Link juice is an unserious name for a serious idea. It is the value a link passes along, and where it flows on your site is something you actually control.
The short version
Link juice is informal SEO slang for the ranking value or authority that one page passes to another through a hyperlink. Pages with more authority pass more value when they link out.
How it flows
Authoritative pages pass more value than weak ones
A page splits its value across the links on it
Nofollow links generally do not pass the same value
Smart internal linking keeps value flowing to your priority pages, which is a core part of our SEO and ecommerce work.
FAQ
Is link juice a real Google term?
No. It is industry slang for link equity. Google does not use the phrase, but the underlying concept of links passing value is real.