there were some discussion on bhw several times if links within noindex content would carry link juice. By accident I made an interesting observation recently: I let my outsourcer build two new PBNs to my moneysite. The PBNs were built from expired domains. They were indexed in google like that "xxxx.com - this domain is for sale..." 1-2 weeks after the PBNs were finished (articles / links) I noticed a significant boost of my rankings. Good job, the PBN links work. BUT: when I looked for my PBNs in google I still found "xxxx.com - this domain is for sale..." for both domains. The content had not been indexed! I thought then: Ok, probably google already crawled it and the links count but it needs some more time until the content shows up in the index. One week later it was still the same for both PBNs: "xxxx.com - this domain is for sale..." Then I got suspicious and had a look on the source code: For some reason my outsourcer had set the content to noindex / follow for both PBNs. That means I got a significant boost from links within noindex content! They do carry link juice. The question is: How much link juice do they carry? I changed the content to index / follow then. This is about 2 weeks ago. Since then there were no changes in the ranking except for minor fluctuations. That is a hint that links from noindex content even carry as much link juice as links from indexed content. Of course my accidental case study is too small to make any general statements. But definitely an interesting question for further studies. benefit: you can build branded links or keyword links and your competitor cannot find it via a simple google search.