Dofollow vs Nofollow Links in SEO
7 min read
The distinction between Dofollow and Nofollow Links governs how search engine algorithms process link relationships, crawl paths, and PageRank equity across the web. While a dofollow link is a standard hyperlink that transfers authority and ranking signals to the destination URL, a nofollow link (designated via rel="nofollow") instructs search engine crawlers not to transfer editorial endorsement or direct link equity. In September 2019, Google evolved nofollow into a ranking hint alongside specialized attributes for user-generated content (rel="ugc") and commercial sponsorships (rel="sponsored").
Complete Comparative Matrix of Modern Link Attributes
Google recognizes four distinct relationship attributes on hyperlinks. Understanding how each is treated by search crawlers is essential for proper site architecture:
| Link Type | HTML Syntax | PageRank Transfer | Primary Use Case |
|---|---|---|---|
| Dofollow Link | <a href="...">Text</a> |
Yes (Full PageRank and authority transferred). | Natural editorial citations, internal navigation, authoritative third-party references. |
| Nofollow Link | <a href="..." rel="nofollow">Text</a> |
No (Treated as a ranking hint; no direct equity). | Unendorsed links, competitor references, untrusted external sites. |
| Sponsored Link | <a href="..." rel="sponsored">Text</a> |
No (Complies with Google paid link guidelines). | Paid promotions, sponsored guest articles, affiliate links, commercial advertorials. |
| UGC Link | <a href="..." rel="ugc">Text</a> |
No (Shields domain from user-generated link spam). | Blog comments, forum discussions, community message board submissions. |
The 2019 Evolution: From Strict Directive to Search Hint
When Google originally introduced the rel="nofollow" attribute in 2005 to combat blog comment spam, search bots obeyed it as an absolute command: Googlebot did not follow the link and did not factor it into ranking calculations.
In September 2019, Google updated this architecture:
- Nofollow as a Ranking Hint: Google now treats
nofollow,sponsored, andugcas hints rather than strict directives. Google algorithms can choose to incorporate nofollow links into crawl discovery, entity mapping, and topical analysis. - Anchor Text Context: Even when a link carries a nofollow tag, search engines can still parse its anchor text to understand what the destination page discusses.
- Multiple Attribute Chaining: Webmasters can chain attributes together (e.g.,
rel="nofollow sponsored") to support both modern Google hints and legacy search engine parsers.
Balancing Your Backlink Profile: What Looks Natural to Google?
Search engine anti-spam algorithms evaluate the natural distribution of link attributes across your domain:
- Avoid 100% Dofollow Profiles: In organic web reality, a legitimate business naturally earns nofollow links from Wikipedia citations, Reddit discussions, YouTube video descriptions, news comments, and social profiles. A backlink profile consisting exclusively of 100% dofollow links is an immediate indicator of manipulative link building.
- The 70/30 Benchmark: Most high-ranking enterprise B2B SaaS domains maintain a backlink distribution of approximately 70% dofollow and 30% nofollow / UGC / sponsored links.
- Never Nofollow Internal Links: Never place
rel="nofollow"tags on internal navigation links (such as privacy policies or login links) in an attempt to "sculpt" PageRank. Google algorithm discards PageRank routed through internal nofollow links rather than transferring it to other pages.
Frequently Asked Questions
Do nofollow links have any value in B2B SEO?
Yes. Nofollow links drive direct referral traffic, deliver brand exposure, reinforce topical relevance, and generate secondary dofollow links when journalists or bloggers discover your content through those nofollow sources.
What happens if you do not add rel="sponsored" to paid links?
Failing to disclose paid or affiliate links with rel="sponsored" or rel="nofollow" violates Google Search Essentials guidelines and can result in a manual action for unnatural outbound links or algorithmic link devaluation.
Should you use nofollow on external links pointing to sources in your blog?
No. Linking out to credible, authoritative research sources with standard dofollow links demonstrates thorough editorial research and signals topical relevance to search algorithms.