Nofollow Links: The Complete Dofollow vs Nofollow Guide (2026)

If you have ever wondered about nofollow links versus dofollow links, this guide explains the entire difference, when each matters, and how Google treats them in 2026. A dofollow link passes ranking signals (PageRank) to the page it points to; a nofollow link tells search engines you would rather not pass that endorsement. Below we cover every rel attribute, how to check and add them, and whether nofollow links actually help SEO.

Dofollow vs nofollow links: the short answer

A dofollow link is a normal hyperlink that passes PageRank and acts as a vote of confidence for the destination page, while a nofollow link carries the rel="nofollow" attribute that asks Google not to associate your site with, or pass ranking value to, the page you link. Since March 2020 nofollow is treated as a "hint" rather than a strict rule, and two newer attributes, sponsored and ugc, now refine what each link means.

What are dofollow and nofollow links?

Every link on the web is a regular <a> tag. By default, a search engine crawler follows that link and may pass some ranking equity (often called "link juice" or PageRank) to the target. That default behaviour is what marketers call a dofollow link.

Here is a standard dofollow link, no special attributes required:

<a href="https://example.com">A normal dofollow link</a>

A nofollow link adds rel="nofollow" to that tag. It signals that you do not want to endorse the destination or pass ranking value to it:

<a href="https://example.com" rel="nofollow">A nofollow link</a>

Google introduced rel="nofollow" in 2005 to fight comment and forum spam. Before it existed, spammers dropped links everywhere to inflate rankings. Nofollow gave site owners a way to link without vouching for what they linked to.

One important myth to retire: there is no real rel="dofollow" attribute in any HTML specification. "Dofollow" is industry shorthand for "a normal link that is not nofollowed." Writing rel="dofollow" does nothing, browsers and crawlers simply ignore it.

The full set of link rel attributes in 2026

In September 2019 Google expanded a single on/off switch into a small vocabulary. Today you have four practical states. The table below shows when to use each, an example, and whether it can pass PageRank.

You can also combine values when a link fits more than one category, for example a paid link inside a comment section:

<a href="https://example.com" rel="sponsored ugc">Combined attribute link</a>

Google's official guidance on qualifying outbound links recommends using the most specific attribute that applies, and confirms all three "will generally not be followed."

Why nofollow matters for SEO: link equity and the "hint" change

Search engines rank pages partly by counting and weighting the links pointing to them. A dofollow link from an authoritative, relevant site is a strong endorsement and helps the target rank. That flow of authority is the link equity, or PageRank, that SEO services work to earn.

The pivotal 2020 change: Google now treats nofollow as a hint for both ranking and crawling. Previously nofollow was a hard directive, crawlers were forbidden from following the link. Now Google may choose to crawl, index, or even pass value through a nofollow link if its systems judge it useful. This matters because it means nofollow is no longer a guaranteed dead end.

Treat nofollow as a polite request, not a locked door. Google reserves the right to walk through it whenever the link looks genuinely useful, so build links you would be proud to have crawled either way.

When to use each link attribute

Choosing the right attribute is mostly about honesty: tell Google what kind of relationship the link represents.

• Paid links and ads → rel="sponsored". Any link you were paid to place, including banner ads and sponsored posts.
• Affiliate links → rel="sponsored". Amazon, software referrals, and other commission links are commercial, so mark them sponsored (nofollow is acceptable but less precise).
• User-generated content → rel="ugc". Blog comments, forum threads, and reviews where you cannot vouch for the link.
• Untrusted or low-quality targets → rel="nofollow". Sites you must reference but do not want to endorse.
• Trusted editorial references → leave dofollow. Linking out to quality sources is a positive signal, not something to fear.

Do nofollow links help SEO? An honest answer

Directly, nofollow links pass little or no PageRank by design, so they are not the primary driver of rankings. But the honest, modern answer is that they carry real indirect value:

• Referral traffic. A nofollow link from a high-traffic site sends real visitors, which can convert and generate engagement signals.
• Brand visibility and trust. Links from Wikipedia, major publishers, and social platforms are usually nofollow yet build awareness and credibility.
• A natural profile. Real websites earn a mix of follow and nofollow links. A profile that is 100% dofollow looks manipulated.
• Discovery and secondary links. Exposure from a nofollow mention often leads other sites to link to you with dofollow links.
• AI search visibility. A 2025 study of 1,000 domains found nofollow and dofollow links correlate almost identically with visibility in AI search engines like ChatGPT, Perplexity and Google AI Overviews.

So the goal is not to chase nofollow links, but to never dismiss a great placement just because it is nofollowed.

How to check if a link is nofollow

There are three reliable ways to tell whether any link is follow or nofollow:

1. Inspect the HTML. Right-click the link → "Inspect" and read the <a> tag. If you see rel="nofollow" (or sponsored/ugc), it is not a standard dofollow link.
2. View page source. Press Ctrl/Cmd + U, search (Ctrl/Cmd + F) for the URL, and check its rel value.
3. Use a browser extension or tool. Free extensions such as NoFollow, SEO Minion, or Detailed SEO highlight nofollow links on a page; backlink tools like Ahrefs and Semrush label them in bulk reports.

To audit your own outbound and inbound links at scale, a crawl tool is faster than checking by hand, our guide to the best SEO tools compares the leading options, and our website audit checklist shows where link checks fit into a full review.

How to add a nofollow link (HTML and WordPress)

Adding nofollow is simple in raw HTML, just include the rel attribute:

<a href="https://example.com" rel="nofollow">Anchor text</a>

In WordPress you have three easy options:

1. Gutenberg link settings. Select your text, click the link icon, and toggle "Mark as nofollow" (newer themes expose sponsored and ugc too).
2. Edit the block HTML. Switch the block to "Edit as HTML" and add rel="nofollow" manually.
3. Use a plugin. Tools like WP External Links or Rank Math can apply nofollow, sponsored, or ugc in bulk by rule.

Good to know: since WordPress 5.3, comment links are automatically tagged rel="nofollow ugc", so you do not need to manage those by hand.

Building a healthy link profile

A natural backlink profile contains a mix of dofollow and nofollow links. Search engines expect this, because real sites are mentioned across social media, news, directories, comments and editorial articles, which produce both types. The table below shows what a healthy spread tends to look like versus a suspicious one.

Earning that natural mix comes from publishing link-worthy content. Our content marketing agency and lead generation teams focus on assets that attract links organically, and you can track the impact with proper analytics so you know which links actually drive traffic and conversions.

Common nofollow link mistakes to avoid

• Nofollowing internal links. Never nofollow links between your own pages, it disrupts how PageRank flows through your site. Use noindex or robots rules to control indexing instead.
• Over-using nofollow. Nofollowing every outbound link removes a legitimate trust signal and looks unnatural.
• Under-using it on paid links. Forgetting sponsored/nofollow on paid or affiliate links can be treated as a link scheme.
• Treating nofollow as cloaking. Nofollow does not hide a link from Google's analysis, it is only a hint.
• Ignoring the newer attributes. Using only nofollow when sponsored or ugc is more accurate gives Google less helpful information.

For more on earning the right links the safe way, see our Google SEO guide and how link signals tie back to SEO keyword strategy.

Frequently asked questions

Is there really no rel="dofollow" attribute?

Correct. There is no rel="dofollow" in any HTML specification. "Dofollow" simply means a normal link without a nofollow, sponsored, or ugc attribute. Adding rel="dofollow" has no effect.

Does Google still respect nofollow in 2026?

Yes, but as a hint, not a strict directive. Since March 2020 Google may still crawl, index, or pass value through a nofollow link if it judges the link useful, so it is no longer a guaranteed block.

Should affiliate links be nofollow or sponsored?

Use rel="sponsored" for affiliate and paid links. It is the most accurate attribute Google recommends for commercial relationships. Plain nofollow still works but is less precise.

Do nofollow links help SEO?

Not by passing PageRank directly, but they help indirectly through referral traffic, brand exposure, a natural-looking link profile, and near-equal influence on AI search visibility. A good nofollow link is worth having.

Can too many nofollow links hurt my SEO?

No. Inbound nofollow links cannot harm you, and a healthy profile naturally includes them. The real risk is the opposite, an unnaturally high share of dofollow, exact-match links can look manipulated.

Want a backlink profile that ranks? D'Marketing Agency builds the editorial, content-led links that earn genuine authority, the right mix of follow and nofollow, with anchor text and sources that look natural to Google. Talk to our SEO team or request a free quote using the form on this page.