What Is NoFollow? SEO Definition & Guide
The rel=nofollow attribute is an HTML link attribute that tells search engines not to pass ranking authority (link juice) through that link. It functions as a directive rather than a definitive exclusion, and Google now treats it as a hint.
The rel=nofollow attribute is an HTML link attribute that tells search engines not to pass ranking authority (link juice) through that link. It functions as a directive rather than a definitive exclusion, and Google now treats it as a hint.
Understanding the NoFollow Attribute
The nofollow attribute was originally introduced by Google in 2005 as a way for webmasters to mark links they didn't vouch for or considered less trusted. In its original form, it was a strong directive telling search engines to not use the link for ranking purposes. The HTML syntax is: <code><a href="URL" rel="nofollow">text</a></code>.
Google's treatment evolved over time. In 2009, Google changed how PageRank flows so that nofollowed links consume PageRank rather than redistributing it to remaining links, ending the 'PageRank sculpting' technique (confirmed by Matt Cutts in June 2009). On September 10, 2019, Google changed nofollow from a directive to a 'hint' for ranking and introduced two new attributes: 'sponsored' for paid or promotional links and 'ugc' for links within user-generated content. On March 1, 2020, nofollow also became a hint for crawling and indexing.
Types of NoFollow Attribute
Primary Type
A core type of NoFollow Attribute relevant to its SEO function.
Example:
Why NoFollow Matters for SEO
While nofollow links don't directly pass PageRank, they serve crucial purposes in link hygiene. Properly nofollowed links help prevent over-optimization, protect against penalties, and allow link building without losing authority.
Best Practices
Nofollow Paid and Affiliate Links
Always use rel=sponsored on affiliate links, paid partnerships, and any links where you receive compensation.
Nofollow User-Generated Content
Apply rel=ugc to links within comments, forum posts, and other user-generated content to protect site reputation.
Use Nofollow Sparingly for Internal Links
Internal nofollow links prevent link equity from flowing. Only nofollow internal links when intentionally blocking a page from receiving authority.
Common Mistakes
Nofollowing all external links indiscriminately
Fix: Most external links should be followed. Use nofollow judiciously for untrusted or paid links only.
Using nofollow on important internal links to prevent equity flow
Fix: Internal links should almost always be followed. Use nofollow only to block a page from ranking, not to control link juice distribution.
How WPLink Analyzes Link Attributes
WPLink categorizes links by their attributes (follow/nofollow/sponsored/ugc) and can identify sites or pages that rely too heavily on nofollow links for their authority distribution.
Frequently Asked Questions
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