Nofollow
Definition
A link attribute telling search engines not to pass ranking credit to the linked page. Used for paid links, user comments, and untrusted content.
What is a Nofollow Link?
A nofollow link includes an attribute (rel="nofollow") that signals to search engines: "Don't use this link when calculating rankings." The link still works for visitors, but search engines treat it differently.
Example: Link text
Why Nofollow Exists
Google introduced nofollow in 2005 to combat comment spam. Spammers were flooding blogs with comments just to get backlinks. Nofollow removed the SEO incentive.
Today it's used more broadly to identify links that shouldn't pass ranking credit.
When to Use Nofollow
- Paid links and advertisements: Required by Google's guidelines
- User-generated content: Comments, forum posts, untrusted submissions
- Affiliate links: Links you're paid to include
- Untrusted content: Anything you can't vouch for
Additional Link Attributes
Google also recognises:
- rel="sponsored": For paid or sponsored links
- rel="ugc": For user-generated content
- rel="nofollow": General "don't endorse" signal
You can combine them: rel="nofollow sponsored"
Nofollow and SEO Value
Nofollow links don't pass ranking credit, but they're not worthless:
- They still drive referral traffic
- They contribute to a natural link profile
- They may influence rankings indirectly
- Google treats nofollow as a "hint" rather than directive since 2019
For Your Site
Don't worry if some of your backlinks are nofollow—a natural profile includes both types. Do ensure you're using nofollow appropriately on outbound links, especially for paid placements.