The Basics: What Do These Terms Mean?
Every hyperlink on the web is either followed or nofollowed — a distinction that tells search engine crawlers how (or whether) to pass authority from one page to another.
A dofollow link (the default state of any link) passes what SEOs call "link equity" or "PageRank" to the destination page. It says, in essence, "I vouch for this page." These are the links that most directly influence search rankings.
A nofollow link includes a specific HTML attribute (rel="nofollow") that historically told Google not to follow the link or pass ranking credit. It looks like this in HTML:
<a href="https://example.com" rel="nofollow">Link text</a>
A Brief History: How Nofollow Evolved
Google introduced the nofollow attribute in 2005 to combat comment spam — a rampant tactic where spammers would flood blog comment sections with links to boost their rankings. By allowing webmasters to mark user-generated links as nofollow, it removed the SEO incentive for comment spam.
In 2019, Google introduced two additional link attributes:
- rel="sponsored" — for paid or affiliate links
- rel="ugc" — for user-generated content like forum posts and comments
Google now treats all three as hints rather than directives — meaning they may still choose to follow and count these links in some situations, though they typically don't pass the same weight as standard dofollow links.
Where You Typically Find Nofollow Links
- Wikipedia citations
- Blog comments
- Social media profiles and posts
- Press releases (when distributed en masse)
- Forum signatures
- Paid/sponsored content (when properly attributed)
- Many news site outbound links
Do Nofollow Links Have Any SEO Value?
This is the question most practitioners care about — and the answer is nuanced.
Direct ranking value: Standard nofollow links do not pass significant PageRank. If your goal is purely link equity, a dofollow link from the same source would be more valuable.
Indirect value: Nofollow links are not worthless. Here's why they still matter:
- Traffic: A nofollow link from a high-traffic page can still send visitors to your site. Traffic has real business value regardless of SEO attribution.
- Brand visibility: Mentions on authoritative platforms build brand recognition, even without PageRank transfer.
- Link profile naturalness: A backlink profile composed entirely of dofollow links can look unnatural. A healthy mix of nofollow and dofollow links reflects how real websites naturally accumulate links.
- Indexation: Nofollow links can still help search engines discover your pages.
What Makes a Healthy Link Profile?
Rather than obsessing over the dofollow/nofollow ratio, focus on the overall quality and diversity of your link profile:
| Signal | What to Aim For |
|---|---|
| Link type mix | Natural blend of dofollow and nofollow |
| Anchor text | Varied — branded, generic, and keyword-rich |
| Linking domain diversity | Many unique root domains, not just many links from few sites |
| Topical relevance | Links from sites in your niche or adjacent topics |
| Domain authority | Mix of high-DA and moderate-DA sources |
Practical Guidance for Link Building
When prospecting for links, prioritize dofollow opportunities — but don't dismiss nofollow placements on relevant, high-traffic sites. A nofollow mention in a major industry publication is more valuable than a dofollow link from an obscure, low-quality directory.
The goal is always to earn links that serve two purposes: passing authority and driving real, interested traffic to your site. When a link does both, it's genuinely valuable regardless of its technical attributes.
Key Takeaways
- Dofollow links are the primary currency of link-based SEO ranking signals.
- Nofollow links can still drive traffic, build brand awareness, and diversify your link profile.
- Google now treats nofollow as a hint, meaning some nofollow links may pass partial value.
- Focus on link quality and relevance first — the follow/nofollow distinction is secondary.