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The nofollow attribute has been a crucial part of SEO since its introduction in 2005. Initially created to combat spam in blog comments, it has evolved into a key tool for managing a site’s link profile. But how do you use it effectively? Let’s explore the significance of nofollow and when it should—or shouldn’t—be applied in your SEO strategy.

What Does Nofollow Mean?

The nofollow attribute, defined as rel="nofollow", is a directive to search engines, specifically Google, telling them not to pass any “link juice” or PageRank through the link. It’s not about blocking search engines from crawling the page—it’s about preventing the transfer of value from one site to another via the link.

The Evolution of Nofollow: From Directive to Hint

Initially, Google treated nofollow as a strict directive, instructing its crawlers to disregard the link entirely. However, in March 2020, Google announced that it now treats nofollow as a “hint” rather than a command. This means that while Google may choose to ignore the attribute, it still considers it an indication of the site’s intent regarding the link’s value.

Interestingly, other search engines, such as Bing, have always treated nofollow as a hint. This shift in how nofollow is treated changes how SEOs should think about using the attribute.

When to Use Nofollow

There are several key scenarios where the nofollow attribute is the preferred choice:

1. Paid Links: If you’re involved in any form of paid link building—such as paying for sponsored content, ads, or affiliate links—you should always use rel="nofollow". Google warns against exchanging money, services, or products for links that pass PageRank.
   • Example: <a href="https://www.example.com" rel="sponsored nofollow">Buy this product</a>

2. User-Generated Content (UGC): Links in user-generated content (such as comments, forum posts, or reviews) should also be nofollowed. These links are often considered more susceptible to spam and manipulation, so it’s best not to pass PageRank through them.
   • Example: <a href="https://www.example.com" rel="ugc nofollow">Check out this product</a>

3. Sites with Low Trust or Unknown Relevance: If you’re linking to a site that you don’t fully trust or if you’re unsure of its SEO value, applying nofollow can be a safe approach to avoid endorsing that site.
4. Paid Collaborations: If you’ve been paid to write or produce content with links embedded in it, use nofollow to indicate that these links aren’t intended to pass PageRank.
   • Example: <a href="https://www.example.com" rel="nofollow">This is a sponsored link</a>

5. Excessive or Irrelevant Links: If you have sitewide links (like footer links) or other types of mass links that don’t add value or context, it’s better to nofollow them.

When Not to Use Nofollow

Not every link should be nofollowed. There are times when it’s appropriate to allow a link to pass PageRank:

1. Editorial or Organic Links: If you’re linking to a trusted source because the content is valuable and you genuinely want to share it, don’t use nofollow. These types of links are considered part of a healthy and natural link profile.
2. Links to Social Media: Links to social media profiles typically don’t require nofollow, as they’re a normal part of online interaction and branding.
3. Guest Posts Without Payment: If you’re contributing a guest post for a site without compensation, the links within it should not be nofollowed. However, if the post is part of a paid exchange, then it’s essential to use nofollow.
4. Internal Links: Links within your own site should never be nofollowed unless there’s a specific technical reason to do so (e.g., preventing link spam or passing PageRank through specific pages).

What About Dofollow?

The term “dofollow” doesn’t actually exist. If a link is not marked as nofollow, it’s automatically considered “followed,” meaning it can pass PageRank and influence search engine rankings. There’s no need to add any special attribute like dofollow—simply omit nofollow if you want the link to pass value.

The Value of Nofollow Links

While nofollow links do not directly impact rankings, they still have value in a link-building strategy. Nofollow links contribute to a natural link profile. A site with only followed links could look suspicious to Google, as it might appear manipulative. Furthermore, nofollow links can still drive traffic to your site. A nofollow link from a high-authority site, like The New York Times, can generate significant referral traffic, even if it doesn’t directly improve your SEO.

How to Check Nofollow Links

SEO tools like Ahrefs, Majestic, and SEMrush allow you to track and analyze nofollow links. These tools provide insights into your backlink profile and help ensure that your strategy is aligned with Google’s guidelines.

To manually check if a link is nofollowed, you can inspect the page’s source code for the rel="nofollow" attribute. Additionally, browser extensions like the Ahrefs Chrome Plugin can help identify nofollow links directly on the webpage.

Conclusion

The nofollow attribute plays an essential role in SEO by helping manage a site’s link profile and ensuring compliance with Google’s guidelines. Use it for paid links, user-generated content, and any other scenario where you don’t want to vouch for the linked content. However, avoid overusing it, as nofollow links can still bring traffic and contribute to a natural, balanced link profile. As search engines continue to evolve, understanding when and how to use nofollow will remain a crucial element of effective SEO strategies.

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