Do Nofollow Links Help SEO? The 2025 Answer

Do Nofollow Links Help SEO?

When you’re building your website’s authority, you might wonder: do nofollow links help SEO at all? Or are only “dofollow” links—the ones you hear everyone raving about—worth your time? The answer is more nuanced than you might think, especially as Google’s algorithms and guidelines have evolved over the years.

Dofollow vs. Nofollow: The Fundamental Difference

Let’s break down what is dofollow and nofollow links in SEO with a simple example. Imagine every link on the web as a recommendation. Some recommendations (dofollow links) tell Google, “I trust this page—give it some credit!” Others (nofollow links) say, “Here’s a link, but I’m not vouching for it.”

• Dofollow links (the default for most links) pass on authority, or “link juice,” to the linked page. This can directly boost the page’s search rankings. There’s no actual rel="dofollow" attribute; it’s just a term SEOs use to describe standard links without special tags.
• Nofollow links include the rel="nofollow" attribute. This tag tells search engines not to pass authority to the destination page. Traditionally, these links didn’t influence rankings or PageRank.

So, the difference between dofollow and nofollow links for SEO comes down to whether or not the link can transfer ranking power to the linked page. Dofollow links can give your site a direct SEO boost; nofollow links, at least initially, did not.

“When nofollow was introduced, Google would not count any link marked this way as a signal to use within our search algorithms. This has now changed.” 

Sounds complex? Here’s where it gets interesting. Since 2019, Google treats nofollow links as a “hint” rather than a strict directive. This means that while nofollow links still don’t guarantee a transfer of link equity, Google may choose to consider them for crawling and ranking, depending on the context and quality of the link.

So, nofollow links SEO value isn’t as black and white as it once was. While dofollow links remain the gold standard for passing authority, nofollow links have evolved to play a more nuanced role in your overall SEO strategy. In the next section, we’ll explore how Google’s changing approach to nofollow links can influence your rankings—sometimes in surprising ways.

How Google’s View on Nofollow Links Has Changed

The Evolution of Nofollow: From Directive to Hint

If you’ve ever wondered why the SEO community started buzzing about nofollow links and SEO after 2019, you’re not alone. For years, Google treated the rel="nofollow" attribute as a strict rule—a directive that meant, “Don’t count this link for ranking, don’t crawl it, and don’t pass any authority.” But in 2019, Google made a pivotal update that changed everything about how these links are handled.

So, what exactly happened? In September 2019, Google announced that it would no longer treat nofollow as a hard-and-fast command. Instead, nofollow became a “hint”—a suggestion rather than a requirement. In Google’s own words:

“All the link attributes—sponsored, ugc, and nofollow—are now treated as hints about which links to consider or exclude within Search. We’ll use these hints, along with other signals, to better understand and use links in our systems.”

Sounds subtle, but the impact is significant. Now, instead of automatically ignoring nofollowed links, Google’s systems may choose to crawl and even factor them into rankings—especially if the link provides important context or comes from a high-quality source. This shift means that the answer to “does nofollow links help SEO” is more complex than ever before.

New Link Attributes: rel="sponsored" and rel="ugc"

Alongside this change, Google introduced two new link attributes to help webmasters clarify the intent behind outbound links:

• rel="sponsored" — For paid or sponsored links, such as ads or affiliate partnerships.
• rel="ugc" — For links within user-generated content, like blog comments or forum posts.

These new attributes allow you to be more specific about the nature of a link, helping Google better interpret your site’s linking patterns. But if you continue using nofollow for these situations, Google still understands your intent—there’s no penalty for sticking with the familiar attribute (Google Search Central Blog).

What Does This Mean for SEO?

Here’s where things get interesting for nofollow links and SEO:

• Google may now consider nofollow links as part of its ranking algorithm, especially if the links come from authoritative, relevant sources.
• This approach helps Google collect more data about how the web connects, making search results more accurate and less susceptible to manipulation.
• If you’re relying on nofollow to hide pages from Google’s index, this change means you should use more robust methods, like robots.txt or the noindex directive, instead.

Imagine you earn a nofollow link from a major publication or a high-traffic blog. While that link might not have passed “link juice” in the past, Google’s new approach means it could now help your site get discovered, crawled, or even ranked—depending on the broader context and quality signals.

Ultimately, this update reflects Google’s goal to better understand the natural flow of the web. For SEOs, it means that nofollow link SEO strategy deserves a closer look. In the next section, we’ll dive deeper into how these links can deliver indirect value—sometimes in ways that might surprise you.

The Indirect SEO Value of Nofollow Links

Beyond Link Juice: Indirect SEO Advantages

When you hear that nofollow links don’t pass “link juice,” it’s easy to assume they’re useless for SEO. But is that really the case? In reality, nofollow links can play a surprisingly powerful role in your SEO strategy—just not in the direct way most people expect. Let’s break down the nofollow links SEO value and explore how these links can help you build a stronger, more resilient online presence.

• Referral Traffic: Even though nofollow links don’t transfer authority, they can drive highly targeted visitors to your website. Imagine landing a nofollow link in a feature article on Forbes or BuzzFeed. That single mention could send thousands of interested readers directly to your site, some of whom may become customers or loyal followers. One case study showed a 271% increase in organic traffic after an exclusive nofollow link placement on BuzzFeed, demonstrating the real-world value of this kind of exposure.
• Brand Exposure & Mentions: Placement on high-authority sites—even with a nofollow tag—puts your brand in front of massive audiences. Think about seeing your company’s name in a New York Times article. Even if the link is nofollow, millions of readers are now aware of your brand. This increased visibility can lead to more branded searches, direct visits, and even future dofollow links as secondary websites pick up the story and link back to you.
• Trust Signals: Securing a nofollow link from an authoritative publication or industry leader can boost your site’s perceived credibility. When potential customers—and even search engines—see your brand mentioned on trusted platforms, it acts as a vote of confidence. Over time, this can help establish your site as a reputable source, influencing both user trust and your overall authority profile.
• Search Engine Discovery: Nofollow links can help search engines find and index new pages on your website more quickly. For example, if you launch a new product page and it gets linked in a nofollowed news roundup, Google’s crawlers may still follow that link as a “hint” and discover your new content faster—especially since Google updated how it treats nofollow attributes.
• Natural Backlink Profile: A healthy SEO strategy includes a mix of dofollow and nofollow links in SEO. If your backlink profile is made up entirely of dofollow links, it can look suspicious to search engines and may even trigger penalties. Nofollow links add diversity, making your backlink profile appear more organic and less manipulative.

Real-World Examples: How Nofollow Links Drive Value

Let’s put these benefits into perspective with a few scenarios:

• Referral Traffic: You publish a thought leadership article, and a major industry blog links to it with a nofollow tag. Over the next month, you see a spike in analytics as readers click through—resulting in new subscribers and sales.
• Brand Exposure: Your campaign is featured on a high-profile news site (with a nofollow link). The story goes viral, gets picked up by dozens of smaller blogs (some using dofollow links), and your brand recognition skyrockets.
• Trust Signals: A university research page cites your work with a nofollow link. Potential clients see this and are more likely to trust your expertise, while Google notes the association with an authoritative source.
• Search Engine Discovery: A new product page is linked in a nofollowed roundup post. Google’s crawlers pick up the hint and index your page faster than if you’d waited for organic discovery.

So, are nofollow links good for SEO? Absolutely—when you look beyond the narrow lens of link equity. They bring real-world benefits that can boost your traffic, reputation, and long-term search visibility. In the next section, we’ll see how these indirect gains tie into Google’s E-E-A-T principles, further strengthening your site’s authority and trustworthiness.

Boosting Trust and Authority with Nofollow Links

Nofollow Links and Your Site's E-E-A-T

Ever wonder why a nofollow link from a major publication or a government website can still feel like a huge win? It’s all about how Google now evaluates trust, authority, and reputation—key pillars of the E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) framework. Let’s break down how nofollow and dofollow links in SEO both contribute to your site’s reputation, even if only one passes direct ranking power.

• Authority by Association: Imagine your brand is mentioned (with a nofollow link) in a New York Times article about innovation in your industry. Even though that link doesn’t pass PageRank in the traditional sense, Google’s algorithms recognize the context and the credibility of the source. This association helps Google understand that your site is being referenced by experts in your field, which can strengthen your perceived authoritativeness.
• Trust Signals from High-Authority Sites: If you land a nofollow link on a university research portal, a government resource, or a respected industry blog, Google takes notice. These sites are considered highly trustworthy, and being cited—even without link equity—can be a powerful signal that your content is reliable and valuable. This is why does nofollow links on high domain authority sites effect SEO is a real consideration for digital marketers (Canvas PR).
• Reputation and Third-Party Validation: Google’s quality rater guidelines emphasize what others say about your site. When your name appears on reputable third-party sources—even if only as a nofollowed mention—it contributes to your online reputation and overall E-E-A-T profile. This is especially true for brands or individuals cited as experts, as these references serve as proof of real-world expertise and trustworthiness.

How Google Reads Nofollow Links for E-E-A-T

With advancements in natural language processing (like BERT and MUM), Google is better than ever at understanding the context around your brand mentions and links. It’s not just about the link itself, but the words, sentiment, and topics that surround it. When a high-authority site mentions your business in a positive, topic-relevant context—even with a nofollow link—Google can interpret this as a signal of your site’s expertise and trustworthiness.

Think of it like this: would you rather have a dofollow link from a little-known blog, or a nofollow link from a widely respected news outlet? In 2025’s SEO landscape, the latter may offer more long-term value for your E-E-A-T signals, helping your site stand out as a credible, authoritative resource. That’s why SEO nofollow links are now a vital part of building trust, not just chasing rankings.

As you plan your link-building strategy, remember that every authoritative mention—nofollow or not—strengthens your site’s reputation in Google’s eyes. In the next section, we’ll look at how to choose the right link attributes for different situations, ensuring your site remains both credible and compliant.

Understanding Nofollow, Sponsored, and UGC Attributes

A Practical Guide to Modern Link Attributes

When you’re managing your website or building links, you’ll notice there are several ways to qualify a link. But what is a nofollow link in SEO, and how do you know which attribute to use? Let’s break down the difference between nofollow and dofollow links in SEO—and introduce the two newer attributes: sponsored and ugc. Choosing the right attribute is crucial for both compliance and maximizing your SEO strategy.

Imagine you’re linking to another site, but you’re not sure if you want to pass on authority, signal a paid relationship, or clarify that the link was created by a user. That’s where these attributes come in. Here’s a clear, side-by-side comparison to help you decide which one to use for every situation:

Attribute	Meaning	When to Use	HTML Example
rel="nofollow"	Tells search engines not to pass ranking credit (“link juice”) or endorse the linked page. Originally a directive, now a “hint.”	When you don’t want to vouch for the linked website For links you don’t fully trust or endorse Catch-all for links that aren’t paid or user-generated	<a href="https://example.com" rel="nofollow">Example</a>
rel="sponsored"	Indicates the link is part of a paid or sponsored arrangement (ads, affiliate links, partnerships).	For any paid placement or advertisement Affiliate links, sponsored content, or partnerships	<a href="https://example.com" rel="sponsored">Example</a>
rel="ugc"	Signifies the link was created by a user (User Generated Content), such as in comments, reviews, or forums.	Links in blog comments, forum posts, or user reviews Any content where users, not site owners, add links	<a href="https://example.com" rel="ugc">Example</a>

How to Apply These Attributes in Practice

Still unsure? Here are a few scenarios to guide your decision:

• Linking to a resource you don’t fully trust? Use rel="nofollow" to avoid passing SEO value.
• Writing a sponsored review or including an affiliate link? Mark it as rel="sponsored" to stay compliant with Google’s guidelines.
• Moderating blog comments or forum posts? Add rel="ugc" to user-submitted links to clarify you’re not vouching for them.

It’s also possible—and sometimes recommended—to combine attributes. For example, a paid link in a comment section can use both rel="nofollow sponsored" or rel="nofollow ugc" for maximum clarity and compatibility.

By understanding what is nofollow links in SEO and how these attributes shape Google’s interpretation, you’re better equipped to build a natural, compliant link profile. Up next, we’ll look at how to strategically use these attributes for both internal and external links to protect your site’s reputation and optimize your crawl budget.

When to Use Nofollow on Your Website

Managing External and Internal Nofollow Links

Ever find yourself wondering when you should actually use the rel="nofollow" attribute on your website? You’re not alone. The right use of nofollow can help you avoid SEO pitfalls, keep your site trustworthy, and even optimize how Google crawls your content. Let’s break down the strategic use of nofollow for both external and internal links, so you can make smart decisions for your site’s long-term health.

Nofollow External Links: Protecting Your Reputation and Staying Compliant

When it comes to nofollow external links SEO, the main goal is to signal which outbound links you do not want to endorse or pass authority to. But how do you know which links need that extra layer of caution? Here are the most common scenarios:

• Paid Links and Sponsored Content: If you’re linking out as part of a sponsorship, paid review, affiliate partnership, or any other commercial arrangement, you should use rel="sponsored". However, if you haven’t updated your processes yet, rel="nofollow" is still acceptable—Google will interpret your intent.
• User-Generated Content (UGC): Links added by users in blog comments, forums, or Q&A sections should be marked as rel="ugc" or rel="nofollow". This protects your site from being associated with spammy or low-quality destinations. For example, Wikipedia and Reddit both default to nofollowing user-added external links.
• Links You Don’t Fully Trust or Endorse: Sometimes, you might reference sources you don’t want to vouch for—such as controversial news, competitor sites, or unverified resources. In these cases, rel="nofollow" is your best friend. Google even recommends using nofollow for sources you want to cite but not endorse (Google Developers).

Think about it: if you’re writing a rebuttal to a negative article about your industry, you might link to the original piece for context—but you don’t want to boost its rankings. That’s the perfect time for a nofollow external link.

Nofollow Internal Links: Optimizing Crawl Budget and Site Structure

While most advice focuses on outbound links, nofollow internal links SEO is just as important—especially for large or complex websites. Internal nofollow can help you:

• Manage Crawl Budget: If your site has thousands of pages, you want Google to focus on your most valuable content. Use nofollow on links to pages that don’t need to be indexed, such as login screens, account dashboards, or filtered search results. This can help prevent wasted crawl resources.
• Prevent Indexing of Unimportant Pages: Sometimes, you have pages that are necessary for users but not for search engines—think terms and conditions, privacy policies, or temporary promo pages. Nofollowing internal links to these can signal to Google that they’re not essential for ranking.
• Control Link Equity Flow: Although Google now treats nofollow as a “hint,” using it on certain internal links can still help shape how authority flows through your website. For example, you might nofollow links to paginated or duplicate content to keep your main pages strong.

However, don’t overdo it. Google advises that for most internal links, it’s better to let authority flow naturally. Only use nofollow internally when you have a clear reason, as excessive use can make your site harder for both users and search engines to navigate.

Best Practices: How to Decide When to Use Nofollow

• For external links: Apply nofollow (or sponsored/ugc) to any outbound link that is paid, user-generated, or not fully trusted.
• For internal links: Reserve nofollow for links to pages that should not be prioritized by search engines, but use sparingly to avoid hampering site usability or discoverability.
• Review regularly: As your site evolves, audit your link profile to ensure your use of nofollow still aligns with best practices and Google’s latest guidance.

Imagine you’re running a community forum. You’ll want to nofollow all links in user posts to avoid passing authority to potentially spammy sites. On the other hand, if you have a private members-only section, nofollowing those internal links can help keep them out of the index and preserve your crawl budget.

Ultimately, the strategic use of nofollow—both externally and internally—helps you maintain a reputable, well-optimized site. Next, we’ll walk through how to audit your own nofollow links and ensure your strategy is working as intended.

Auditing and Analyzing Your Nofollow Links for SEO Health

A Step-by-Step Nofollow Link Analysis

Ever wondered if your nofollow links are helping or hurting your SEO? Or maybe you’re curious how to spot and fix internal nofollow links that could be blocking important pages from getting the attention they deserve. Let’s walk through a practical, step-by-step process to audit your backlink profile for nofollow links—so you can make smarter, data-driven decisions for your website’s growth.

1. Choose the Right SEO ToolStart by selecting an SEO tool that specializes in backlink analysis. Popular options include Ahrefs, SEMrush, and Moz Link Explorer. These platforms let you collect comprehensive data on your backlink profile, including which links are marked as nofollow.
2. Export Your Full Backlink ProfileOnce you’ve run a backlink report, export the data to a spreadsheet. This gives you the flexibility to filter, sort, and take notes on specific links. Make sure your columns include the linking domain, URL, anchor text, follow/nofollow status, domain authority, and referral traffic. Color coding or using a nofollow SEO link highlighter can make it easier to spot patterns and prioritize actions.
3. Filter to Show Only Nofollow LinksUse your tool’s filtering options (or your spreadsheet) to isolate all links with the rel="nofollow" attribute. This step helps you focus on evaluating the specific value and placement of your nofollow links, rather than getting lost in your entire backlink ecosystem.
4. Analyze Referring Domains for Authority and RelevanceNot all nofollow links are created equal. Review the authority (DA/DR) and topical relevance of each referring domain. Ask yourself: Is the link coming from an industry leader, a reputable news outlet, or a niche blog that aligns with your audience? Even a nofollow link from a high-authority, contextually relevant site can drive valuable traffic and boost your brand’s credibility.
   • If you spot a nofollow link from a top-tier publication, consider reaching out for a possible dofollow link or further collaboration.
   • Flag links from spammy, irrelevant, or penalized domains for possible disavowal.
5. Assess Referral Traffic and Link PerformanceUse Google Analytics (or your preferred analytics platform) to see which nofollow links are actually sending visitors to your site. A nofollow link that drives engaged, converting traffic can be more valuable than a dofollow link from a low-quality source. Focus on metrics like bounce rate, average session duration, and conversions to prioritize your outreach and content efforts.

How to Fix Nofollow Internal Links That Hurt SEO

Internal nofollow links can sometimes block search engines from crawling important pages, limiting your site’s visibility and authority flow. Here’s how to spot and fix these issues:

• Use an Audit Tool: Platforms like SEMrush or Ahrefs can identify internal links marked as nofollow. Look for these in your site audit reports under “Warnings” or “Internal Linking” sections (SEMrush).
• Review and Remove Unnecessary Nofollow Tags: If you find nofollow attributes on internal links to pages you want indexed (like key landing pages or cornerstone content), remove the nofollow tag so link equity can flow naturally.
• Reserve Nofollow for Low-Value or Utility Pages: Only keep nofollow on internal links pointing to login screens, admin panels, or pages that shouldn’t be indexed. For all other valuable content, let authority pass freely.

By following these steps, you’ll not only clean up your backlink profile but also ensure your site’s most important pages get the attention—and authority—they deserve. Next, we’ll wrap up with how a balanced link profile and high-quality content can set you up for SEO success in 2025 and beyond.

The Future of Link Building Is Quality Content

Building a Natural and Balanced Link Profile for 2025

When you look at the big picture, what’s the real answer to do nofollow links help SEO? The truth is, a healthy, future-proof SEO strategy is never about chasing just one type of link. Nofollow links for SEO play an important role alongside dofollow links by helping you build a diverse, credible backlink profile that stands the test of time.

Imagine your backlink profile as an investment portfolio. Would you put all your money in a single stock? Of course not. The same logic applies to links: relying solely on dofollow links—or only targeting high-authority domains—leaves your site exposed to risk and algorithm updates. A natural mix of both dofollow and nofollow links signals to search engines that your site is genuinely valued and referenced across the web, not artificially manipulated.

• Diversity reduces risk: If a single source loses authority or faces a penalty, your rankings are less likely to suffer.
• Variety signals authenticity: Search engines expect a blend of link types, anchor texts, and referring domains.
• Indirect value matters: Even if do nofollow links count for SEO differently, they drive brand awareness, referral traffic, and trust—all of which contribute to long-term success.

The Final Verdict: A Holistic Approach to Links

So, do nofollow links add SEO value? Absolutely—just not always in the direct, PageRank-passing way many expect. In 2025, the most successful websites are those that focus on creating exceptional, authoritative content that naturally attracts a wide range of mentions and backlinks. Whether it’s a dofollow or nofollow link, the real goal is to be cited, referenced, and discussed across the web.

But here’s the catch: consistently producing high-quality, optimized content is time-consuming and resource-intensive. That’s where smart tools come in. If you want to scale your content creation, maintain a strong brand voice, and maximize your chances of earning both dofollow and nofollow links, an AI content creation tool like BlogSpark can make a world of difference. These platforms help you generate SEO-focused blog posts, discover relevant keywords, and ensure every article meets the standards needed to attract natural, authoritative backlinks.

• Create at scale: Publish more high-quality content without sacrificing consistency.
• Optimize for search: Use built-in SEO features to target the right keywords and topics.
• Attract natural links: Exceptional content is more likely to be referenced by reputable sites, earning you a healthy mix of dofollow and nofollow backlinks.

In the end, the future of link building isn’t about gaming the system—it’s about building real authority through valuable content and authentic relationships. Focus on quality, embrace diversity in your link profile, and let smart tools support your journey. That’s how you’ll thrive in the evolving world of SEO.

Frequently Asked Questions about Nofollow Links and SEO

1. Do nofollow links have value for SEO?

Yes, nofollow links provide indirect SEO value by driving referral traffic, increasing brand exposure, and enhancing trust signals. While they do not pass direct ranking authority, Google now treats them as a hint, which means they can contribute to content discovery and support a natural backlink profile.

2. Which type of link carries the most SEO value?

Dofollow links carry the most direct SEO value because they pass authority and ranking power to the linked page. However, a balanced mix of dofollow and nofollow links is best for an authentic and resilient SEO strategy, as search engines expect this diversity.

3. When should I use the nofollow attribute on my website?

Use the nofollow attribute for outbound links you do not fully trust or endorse, in user-generated content, and for paid or sponsored links. For internal links, use it sparingly—mainly for pages like login screens or filtered search results that do not need to be indexed.

4. Do nofollow links count for SEO rankings?

Nofollow links are not guaranteed to pass ranking value, but since Google began treating them as a hint, they may be considered in some ranking scenarios, especially if they come from authoritative or relevant sources.

5. How can I improve my chances of earning valuable backlinks?

Consistently publishing high-quality, authoritative content is key to attracting both dofollow and nofollow links. Using AI content creation tools like BlogSpark can help you scale content production efficiently, increasing your site's visibility and potential for natural backlinks.