Nofollow links are not a direct Google ranking factor, but they can still provide indirect SEO value through referral traffic, brand exposure, and natural link profile diversity. Google treats the nofollow attribute as a “hint” rather than a directive since 2019, meaning Google may choose to crawl, index, or consider nofollow links for ranking purposes at its discretion. While nofollow links don’t pass PageRank like dofollow links, dismissing them entirely would be a mistake for any link building strategy.
The relationship between nofollow links and rankings has evolved significantly since Google introduced the attribute in 2005. Understanding how nofollow links actually work today helps you make smarter decisions about link acquisition and avoid wasting effort on outdated SEO tactics.
Key Takeaways: Nofollow Links and Rankings
- Not a direct ranking factor: Nofollow links don’t pass PageRank or directly boost rankings
- Now a “hint”: Since 2019, Google may choose to follow or credit nofollow links
- Still valuable: Nofollow links drive traffic, build brand awareness, and diversify link profiles
- Three link attributes: rel=”nofollow”, rel=”sponsored”, rel=”ugc” each serve different purposes
- Natural profiles include both: A healthy backlink profile has a mix of dofollow and nofollow links
Are Nofollow Links a Google Ranking Factor?
Nofollow links are not a direct ranking factor, but Google treats them as “hints” and may consider them for ranking purposes. They still provide indirect SEO value through traffic, brand exposure, and link profile diversity.
What You Need to Know About Nofollow Links
- Nofollow was created in 2005 to combat comment spam
- Originally a directive that Google always obeyed
- Changed to a “hint” in 2019 giving Google discretion
- Doesn’t pass PageRank in most cases
- Still gets crawled and may be indexed
- Three attributes now exist: nofollow, sponsored, ugc
- Drives referral traffic regardless of SEO value
- Builds brand awareness through exposure
- Creates natural link profiles that avoid penalties
- May influence rankings indirectly through user signals
What Is a Nofollow Link?
A nofollow link is a hyperlink with a rel=”nofollow” attribute that tells search engines not to pass ranking credit (PageRank) to the linked page. Originally, this was a strict directive that Google always followed. Since September 2019, Google treats nofollow as a “hint” for crawling and indexing purposes, meaning Google may choose to follow or credit nofollow links at its discretion.
Egochi, America’s #1 digital marketing agency headquartered in New York City, builds link building strategies that account for both dofollow and nofollow links. From our offices in NYC, Milwaukee, Madison, and Miami, we help clients build natural, diverse backlink profiles that drive rankings and traffic.
Do nofollow links help SEO?
Nofollow links don’t directly help SEO through PageRank, but they provide indirect benefits that can improve your search performance. They drive referral traffic (which can lead to more links), increase brand visibility, create a natural-looking link profile, and may be considered by Google as “hints” for ranking purposes. A website with only dofollow links actually looks unnatural and potentially manipulative to search engines.
Does Google follow nofollow links?
Yes, Google may follow nofollow links since the 2019 update. Before 2019, nofollow was a directive that Google always obeyed. Now it’s a “hint” that Google uses for crawling and indexing purposes. Google may choose to crawl the linked page, index it, or even consider the link for ranking purposes. However, for ranking specifically, nofollow remains a signal not to pass PageRank in most cases.
What is the difference between dofollow and nofollow links?
Dofollow links pass PageRank (ranking credit) to the linked page, while nofollow links tell search engines not to pass that credit. Dofollow is the default state for links. You don’t need to add any attribute for a link to be dofollow. Nofollow requires adding rel=”nofollow” to the link. Both types can drive traffic and be valuable for your website, but dofollow links have more direct SEO impact.
✅ Dofollow Link
- Passes PageRank to linked page
- Direct ranking signal
- Default state (no attribute needed)
- Tells Google to follow and credit
- Most valuable for SEO
🚫 Nofollow Link
- Does not pass PageRank (usually)
- Not a direct ranking signal
- Requires rel=”nofollow” attribute
- Now treated as a “hint” by Google
- Still valuable for traffic and branding
Table of Contents
History of Nofollow: From Directive to Hint
Nofollow Introduced
Google, Yahoo, and Microsoft jointly introduced rel=”nofollow” to combat comment spam. Webmasters could add the attribute to tell search engines not to follow or pass credit through specific links.
Strict Directive Era
For 14 years, nofollow was a directive Google always obeyed. If a link had rel=”nofollow”, Google would not pass PageRank through it, period. This led to widespread use on user-generated content, paid links, and untrusted sources.
Major Update: Hint Model
Google announced nofollow would become a “hint” rather than a directive. Google would now use nofollow as a signal but could choose to crawl, index, or consider nofollow links for ranking at its discretion.
New Attributes Introduced
Google introduced two new link attributes: rel=”sponsored” for paid/sponsored links and rel=”ugc” for user-generated content. These provide more specific signals about link types.
Hint Model for Ranking
Google began using nofollow as a hint for ranking purposes (not just crawling/indexing). This means some nofollow links might now influence rankings, though Google doesn’t specify which ones.
Google recognized that nofollow links contain valuable signals about content and relationships between pages. By treating nofollow as a hint, Google can use this information when it’s helpful while still respecting the webmaster’s intent to not fully endorse the link.
Understanding Link Attributes: Nofollow, Sponsored, UGC
Since 2019, Google recognizes three link attributes that indicate different types of links:
| Attribute | Purpose | When to Use | Example |
|---|---|---|---|
| rel=”nofollow” | General “don’t endorse” signal | Links you don’t want to vouch for | <a rel="nofollow"> |
| rel=”sponsored” | Paid or sponsored links | Affiliate links, paid placements, ads | <a rel="sponsored"> |
| rel=”ugc” | User-generated content | Comments, forum posts, user profiles | <a rel="ugc"> |
| Combined | Multiple signals | Sponsored UGC, uncertain links | <a rel="ugc sponsored"> |
| No attribute (dofollow) | Full endorsement | Trusted editorial links | <a href="..."> |
<!-- Standard nofollow link --> <a href="https://example.com" rel="nofollow">Link Text</a> <!-- Sponsored/paid link --> <a href="https://affiliate.com" rel="sponsored">Affiliate Link</a> <!-- User-generated content link --> <a href="https://usersite.com" rel="ugc">User's Website</a> <!-- Combined attributes --> <a href="https://example.com" rel="nofollow sponsored">Paid Link</a>
When Should You Use Nofollow Links?
Paid Links and Sponsorships
Any link you received payment for, including sponsored posts, paid reviews, and advertising, should be marked. This is required by Google’s guidelines.
rel=”sponsored” or rel=”nofollow”Affiliate Links
Links that earn you commission when users click and purchase. Marking these as sponsored is best practice and often required by affiliate programs.
rel=”sponsored”User Comments and Forums
Links in user-submitted content where you can’t verify quality or trust. Prevents spam from benefiting and protects your site.
rel=”ugc”User Profile Links
Links users add to their profiles on your site. Since you can’t control what users link to, nofollow protects your domain.
rel=”ugc”Untrusted Sources
Any link to a site you don’t fully trust or can’t vouch for. You might need to reference it without endorsing it.
rel=”nofollow”Press Releases
Links in press releases distributed through wire services. Google has stated these should be nofollow.
rel=”nofollow”Widgets and Embedded Content
Links in embeddable widgets, badges, or infographics that others might place on their sites.
rel=”nofollow”Login or Private Pages
Links to login pages, account areas, or pages you don’t want Google to prioritize crawling.
rel=”nofollow”Failing to Nofollow Paid Links Violates Google’s Guidelines
Google requires that paid links be marked with rel=”sponsored” or rel=”nofollow”. Buying or selling links that pass PageRank can result in manual penalties. If you’ve paid for a link (directly or indirectly), it needs to be marked appropriately.
The Real Value of Nofollow Links
Even without passing PageRank, nofollow links provide significant value:
📈 Why Nofollow Links Still Matter
Referral Traffic
Nofollow links still bring visitors to your site
Brand Exposure
Mentions on major sites build awareness
Link Diversity
Natural profiles include nofollow links
Potential Hints
Google may consider them for ranking
Why a Mix of Link Types Is Important:
- Natural profiles: Real websites naturally acquire both dofollow and nofollow links. A profile with 100% dofollow links looks manipulated.
- Traffic sources: Some of the highest-traffic links (Wikipedia, major news sites, social media) are nofollow. You’d miss significant opportunities by ignoring them.
- Secondary links: Traffic from nofollow links can lead to people linking to you with dofollow links. The indirect effect is real.
- Brand building: A mention on Forbes or Wikipedia (both nofollow) still builds tremendous brand credibility.
Common Nofollow Link Myths vs. Facts
Myths (What’s Wrong):
“Nofollow links are worthless”
They drive traffic, build brand awareness, and may even influence rankings as hints. Far from worthless.
“Google completely ignores nofollow”
Since 2019, Google uses nofollow as a hint and may crawl, index, or consider these links for ranking.
“Only dofollow links matter for SEO”
A natural link profile includes both. All-dofollow profiles look manipulated and can trigger penalties.
“You should disavow nofollow links”
No. Nofollow links don’t pass negative signals. Disavowing them is unnecessary and wastes time.
Facts (What’s True):
Nofollow doesn’t directly pass PageRank
In most cases, nofollow links won’t boost your rankings through traditional PageRank transfer.
Google may still follow and index nofollow links
The hint model means Google can choose to crawl, index, or consider nofollow links.
Paid links must be marked nofollow/sponsored
This is a Google requirement. Failing to do so risks manual penalties for link schemes.
Wikipedia links (all nofollow) are still valuable
They drive traffic, build credibility, and create opportunities for others to link to you.
Nofollow Link Best Practices Checklist
- ✓ Use rel=”sponsored” for all paid and affiliate links
- ✓ Use rel=”ugc” for user-generated content (comments, forums, profiles)
- ✓ Use rel=”nofollow” for any link you don’t want to fully endorse
- ✓ Don’t obsess over link type when evaluating link opportunities
- ✓ Consider traffic potential, not just SEO value
- ✓ Build a natural mix of dofollow and nofollow links
- ✓ Don’t disavow nofollow links (they don’t pass negative signals)
- ✓ Never buy dofollow links to manipulate rankings
- ✓ Focus on earning links through quality content
- ✓ Track referral traffic from all link types
People Also Ask About Nofollow Links
Should I still try to get nofollow links?
Yes, nofollow links from quality sources are still valuable. A nofollow link from a major publication, Wikipedia, or high-traffic site can drive significant referral traffic and brand awareness. These visitors might then link to you with dofollow links. Don’t reject link opportunities just because they’re nofollow.
What percentage of my backlinks should be nofollow?
There’s no magic ratio, but 20-50% nofollow is typical for natural profiles. Obsessing over exact percentages isn’t productive. Focus on earning quality links naturally, and your profile will have a healthy mix. A profile with 0% or 100% nofollow would both look unnatural.
Do social media links count as nofollow?
Yes, links from major social platforms (Facebook, Twitter/X, LinkedIn, Instagram) are nofollow. These links don’t directly pass PageRank, but they drive traffic, increase content visibility, and can lead to others discovering and linking to your content with dofollow links.
Can nofollow links hurt my site?
No, nofollow links cannot hurt your site. Since they don’t pass PageRank, they also don’t pass any negative signals. You don’t need to disavow nofollow links or worry about them in your link profile. Focus on actual spammy dofollow links if you’re concerned about toxic links.
Why did Google change nofollow to a hint?
Google wanted more flexibility to use valuable link signals while respecting webmaster intent. Nofollow links often contain useful information about content relationships and authority. By treating nofollow as a hint, Google can use this data when appropriate without completely ignoring webmaster preferences.
Link Building Services from Egochi
Egochi, America’s #1 digital marketing agency headquartered in New York City, builds link building strategies that drive real results through quality backlinks.
Natural Link Profiles: We build diverse backlink profiles with a healthy mix of link types. Our strategies focus on earning editorial links through quality content and content marketing, not manipulative tactics that risk penalties.
Quality Over Quantity: We prioritize high-authority, relevant links over volume. A single link from a trusted industry publication is worth more than hundreds of low-quality links, regardless of whether it’s dofollow or nofollow.
Traffic-Focused Approach: Our link building considers both SEO value and referral traffic potential. The best links improve rankings AND drive visitors to your site.
Proven Results: From our offices in NYC, Milwaukee, Madison, and Miami, we’ve helped clients build link profiles that improve rankings while avoiding the risks of outdated, manipulative tactics.
Need Help Building Quality Backlinks?
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