What are No Follow Links?

Links tell search engines how pages relate to each other. Most links are editorial: one site simply recommends another. But some links are paid, some are posted by users, and some point to sources you don't fully trust. Nofollow and its newer siblings, sponsored and ugc, let you label those links.

In this article, we explain what nofollow links are, how Google treats them today, when to use each attribute, and what they mean for your SEO.

What are Nofollow Links?

1. Definition:

• A nofollow link is a hyperlink with the attribute rel="nofollow". It tells search engines that you don't want to vouch for the linked page or pass ranking credit to it.
• Since September 2019, Google treats nofollow as a hint rather than a strict directive. Google may still use a nofollow link to understand the web better, and from 1 March 2020 it could also use nofollow as a hint for crawling and indexing.

2. Characteristics:

• HTML Code: In HTML, a nofollow link looks like this: <a href="https://example.com/" rel="nofollow">Example</a>.
• Purpose: Nofollow is for links you don't want associated with your site, when the more specific sponsored or ugc values don't apply.
• Visible to users: Visitors can't tell a nofollow link apart. It still works and still sends traffic.

Nofollow, Sponsored and UGC: Which to Use

In 2019, Google added two new values so site owners could describe links more precisely. Google's guide to qualifying outbound links explains each one.

1. rel="sponsored":

• Use it for advertisements and paid placements, including links in sponsored posts and affiliate links. Example: <a href="https://example.com/offer" rel="sponsored">Offer</a>.

2. rel="ugc":

• Use it for links inside user-generated content, such as blog comments and forum posts. Google notes you may remove it for trusted, long-standing contributors.

3. rel="nofollow":

• Use it when the other values don't fit and you'd rather Google not associate your site with the linked page, or crawl it from your site.

4. Combining values:

• You can combine values with a space or comma, for example rel="ugc nofollow". Existing nofollow links on paid or user content don't need to be changed; nofollow is still accepted for those cases.

Importance and Use of Nofollow Links

1. Managing Outbound Links: Nofollow lets you link to a page for your readers' benefit without endorsing it, for example when citing a questionable claim you are debunking.

2. Preventing Link Spam: Comment sections and forums attract spammers who want free links. Marking these links ugc or nofollow removes much of the incentive.

3. Compliance with Paid Link Guidelines: Google's spam policies treat buying or selling links that pass ranking credit as link spam. Google says paid links are not a violation when they are qualified with rel="nofollow" or rel="sponsored", with sponsored preferred.

4. Maintaining Control Over Content Endorsement: Your links reflect on your site. Labeling links you don't vouch for keeps your editorial links meaningful.

5. Still Valuable for the Linked Site: A nofollow link from a relevant, busy page can bring real visitors, brand awareness and leads, even if it passes little or no ranking credit. A natural link profile usually contains a mix of both kinds of link.

How to Use Nofollow Links Effectively

1. Assess Link Context: Decide whether a link is editorial, paid or user-generated. Editorial links need no attribute; learn why in our guide to dofollow links. Paid links get sponsored, user content gets ugc, and untrusted links get nofollow.

2. Qualify Paid and Affiliate Links: Mark every paid placement, sponsored review and affiliate link, including Daraz affiliate links or brand collaborations, with rel="sponsored".

3. Monitor and Review: Audit your outbound links from time to time with a crawler such as Screaming Frog. Check that sponsored content, widgets and templates carry the right attributes.

4. Set Defaults for Comments and Forums: Most platforms, including WordPress, add nofollow or ugc to comment links automatically. Confirm your theme or plugin hasn't removed it.

5. Educate Content Contributors: If your site accepts guest posts, tell contributors your link policy up front. Links in guest posts that are placed mainly for ranking should be qualified.

6. Don't Use Nofollow for Internal Links: Adding nofollow to links between your own pages doesn't "save" link equity. It can make it harder for Google to discover and understand your pages. Use a noindex tag for pages you don't want in search results.

Conclusion on What Are Nofollow Links?

Nofollow links let you label links you don't want to vouch for. Since 2019, Google treats nofollow, sponsored and ugc as hints, and it recommends sponsored for paid links and ugc for user content.

Use these attributes honestly and consistently. They protect your site from link spam issues and keep your editorial links trustworthy, while nofollow links from others can still bring you traffic and visibility.

Enhance Your SEO Strategy with Nofollow Links!

Not sure your paid, affiliate or guest post links are set up correctly? Softhat IT Solutions audits link profiles and outbound links against Google's policies. Explore our SEO services, or book a free strategy call to review your links with our team.