What is the concept of ‘link equity’ (also called ‘link juice’) and how does link sculpting attempt to manipulate it?

Question

SEO Fundamentals — Hard

What is the concept of ‘link equity’ (also called ‘link juice’) and how does link sculpting attempt to manipulate it?

Accepted Answer

Link equity refers to the authority passed from one page to another through links. Link sculpting involves strategically using nofollow attributes or internal link structure to concentrate equity toward priority pages. However, Google has clarified that nofollowed internal links no longer completely redirect equity as previously believed.