What a nofollow link looks like
<a href="https://example.com/" rel="nofollow">Example website</a>Without the rel="nofollow" part, this would be an ordinary link, often called a dofollow link.
Where nofollow came from
Google introduced nofollow in 2005, with the other major search engines, to fight comment spam. Spammers were filling blog comments with links to boost their rankings. Nofollow let site owners publish those links without passing them any credit.
How Google treats nofollow today
In September 2019, Google announced two more specific values alongside nofollow and changed how all three are treated:
| Value | Use it for |
|---|---|
rel="sponsored" | Paid links, adverts and affiliate links |
rel="ugc" | User-generated content, such as comments and forum posts |
rel="nofollow" | Any other link you don't want to vouch for |
Since then, Google treats all three as hints rather than strict instructions, and since March 2020 that applies to crawling and indexing too. In practice, Google may still use a nofollow link to discover a page or understand the web, but you are telling it the link isn't an endorsement. You can combine values, for example rel="nofollow sponsored".
When you should use nofollow
- Paid links. Google's spam policies require paid links to be marked, preferably with
sponsored; nofollow is also accepted. - Comments and forums. Links added by visitors should carry
ugcor nofollow, so spammers gain nothing. - Links you have to include but don't recommend, such as a source you are criticising.
Don't use nofollow on links between your own pages. It doesn't save or redirect link value, and it can stop Google from understanding how your site fits together.
Nofollow is not noindex
A nofollow link doesn't stop the target page from being indexed. If Google finds the page another way, it can still appear in results. To keep a page out of search results, use a noindex robots meta tag on the page itself.
There is also a page-level version: <meta name="robots" content="nofollow"> applies nofollow to every link on the page. It is rarely what you want.
Are nofollow links worthless for SEO?
No. A nofollow link from a busy, respected site can bring real visitors, get your name in front of journalists and lead to links that do count. Many links from major news sites and social networks are nofollow, and they are still worth having. A natural link profile always contains a mix.
How to check if a link is nofollow
Right-click the link and choose "Inspect", then look for rel="nofollow", sponsored or ugc on the <a> tag. Browser extensions can also highlight nofollow links on any page.
Frequently asked questions
Does Google follow nofollow links?
It may. Since 2019 Google treats nofollow as a hint, and since March 2020 that includes crawling and indexing. It is no longer a guarantee that Google ignores the link.
What is the difference between nofollow and sponsored?
Sponsored is the more specific value for paid, advertising and affiliate links. Nofollow is the general value for any link you don't want to vouch for. Google accepts either for paid links.
Should I nofollow my internal links?
No. Internal links should be normal links. Nofollowing them doesn't help rankings and can make it harder for Google to understand your site.
Lay Nadji is the founder of ShiftCode, with over 25 years of experience in IT and 15 years in the web industry, working with law firms, luxury brands and small businesses on SEO, content and websites.