Link juice is a very popular term in search engine optimization. Link juice mainly increases the page rank of websites and websites with high page ranks are considered authority sites. Authority sites are liked and listed in the front page of major search engines. Naturally, websites with higher search engine ranks get huge web traffic. Link juice is directly connected with link building. Link juice flows through inbound links. High PR websites are able to pass link juice through inbound links pointing to the specific website. Here, the inbound link works like a pipeline and link juice flows like fluid.