Link juice is the term used to evoke the beneficial effects on natural referencing that a website can transmit to another website or rather a page to another page through an outgoing link.
When a page mentions another page in its content, it ends up by transferring some of its authority (its juice). Imagine that in an article about Inbound Marketing, for example, we mentioned that Digital Marketing is important for this strategy. By inserting a link in the "Digital Marketing" section to the page that we consider the most complete on this topic, we tell Google that this page is the reference on this subject, and so we give it our "vote of confidence" - or as we said before, we pass on a bit of our authority/juice to it.
One of the most important points of Link Juice is the distribution of the notoriety of a website. What is important to understand is that each link used transfers a part of its notoriety. It is extremely important that your page contains more links to your site than to another. Why is this important? Because a site that has only outgoing links is not interesting to Google. However, you should not have only internal links either, since you cannot be the reference in all the domains addresed in your site/page. You can specify to Google the type of your links through the rel attribute on your tags <a> when they are less relevant :
You can also tell Google not to follow all the links of the page thanks to the general instruction for robots: <meta name="robots" content="nofollow">, which will enable you to apply the instruction on all the links of the page.
Be careful, specifying the type of link does not lead to the transmission of "juice", that is to say that through these specific links, no fame is transferred, however, the not transmitted juice is lost.
Make sure that more than 50% of the links on the page point to your site in order to limit the amount of lost juice :