Links have been one of the most important elements of Google's algorithm since the search engine's inception. They are what allow search engine robots to discover new pages and assess their authority.
However, not every link works the same. In SEO practice, the difference between dofollow and nofollow links—those that convey ranking value and those that serve an informational function—is crucial.
Understanding dofollow and nofollow links and how Google's link attributes work is crucial when developing a link-building strategy. In this article, we explain how PageRank transfer works, the differences between the various link attributes, and which ones actually impact a page's visibility in search results.
Dofollow links – what are they and how do they affect a website's position in Google?
If you're wondering what dofollow links are, they're simply standard HTML links that convey SEO value between pages . This means that Google's search engine crawlers can follow the link and consider it when assessing the authority of a target page.
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The most important mechanism behind this process is PageRank transfer. In simple terms, this means that a portion of the linking site's authority is transferred to the linked site . The more valuable and trustworthy the source domain, the greater the impact such a link can have on the site's visibility in search results.
Dofollow links are therefore one of the foundations of off-site SEO strategies. They allow Google to assess whether a given page is recommended by other websites online. In practice, this means that natural external HTML linking—for example, from industry articles, portals, or blogs—can actually support increased search engine rankings . However, it's worth remembering that not all dofollow links are created equal.
The authority of the linking domain, its topic, and the context in which the link appears are all important. A link from a reputable industry portal or expert article can have a much greater SEO impact than a link placed on a low-quality website. Therefore, in a link building strategy, it's not just the number of links that counts, but above all, their quality and naturalness.
Nofollow links – what are they and how does the rel=”nofollow” attribute work?
The second important type of link is nofollow . To understand what nofollow links are, it's worth starting with their basic function. They are links that contain a special rel="nofollow" attribute in their HTML code, which tells search engine spiders not to pass ranking value to the target page.
The rel="nofollow" attribute was originally introduced by Google to reduce spam online, especially in blog comments and discussion forums. This allowed website owners to publish user-generated links without compromising SEO authority. Therefore, links in comments and forums are often nofollow.
It's worth remembering, however, that for several years now, Google has treated the nofollow attribute not as a hard and fast directive, but as a hint . This means that search engine robots can analyze such a link, even though it typically doesn't provide PageRank.
From an SEO strategy perspective, this means that nofollow links don't build rank like dofollow links, but they can still be important in your natural link profile.
Dofollow vs. nofollow links – the most important differences in SEO
From a search engine optimization perspective, the most important difference is between dofollow and nofollow links . Both types of links serve different functions in the SEO ecosystem and are interpreted differently by Google.
Dofollow links convey ranking value between pages, the aforementioned PageRank. This can significantly impact a page's visibility in search results. If a valuable website links to yours using dofollow, Google interprets this as a signal that the content is likely to be credible and recommendable.
Nofollow links, on the other hand, contain the rel="nofollow" attribute, which signals to search engine crawlers that the link should not convey SEO authority. Such a link typically doesn't directly impact a page's ranking. However, this doesn't mean it's worthless – nofollow links can generate traffic, increase brand recognition, and build a natural link profile.
SEO strategy isn't about acquiring just one type of link. A natural link profile contains both dofollow and nofollow links. Google treats this mix as a more reliable signal than an unnatural profile composed solely of links that pass PageRank. This is called a natural link profile.
This means that a website should acquire links from a variety of sources – articles, industry directories, social media, forums, and comments. Some of these links will be dofollow, others nofollow. This diversity signals to Google that the links are being created organically, not through artificial manipulation of search engine rankings.
Google Link Attributes – rel=”nofollow”, rel=”sponsored” and rel=”ugc”
Currently, Google's link attributes aren't limited to nofollow. In 2019, the search engine introduced additional link attributes that help better define link characteristics.
The first is the rel=”sponsored” attribute , which is used to mark links resulting from advertising partnerships, sponsored articles, or other marketing efforts. This allows Google to distinguish between natural recommendations and links resulting from paid promotion.
The second attribute is the rel=”ugc” (User Generated Content) attribute . This is used for user-generated content, such as blog comments, forum posts, or opinion sections. Website owners can use this to indicate that the link was added by the user, not the website's editors.
It's worth emphasizing that all of these designations—nofollow, sponsored, and ugc—are now treated by Google as interpretive guidelines . They help algorithms understand the context of the link and how it was created, which is important when assessing a page's credibility.
Do nofollow links impact SEO today?
For many years, the SEO industry believed that nofollow links had no impact on a page's ranking in Google. However, the issue is more complex. Since 2019, Google has treated the rel="nofollow" attribute as an interpretive guideline rather than a rigid directive. This means that algorithms can take such links into account when analyzing a page's context.
This doesn't mean, of course, that nofollow links transfer PageRank in the same way as dofollow links. However, their role is different. They can influence the naturalness of a link profile, generate traffic from other sites, and increase brand recognition.
Such user visits are known as referral traffic, meaning visits originating from links on other websites . Even if the link is nofollow, it can attract users interested in a given topic and thus increase the website's visibility. If users click on the link leading to your website, Google may receive additional signals regarding the website's value.
Nofollow links can still be a key element of an SEO strategy, especially if they originate from popular portals, social media, or industry-specific sites. While they don't convey authority in the classic PageRank sense, they do help build a website's visibility and strengthen its online presence.
How to check if a link is dofollow or nofollow?
To determine whether a link provides SEO value, the easiest way is to analyze the page's HTML. Simply right-click the link and select "Inspect Element" or "Inspect" to see its structure.
If the link code includes rel=”nofollow,” rel=”sponsored,” or rel=”ugc,” it indicates to Google that the link is special. The absence of such an attribute most often indicates a dofollow link, which passes on PageRank.
SEO also often utilizes special tools and browser extensions that automatically mark different types of links on a page. This allows you to quickly analyze a website's link profile or see which links are found in articles, comments, or forum posts.
What links build a website's position in Google?
While there are various types of links on the internet, dofollow links have the greatest impact on a website's position in search results . They provide PageRank and signal to Google's algorithms that a given website is recommended by other websites on the web.
This doesn't mean, however, that an SEO strategy should rely solely on acquiring dofollow links. A natural link profile always includes a variety of link types. Such a diverse profile is more credible to Google and better reflects the real functioning of the internet.
The most valuable links come from credible and thematically related sites, such as industry portals, expert articles, or news outlets. These links can truly help increase a website's visibility in Google and build its authority in its field.
FAQs about nofollow and dofollow
A dofollow link is a standard web link that transfers power (also known as "link juice") and authority from the linking website to the target page. It signals to Google's search engine spiders: "This page is valuable; follow this link."
A nofollow link is a link that has the rel="nofollow" attribute added to its HTML code. This tells search engine crawlers to "do not transfer SEO power and authority to this page." It's typically used in comments, forums, and sponsored links.
From the perspective of a typical user, nothing – both links are equally clickable and redirect to a different page. The difference lies solely in the technical layer (HTML code) and how Google's bots interpret them when evaluating a given website's link profile.
Dofollow links are primarily used to build visibility and high rankings in organic search results. They directly increase a domain's authority and help it climb higher in Google rankings.
No. While they don't directly convey "SEO power," they do serve other important functions. First, a natural link profile must contain a certain percentage of nofollow links—otherwise, Google will consider our efforts artificial. Second, nofollow links from popular portals can generate real user traffic to our website.
It is recommended to use it when linking to unverified sources, in comment sections (to prevent spam), and for all affiliate, sponsored and paid articles.
Summary
The above article covers the following topics:
- Dofollow links are a key element of SEO because they convey PageRank and domain authority, which directly affects the website's higher ranking in Google search results.
- Nofollow links include an attribute that tells Google crawlers not to pass ranking value to the target page, which helps reduce spam and naturally diversify your link profile.
- A natural and effective SEO strategy requires diversifying your link profile by combining dofollow links, which build a site's authority, with nofollow links, which ensure credibility in the eyes of Google.
- Google's rel=”sponsored” and rel=”ugc” attributes help algorithms more accurately interpret the context of advertising links and user-generated content as clues to assessing a page's trustworthiness.
- Nofollow links support SEO by providing interpretation guidance to Google, building a natural link profile, generating referral traffic, and increasing brand recognition online.
- You can check the link type by examining the attributes in the HTML code using the "Inspect Element" option or by using specialized SEO tools and extensions.
- The greatest impact on Google rankings is exerted by high-quality dofollow links from credible, thematic websites, which, combined with a natural link profile, effectively build the website's authority.
