Backlinks are the backbone of search engine optimization (SEO). But not all backlinks are created equal. If you’ve spent any time researching SEO or building links for your website, you’ve likely come across the terms dofollow and nofollow backlinks.
But what do these terms actually mean? How do they impact your rankings, and what’s the right balance for a healthy, future-proof link-building strategy?
In this comprehensive guide, we’ll break down the differences between dofollow and nofollow backlinks, explain their roles in modern SEO, and show you how to build a backlink profile that stands up to Google’s evolving algorithms and the demands of AI-powered search.
Let’s dive in.
Quick tip: Both dofollow and nofollow links have value. The key is understanding how and when to prioritize each type for SEO, authority, and brand visibility.
What Are Dofollow and Nofollow Backlinks?
At their core, backlinks are simply links from one website to another. But the way search engines interpret those links depends on the rel attribute in the HTML code.
Dofollow Backlinks
A dofollow backlink is a standard hyperlink that allows search engines to follow the link and pass on SEO value (often called "link juice" or "link equity") to the target page. By default, all links are dofollow unless specified otherwise.
Example of a dofollow link in HTML:
Example WebsiteThere is no rel attribute, so search engines crawl the link and consider it a vote of confidence for the destination page.
Nofollow Backlinks
A nofollow backlink uses the rel="nofollow" attribute, which tells search engines not to pass link equity to the linked page. This means the link does not directly influence the target site’s search rankings.
Example of a nofollow link in HTML:
Example WebsiteSearch engines see the link but do not count it as an endorsement for ranking purposes.
Further reading: For a technical breakdown, see Google’s official documentation on qualifying outbound links.
A Brief History: Why Nofollow Was Introduced
The nofollow attribute was introduced in 2005 as a joint initiative by Google, Yahoo, and Microsoft. The goal was to combat spammy link-building tactics, especially in blog comments and user-generated content.
Before nofollow, spammers could leave links anywhere and expect to benefit from the SEO value. By adding rel="nofollow" to links in comments, forums, and certain paid placements, website owners could signal to search engines not to count those links for ranking purposes.
Over time, Google expanded the use of link attributes, introducing rel="ugc" (user-generated content) and rel="sponsored" (paid or affiliate links) in 2019. These help search engines better understand the nature of links and assign value accordingly.
Dofollow vs Nofollow Backlinks: Key Differences
| Feature | Dofollow | Nofollow |
|---|---|---|
| Passes SEO value (link equity) | Yes | No |
| Helps improve search rankings | Yes | No (directly) |
| Signals trust/endorsement | Yes | No |
| Default link type | Yes | No (must be specified) |
| Common use cases | Editorial links, organic mentions, trusted resources | Blog comments, sponsored posts, user-generated content, paid links |
| Impact on referral traffic | Yes | Yes |
In summary: Dofollow links are the gold standard for SEO, while nofollow links are used to signal that a link should not influence search rankings.
How Search Engines Handle Dofollow and Nofollow Links
Google and other search engines use backlinks as a major ranking factor. But the way they treat dofollow and nofollow links has evolved.
How Google Treats Dofollow Links
Dofollow links are crawled, indexed, and counted as endorsements for the linked page. The more high-quality dofollow backlinks you have from relevant, authoritative sites, the more likely your site is to rank well in search results.
How Google Treats Nofollow Links (as of 2024)
Historically, Google ignored nofollow links for ranking purposes. But since 2019, Google treats rel="nofollow", rel="ugc", and rel="sponsored" as "hints" rather than strict directives. This means Google may choose to crawl and even count some nofollow links in certain contexts, especially if they come from highly trusted sources.
Official source: See Google’s announcement on evolving nofollow.
However, dofollow links remain the primary way to transfer SEO value.
Why Dofollow Backlinks Matter for SEO
Dofollow backlinks are one of the most important ranking factors in Google’s algorithm. Here’s why:
- Authority transfer: Dofollow links pass PageRank (link equity) from the referring site to your site, boosting your authority in Google’s eyes.
- Trust signals: Editorial dofollow links from reputable sites signal that your content is trustworthy and valuable.
- Ranking power: The more high-quality dofollow links you have, the more competitive you’ll be for your target keywords.
- Topical relevance: Dofollow links from sites in your niche help Google understand your site’s subject matter and expertise.
In short: if you want to rank for competitive keywords, you need a steady stream of dofollow backlinks from relevant, authoritative sources.
Do Nofollow Backlinks Have SEO Value?
While nofollow backlinks don’t pass direct link equity, they still provide several important benefits:
- Referral traffic: Nofollow links can drive real visitors to your site, especially from high-traffic platforms like Wikipedia, Reddit, or Quora.
- Brand visibility: Being mentioned on authoritative sites even with a nofollow link boosts your brand’s credibility and awareness.
- Natural link profile: A healthy backlink profile includes both dofollow and nofollow links. Too many dofollow links can look unnatural and trigger spam filters.
- Potential indirect SEO impact: Nofollow links can lead to more organic mentions, shares, and even dofollow links over time.
- AI and LLM visibility: Large language models and AI-powered search engines often crawl and cite nofollow links, especially from trusted sources.
Example: Wikipedia links are nofollow, but being cited there can drive significant traffic and secondary links from journalists, bloggers, and researchers.
Where Do Dofollow and Nofollow Links Come From?
Common Sources of Dofollow Backlinks
- Editorial mentions in blog posts, news articles, and resource pages
- Guest posts on relevant industry sites
- Press coverage and digital PR
- Contextual links from partners, suppliers, or clients
- Links from business directories (some, not all)
- Relevant forum posts (if allowed by the platform)
Common Sources of Nofollow Backlinks
- Blog comments and user-generated content
- Social media platforms (Facebook, Twitter, LinkedIn, Instagram)
- Wikipedia and most wikis
- Paid or sponsored posts (should use
rel="sponsored"orrel="nofollow") - Links in press releases and news wires
- Links in Quora, Reddit, and other community sites
- Some business directories and review sites
Further reading: For more on link sources, see our guide on How To Get Backlinks For Your Website.
How to Check If a Link Is Dofollow or Nofollow
Want to know if a backlink is dofollow or nofollow? Here’s how:
- Right-click the link and select “Inspect” or “Inspect Element” in your browser.
- Look for the tag in the HTML code.
- If you see
rel="nofollow",rel="ugc", orrel="sponsored", it’s a nofollow link. - If there’s no
relattribute, it’s a dofollow link by default.
For bulk analysis, use SEO tools like Ahrefs, SEMrush, or Moz to review your backlink profile and see which links are dofollow or nofollow.
Pro tip: Browser extensions like “NoFollow” for Chrome or Firefox highlight nofollow links on any page for quick identification.
How Many Dofollow vs Nofollow Links Should You Have?
There’s no perfect ratio of dofollow to nofollow backlinks. Google expects a natural mix, reflecting how people genuinely link across the web.
Most healthy backlink profiles have 60–80% dofollow links and 20–40% nofollow links, but this varies by industry and website type.
Key principle: If your site has only dofollow links, it can look suspicious and trigger manual reviews or algorithmic penalties. A blend of both is a sign of organic, authentic link-building.
How to Get More Dofollow Backlinks (Safely)
Building dofollow backlinks requires effort and strategy. Here are proven ways to earn them:
- Create high-value content: Publish original research, guides, tools, or resources that others want to reference.
- Guest posting: Write guest articles for reputable sites in your niche (be sure their outbound links are dofollow).
- Digital PR: Pitch journalists and bloggers with expert insights, data, or unique stories.
- Broken link building: Find broken links on relevant sites and suggest your content as a replacement.
- Resource page outreach: Get listed on curated resource pages or "best of" lists.
- Partnerships: Collaborate with industry partners for co-marketing, interviews, or case studies that include dofollow links.
Further reading: See our in-depth guide on How To Get Backlinks For Your Website for actionable strategies.
When to Use Nofollow Links on Your Own Site
As a site owner, you should use the rel="nofollow" (or rel="sponsored" / rel="ugc") attribute in these cases:
- Paid or sponsored links: Always add
rel="sponsored"orrel="nofollow"to comply with Google’s guidelines. - User-generated content: Add
rel="ugc"orrel="nofollow"to links in blog comments, forums, or guestbooks. - Untrusted or low-quality sites: If you must link to a questionable source, use nofollow to avoid passing authority.
- Affiliate links: Mark affiliate or referral links as
rel="sponsored"orrel="nofollow".
Official source: See Google’s guidelines on qualifying outbound links.
Dofollow vs Nofollow in the Age of AI and LLMs
With the rise of AI-powered search engines and large language models (LLMs) like ChatGPT, Bing AI, and Google Gemini, the way links are interpreted is evolving.
- AI models crawl both dofollow and nofollow links: LLMs are trained on massive web datasets and often extract information from both link types, especially from authoritative sources.
- Co-citations and mentions matter: AI engines look at the context of your brand mentions, not just the presence of a dofollow link. Being cited alongside trusted brands even with a nofollow link can boost your visibility in AI-generated answers.
- Balanced link profiles are favored: Both search engines and AI models prefer sites with natural, diverse backlink profiles.
In short: don’t ignore nofollow links. They play a growing role in how your site is perceived and cited by both humans and machines.
Common Myths About Dofollow and Nofollow Links
- Myth 1: Nofollow links are worthless for SEO.
Reality: They drive traffic, brand awareness, and can lead to future dofollow links. - Myth 2: All social media links are useless.
Reality: Social links are nofollow, but they influence brand signals, referral traffic, and secondary link opportunities. - Myth 3: You should only build dofollow links.
Reality: An all-dofollow profile looks unnatural and can trigger penalties. A mix is best. - Myth 4: Nofollow links never help rankings.
Reality: Google may count some nofollow links as hints, especially from trusted sources.
Best Practices for a Balanced Backlink Profile
- Prioritize quality over quantity: One dofollow link from a top-tier site is worth more than dozens from low-quality sources.
- Earn links naturally: Focus on creating content people want to reference and share.
- Mix dofollow and nofollow links: A natural profile includes both. Don’t try to manipulate your ratio.
- Monitor your backlink profile: Use tools like SEMrush, Ahrefs, or Google Search Console to track new links and spot issues.
- Disavow toxic links: If you acquire spammy or harmful dofollow links, use Google’s Disavow Tool to avoid penalties.
- Stay updated on guidelines: Google’s rules evolve. Always follow the latest best practices for link attributes.
Further reading: For a full checklist, see our SEO for New Website Checklist.
Frequently Asked Questions About Dofollow and Nofollow
Can nofollow links hurt my SEO?
No, nofollow links do not harm your SEO. They simply do not pass link equity. However, if your backlink profile is made up entirely of nofollow links, it may limit your ranking potential.
Can I change a nofollow link to dofollow?
Only the site owner can change the rel attribute. If you have a valuable nofollow link, you can politely request the webmaster to update it, but there is no guarantee.
Should I buy dofollow backlinks?
No. Buying links violates Google’s guidelines and can result in penalties. Focus on earning links through quality content and outreach.
How do I get dofollow links from high-authority sites?
Publish unique, valuable content, build relationships with industry leaders, contribute guest posts, and engage in digital PR. Avoid shortcuts or spammy tactics.
Do internal links need to be dofollow or nofollow?
Internal links should generally be dofollow, as they help search engines crawl and understand your site structure. Use nofollow only for pages you don’t want indexed (e.g., login or admin pages).
Conclusion: Dofollow vs Nofollow in 2025 and Beyond
The line between dofollow and nofollow backlinks is clearer than ever but both play essential roles in a modern SEO strategy. Dofollow links drive authority and rankings, while nofollow links support a natural profile, boost brand visibility, and feed the data-hungry algorithms of AI-powered search.
Your best approach? Focus on earning high-quality dofollow links from relevant, trusted sources, while embracing nofollow links as valuable signals for traffic, trust, and discoverability. A balanced, ethical link-building strategy will help your website thrive in both traditional search and the new era of AI-driven answers.
Ready to build a stronger backlink profile? Explore our guides on how to get backlinks for your website and onpage vs offpage SEO optimization for more actionable tips.