Follow vs nofollow refers to whether a link passes SEO value (PageRank) to the linked page. Follow links (default) pass equity, while nofollow links (rel="nofollow") tell search engines not to follow or count the link for ranking purposes.
Understanding Link Attributes#
Default (Follow/Dofollow)#
Standard links:
- No special attribute needed
- Pass link equity
- Count for rankings
- Default browser behavior
Nofollow#
rel="nofollow":
- Tells search engines not to follow
- Originally passed no equity
- Now treated as a "hint"
- Used for untrusted links
Sponsored#
rel="sponsored":
- Identifies paid links
- Required for advertisements
- Introduced in 2019
- Clearer than nofollow alone
UGC (User Generated Content)#
rel="ugc":
- For user-created links
- Comments, forum posts
- Introduced in 2019
- Signals content source
How Link Attributes Work#
In HTML#
Examples:
<!-- Follow (default) -->
<a href="https://example.com">Link</a>
<!-- Nofollow -->
<a href="https://example.com" rel="nofollow">Link</a>
<!-- Sponsored -->
<a href="https://example.com" rel="sponsored">Link</a>
<!-- UGC -->
<a href="https://example.com" rel="ugc">Link</a>
<!-- Combined -->
<a href="https://example.com" rel="nofollow sponsored">Link</a>
When to Use Each Attribute#
Use Follow (Default) When#
Appropriate for:
- Editorial links you endorse
- Natural content references
- Trusted sources
- Links you vouch for
Use Nofollow When#
Appropriate for:
- Links you can't vouch for
- Uncertain quality links
- Potentially manipulative links
- Any link you don't endorse
Use Sponsored When#
Required for:
- Paid placements
- Advertisements
- Sponsored content
- Affiliate links
- Any paid arrangement
Use UGC When#
Appropriate for:
- User comments
- Forum posts
- User profiles
- User-generated content
For implementation guidance, see our detailed UGC link attribute guide.
Google's Treatment#
Pre-2019#
Original behavior:
- Nofollow = no PageRank passed
- Nofollow = not followed/indexed
- Binary interpretation
Post-2019#
Current behavior:
- All attributes treated as "hints"
- Google may still follow/crawl
- May still pass some signals
- More nuanced approach
Why the Change#
Google's reasoning:
- Learn from all links
- Not waste useful signals
- Better understand link graph
- Reduce spam effectiveness
Impact on Link Building#
Dofollow Links#
SEO value:
- Pass link equity
- Contribute to rankings
- Most valuable for SEO
- What link builders target
Nofollow Links#
SEO value:
- Traditionally no direct value
- May still pass some signals
- Still provide traffic
- Brand exposure value
Checking Link Attributes#
Browser Methods#
Right-click → Inspect:
- View page source
- Find the link
- Check rel attribute
Tools#
Helpful extensions:
- NoFollow extension (Chrome)
- MozBar
- Ahrefs toolbar
- Various SEO extensions
Bulk Analysis#
For many links:
- Ahrefs backlink reports
- Semrush backlink data
- Moz link reports
- Shows follow/nofollow
Common Questions#
Do nofollow links have value?#
Yes, beyond SEO: traffic, brand exposure, and Google now treats them as hints that may pass some signals.
Should I only build dofollow links?#
No. A natural profile has both. Nofollow from quality sites still provides value. Focus on quality, not just attributes.
Can I make my links nofollow?#
Yes, you control your outbound links. Add rel="nofollow" to any link you don't want to endorse.
Does Google always respect nofollow?#
Since 2019, nofollow is a "hint" not a directive. Google may still follow and may pass some value.
Best Practices#
For Your Outbound Links#
Use appropriate attributes:
- Default for trusted, editorial links
- Nofollow for uncertain quality
- Sponsored for paid links
- UGC for user content
For Link Building#
Focus on:
- Quality over attribute obsession
- Natural mix of follow/nofollow
- Building real value
- Not gaming attributes
Summary#
Link attributes tell search engines how to treat links:
Types:
- Follow (default): Passes equity
- Nofollow: Originally no equity
- Sponsored: Paid links
- UGC: User content
Current reality:
- All treated as "hints"
- May still pass some value
- Follow still most valuable
- Natural mix is normal
Best practices:
- Use appropriate attributes
- Don't obsess over attributes
- Focus on link quality
- Accept natural mix
Understanding link attributes helps both link building and proper attribution.