Nofollow vs Dofollow, explained properly.
In a nutshell
Every hyperlink is dofollow by default. Adding the rel="nofollow" attribute (or rel="sponsored" or rel="ugc") tells Google not to treat the link as an endorsement. Nofollow is standard for paid links, blog comments, and untrusted external destinations. For example, links inside a sponsored post or affiliate review should be marked nofollow or sponsored.
What is the difference between nofollow and dofollow links?
Nofollow and dofollow are two types of links used in SEO and link building. These terms refer to how search engines treat backlinks to your website. While both types can be beneficial for SEO, understanding the difference is important for building a successful link profile and improving your search rankings. We help businesses optimise their link building strategy by strategically using both nofollow and dofollow links. By understanding when and how to use each, we can help improve your website's SEO performance.
What are nofollow links?
A nofollow link is a hyperlink that contains the rel="nofollow" attribute in its HTML code. This tells search engines not to follow the link and not to pass any link authority to the linked page. Nofollow links are typically used when a website does not want to vouch for or endorse the content of the linked page. While nofollow links do not directly contribute to SEO rankings, they can still generate traffic and increase visibility. They are commonly used for: - **Paid links.** Google advises that paid links should have the nofollow attribute to avoid manipulation of search rankings. - **Comments.** User-generated content in blog comments or forums often includes nofollow links to prevent spam. - **Social media links.** Links from platforms like Twitter and Facebook are often nofollow, as they are not intended to pass link equity.
What are dofollow links?
A dofollow link is a standard hyperlink that does not contain the rel="nofollow" attribute. Dofollow links allow search engines to follow the link and pass link authority from the referring page to the linked page. These links are valuable for improving your website's SEO because they help improve your page's rankings. Dofollow links are commonly used for: - **Organic backlinks.** Naturally acquired backlinks from authoritative websites that are not paid for. - **Editorial links.** Links from content such as blog posts, articles, and guides included for their relevance and value. - **Guest posts.** Links within guest blog posts that pass authority to the linked pages.
Why do nofollow and dofollow links matter for SEO?
- **Dofollow links.** These directly influence SEO by passing authority from the linking site to the linked page. They help improve search rankings and visibility, contributing to domain authority. - **Nofollow links.** Although they do not pass link equity, they help build a diverse backlink profile. They generate referral traffic, increase brand exposure, and diversify your link profile, which can reduce the risk of Google penalties.
How to use nofollow vs dofollow links
### 1. Use dofollow links to build authority We focus on acquiring high-quality dofollow backlinks from authoritative websites in your industry. These pass SEO authority to your pages and improve their chances of ranking higher. ### 2. Use nofollow links for traffic diversification We also target nofollow links to diversify your backlink profile. Nofollow links can still drive valuable referral traffic, and their inclusion ensures your profile looks natural to search engines. Our anchor profile guidance also applies here, balance is everything. ### 3. Keep user experience in mind The goal is a well-rounded link profile that prioritises user experience and relevance. While dofollow links are valuable for SEO, nofollow links are important for engaging with users and creating trust with other websites and platforms.
How nofollow vs dofollow affects SEO
- **Improves search rankings (dofollow links).** Dofollow links pass authority, which helps improve the rankings of the linked page. - **Increases visibility and traffic (nofollow links).** Nofollow links can still generate referral traffic, even though they do not directly influence rankings. - **Builds a natural link profile (both).** A natural profile includes a mix of both. Using only dofollow links can look manipulative, while only nofollow links may not provide enough authority. Strong external linking patterns matter.
Common mistakes with nofollow vs dofollow links
- **Relying too heavily on dofollow links.** This can make your profile look unnatural. We ensure a healthy mix of both. - **Ignoring nofollow links.** They may not directly impact rankings, but they matter for referral traffic and diversity. We include them when appropriate. - **Overuse of nofollow links in paid ads.** Paid links should be nofollow, but overusing them can signal manipulative link building. We ensure paid links are appropriately marked.
How we help with nofollow and dofollow links
- **Backlink strategy.** We develop a comprehensive link building strategy that includes both nofollow and dofollow links. - **Content creation.** We create high-quality, shareable content that naturally attracts dofollow links while diversifying with nofollow links. - **Outreach campaigns.** We run outreach to acquire high-quality dofollow backlinks from authoritative websites, while also valuing nofollow links for traffic generation.
Take this further
Link strategy is one of the most misunderstood parts of SEO. Knowing when nofollow matters, when it does not, and how to build a healthy mix of authoritative inbound links is core to long-term ranking growth. A real example is how a Bristol accountancy firm got found in AI search through topical authority. Ready to apply this to your own site? Book a free discovery call, or explore our SEO strategy service.
Nofollow vs Dofollow: common questions.
Are nofollow links useful for SEO?
Yes, just not in the way dofollow links are. Since 2019, Google treats nofollow as a hint rather than a directive, which means some nofollow links may still pass small amounts of authority. More importantly, nofollow links from authoritative sites (Wikipedia, major publications) drive direct traffic, brand exposure, and discovery, even if they pass less ranking signal.
How do I check if a link is nofollow?
Inspect the link in your browser's developer tools and look at the <a> tag's rel attribute. If it includes 'nofollow', it is a nofollow link. Browser extensions like NoFollow or MozBar highlight nofollow links automatically on any page.
Should I add nofollow to internal links?
Almost never. Internal links are how Google understands your site structure and how authority flows between your pages. Nofollow on internal links wastes crawl signal. The only common exception is internal links to non-essential pages like login or admin URLs.
What is the difference between nofollow, sponsored, and UGC?
All three are link attributes that signal something to Google. Nofollow says 'do not endorse this link'. Sponsored is specifically for paid links, ads, and affiliate links. UGC marks user-generated content links like blog comments and forum posts. Use the most specific attribute that applies.
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