Dofollow

A standard hyperlink (with no nofollow attribute) that passes ranking credit and link equity from the linking page to the destination.

Definition

"Dofollow" is an informal SEO term describing a standard HTML hyperlink that passes link equity (PageRank) from the linking page to the destination page. It is not an actual HTML attribute — rather, it describes the absence of a nofollow, sponsored, or ugc attribute. A link is "dofollow" by default; it becomes "nofollow" only when the rel="nofollow" attribute is explicitly added.

Dofollow links are the most valuable type of backlink from an SEO perspective because they directly contribute to the destination page's authority and ranking potential. When a high-authority, topically relevant page links to your content with a dofollow link, it passes a portion of its PageRank — compounding over time as you accumulate more of these editorial endorsements.

Content that tends to earn natural dofollow backlinks: original research and data studies, comprehensive "definitive guide" style content, free tools and calculators, industry surveys and benchmarks, and visual content (infographics, data visualizations) that others want to embed. Contrast this with low-value link acquisition tactics like reciprocal link exchanges, paid link insertions (which should be rel="sponsored"), and PBN (private blog network) links — all of which violate Google's link scheme guidelines and risk penalty.

Frequently Asked Questions

How can I tell if a link to my site is dofollow or nofollow?

Right-click the link on the referring page, select 'Inspect' (Chrome/Firefox), and look at the <a> tag's rel attribute. If you see rel='nofollow', rel='sponsored', or rel='ugc', it's a nofollow-type link. If there's no rel attribute with these values, it's dofollow by default. SEO browser extensions like MozBar highlight link types automatically.

Can nofollow backlinks eventually become dofollow?

Yes, indirectly. A nofollow mention on a high-authority site can be seen by editors at other publications who then create their own dofollow editorial links. Also, if you develop a relationship with a site that initially linked with nofollow, they may update it to dofollow as they gain confidence in your content. Monitor backlink profiles regularly for changes.