When discussing website optimisation I often mention juice, and if the other party hasn’t run off thinking that I’m insane because I’ve also used terms such as Panda and Penguin in the same breath, I go on to explain that it’s the influence that can pass from one web page to another by way of a hypertext link.
What’s juice doing in my website? Well, every website has a Page Rank (PR) named after Larry Page, co-founder of Google. The PR is assigned to a website based on multiple factors such as the code used to build the site, the content within the site itself, the number, range and quality of other sources linking to the site, as well as things like visitor metrics (how long people stay on the site). These are all worked out by a mathematical computer program referred to as an algorithm.
Answer: No. If you’ve managed to get your Page Rank up to 3 you must have put quite a bit of work into your content, optimisation, website marketing, and as a result developed a decent online presence. By allowing all links to pass juice you’re also allowing your PR3 authority to be passed on to everything your site links to, and in turn, you are undermining the great work you’ve put into your website.
How do I stem the flow?
Ultimately deciding when to pass, or not to pass juice, is just a small part of the ever evolving science that is search engine optimisation and marketing, but it’s another little thing that can help your site along the way.