Nofollow Links: What They Are, How They Work, and Why They Still Matter for SEO

By Ishant Sharma  |  SEO & Link Building  |  Updated August 2026  |  16 min read

Nofollow links have been one of the most debated topics in SEO for the last two decades. Originally, Google added the attribute to fight comment spam and signal that a link should not pass PageRank.

Over time, it became a standard tool for managing link equity and complying with Google’s guidelines on paid links.

Then in 2019, Google changed the rules. Nofollow was reclassified as a hint rather than a directive.

That means Google may choose to follow the link and consider it for ranking purposes, at its discretion. That one change rewrote much of what practitioners had assumed about how nofollow works.

This guide covers everything you need to know about nofollow links in 2026. That includes what they are, how the HTML works, and what changed in 2020.

It also covers how nofollow compares to the newer sponsored and ugc attributes, plus the practical SEO implications for link building and site management.

Quick Answer

A nofollow link carries rel="nofollow" in HTML, telling search engines not to vouch for that link. Since March 2020, Google treats nofollow as a hint, not a directive, so it may act as a ranking signal. Nofollow rarely passes PageRank, but it still helps brand visibility and referral traffic. Always use nofollow or sponsored on paid and affiliate links.

What Is a Nofollow Link?

A nofollow link is a link that contains the rel="nofollow" attribute in its HTML anchor tag. Google added this attribute in 2005. It gave webmasters a way to signal that a link should not pass PageRank to the destination page.

Image slot: Nofollow Attribute Decision TreeWalks through the questions to ask about a link (paid? user-submitted? unvetted?) to land on the correct rel attribute.

Standard Dofollow Link (No Attribute)

<a href=”https://example.com/”>Anchor Text</a>

Nofollow Link

<a href=”https://example.com/” rel=”nofollow”>Anchor Text</a>

From a user’s perspective, nofollow links look and behave identically to any other link. The difference is purely in how search engines process the relationship between the linking page and the destination.

So what are nofollow links used for beyond blocking PageRank? Mostly citations, paid content, and references you have not personally vetted. A rel nofollow link looks identical to a normal link to anyone reading your page.

The 2020 Update: Nofollow as a Hint, Not a Directive

For the first 14 years of its existence, nofollow was treated by Google as a strict instruction: do not pass PageRank through this link.

In September 2019, Google changed that rule. Link attributes like nofollow became part of Google’s Search Essentials guidelines, not strict commands.

Starting March 2020, nofollow became a “hint” that Google may choose to consider or ignore based on its own ranking signals.

Google’s stated reasoning was that treating nofollow as an absolute directive threw away valuable link signals. That happened even in trusted editorial contexts, like a nofollow link on a major news site pointing to a relevant resource.

The hint model allows Google to use judgment on a link-by-link basis.

What “Hint Rather Than Directive” Means in Practice

Google does not follow every nofollow link. The change means Google may occasionally use nofollow links as ranking signals when they come from authoritative editorial sources.

For most nofollow links from low-authority pages or clearly spam contexts, the practical outcome remains the same: no PageRank passes. For nofollow links from high-authority editorial sources, some ranking signal may flow, at Google’s discretion.

Nofollow vs. Dofollow: The Core Difference

Understanding what follow and nofollow links actually do starts with one HTML attribute. That single difference changes how search engines treat the link, even though it looks the same to readers.

Image slot: Dofollow vs. Nofollow at a GlanceVisual companion to the table above: same six factors, shown as a two-column icon comparison for quick scanning.

The Three Link Attributes: Nofollow, Sponsored, and UGC

Alongside the 2019 hint model announcement, Google added two more link attributes.

These give webmasters more granular control over how links are categorized, as detailed in Google’s guidance on qualifying outbound links. All three are now available, and Google treats all of them as hints.

Image slot: The Three Link Attributes ComparedPairs each attribute with its typical use case: nofollow for unvouched links, sponsored for paid, ugc for user-submitted content.

rel=”nofollow”

The original attribute, now 20+ years old. Use it when you link to a page you do not want to vouch for. The link should not clearly fall into the paid or user-generated categories either.

Examples include links to sources you are citing but do not endorse, links in banner ads, and links to login pages. It also covers links to external tools you use but have not vetted.

When to Use Nofollow

<a href=”https://external-source.com/resource/” rel=”nofollow”>Source</a>

rel=”sponsored”

Use sponsored for any link that exists as part of a commercial relationship: paid placements, sponsored posts, affiliate links, and advertorial content. This is now the preferred attribute for paid link contexts. Google uses this as a stronger signal of commercial intent than generic nofollow.

When to Use Sponsored (Affiliate and Paid Links)

<a href=”https://affiliate-partner.com/product/” rel=”sponsored”>Product Link</a>

rel=”ugc”

UGC stands for user-generated content. Use this attribute on links that appear in comments sections, forum posts, or community submissions. It also covers any content written by users rather than your editorial team.

This signals to Google that the link exists because a user posted it, not because you chose to link to it.

When to Use UGC (Comment Links)

<a href=”https://user-linked-site.com/” rel=”ugc”>User’s Link</a>

Can You Combine Attributes?

Yes. You can combine attributes in a single rel value, which is useful for paid links in user-generated contexts:

Combined Attributes

<a href=”https://example.com/” rel=”nofollow sponsored”>Paid Link in Comments</a>

How to Add a Nofollow Attribute (Step by Step)

What is nofollow link syntax, exactly? It comes down to one attribute inside the opening anchor tag. You do not need to touch anything else in the link.

How to Make a Link Nofollow

<a href=”https://example.com/” rel=”nofollow”>Anchor Text</a>

That single line is the entire nofollow link code. Paste rel=”nofollow” inside the anchor tag, next to the href, and the job is done. This nofollow link HTML works the same no matter which platform serves the page.

Adding Nofollow in WordPress

WordPress gives you two easy paths. In the block editor, select your linked text and click the link icon. Open the small settings gear next to it.

Many themes and page builders show a “Mark as nofollow” checkbox right there. Toggle it on and save the page.

If your theme does not show that option, install a link management plugin instead. These plugins add rel=”nofollow” to any single link, or apply it automatically across every external link on your site.

For manual control, switch to the Code editor view for that block. Add rel=”nofollow” directly inside the anchor tag, the same way you would in raw HTML.

Adding Nofollow on Other Platforms

Wix and Shopify both include a link settings panel when you insert or edit a hyperlink. Look for an “SEO” or “Advanced” tab, where a nofollow toggle is usually available.

On a custom-built site or a CMS without a built-in option, ask a developer to add rel=”nofollow” to the anchor tag directly. It takes seconds once you know which link needs it.

Nofollow Meta Tag: The Page-Level Version

A nofollow meta tag works differently from the link attribute. It tells search engines not to follow any link on that entire page, not just one link.

Add it inside the page’s head section as <meta name=”robots” content=”nofollow”>. Use the link attribute for single links, and the meta tag only when you want to block an entire page.

Nofollow vs. Noindex: They Are Not the Same Thing

Nofollow and noindex sound similar, but they control completely different things. Mixing them up is one of the most common technical SEO mistakes.

Nofollow works on individual links. It tells search engines not to pass ranking credit through that specific link.

Noindex works on entire pages. It tells search engines not to show that page in search results at all, even if the page is fully crawlable.

A page can be fully indexed and still contain nofollow links. A page can also be noindexed while every link on it stays a normal dofollow link. The two settings do not depend on each other.

Do Not Confuse the Two

Adding noindex to a page you meant to nofollow will remove that page from Google entirely. Adding nofollow to links you meant to noindex will not hide the page at all. Always check which one you actually need before publishing.

When to Use Nofollow: A Practical Guide

Using nofollow selectively and appropriately is a sign of good webmaster practice. Here are the primary scenarios where nofollow is the right choice.

Paid and Sponsored Links

Any link that exists because money, goods, or services changed hands must be nofollowed. This includes:

• Sponsored blog posts where you were paid for placement
• Affiliate links that earn commission
• Paid directory listings where the link is part of the payment
• Link placements sold directly on your site to advertisers

Paid Links Without Nofollow Violate Google Policy

Using dofollow on paid links is classified as a link scheme under Google’s link spam policies. The consequences can include a manual action that removes or devalues the links involved.

Google’s ability to detect paid link patterns has improved significantly in recent years. Use rel=”sponsored” or rel=”nofollow” on all paid placements, no exceptions.

User-Generated Content

Any link that your users can add to your site without editorial review should be nofollow or ugc. This applies to:

• Blog comment links
• Forum post links
• Customer review links
• User profile links
• Community-submitted resource links

Most modern CMS platforms (WordPress, Discourse) apply nofollow to comment links automatically. Verify this is the case on your installation.

Links to Untrusted or Low-Quality Pages

You might need to link to a page for reference without wanting to vouch for its quality or trustworthiness. In that case, use nofollow.

This might include links to sites you are critiquing, or links to pages that may change ownership. It could also mean links to resources outside your area of expertise that you cannot independently verify.

Widget and Embeddable Content Links

Say you create widgets, plugins, or embeddable content that other sites can add to their pages. If those contain links back to your site, those links should be nofollow. Widespread dofollow links generated by embeddable tools are considered a link scheme.

When NOT to Use Nofollow

Nofollow should not be applied to:

• Natural editorial links to reputable external sources
• Internal links within your own website (never nofollow internal links; this is a waste of crawl resources and disrupts PageRank flow)
• Links to authoritative sources that support your content’s E-E-A-T signals, which Google factors into its Search Essentials documentation
• Partner links that are genuinely editorial rather than paid

Never Nofollow Your Internal Links

Some outdated SEO advice recommended using nofollow on internal links to “sculpt” PageRank toward specific pages. Google confirmed this does not work as intended and wastes the equity those links would have passed.

All internal links should be standard dofollow. Use proper site architecture, internal linking strategy, and content quality to direct Google’s attention to your most important pages.

Do Nofollow Links Have SEO Value?

This is the question every link builder eventually asks. The honest answer: yes, but not in the direct PageRank-passing sense that dofollow links provide.

Nofollow links SEO debates go back to the tag’s creation in 2005, and they are still not fully settled today.

Indirect SEO Value of Nofollow Links

Image slot: Indirect Value of Nofollow LinksSummarizes the five indirect benefits below in one glance, useful for pitching nofollow placements to stakeholders.

1. Referral traffic. A nofollow link from a high-traffic page sends real visitors to your site. Those visitors may convert, subscribe, or share your content, all of which can improve engagement metrics and brand signals that influence rankings indirectly.

2. Brand visibility and awareness. Being mentioned with a link (even nofollow) on prominent sites builds brand recognition that influences direct search behavior. When users recognize your brand name in search results, they click more often, which improves CTR signals.

3. Natural link profile. A backlink profile composed entirely of dofollow links looks manipulated to Google. A natural profile includes a mix of dofollow, nofollow, sponsored, ugc, and even unlinked brand mentions.

Nofollow links from press coverage, social platforms, and forums are expected components of a legitimate link profile.

4. Discovery and indexation. Googlebot may follow nofollow links under the hint model. That means nofollow links from high-authority domains can still help with page discovery and some indexation signals. You can confirm this in Google Search Console.

5. Hint model benefit. For nofollow links from very high-authority editorial sources, Google may treat them as ranking signals at its discretion. This is not guaranteed but represents a real, if unpredictable, potential value.

What Nofollow Links Will Not Do

• They will not reliably pass PageRank like dofollow links
• They will not directly move a page up in rankings the way dofollow backlinks do
• They should not be your primary link building strategy if ranking improvement is the goal

Does Google Ever Actually Follow a Nofollow Link?

What does nofollow link mean in day-to-day practice? Mostly, it means Google chooses not to pass ranking credit. But “mostly” is not “always.”

Since the 2020 hint update, several documented tests have shown Google crawling, and even indexing, pages it reached only through nofollow links. That would have been impossible under the old, strict directive model.

What the Evidence Shows

Independent tests have found pages get crawled and indexed through nofollow-only paths, with no other route for Googlebot to find them. This confirms nofollow works as a hint, not a wall.

The practical takeaway: treat nofollow as reducing the chance a link helps your rankings, not as a guarantee it does nothing at all.

This does not mean nofollow links now behave like dofollow links. In practice, dofollow links still carry far more direct ranking weight. Google simply reserves the right to use judgment on a link-by-link basis, especially from trusted editorial sources.

Nofollow in Link Building Strategy

Understanding nofollow helps you set realistic expectations and build smarter strategies for getting links. Every nofollow link SEO decision comes down to one question: does this placement deserve your vouch?

Image slot: Nofollow vs. Dofollow Strategy FlowchartRoutes a prospective link opportunity to “pursue it” or “deprioritize it” based on traffic, authority, and ranking goals.

When to Pursue Nofollow Links

What is nofollow linking really for, if not direct rankings? Mostly trust, traffic, and long-term brand signals. Do not reject link opportunities purely because the link will be nofollow. If the placement offers:

• High-traffic referral potential from an authoritative publication
• Brand name placement in a prominent industry resource
• Genuine editorial context that builds brand credibility
• Audience alignment with your target customer profile

Then the nofollow link is worth pursuing. Referral traffic, brand signals, and audience exposure have real business value beyond PageRank.

When to Prioritize Dofollow

When the primary objective is improving organic rankings for specific keywords, prioritize dofollow links from:

• Relevant, authoritative sites in your industry
• Sites with strong topical relevance to your target keywords
• Editorially earned placements (not paid or sponsored)
• Sites with genuine organic traffic and engaged audiences

For a comprehensive overview of how links fit into a broader SEO strategy alongside technical optimization and content, visit our SEO strategies page. For technical implementations including nofollow auditing as part of a full technical SEO review, see our advanced SEO techniques guide.

What Is a Healthy Nofollow-to-Dofollow Ratio?

There is no official target ratio Google publishes anywhere. Natural backlink profiles almost always include a mix of both link types.

Sources like social media, forums, and large publishers often nofollow by default. That means even sites with genuinely strong link building end up with a meaningful share of nofollow links.

A backlink profile that is 100 percent dofollow can actually look unnatural to Google. It suggests every link was placed deliberately, rather than earned across a normal mix of sources.

The benefits of nofollow links extend beyond any ratio question. Referral traffic and brand exposure add real value no matter what percentage of your links are nofollow.

Do not chase a specific percentage. Focus on relevance and link quality instead, and check your ratio occasionally with any backlink tool that filters by link type.

Which Major Websites Nofollow All Outbound Links

Several major sites nofollow most or all outbound links by default. Knowing this list helps explain why a link from these platforms rarely moves rankings directly.

What types of links should be nofollow on a site like this? Essentially all user-submitted ones, which is why these platforms apply nofollow site-wide instead of reviewing link by link.

This is normal, expected behavior, not a sign your link is broken or low quality. A link from any of these platforms will rarely pass direct ranking credit.

It can still send valuable referral traffic and put your brand in front of a large, relevant audience. Judge these links by their traffic and exposure value, not by PageRank.

How to Check If a Link Is Nofollow

There are several ways to inspect whether a link carries a nofollow attribute:

Browser Inspect Element

1. Right-click on the link on any webpage
2. Select “Inspect” or “Inspect Element”
3. Look at the anchor tag (<a>) in the HTML panel
4. Check for rel="nofollow", rel="sponsored", or rel="ugc"

Image slot: Inspect Element Showing rel=”nofollow”Screenshot of the DevTools Elements panel with the anchor tag expanded, showing exactly where the rel=”nofollow” attribute sits in the HTML.

SEO Browser Extensions

Several free browser extensions highlight nofollow links visually on any page you visit. These tools are useful for quickly auditing how a site treats its outbound links.

They also help with checking how your backlinks are attributed, or reviewing competitor link practices.

Backlink Tools

Professional backlink analysis tools show the dofollow/nofollow status of every link in their database. When auditing your backlink profile, filter by link type to understand the ratio of dofollow to nofollow links pointing to your site.

Nofollow Link Checker Tools

Here is how to check dofollow and nofollow links across a whole site, not just one page at a time. Manual inspection works for single links, but a full audit needs dedicated tools.

Free browser extensions are enough for spot-checking a handful of links. Paid SEO suites make more sense once you need to audit thousands of backlinks at once, or track changes over time. Regular SEO nofollow links audits catch attribute mistakes before they spread across your site.

Nofollow and Disavow: Should You Disavow Nofollow Links?

Image slot: Should You Disavow This Nofollow Link?A quick gut-check chart: most nofollow links need no action; only flagged spam patterns tied to a manual action warrant disavowing.

In almost all cases, no. Disavow files are designed for removing toxic dofollow links that may be contributing to a manual action for unnatural linking.

Nofollow links are already treated as hints by Google and do not reliably pass PageRank. That means they pose very little risk to your site’s rankings.

The exception: say you receive a manual action, and your disavow review shows a large number of spam nofollow links in flagged patterns. In that case, including them in the disavow may be worth discussing with an SEO specialist.

But as a general practice, do not waste disavow file entries on nofollow links that Google is already largely ignoring.

Google’s Official Disavow Criteria

Google Search Console Help states plainly that most sites never need this tool. It is meant for a considerable volume of spammy or artificial links you could not get removed any other way.

The disavow tool does not support Domain properties in Search Console. You need a specific URL-prefix property to access it.

SEO practitioner communities reflect the same guidance in practice. Most recommend against disavowing proactively, since removing the wrong link by mistake can hurt more than it helps.

Disavow Checklist: Before You Touch This Tool

• Have you actually received a manual action notice in Search Console?
• Have you already tried to get the spammy links removed directly?
• Are you working from a URL-prefix property, not a Domain property?
• Have you separated genuinely toxic dofollow links from harmless nofollow links?
• If none of these apply, leave your backlink profile alone

About the Author

Ishant Sharma is the Founder of Hustle Marketers, a digital marketing agency. He has over 12 years of experience in SEO, link building strategy, and performance marketing.

He advises ecommerce, SaaS, and local service clients on building sustainable link profiles that comply with Google’s guidelines and contribute to long-term organic growth. He is a Google Partner and Top Rated Plus freelancer on Upwork.