Ahrefs
16 minutes
Backlink Equity from Redirecting an Acquired Domain in SEO
Buying a domain with a strong backlink profile and 301-redirecting it passes its link equity (authority) to the acquiring site, because search engines treat backlinks from credible sites as votes of trust. How much this helps depends on where the redirects point: sending them to relevant matching pages or a central hub, rather than blindly to the homepage, puts authority where internal links can then spread it across the site. In SEO, this sits inside link-authority theory and is tempered by the concentration and algorithm-update risk of relying on a single search channel.