According to a recent study by Ahrefs, 10.6% of all backlinks to the top 110,000 websites are nofollow links. This might seem surprising, but there are valid reasons why so many websites use nofollow links. The main difference between nofollow and dofollow links is how search engines interpret them. Dofollow links pass authority to the linked website, which can boost its ranking in search results. In contrast, nofollow links do not directly contribute to a website's search ranking.
It's important to understand this difference because search engines use various factors, including the authority passed through links, to determine where a website appears in search results. While nofollow links don't directly contribute to this authority, they still play a significant role in a comprehensive SEO strategy, as we'll explore later in this article.
From a technical perspective, the only difference between the two is that a nofollow link includes a rel="nofollow" tag in the HTML code. This tag signals to search engine crawlers not to transfer authority to the linked website. However, this tag doesn't affect how users interact with the link; they can still click on it and visit the linked website just like they would with a do-follow link.
In addition to the traditional rel="nofollow" tag, there are two other link attributes that fall under the nofollow category: rel="UGC" and rel=" sponsored." The rel="UGC" attribute is used for user-generated content, such as comments and forum posts while rel="sponsored" is used for sponsored or paid links.
You can inspect the link in your browser to determine whether a link is nofollow or dofollow. Right-click on the link and select "Inspect" to view the HTML code. If you see rel="nofollow," rel=" UGC," or rel=" sponsored," then the link is a nofollow link. You can also use backlink analysis tools like Ahrefs or Moz to check the status of a link.
| Link Type | Link Attributes | Description | SEO Impact | Examples |
|---|---|---|---|---|
| Dofollow | None | Passes link juice to the linked website | Improves the ranking of the linked website | Example |
| Nofollow | rel="nofollow" | Does not pass link juice to the linked website | No direct impact on the ranking of the linked website | Example |
| Nofollow | rel="ugc" | Indicates user-generated content | No direct impact on the ranking of the linked website | Example |
| Nofollow | rel=" sponsored" | Indicates a sponsored or paid link | No direct impact on the ranking of the linked website | Example |
- Use dofollow links when you want to endorse the linked website and help it rank higher in search results.
- Use nofollow links when you don't want to endorse the linked website, when you are linking to a low-quality website, or when the link is for paid or user-generated content.
The role of nofollow links in SEO
While nofollow links may not directly improve your website's ranking by passing link juice, they are far from useless. They offer several benefits that can indirectly boost your SEO efforts.
Website traffic and a diversified backlink profile
Nofollow links can still drive valuable traffic to your website. When a website includes a nofollow link to your website, visitors can still click on that link and visit your site. This can increase brand visibility and referral traffic, benefiting your SEO efforts.
For example, a case study by IMG.courses showed that Moz experienced a 271% traffic spike from a nofollow link in BuzzFeed. This highlights the potential of nofollow links to drive significant traffic to a website, even if they don't directly improve its ranking. Another example is Moz's experience with a nofollow link from a Twitter account with 160,000 followers, which significantly increased website traffic.
Furthermore, a healthy backlink profile is essential for good SEO. Search engines like Google look for a natural and diverse backlink profile when evaluating a website. Your website should have various dofollow and nofollow links from multiple sources.
Too many dofollow links can make your website look unnatural to search engines, potentially leading to penalties. Including nofollow links in your backlink profile can help to create a more balanced and organic link profile, which can improve your website's credibility in the eyes of search engines. Nofollow links can indirectly affect rankings by contributing to this natural link profile.
It's worth noting that many major websites, such as Wikipedia, Forbes, Entrepreneur, CNN, and the NFL, primarily use nofollow links for external websites. This further emphasizes the importance of nofollow links in a balanced SEO strategy.
Protection against penalties and the impact on page ranking
Google has strict guidelines that website owners must follow to avoid penalties. One of these guidelines is to avoid participating in link schemes, which involve buying or selling links to manipulate search rankings. If your website has too many dofollow links from low-quality or spammy websites, it could be a red flag to Google, potentially leading to a penalty. Using nofollow links for these websites can help protect your website from penalties and maintain a healthy backlink profile.
While nofollow links do not directly pass link juice, there is some evidence to suggest that they can still have an indirect impact on page ranking. Google updated its guidelines in 2020 to treat nofollow links as a "hint" rather than a directive. This means that Google may still choose to follow nofollow links in some cases, potentially improving page ranking.
A study by Semrush analyzed the backlink profiles of websites that rank #1 in Google search results. The study found that many websites have a significant percentage of nofollow links. This suggests that nofollow links play a role in Google's ranking algorithm, even if it is not a direct one.
Experts in the field also recognize the value of nofollow links. Bibi Raven, a link-building professional and founder of Bibibuzz, emphasizes the importance of nofollow links for driving traffic, increasing brand visibility, and building a natural link profile. Another expert opinion highlights that nofollow links from high-authority websites can still pass value, especially if those sites rank well and receive significant traffic.
However, it's crucial to remember that a natural link profile requires a mix of dofollow and nofollow links. Relying solely on nofollow links would not be an effective SEO strategy.
- Don't be afraid to include nofollow links in your backlink profile.
- Focus on building a natural and diverse backlink profile with a mix of do-follow and nofollow links.
- Use nofollow links for low-quality or spammy websites to protect your website from penalties.
Best practices for using nofollow links
Identifying low-quality or spammy websites and technical implementation
One of the best practices for using nofollow links is identifying low-quality or spammy websites. These websites often have low domain authority, thin content, and many outbound links. Linking to these websites with dofollow links can harm your website's SEO.
You can use tools like Moz or Ahrefs to identify low-quality websites and check their domain authority and spam score. You can also manually review the website for signs of low quality, such as poor design, grammar errors, and irrelevant content.
The technical implementation of nofollow links depends on the platform you're using for your website. You can add the rel="nofollow" attribute to the link tag in HTML. For example:
If you're using a content management system (CMS) like WordPress, you can add the nofollow attribute using the built-in link editor. Some CMS platforms also have plugins or extensions to help you manage nofollow links more efficiently.
Paid links and user-generated content
Google's Webmaster Guidelines state that all paid links must be tagged as nofollow. This includes any links you have paid for in exchange for money, products, or services. If you are participating in an affiliate program or hosting paid links on your website, using the nofollow attribute for these links is essential. Failure to do so could result in a penalty from Google.
Regarding user-generated content, such as comments on blogs and forums, it's best practice always to include nofollow links. This is because you cannot control the quality of the websites that users link to in their comments. Using nofollow links for user-generated content helps to protect your website from being associated with spammy or low-quality websites. It also signals to search engines that you are not trying to manipulate your backlink profile through user-generated content.
It's also essential to use nofollow links when you have received payment to write a blog post or publish pre-written content that includes a particular link. This includes guest posts and copy written by an external party. Similarly, if you have received gifted items or accepted services to review or feature on your blog, you should use nofollow links even if no cash payment is involved.
- Use nofollow links for low-quality or spammy websites.
- Always use nofollow links for paid links, including affiliate links.
- Use nofollow links for user-generated content.
- Use nofollow links for any content where you have received payment or gifts.
Common misconceptions about nofollow links
Despite their importance, there are several misconceptions surrounding nofollow links. Let's debunk some of the most common ones:
Nofollow links have no value.
One of the most common misconceptions about nofollow links is that they have no value. While it is true that nofollow links do not directly pass link juice, they can still provide several benefits for your website, such as increased traffic, brand visibility, and a more natural backlink profile.
Nofollow links can hurt a site.
Another misconception is that nofollow links can hurt a website's ranking. This is generally not true. A nofollow link could potentially harm your website from an excessively spammy domain. It's essential to be mindful of the source of your nofollow links and avoid those from websites known for spammy practices.
You should nofollow all outbound links.
Some website owners believe they should not nofollow all outbound links to prevent losing link juice. However, this is not a good practice. Nofollowing all outbound links can make your website look unnatural to search engines and potentially harm your ranking. It's essential to have a balance of dofollow and nofollow links in your link profile.
- Don't underestimate the value of nofollow links.
- Nofollow links will not hurt your website's ranking unless they come from excessively spammy domains.
- Don't nofollow all outbound links.
The importance of properly using nofollow links in SEO
Properly using nofollow links is essential for maintaining a healthy backlink profile and avoiding search engine penalties. By following best practices for using nofollow links, you can ensure that your website is not associated with spammy or low-quality websites and that you are not violating Google's Webmaster Guidelines.
Nofollow links can also be valuable for building relationships with other websites and increasing brand visibility. By linking to other websites with nofollow links, you can show them that you appreciate their content and are interested in building a relationship with them. This can lead to reciprocal links and other opportunities for collaboration.
Moreover, appropriately using nofollow links contributes to a natural backlink profile, which is a positive signal to search engines. A natural link profile indicates that your website is earning links organically rather than through manipulative tactics.
- Follow best practices for using nofollow links to avoid penalties.
- Use nofollow links to build relationships with other websites.
- Use nofollow links to increase brand visibility.
Conclusion
Nofollow links are an integral part of a modern SEO strategy. While they may not directly contribute to your website's ranking by passing link juice, they offer a range of benefits that can indirectly boost your SEO efforts. These benefits include increased website traffic, a more diversified and natural backlink profile, protection against penalties, and potential indirect influence on page ranking.
It's important to remember that Google's approach to nofollow links has evolved. They are now treated as hints rather than strict directives, meaning that Google may still choose to follow them in certain situations. This highlights the need for a nuanced understanding of nofollow links and their role in SEO.
By following best practices for using nofollow links, such as identifying low-quality websites, properly tagging paid and user-generated content, and maintaining a balanced link profile, you can ensure that your website benefits from the advantages of nofollow links while avoiding any potential negative consequences.
In conclusion, nofollow links are a valuable tool for any website owner who wants to improve their SEO and build a strong online presence. By understanding their function and implementing them strategically, you can leverage nofollow links to enhance your website's overall SEO performance.
