Definition
A NoFollow link is a hyperlink with an added rel=”nofollow” HTML attribute that instructs search engines not to pass authority, ranking power, or SEO value to the linked website. Unlike standard (DoFollow) links, NoFollow links do not count as endorsements or “votes of confidence” in search engine algorithms and typically don’t contribute to improving the linked site’s search rankings.
The NoFollow attribute serves as a directive to search engines, essentially saying, “Don’t count this link as a vote for the linked page.” When encountering a NoFollow link, search engine crawlers still follow the link to discover the content, but they don’t transfer PageRank or link equity through that link.
Key characteristics of NoFollow links include:
- Presence of the rel=”nofollow” attribute in the HTML code
- No transfer of link equity or PageRank to the linked site
- Still visible and clickable to human users
- Still drive referral traffic when clicked
- Can be identified by examining the page’s HTML code
- Standard implementation:
<a href="https://example.com" rel="nofollow">Anchor Text</a>
History of NoFollow Links
The NoFollow attribute has evolved significantly since its introduction:
2005: Google introduces the NoFollow attribute in January as a response to increasing blog comment spam. The original purpose was to reduce the incentive for comment spam by ensuring links in comments wouldn’t improve search rankings.
2005: Shortly after Google’s announcement, Yahoo and MSN Search (later Bing) also adopt the NoFollow attribute, making it an industry standard.
2007: Wikipedia implements NoFollow on all external links to prevent SEO manipulation, significantly impacting link building strategies targeting the encyclopedia.
2007-2009: Major blogging platforms and content management systems begin automatically applying NoFollow to comment links, making comment-based link building less effective.
2009-2011: Social media platforms including Twitter, Facebook, and eventually most major networks implement NoFollow on outbound links, dramatically changing social media link building approaches.
2013: Google updates its guidance on NoFollow, recommending its use for advertising links and paid placements to avoid penalties for selling links.
2016-2018: Many major publishers adopt NoFollow for guest contributions and sponsored content as awareness of Google’s guidelines increases.
2019: Google announces a significant update, changing NoFollow from a directive to a “hint,” meaning Google may choose to count some NoFollow links for ranking purposes based on other signals. Google also introduces two additional attributes: rel=”sponsored” for paid links and rel=”ugc” for user-generated content.
2020-2025: Search engines continue to refine how they interpret NoFollow links, using machine learning to make more nuanced decisions about when to pass value through links regardless of their attributes.
Types of NoFollow Links
NoFollow links appear in various contexts across the web:
Comment Links: Links within blog comments and forum posts, typically automatically assigned NoFollow status to prevent spam.
Social Media Links: Links shared on most major social platforms including Twitter, Facebook, Instagram, LinkedIn, and Pinterest.
User-Generated Content Links: Links in reviews, forum posts, wiki contributions, and other content created by users rather than site owners.
Paid Links/Advertisements: Links in sponsored posts, banner ads, and paid placements that must use NoFollow (or now rel=”sponsored”) to comply with search engine guidelines.
Widget Links: Links embedded in distributable widgets, badges, or embeddable tools.
Press Release Links: Links in distributed press releases, which Google has specifically mentioned should be NoFollowed.
Certain Directory Links: Many web directories apply NoFollow to their listings, particularly free or low-quality directories.
Embedded Content Links: Links within iframes or embedded third-party content often have NoFollow attributes.
Cautionary Links: Links to potentially untrustworthy sources that site owners don’t want to endorse.
Reciprocal Links: Some webmasters apply NoFollow to reciprocal link exchanges to avoid potential penalties.
Importance in Modern SEO
Despite not directly passing link equity, NoFollow links remain important in a comprehensive SEO strategy for several reasons:
NoFollow links contribute to a natural, diverse backlink profile. Websites with backlink portfolios consisting exclusively of DoFollow links may appear suspicious to search engines, as this doesn’t reflect natural linking patterns on the web.
While they don’t directly pass authority in the traditional sense, NoFollow links from high-traffic sources can generate significant referral traffic, which itself is valuable for business growth and can lead to additional direct DoFollow links when visitors share or reference the content.
Since Google’s 2019 announcement that NoFollow is treated as a “hint” rather than a directive, some NoFollow links may actually provide ranking benefits, particularly if they come from relevant, authoritative sources. This shift means NoFollow links can’t be dismissed entirely from an SEO perspective.
NoFollow links increase brand visibility and awareness even without passing link equity. Mentions on popular social platforms or in widely-read publications still put a brand in front of potential customers and industry influencers.
For comprehensive link building campaigns, understanding when and where NoFollow links appear helps SEO professionals allocate resources effectively, focusing DoFollow link acquisition efforts on opportunities with the highest potential SEO impact while still valuing NoFollow links for their indirect benefits.
In the broader context of digital marketing beyond SEO, the distinction between NoFollow and DoFollow links matters less than the overall visibility, traffic, and business value that all types of links can provide when placed in front of relevant audiences.