Nofollow tag
What is a nofollow tag?
The nofollow tag is an HTML attribute added to links that instructs search engines not to pass link equity (sometimes called "link juice") to the linked page. When you add rel="nofollow" to a link, you're essentially telling search engines: "Don't count this as an endorsement of the linked page." It was introduced by Google in 2005 as a way to combat comment spam in blogs, where people would leave comments with links to boost their own sites' rankings.
How does the nofollow tag work?
The nofollow tag works by adding the rel="nofollow" attribute to the HTML anchor tag of a link. For example, a standard link looks like this:
<a href="https://example.com">Example Website</a>
With the nofollow attribute, it becomes:
<a href="https://example.com" rel="nofollow">Example Website</a>
When search engine crawlers encounter this attribute, they understand they shouldn't transfer PageRank or ranking power to the linked website. While search engines still see and may follow these links to discover new pages, they don't count them as votes of confidence in their ranking algorithms.
When should you use nofollow links?
You should use nofollow links in several specific situations:
For user-generated content like comments, forums, and message boards where you can't vouch for every link users might add.
On paid links or sponsored content, though the newer rel="sponsored" attribute is now preferred for these cases.
When linking to untrusted content or sites you don't want to endorse.
For widgets, badges, or embedded content that include links back to their source.
In login pages, registration forms, and other areas where links aren't intended as editorial endorsements.
For internal links to pages that don't need to be indexed, like your privacy policy or terms of service (though robots.txt or other methods might be more appropriate).
What's the difference between nofollow, sponsored, and UGC link attributes?
In 2019, Google expanded link attributes beyond the original nofollow to include two new, more specific options:
rel="sponsored" - Used specifically for advertisements, sponsorships, and other paid placements.
rel="ugc" - Stands for "user-generated content" and is intended for links within user contributions like comments and forum posts.
rel="nofollow" - Now serves as a catch-all for any link you want to flag as not passing link equity.
These attributes can be combined (e.g., rel="nofollow sponsored") and all tell search engines not to pass ranking credit, but they provide more granular signals about why a particular link shouldn't receive that credit. The sponsored and UGC attributes help search engines better understand the nature of links across the web.
How do nofollow links impact SEO?
The impact of nofollow links on SEO has evolved over time. Originally, nofollow links were completely ignored for ranking purposes. However, Google now treats them as "hints" rather than directives, meaning they may choose to consider nofollow links for ranking in some cases.
While nofollow links don't directly pass PageRank in most situations, they can still provide indirect SEO benefits:
They contribute to a natural, diverse link profile, which looks more authentic to search engines.
They can drive referral traffic, which may lead to more engagement and natural backlinks.
They may increase brand visibility and recognition, potentially leading to direct searches for your brand.
Nofollow links from high-authority sites can still boost your credibility with audiences, even if they don't directly boost your rankings.
They help search engines discover your content, even if they don't immediately use those links for ranking purposes.
For crawl budget management, nofollow can help direct search engines to your most important pages by not wasting crawl resources on less important ones.