Nofollow

A link attribute (rel="nofollow") that tells search engines not to pass ranking credit (link equity) to the linked page.

Definition

The nofollow attribute (rel="nofollow") is an HTML instruction added to a hyperlink to tell search engines not to follow the link for the purpose of passing PageRank. Originally introduced by Google in 2005 to combat comment spam, nofollow is now one of three link relationship attributes Google recognizes: nofollow (general advisory), sponsored (paid links including ads and sponsorships), and ugc (user-generated content like comments and forum posts).

In 2019, Google updated its treatment of nofollow links from "don't count" to "hint" — meaning Google uses nofollow links as signals for understanding web structure and may choose to follow them for crawling and indexing purposes, even if PageRank is not passed. This change was significant: nofollow links from high-authority sites may provide indirect value through content discovery and brand visibility even without direct link equity.

Key practical points: links within Wikipedia, news site comment sections, and most major content platforms carry nofollow attributes. Links from nofollow sources do not directly boost domain authority, but they diversify the link profile, may drive referral traffic, and can lead to followed links from secondary sites that discover your content through those nofollow placements. A natural link profile includes a healthy mix of dofollow and nofollow links — an all-dofollow backlink profile from guest posts alone can appear manipulative.

Frequently Asked Questions

Should I add nofollow to all outbound links on my site?

No. Nofollowing all outbound links looks unnatural and withholds editorial endorsement from content you're recommending to your readers. Use nofollow for: sponsored or paid links, links to untrusted or unverified sources, and user-submitted links. Let dofollow status pass naturally to sites you genuinely endorse.

What's the difference between nofollow, sponsored, and ugc link attributes?

All three tell Google not to pass PageRank, but they carry semantic meaning: nofollow is a general advisory, sponsored signals the link is paid, and ugc (user-generated content) signals the link was placed by a user, not the site owner. Google treats them similarly for PageRank, but the semantic distinction is part of its understanding of link intent.