Nofollow

SEO

Also: rel=nofollow · Nofollow Link · No-Follow

TypeHTML link attribute

EffectNo PageRank transfer

UsePaid links, user-generated content

Google treatmentHint, not directive (since 2019)

Quick definition

An HTML attribute added to a link (`rel="nofollow"`) that tells search engines not to pass SEO authority (PageRank) to the destination page. Required on paid links and typically used on user-generated content.

Where it shows up in the data

See SEO benchmarks →

Dofollow vs nofollow

A standard hyperlink passes PageRank (link authority) from the linking page to the destination. A nofollow link includes `rel='nofollow'` and historically passed no PageRank. Since Google's 2019 update, nofollow is treated as a hint and may pass some value, but significantly less than a dofollow editorial link.

When to use nofollow

Nofollow is required on any link that's paid or sponsored (paid content, affiliate links, sponsored posts) per Google's guidelines. It's recommended on user-generated content (forum posts, blog comments) where you can't vouch for the linked content's quality.

rel=sponsored and rel=ugc

In 2019, Google introduced two additional link attribute values alongside nofollow. `rel=sponsored` should be used for paid or affiliate links. `rel=ugc` for user-generated content. All three prevent PageRank passing. Most SEOs use nofollow universally as the safe default.

What it actually means

Nofollow is an HTML attribute added to hyperlinks in the format `rel='nofollow'`. Its purpose is to tell search engine crawlers not to pass ranking authority (PageRank) from the linking page to the destination. It was introduced in 2005 as a way to prevent link spam in blog comments and forums from inflating rankings. Over time, its use expanded to cover paid links, affiliate links and any link where the publisher can't vouch for the destination. Google treats nofollow as a hint since 2019, meaning it may occasionally follow and pass some value through nofollow links, but the consensus in the SEO industry is that nofollow links pass significantly less value than editorial dofollow links.

Nofollow isn't about hiding links from users. It's about being honest with Google about why the link exists.

How it shows up

Check the link attributes using browser developer tools (right-click, inspect) or SEO tools like Ahrefs or Semrush that classify links as dofollow or nofollow in their backlink reports. For your own site, audit all outgoing links to confirm paid and affiliate links carry proper nofollow or sponsored attributes.

The Australian context

Australian media sites and major publishers universally nofollow external links. Mainstream news sites like The Guardian AU, The Age and domain.com.au use nofollow on outbound links. Getting a genuine editorial dofollow mention from a major Australian publisher is difficult and highly valuable. PR and digital PR strategies that earn editorial mentions (without payment) are the legitimate path to high-value Australian dofollow links.

Where people get this wrong

Not using nofollow on paid placementsSelling or buying dofollow links violates Google's policies and can trigger manual penalties. Any placement where money changed hands for a link must be nofollowed or marked as sponsored.

Nofollowing all internal linksSome site admins use nofollow on internal links to 'sculpt' PageRank. Since 2009, Google has clarified this doesn't work as intended and wastes crawl budget. Don't nofollow internal links.

Dismissing nofollow links as worthlessNofollow links still drive referral traffic and brand awareness. A nofollow mention on a high-traffic site can generate more business value than a dofollow link on a low-traffic site. SEO value and marketing value aren't the same thing.

Common questions

Do nofollow links help SEO?

Since Google's 2019 update, nofollow is a hint rather than a directive, so some nofollow links may pass minimal PageRank. In practice, their SEO link value is significantly lower than dofollow editorial links. They still provide referral traffic and brand signals, which have indirect SEO value.

When must I use nofollow?

You must use nofollow (or rel=sponsored) on any link you've been paid to include: sponsored posts, paid native advertising, affiliate links and any other paid placement. This is a Google Webmaster Guidelines requirement, not just a best practice.

How do I check if a link is nofollow?

Right-click the link in a browser, select 'Inspect Element' and look for `rel='nofollow'` or `rel='sponsored'` in the HTML. SEO browser extensions like Ahrefs SEO Toolbar or MozBar display nofollow status on links as you browse.

Keep exploring

About New Rebellion

New Rebellion is a marketing intelligence consultancy. We build tools, score Australian businesses on how their marketing actually performs, and publish Debrief every day. This dictionary is part of how we work in the open.

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