A nofollow link tells search engines not to count it as a vote for another website
A nofollow link is a hyperlink with a special instruction attached to it. When you add the nofollow attribute to a link, you are telling search engines like Google: "I am linking to this page, but I do not endorse it enough to pass my site's authority to it." Search engines read this instruction and do not use that link as a ranking signal for the destination website.
The difference between a regular link and a nofollow link is invisible to the person clicking it. Both look and behave the same way in a browser. The nofollow instruction lives in the HTML code behind the link, so only search engines and developers see it. A normal link looks like <a href="example.com">text</a>, while a nofollow link looks like <a href="example.com" rel="nofollow">text</a>.
Key Takeaways
- Nofollow links do not pass ranking authority to the destination website, so they do not help that site's search visibility the way regular links do.
- Search engines treat nofollow links as neutral rather than as endorsements, which is why websites use them for paid links, user comments, and untrusted sources.
- Adding nofollow to a link requires editing the HTML code or using a tool that adds the attribute automatically, such as a content management system setting.
- Google announced in 2019 that it would treat nofollow as a hint rather than a hard rule, meaning it may still consider nofollow links in some ranking decisions.
Why websites add nofollow to links they publish
Websites use nofollow for several practical reasons. The most common is to mark paid links or sponsored content. If a company pays another website to link to it, search engines want to know that link was not earned naturally. Adding nofollow signals that the link is a transaction, not an editorial endorsement. This protects the linking site from search engine penalties and keeps the search results honest.
Websites also use nofollow on user-generated content, such as comments and forum posts. When a visitor leaves a comment with a link in it, the site owner usually does not want to vouch for that link or pass authority to it. Marking those links as nofollow prevents spammers from using comment sections to boost their own sites' rankings. Most blogging platforms and comment systems add nofollow automatically to links in comments.
A third reason is to link to untrusted sources. If you are citing a website you do not fully trust or linking to a competitor, you might use nofollow to avoid appearing to endorse it. Some websites also use nofollow on links to their own internal pages they do not want search engines to crawl, such as login pages or duplicate content.
How nofollow affects the destination website's search ranking
A nofollow link does not help a website rank higher in search results the way a regular link does. Search engines use links as votes of confidence, and nofollow links do not count as votes. If a website receives thousands of nofollow links but few regular links, those nofollow links will not improve its search visibility.
However, nofollow links still have value in other ways. They can drive traffic to a website if someone clicks them, and they can increase brand awareness. A nofollow link from a major news outlet or popular website may bring real visitors even if it does not boost search rankings. For this reason, many websites do not dismiss nofollow links entirely — they just do not rely on them for SEO.
The difference between nofollow, sponsored, and ugc attributes
In 2019, Google introduced two new link attributes alongside nofollow: sponsored and ugc. These give websites more precise ways to label different types of links. The sponsored attribute marks paid links, affiliate links, and other commercial relationships. The ugc attribute (user-generated content) marks links in comments, forum posts, and other content created by visitors.
Technically, all three attributes tell search engines not to pass ranking authority. The difference is in the information they convey. A nofollow link says "I do not endorse this," a sponsored link says "Someone paid for this," and a ugc link says "A visitor posted this." Google uses these signals to understand the context of links and to identify patterns of manipulation. Using the correct attribute helps search engines categorize links more accurately.
Most website owners use nofollow as a catch-all for any link they do not want to endorse. Using sponsored or ugc is optional and more common on large sites that want to be precise about their linking practices.
How to add nofollow to a link on your website
If you manage a website, you can add nofollow to links in several ways depending on your platform. In HTML, you add rel="nofollow" to the link tag. If you use WordPress, most link-building plugins and SEO tools have a checkbox to mark a link as nofollow when you insert it. Some content management systems let you set nofollow as a default for certain link types, such as all external links or all links in comments.
For links in comments, most modern blogging platforms add nofollow automatically, so you usually do not have to do anything. If you run a forum or community site, check your platform's settings to confirm nofollow is enabled on user posts. For paid links or sponsored content, you should manually add nofollow or sponsored to each link to be transparent with search engines.
If you do not have direct access to HTML, you can use browser extensions or online tools to check whether a link has nofollow. This is useful if you want to verify that a website is marking its paid links correctly.
What changed when Google started treating nofollow as a hint
For years, Google treated nofollow as a hard rule: nofollow links were completely ignored in ranking decisions. In September 2019, Google announced it would begin treating nofollow, sponsored, and ugc as hints rather than directives. This means Google may now consider nofollow links in some cases, even though they do not pass ranking authority by default.
Google did not explain exactly when or how it uses nofollow links as hints, which created uncertainty for website owners. The practical effect is that nofollow links are still much weaker than regular links for SEO purposes, but they are not completely worthless. This change also means that using nofollow does not may provide a link will be ignored — it just signals that the link should not be treated as an endorsement.
For most website owners, this change does not affect daily practice. You should still use nofollow on paid links and user comments. The main takeaway is that nofollow is now a suggestion to search engines rather than an absolute rule.
Frequently Asked Questions
Can I use nofollow to hide links from search engines?
No. Nofollow tells search engines not to pass ranking authority through a link, but it does not hide the link itself. Search engines still see and crawl nofollow links. If you want to prevent search engines from crawling a page entirely, you need to use a robots.txt file or a noindex tag instead.
Do nofollow links hurt my website's ranking?
No. Nofollow links do not harm your site's ranking. They simply do not help it. Search engines ignore the ranking signal from a nofollow link, but they do not penalize you for receiving one. You can have thousands of nofollow links without negative consequences.
Should I add nofollow to all external links on my website?
No. You should only use nofollow on links you do not endorse or links that are paid or user-generated. If you link to a trusted source to support your content, use a regular link. Adding nofollow to all external links is unnecessary and may signal to search engines that you do not trust any outside sources.
Does nofollow affect how visitors click a link?
No. Nofollow is invisible to visitors. A nofollow link looks and behaves exactly like a regular link in a browser. Visitors cannot tell whether a link has nofollow or not, and it does not change where they go or how fast the page loads.
Can I see which links pointing to my website are nofollow?
Yes. Tools like Google Search Console, Ahrefs, and SEMrush show you which links point to your site and which ones have nofollow. Google Search Console is free and shows nofollow links in your backlink report. Paid tools give you more detailed analysis of your link profile.