link juice include:
Contributing content to other websites
Expert quotes or brand mentions
Product reviews on blogs
Getting listed in industry-relevant directories
How Do You Calculate Link Juice?
There are different metrics available for measuring the link juice of your own site and others. Google PageRank is the algorithm that Google uses to measure link juice (but Google PageRank numbers are no longer publicly available). Several SEO tools publish their own link juice data and are valuable for getting accurate numbers.