Nofollow Links
What is a Nofollow Link? (And Why “Worthless” Links Are Actually Vital)
In the world of SEO, links are currency. We obsess over backlinks because they act as “votes” for your website. The more votes you get, the higher you rank.
But did you know that not all votes count?
Sometimes, a website will link to you, but they will add a tiny piece of code that tells Google: “I am linking to this site, but I do not vouch for it. Don’t count my vote.”
This is a Nofollow Link.
Welcome to the decoder ring. For years, SEOs believed that Nofollow links were technically useless. “If it doesn’t pass PageRank,” they said, “it’s a waste of time.”
At Saint Digital, we know that’s a dangerous myth. A healthy, natural backlink profile needs Nofollow links. In fact, if you don’t have them, you might look suspicious to Google. Let’s decode the tag that tells Google to “stop.”
Build a link profile Google trusts.
A natural backlink profile requires a healthy mix of follow and nofollow links. Learn how to earn high-quality links safely in our complete guide to off-page strategy.
The Technical Bit: What Does It Look Like?
To a human user, a Nofollow link looks exactly like a normal link. You can click it, and it takes you to the destination. The difference is invisible to the eye but obvious to the robot.
- A Standard (“Dofollow”) Link:
<a href="https://example.com">Click Here</a>
Google sees this and passes authority (“link juice”) through it. - A Nofollow Link:
<a href="https://example.com" rel="nofollow">Click Here</a>
Google sees this and stops. It (historically) did not pass authority through it.
The History: Why Was “Nofollow” Invented?
It wasn’t created to annoy SEOs. It was created to fight Spam.
In the early 2000s, blog comments were the “Wild West.” Spammers used automated bots to leave millions of comments like “Great post! Visit my casino site here” on random blogs. They did this because every comment created a backlink, which boosted their rankings.
In 2005, Google introduced rel="nofollow". It gave bloggers a way to tell Google, “Any link posted in my comments section is untrusted. Don’t count it.” Overnight, the incentive for comment spamming dropped.
The 2019 Evolution: “Sponsored” and “UGC”
For 14 years, “Nofollow” was the only option. But in 2019, Google decided the web was too complex for a simple on/off switch. They introduced two new, specific attributes to classify links better:
1. rel=”sponsored”
Use this for: Paid links, advertisements, affiliate links, or sponsorships.
The Logic: If money changed hands, you must tag the link. Buying links to manipulate PageRank is against Google’s rules. Using rel="sponsored" keeps you safe from penalties.
2. rel=”ugc” (User Generated Content)
Use this for: Blog comments and forum posts.
The Logic: This tells Google, “I didn’t write this link; a random user did.”
What about plain old “nofollow”?
It still exists! It is now the catch-all for “I want to link to this page, but I don’t want to endorse it” (e.g., linking to a competitor or a controversial news story).
The “Hint” Update: Why They Matter Now
Here is the most critical change. Before 2019, Nofollow was a Directive. Google obeyed it blindly. It saw the tag and ignored the link completely.
Now, Google treats Nofollow attributes as a Hint.
This means Google might decide to use that link for ranking purposes anyway, if it trusts the source. This was a massive shift that proved Nofollow links have value.
Why You Need Nofollow Links (The Strategy)
If they don’t pass direct “Link Juice,” why do we still want them?
1. Traffic is Traffic
This is the business case. If you get a Nofollow link from Wikipedia or The New York Times, it might not pass PageRank. But millions of people read those sites. If they click the link and land on your site, they can buy your product. That is valuable traffic.
2. A “Natural” Link Profile
Imagine a website that has 10,000 backlinks, and 100% of them are “Dofollow.” Does that look natural? No. It looks like you paid for them. A real, authoritative website naturally earns a mix of links. Having Nofollow links makes your profile look legitimate and protects you from spam penalties.
3. The Domino Effect
A Nofollow link gets you seen. If a journalist sees your business mentioned on a Nofollow site (like Reddit or a big news portal), they might write about you on their blog and give you a Dofollow link. The Nofollow link is often the spark that starts the fire.
When Should YOU Use Nofollow?
As a website owner, you are responsible for the links leaving your site. Follow these rules to avoid a manual penalty:
- Paid Ads / Affiliates: Always use
rel="sponsored". If you don’t, Google views it as “selling links.” - Untrusted Content: If you allow comments, ensure your WordPress settings automatically add
rel="ugc". - “Bad Neighbourhoods”: If you have to link to a spammy or low-quality site (perhaps as an example of what not to do), use
rel="nofollow"to distance yourself from them.
Common Confusion: Link vs. Page Nofollow
Be careful not to confuse the link tag with the page tag.
rel="nofollow"(on a specific link): “Don’t follow this specific link.”<meta name="robots" content="nofollow">(on a whole page): “Don’t follow any links on this entire page.”
We rarely use the page-level tag unless it’s a search results page, a login area, or a staging site.
The Takeaway
Don’t be afraid of the Nofollow tag. It isn’t a “bad” link; it’s just a different kind of link.
In 2025, SEO isn’t about gaming the system with “Dofollow” links. It’s about building a brand that is talked about, clicked on, and visited from all corners of the web.
At Saint Digital, our SEO services build holistic link strategies. We don’t just chase “juice”; we chase visibility, traffic, and relevance. We ensure your technical setup handles outgoing links correctly to keep you safe, while earning the kind of incoming links that actually drive business.
Is your link profile safe?
Handling links correctly is vital for avoiding Google penalties. Whether it’s tagging your paid ads correctly or building a natural backlink profile, We at Saint Digital manage the technical details that keep your site safe and growing.
Let’s audit your links.
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