Definition
A DoFollow link (often simply called a “follow link”) is a standard hyperlink that passes SEO value, authority, and ranking power from one webpage to another. Unlike NoFollow links, DoFollow links don’t contain the rel=”nofollow” attribute in their HTML code, which means search engines are instructed to follow these links and consider them as “votes of confidence” for the linked page.
DoFollow links represent the default state of hyperlinks on the web, where link equity (sometimes called “link juice”) flows freely from the linking page to the linked page. This transfer of authority is a fundamental mechanism in how search engines determine the relevance, importance, and trustworthiness of websites.
Key characteristics of DoFollow links include:
- Absence of any rel=”nofollow”, rel=”sponsored”, or rel=”ugc” attributes in the link’s HTML
- Ability to pass PageRank or link equity to the destination URL
- Contribution to the linked site’s backlink profile and domain authority
- Influence on search engine rankings of the linked page
- Treated by search engines as an endorsement of the linked content
- Standard HTML structure (e.g.,
<a href="https://example.com">Anchor Text</a>)
History of DoFollow Links
The concept of DoFollow links has evolved alongside search engines and their link evaluation methods:
1996-1998: Early search engines begin using links between websites as ranking signals, with all links being “DoFollow” by default (though the term didn’t exist yet).
1998: Google launches with the PageRank algorithm at its core, which revolutionizes search by using links as “votes” to determine website authority and relevance.
2000-2004: As link-based ranking becomes dominant, all hyperlinks are simply “links” that pass value, with no distinction between follow and nofollow types.
2005: Google introduces the NoFollow attribute as a way to combat comment spam. This creates the implicit distinction of “DoFollow” for standard links without this attribute.
2005-2007: The term “DoFollow” emerges in SEO communities as practitioners need terminology to distinguish standard links from NoFollow links.
2008-2012: As NoFollow becomes more widespread on social media, forums, and user-generated content platforms, the value of DoFollow links increases in the SEO community.
2013-2018: Google refines how it interprets links, introducing the concept of “implied links” and other signals, but DoFollow links remain central to ranking algorithms.
2019: Google announces an evolution of the NoFollow attribute, introducing additional link attributes (rel=”sponsored” and rel=”ugc”) and changing how these links are treated from directives to “hints.”
2020-2025: Despite algorithm advancements, DoFollow links continue to be a critical ranking factor, though search engines become increasingly sophisticated at evaluating link quality, relevance, and context rather than simply counting links.
Types of DoFollow Links
DoFollow links can be categorized in several ways based on their source, placement, and characteristics:
Editorial Links: Naturally earned links from content publishers who choose to reference your site.
Guest Post Links: Links within content contributed to other websites (when not marked as sponsored).
Resource Page Links: Links from curated lists of helpful resources in a particular niche.
Business Profile Links: Links from business directories that don’t automatically apply NoFollow attributes.
Content Syndication Links: Links back to original content when material is republished on other platforms.
Partner/Vendor Links: Links exchanged between business partners or from vendors to clients.
Internal DoFollow Links: Links between pages on the same website, which also pass value and help establish page hierarchy.
Contextual Links: Links embedded within the main content of a page, typically carrying more weight than navigational or footer links.
Image Links: Image-based hyperlinks without NoFollow attributes, which pass value like text links.
Deep Links: DoFollow links pointing to specific internal pages rather than a homepage, often more valuable for topic relevance.
Importance in Modern SEO
Despite numerous algorithm updates and the introduction of hundreds of ranking factors, DoFollow links remain one of the foundational elements of search engine optimization. Their continued importance stems from several factors:
DoFollow links continue to serve as independent endorsements of content quality and relevance. When one site links to another without nofollow attributes, it suggests confidence in the linked resource, providing search engines with valuable signals about content quality and trustworthiness.
The quantity, quality, and relevance of DoFollow links pointing to a website remain strongly correlated with higher search rankings. While search engines now evaluate many additional factors, research consistently shows that sites with strong DoFollow backlink profiles tend to outrank those with weaker profiles.
As search engines have become more sophisticated, the quality of DoFollow links has become more important than quantity. Links from relevant, authoritative websites in the same industry or topical area carry significantly more weight than random links from unrelated sources.
The strategic acquisition of DoFollow links through content marketing, digital PR, guest posting (when done legitimately), and relationship building represents one of the most challenging yet rewarding aspects of modern SEO. Unlike many on-page factors that can be directly controlled, earning quality DoFollow links requires creating genuinely valuable content and building industry relationships.
For SEO practitioners, understanding which links pass value and which don’t remains crucial for effective strategy development. By focusing efforts on acquiring relevant, natural DoFollow links rather than easy-to-get NoFollow links, SEO professionals can more efficiently improve search visibility and domain authority in competitive markets.