Link control is a fundamental aspect of search engine optimisation (SEO). One of the most debated tools in the SEO toolkit is the rel="nofollow" attribute. But when should you use NoFollow, and how does it affect your website's rankings and authority?

This guide demystifies NoFollow, explaining its purpose, impact, and best practices for modern websites.

Table of Contents

  1. What Is NoFollow?
  2. A Brief History of NoFollow
  3. When to Use NoFollow
  4. How NoFollow Affects SEO
  5. Best Practices for Link Control
  6. Conclusion

What Is NoFollow?

NoFollow is an HTML attribute that tells search engines not to pass PageRank or ranking signals through a particular link. It looks like this: <a href="https://example.com" rel="nofollow">Example</a>. Originally introduced to combat comment spam, NoFollow is now used in a variety of contexts.

A Brief History of NoFollow

NoFollow was introduced by Google in 2005 as a way to prevent spammy links from manipulating search rankings. Over time, its use has expanded, and search engines have refined how they interpret NoFollow links. Today, NoFollow is one of several link attributes, including rel="sponsored" and rel="ugc" (user-generated content).

When to Use NoFollow

There are several scenarios where NoFollow is appropriate:

  • Paid or sponsored links
  • User-generated content (e.g., blog comments, forum posts)
  • Untrusted or unvetted external sites
  • Links included for reference but not editorial endorsement

How NoFollow Affects SEO

NoFollow links do not pass PageRank, but they can still drive traffic and provide value. Google now treats NoFollow as a "hint" rather than a strict directive, meaning some NoFollow links may still be crawled or indexed. The key is to use NoFollow strategically, not indiscriminately.

  • NoFollow does not guarantee a link will be ignored
  • Excessive use of NoFollow can limit your site's authority flow
  • Balance NoFollow with DoFollow links for a natural profile

Best Practices for Link Control

  1. Audit your outbound links regularly
  2. Use NoFollow for paid, sponsored, or untrusted links
  3. Ensure editorial links to trusted sources remain DoFollow
  4. Document your link policies for your team

Conclusion

NoFollow is a valuable tool for managing your website's link profile, but it should be used thoughtfully. By understanding when and how to apply NoFollow, you can protect your site's authority, avoid penalties, and maintain a healthy SEO strategy.