A hyperlink containing a rel attribute that instructs search engines not to follow or pass ranking authority to the destination page.
Search engine optimizers reading about link profiles and site structure.
01What It Is and How It Works
When a hyperlink includes the rel attribute with the value nofollow, it signals to search engines that the link was not placed as a vote of confidence. The mechanism works at crawl time: bots reading the page encounter the link and decide whether to follow it. For PageRank specifically, Google has stated that nofollow links are not counted as votes. However, the signal does not prevent crawling entirely. A page can still be discovered and indexed through other means, such as sitemaps or direct navigation. The attribute is placed in the anchor tag like this: Link text. Multiple values can be combined, such as rel="nofollow ugc" for user-generated content or rel="sponsored" for paid placements. These distinctions help search engines understand the context of the link.
A nofollow link is a hyperlink marked with rel="nofollow" so search engines treat it differently when deciding how much credit to give the linked page.
02What to Do About It
If you are building links, you should apply the nofollow attribute to links that are paid, part of user-generated content, or otherwise not editorially endorsed. This keeps your link profile compliant with search engine guidelines. If you are auditing existing links, identify which ones are marked nofollow and assess whether they should remain so. You can update or remove them if they no longer meet the criteria. For content management systems, check if plugins or settings automatically add nofollow to certain link types. When writing content, manually add the attribute to affiliate links, sponsored mentions, or forum signatures. Avoid using nofollow on links you genuinely want to endorse, as this dilutes your ability to pass authority.
- Apply nofollow to paid or sponsored links to comply with guidelines
- Use nofollow for user-generated content like comments and forum posts
- Audit existing links to ensure proper attribute usage
- Manually add rel="nofollow" to affiliate and promotional links
03How It Is Measured or Noticed
To identify nofollow links, inspect the HTML source of a page or use browser developer tools. In Chrome, right-click the link and select Inspect, then look for the rel attribute in the anchor tag. SEO tools like Ahrefs, SEMrush, or Moz will label links as nofollow in their reports. The Google Search Console links report shows external and internal links but does not explicitly label nofollow status; however, you can infer it by checking the source. When analyzing backlink profiles, filter by link type to see how many are marked nofollow. Crawlers like Screaming Frog also detect and flag nofollow attributes during site audits. The presence of the attribute is binary—it is either there or not—so there is no partial measurement involved.
04Common Mistakes
Many users misunderstand the purpose and impact of nofollow links. Treating them as invisible or irrelevant is a mistake because they still play a role in how search engines interpret your site. Another error is overusing nofollow on all external links, which can appear unnatural and reduce trust. Forgetting to update legacy content with proper attributes can lead to guideline violations. Confusing nofollow with noindex is another pitfall—these serve different purposes. Finally, assuming that removing a nofollow attribute will automatically restore link equity is incorrect; search engines use many factors beyond individual link attributes.
- Thinking nofollow links have no SEO impact at all
- Applying nofollow to all external links indiscriminately
- Failing to update old content with proper link attributes
- Confusing nofollow with noindex directives
- Expecting immediate ranking gains after changing link attributes
05Limits
The nofollow attribute does not guarantee that a link will be ignored by search engines. Google has stated that while it treats nofollow as a hint rather than a directive, other search engines may interpret it differently. Additionally, the attribute only affects how links are treated during crawling and indexing; it does not prevent users from clicking the link. It is also important to note that nofollow is not a penalty—it simply removes the ability to pass PageRank through that specific link. The attribute has no effect on internal site navigation or user experience. Finally, nofollow is often confused with the robots exclusion protocol, which controls crawling via robots.txt, not individual links.
06Worked Example
Consider a blog post that includes an affiliate link to a product. The anchor tag appears as follows: Buy now. In this case, the nofollow value tells search engines not to pass PageRank, while sponsored clarifies the commercial nature of the link. If the same link were changed to Buy now, it would lack the nofollow signal, potentially violating Google's guidelines for paid links. The distinction matters because search engines use these attributes to evaluate the intent behind links. As Google states in its documentation, 'We treat nofollow as a hint, not a directive,' meaning the attribute influences but does not strictly control behavior.
We treat nofollow as a hint, not a directive.
Frequently asked questions
When should I use a nofollow link instead of a dofollow link?
Use a nofollow link for paid promotions, user-generated content, or affiliate links. It signals to search engines not to pass ranking authority, which helps maintain trust and avoids spam penalties.
Can nofollow links still help with SEO?
Nofollow links don’t pass authority, but they can drive traffic and brand visibility. They’re useful for non-endorsed links, but overusing them may reduce overall SEO value.
How do I check if a link is nofollow on a webpage?
View the page’s HTML source or use browser developer tools. Look for the rel='nofollow' attribute in the anchor tag of the link.
Does using nofollow links hurt my website’s ranking?
It depends. While nofollow links don’t boost rankings directly, excessive use of them might signal low-quality content to search engines, indirectly affecting SEO.
What’s the difference between nofollow and noindex?
Nofollow tells search engines not to follow the link, while noindex prevents the page from being indexed. They serve different purposes in SEO.
Asked out loud
spoken, not typedThe same term in the words somebody uses speaking to an assistant rather than typing into a box — written from the situation, which is why each one carries the situation it came from.
Just tap the link and open the page’s source code. Look for rel='nofollow' in the HTML. It’ll tell you if the link passes authority or not.
Yes, affiliate links should be nofollow. It protects your site from spam penalties while still allowing traffic from the link.
Nofollow links don’t harm SEO directly, but if you overused them, search engines might see your content as low-quality. Review your links and switch some to dofollow if needed.