Nofollow

How this link attribute controls PageRank flow and tells search engines not to pass authority

What Is Nofollow?

Nofollow is a link attribute that tells search engines not to pass PageRank or "link equity" to the destination page. Added to links using `rel="nofollow"`, this attribute essentially instructs search engines to ignore the link for ranking purposes. Whilst users can still click nofollow links normally, search engines treat them differently than standard "follow" links when calculating page authority and rankings.

Google introduced nofollow in 2005 to combat comment spam and paid links. Since 2019, Google treats nofollow as a "hint" rather than an absolute directive, meaning they may choose to follow or pass value through these links in certain circumstances.

Simple explanation: Nofollow is a tag added to links that tells search engines not to count them as votes of confidence. It prevents PageRank from flowing to the linked page, protecting your site's authority when linking to untrusted content.

Why It Matters

Understanding this attribute helps manage link equity strategically:

• Authority preservation: Prevents passing authority to low-quality or untrusted sites
• Spam prevention: Protects comment sections and user-generated content
• Paid link compliance: Required for sponsored or paid links per Google guidelines
• Editorial control: Distinguishes between endorsed and mentioned links
• Risk mitigation: Reduces association with potentially harmful sites
• Resource prioritisation: Directs crawl budget to important pages

Key Takeaway

Use nofollow strategically rather than indiscriminately. Apply it to paid or sponsored links to comply with Google's guidelines and avoid penalties. Add it to user-generated content like comments and forum posts where you can't verify link quality. Use it when linking to untrusted sources you're mentioning but not endorsing. However, avoid unnecessarily adding this attribute to legitimate editorial links to quality resources—this wastes opportunities to build relationships and provide value to readers. Internal links with this attribute generally make little sense unless you're deliberately sculpting PageRank flow, which is rarely worth the effort.

When to Use This Attribute

Apply this attribute in specific circumstances:

• Paid links: Required for sponsored content, advertisements, and affiliate links
• User-generated content: Comments, forum posts, and user profiles
• Untrusted sources: Sites you're mentioning but not vouching for
• Login pages: Sign-in or registration pages that shouldn't be crawled
• Competitor mentions: When discussing competitors without endorsing them
• Widgets and badges: Embedded content from third parties

How It Works

Technical implementation and search engine behaviour:

Standard links pass PageRank from the source page to the destination, contributing to the linked page's authority and rankings. Links with this attribute still allow search engines to discover pages but instruct them not to pass ranking value. Google now treats this as a hint rather than a directive—they may choose to follow these links or use them as ranking signals in certain contexts. Other link attributes like "sponsored" and "ugc" (user-generated content) provide more specific context.

Nofollow vs Follow Links

Understanding the difference:

• Follow links (default): Pass PageRank, contribute to rankings, signal endorsement
• Links with this attribute: Don't pass PageRank (traditionally), treated as hints by Google
• Traffic: Both drive referral traffic equally when clicked
• Discovery: Both help search engines find new pages
• Visibility: No visual difference to users on the page

Modern Link Attributes

Google's 2019 update introduced additional attributes:

rel="sponsored"

For paid links, advertisements, and sponsorships. More specific than generic nofollow for commercial relationships.

rel="ugc"

For user-generated content like comments and forum posts. Indicates content you didn't create or editorially endorse.

Combined Attributes

You can combine multiple attributes: `rel="nofollow sponsored"` for paid links you want to ensure don't pass value.

Common Mistakes

Avoid these misuses:

• Internal links: Rarely necessary and wastes link equity
• Excessive use: Adding the attribute to all external links reduces value to readers
• Editorial links: Using it on legitimate quality resources you're recommending
• Missing on paid links: Not using this attribute on sponsored content risks penalties
• Affiliate disclosure gaps: Using it on affiliate links without proper disclosure
• Sculpting attempts: Complex PageRank sculpting strategies rarely work as intended

Checking These Links

Methods to identify these links:

• View page source: Search for `rel="nofollow"` in the HTML
• Browser extensions: Tools like NoFollow that highlight these links
• Developer tools: Inspect links to view their attributes
• SEO tools: Crawlers like Screaming Frog identify nofollow links
• Backlink checkers: Tools show whether backlinks to your site include this attribute

Impact on Link Building

How this attribute affects your strategy:

Whilst follow links remain more valuable for SEO, nofollow links still provide benefits. They drive referral traffic, increase brand visibility, diversify your link profile naturally, and may pass some value as Google now treats them as hints. A natural link profile includes both types. Obsessing over only acquiring follow links can lead to unnatural patterns. Focus on earning links from relevant, high-quality sources regardless of the attribute.

PageRank Sculpting

The outdated practice of manipulating PageRank flow:

PageRank sculpting involves strategically placing this attribute on internal links to control how authority flows through your site. Google's 2009 update largely eliminated this tactic's effectiveness. When you add this attribute to a link, the PageRank that would have flowed through it is now lost rather than redistributed to other links. Modern SEO focuses on natural, logical linking rather than attempting to game PageRank distribution.

Best Practices

Use this attribute appropriately:

• Follow Google's guidelines: Always use this attribute for paid and sponsored links
• Protect user-generated areas: Apply to comments and forums automatically
• Be selective: Don't apply to every external link indiscriminately
• Use specific attributes: Prefer "sponsored" and "ugc" over generic when appropriate
• Focus on quality: Link to valuable resources regardless of attribute
• Monitor backlinks: Track whether sites linking to you use this attribute

Related SEO Terms

• Backlinks — Incoming links from other websites
• PageRank — Algorithm measuring page importance through links
• Link Equity — Value passed through links
• Dofollow — Standard links that pass PageRank
• Sponsored Links — Paid links requiring proper attribution

Need Help With Link Strategy?

Our SEO experts can audit your link profile, implement proper nofollow attributes, and develop strategies to earn high-quality backlinks.