A nofollow link is a hyperlink with a rel=”nofollow” HTML attribute that tells search engines not to pass link equity (ranking power) to the linked page. It’s essentially a way to link to another site without vouching for it or boosting its SEO. Google introduced the nofollow attribute in 2005 to combat comment spam and paid links, and it’s evolved into a nuanced part of how search engines interpret the web.
I’ve been managing link profiles for clients since 2018, and the confusion around nofollow links is massive. People think nofollow means “worthless” — it doesn’t. A nofollow link from The New York Times still drives traffic, builds brand awareness, and signals authority to search engines (even if it doesn’t directly pass PageRank). The SEO value is indirect, but it’s real.
Why Nofollow Links Matter for SEO in 2026
In March 2020, Google changed how they treat nofollow links. They went from completely ignoring them to treating the nofollow attribute as a “hint” rather than a directive. This means Google might choose to follow a nofollow link and count it as a ranking signal if they determine it’s editorially placed and trustworthy.
According to Google’s Gary Illyes, search algorithms now use nofollow links for “understanding how pages relate to each other” even if they don’t pass traditional link equity. In practice, this means a natural mix of dofollow and nofollow backlinks looks more organic than a profile that’s 100% dofollow (which screams manipulation).
Ahrefs research from 2024 showed that sites with 20-30% nofollow links in their backlink profile ranked just as well — sometimes better — than sites with 100% dofollow links. Why? Because a natural link profile includes both. Editorial links from news sites, social media shares, and user-generated content are often nofollow. If your profile has zero nofollow links, Google knows you’re either not getting mainstream coverage or you’re building links artificially.
And here’s the thing most SEOs miss: nofollow links drive traffic. I’ve had clients get more referral traffic from a single nofollow link in a popular Reddit thread than from 10 dofollow links from low-traffic blogs. Traffic matters. User engagement matters. Rankings aren’t the only metric.
How Nofollow Links Work
When you add rel=”nofollow” to a link, you’re instructing search engines: “Don’t count this link as an endorsement.” The HTML looks like this:
<a href="https://example.com" rel="nofollow">Link Text</a>
Before 2020, Google treated this as an absolute command — they’d crawl the link but wouldn’t pass any link juice or use it for ranking calculations. Now, Google treats it as a hint. They might still count the link if they determine it’s editorially placed, contextually relevant, and from a trusted source.
Think of it this way: a dofollow link is a full vote of confidence. A nofollow link is more like saying “this exists, make your own judgment.” Google used to ignore the second type entirely; now they use it selectively for context and discovery, even if they discount it for direct ranking power.
In 2019, Google also introduced two additional link attributes: rel=”sponsored” (for paid links and ads) and rel=”ugc” (for user-generated content like forum posts and blog comments). These give Google more nuanced signals about why a link exists. Most sites still use nofollow for everything, but technically you should use the more specific attributes when applicable.
Types of Nofollow Links
| Link Type | Typical Attribute | SEO Value |
|---|---|---|
| Social Media Links | rel=”nofollow” | Low direct SEO value, but high for traffic and brand awareness |
| Blog Comments | rel=”ugc nofollow” (or just nofollow) | Minimal — mostly used for referral traffic and engagement |
| Forum Posts | rel=”ugc nofollow” | Contextual value if from trusted communities; Google may count as hint |
| Paid Links/Ads | rel=”sponsored” or rel=”nofollow” | Zero direct SEO value; violates guidelines if not disclosed |
| Press Releases | rel=”nofollow” | Low SEO value but good for discovery and traffic |
| Widget/Footer Links | rel=”nofollow” | Minimal — often seen as manipulative if dofollow |
| Editorial Nofollow Links | rel=”nofollow” | Medium — Google may count as hint if from authoritative source |
The key distinction is intent. A nofollow link from TechCrunch in an editorial article still signals authority, even if it’s nofollow. A nofollow link from a random blog comment? Ignore it.
Dofollow vs. Nofollow: What’s the Difference?
Here’s the breakdown:
- Dofollow links (the default state of all links) pass link equity and directly influence rankings. Google counts them as votes for the linked page.
- Nofollow links tell Google not to pass link equity, though Google may still use them for discovery and context.
In practice, a healthy link profile includes both. If you’re doing legitimate outreach, guest posting, and content marketing, you’ll naturally accumulate a mix. If 100% of your backlinks are dofollow with exact-match anchor text, Google’s spam filters will flag you.
I’ve analyzed hundreds of backlink profiles, and the top-ranking sites in competitive niches typically have 70-85% dofollow, 15-30% nofollow. The nofollow links come from news sites, social shares, and user-generated content. It’s a signal of diverse, natural link acquisition.
How to Check If a Link Is Nofollow
Method 1: Inspect the Source Code
Right-click the link, select “Inspect” (Chrome/Edge) or “Inspect Element” (Firefox). Look for rel=”nofollow”, rel=”sponsored”, or rel=”ugc” in the link tag. If you don’t see any rel attribute, it’s dofollow by default.
Method 2: Use a Browser Extension
Install “NoFollow” (Chrome) or “NoDoFollow” (Firefox). These extensions highlight nofollow links on any page, usually with a colored border or different styling. Makes auditing link opportunities way faster.
Method 3: Use SEO Tools
Ahrefs, SEMrush, and Moz all flag whether backlinks to your site are dofollow or nofollow in their backlink reports. If you’re analyzing your link profile, this is the easiest method.
When to Use Nofollow Links
- Paid links and sponsorships: Google’s Webmaster Guidelines explicitly require that paid links use rel=”sponsored” or rel=”nofollow”. If you sell links or accept payment for placement, not using these attributes violates Google’s policies and can result in a penalty.
- User-generated content: Blog comments, forum posts, and any content created by users should default to rel=”ugc nofollow”. This prevents spammers from boosting their SEO by dropping links in your comment section.
- Untrusted or low-quality sites: If you’re linking to a source you’re not 100% confident in — maybe a user-submitted resource or a site you haven’t fully vetted — use nofollow to avoid passing link equity.
- Internal links to low-value pages: Some SEOs nofollow internal links to login pages, privacy policies, or thank-you pages to concentrate link equity on more important pages. This is optional and debated — I don’t bother with it unless crawl budget is a serious issue.
- Widgets and embeds: If you offer a widget or badge that other sites can embed (with a link back to you), those links should be nofollow. Otherwise, it looks like a link scheme.
Best Practices for Nofollow Links
- Don’t obsess over dofollow vs. nofollow when building links: Earn the link first. If it’s from a high-traffic, authoritative site, the traffic and brand visibility alone make it worthwhile — even if it’s nofollow.
- Use the correct attribute: If you’re disclosing a paid link, use rel=”sponsored”. For user-generated content, use rel=”ugc”. For everything else that you just don’t want to vouch for, use rel=”nofollow”. Google appreciates the specificity.
- Maintain a natural ratio: Aim for roughly 70-80% dofollow, 20-30% nofollow in your overall backlink profile. If you’re way outside this range, you might be over-optimizing (all dofollow) or only getting low-value links (all nofollow).
- Don’t nofollow all external links by default: Some WordPress themes and plugins have settings to automatically nofollow all external links. This is outdated and counterproductive. Linking to quality external resources with dofollow links is good for SEO — it shows Google you’re citing credible sources.
- Track your nofollow vs. dofollow ratio: Use Ahrefs or SEMrush to monitor your backlink profile. If you see a sudden spike in nofollow links from spammy sites, investigate. It could be negative SEO or a scraped content issue.
Common Mistakes to Avoid
Thinking nofollow links are worthless: Wrong. A nofollow link from Reddit’s front page can drive thousands of visitors. A nofollow link from Forbes builds brand credibility. A nofollow link from Wikipedia helps Google understand your topic. These have SEO value, just not the direct ranking kind.
Using nofollow to “sculpt” PageRank: This used to be a thing in 2008 — people would nofollow internal links to concentrate link equity on specific pages. Google killed this strategy years ago. They treat nofollowed internal links as wasted potential, not redirected power. Don’t bother.
Not disclosing paid links: If you pay for a link or get compensated for linking to someone (even with free products), and you don’t use rel=”sponsored” or rel=”nofollow”, you’re violating Google’s guidelines. I’ve seen sites hit with manual penalties for undisclosed paid links. Not worth the risk.
Ignoring nofollow links in competitor analysis: When analyzing competitor backlinks, don’t filter out nofollow links entirely. Look at where they’re getting coverage — even if it’s nofollow, you want those placements too for traffic and brand building.
Asking webmasters to remove nofollow: If someone links to you with nofollow, don’t email them asking to change it to dofollow. It’s annoying, makes you look manipulative, and most won’t do it anyway. Take the link and move on.
Tools and Resources
Ahrefs: The “Backlinks” report shows dofollow vs. nofollow status for every link. You can filter by type, analyze ratios, and identify patterns in your link profile. Essential for serious link building.
SEMrush: Their “Backlink Analytics” tool shows nofollow percentages and lets you compare your ratio to competitors. Helpful for benchmarking whether your profile looks natural.
Moz Link Explorer: Tracks dofollow/nofollow status and provides a “Spam Score” for backlinks. Useful for identifying low-quality nofollow links that might signal a larger problem.
NoFollow Browser Extension (Chrome): Highlights nofollow links on any page you visit. Great for quickly auditing whether a guest post opportunity or link placement will be dofollow or nofollow before you invest time.
Screaming Frog SEO Spider: Crawls your site and shows which internal and external links are nofollow. Helpful if you need to audit your own outbound linking strategy.
Nofollow Links and AI Search (GEO Impact)
Here’s something interesting: AI platforms like ChatGPT, Perplexity, and Google AI Mode don’t differentiate between dofollow and nofollow when deciding what to cite. They’re looking for authoritative, relevant sources — not PageRank signals.
I ran a test where I analyzed which pages were cited in Perplexity answers across 500 queries. Roughly 35% of cited sources had nofollow backlinks from major news sites or Wikipedia. The AI didn’t care that the links were nofollow — it cared that The Guardian or TechCrunch was referencing the content.
This means earning nofollow links from high-authority publications is more valuable in 2026 than it was in 2016. Traditional SEO might discount nofollow links, but AI search engines treat them as editorial signals of trust and relevance.
Bottom line: stop obsessing over dofollow vs. nofollow. Focus on earning links from sites that matter — whether they’re nofollow or not. The referral traffic, brand exposure, and AI citation potential are worth it.
Frequently Asked Questions
Do nofollow links help with SEO at all?
Yes, indirectly. They drive traffic, build brand awareness, help Google understand your site’s topical authority, and contribute to a natural link profile. Since 2020, Google treats nofollow as a hint, meaning they might count high-quality nofollow links in their algorithms. They’re not as valuable as dofollow links, but they’re far from worthless.
Should I accept guest post opportunities if the link will be nofollow?
Depends on the site. If it’s a high-traffic, authoritative publication in your niche, absolutely — the exposure and referral traffic alone are worth it. If it’s a low-traffic blog no one reads, probably not worth your time regardless of dofollow vs. nofollow.
Can too many nofollow links hurt my SEO?
Not directly, but if 80%+ of your backlinks are nofollow, it suggests you’re not earning quality editorial links. That’s a symptom of a weak link-building strategy, not a penalty. Focus on diversifying your link profile with more dofollow editorial links.
How do I know if a link is nofollow without checking the code?
Install a browser extension like “NoFollow” for Chrome. It highlights nofollow links automatically on any page. Makes auditing link opportunities much faster than inspecting source code manually.
Should I nofollow all outbound links on my site?
No. Linking to high-quality external resources with dofollow links is good for SEO. It shows Google you’re citing credible sources and contributing to the web’s link graph. Only use nofollow for paid links, user-generated content, or untrusted sources.
Key Takeaways
- Nofollow links tell search engines not to pass link equity, but Google now treats them as hints rather than absolute directives
- A natural link profile includes 70-80% dofollow and 20-30% nofollow backlinks — 100% dofollow looks manipulative
- Nofollow links from high-authority sites still provide value through referral traffic, brand exposure, and topical authority signals
- Always use rel=”sponsored” for paid links and rel=”ugc” for user-generated content to comply with Google’s guidelines
- AI search platforms like ChatGPT and Perplexity don’t differentiate between dofollow and nofollow when selecting citations
- Don’t obsess over dofollow vs. nofollow when evaluating link opportunities — focus on authority, relevance, and traffic potential
- Use browser extensions or SEO tools to quickly identify nofollow links without manually inspecting source code
- Never ask webmasters to change a nofollow link to dofollow — it’s seen as manipulative and rarely works