The nofollow attribute is a critical tool in maintaining the integrity of your site’s link profile and safeguarding your SEO strategy. Introduced in 2005, nofollow emerged as a response to the rampant issue of blog comment spam. Back then, SEO professionals often exploited Google’s PageRank system by manipulating links to boost rankings—a practice that necessitated a solution.
Here’s a breakdown of what nofollow is, why it matters, and how to use it effectively today.
What Is the Nofollow Attribute?
Nofollow is a rel attribute (<rel="nofollow">) used to tell search engines not to “vouch” for the target link. By applying this attribute, webmasters can signal that the linked page shouldn’t receive PageRank or influence rankings.
Example:
In essence, nofollow specifies the relationship between the linking page and the destination.
Google’s Recommendation
Google advises:
“Use the nofollow value when other values don’t apply, and you’d rather Google not associate your site with or crawl the linked page.”
While nofollowing a link doesn’t guarantee it won’t be indexed or discovered, it primarily determines whether the link passes PageRank.
Evolution of Nofollow: From Directive to Hint
In March 2020, Google changed how it interprets the nofollow attribute, treating it as a hint rather than a strict directive. This means:
- Nofollow indicates a preference not to pass PageRank.
- Google might still choose to crawl or index the link.
Bing, on the other hand, has always treated nofollow as a hint.
Additional Rel Attributes: Sponsored & UGC
To offer more context about link intent, Google introduced two new rel attributes:
rel=”sponsored”
Use this for links associated with paid content, such as:
- Advertisements or banners
- Sponsored posts or articles
- Affiliate links
Example:
rel=”ugc”
Use this for links in user-generated content, including:
- Blog comments
- Forum posts
- User profiles
Example:
Both attributes can be combined with nofollow, offering granular control over link intent.
When to Use Nofollow
Use rel=”nofollow” for links that don’t fall under sponsored or UGC categories but still shouldn’t pass PageRank, such as:
- Untrusted or unfamiliar sources
- Links you don’t want associated with your site
When NOT to Use Nofollow
Avoid nofollow for:
- Links you trust and want to endorse.
- Outbound links meant to provide value without any payment or incentive.
Some webmasters overuse nofollow out of fear of penalties, but this is unnecessary unless your site is specifically selling links.
The Role of Nofollowed Links in SEO
Even though nofollow links don’t explicitly pass PageRank, they:
- Contribute to a natural link profile. A mix of followed and nofollowed links signals authenticity.
- Drive traffic. High-authority sites like The New York Times linking to your site (even with nofollow) can significantly boost visibility and traffic.
Link Schemes and Paid Links: What to Avoid
Google has very strict guidelines on what constitutes a link scheme:
- Buying or selling links for ranking purposes.
- Exchanging goods or services for links.
- Excessive link exchanges (e.g., “Link to me, and I’ll link to you”).
- Using automated tools to generate links.
Quick Tip:
A link is considered “paid” if any money, goods, or services are exchanged in return for the link, even indirectly.
How to Check Nofollow Links
SEO tools like Ahrefs, SEMrush, and Moz can help analyze your link profile, showing how many links are followed or nofollowed.
Final Thoughts: To Nofollow or Not to Nofollow?
Here’s a quick decision-making guide:
- Use Follow: When you trust the source and want to endorse it.
- Use Nofollow: For paid links, UGC, or links you don’t trust.
The nofollow attribute has evolved, but its purpose remains essential: ensuring ethical and transparent linking practices. By using it appropriately, you can protect your site’s reputation while contributing to a healthier web ecosystem.
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