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 click a nofollow link, you go to the destination website just like any other link. But search engines like Google read the nofollow instruction and do not pass along the ranking benefit they would normally give.
Think of it this way: a regular link is a recommendation. A nofollow link is a link you are making available but not endorsing for search ranking purposes. The destination website gets the traffic from clicks, but not the search engine boost.
The nofollow instruction lives in the HTML code of the link itself, in an attribute called rel="nofollow". You cannot see it by looking at the link on a webpage — you have to look at the code underneath. But search engines read it automatically and adjust how they treat that link.
Key Takeaways
- Nofollow links send visitors to another website but do not pass along search ranking authority the way regular links do.
- Search engines read the rel="nofollow" instruction in the link's HTML code and treat the link differently in their ranking calculations.
- Websites use nofollow links for sponsored content, user comments, untrusted sources, and links they do not want to endorse for ranking purposes.
- Adding nofollow to a link does not prevent search engines from finding or indexing the destination page — it only changes how the link affects ranking.
- Most content management systems and link-building tools let you add nofollow to links without touching HTML code directly.
Why websites add nofollow to links
Websites add nofollow links for several practical reasons. The most common is sponsored content — when a company pays for a link or a mention, the website that publishes it should mark the link as nofollow. This tells search engines the link is paid, not an organic recommendation. Google's guidelines require this for paid links and sponsored posts.
User-generated content is another major use. If your website has a comments section, a forum, or a user profile page where people can post links, those links should be nofollow by default. You cannot control what links your users post, and you do not want to be responsible for passing ranking authority to sites you have never vetted. Many comment systems and forum software add nofollow automatically.
Websites also use nofollow for links to sources they are not sure about. If you link to a website you have not fully researched, or if you are linking to something just for reference without endorsing it, nofollow is the safer choice. It lets you provide the link without vouching for the destination site's trustworthiness.
How search engines handle nofollow links
When Google or another search engine encounters a nofollow link, it does not follow the link to discover new pages, and it does not count the link as a ranking signal for the destination website. In older versions of Google's system, nofollow links were simply ignored. In 2020, Google changed this slightly — they now use nofollow links as hints about which pages might be worth crawling, but they still do not pass ranking authority.
The key point is that nofollow does not hide a page from search engines. If a page is linked from many other places with regular links, search engines will still find it and rank it. A nofollow link just means that particular link does not contribute to the destination page's ranking power.
Search engines also recognize variations of nofollow for different purposes. rel="sponsored" marks paid links, and rel="ugc" marks user-generated content. These work similarly to nofollow — they tell search engines the link should not pass ranking authority — but they give search engines more information about why the link is there.
The difference between nofollow and regular links
A regular link (sometimes called a "dofollow" link, though that is not official terminology) passes ranking authority from one page to another. When a website with strong search ranking links to your page with a regular link, search engines count that as a vote of confidence. Your page's ranking can improve as a result.
A nofollow link does the same thing for visitors — they can click it and arrive at your page. But search engines do not count it as a ranking vote. From a search engine's perspective, the link does not exist. Your page gets no ranking benefit, even if the linking website is very popular and trusted.
For your own website, the choice between nofollow and regular links depends on whether you are endorsing the destination. If you are linking to a trusted source you recommend, use a regular link. If you are linking to something for reference only, or if the link is paid, use nofollow.
How to add nofollow to your own links
If you use WordPress, Wix, Squarespace, or most other website builders, you do not need to write HTML code. When you insert a link, look for a settings option or a gear icon. Many platforms have a checkbox or dropdown that says "nofollow" or "Do not pass link authority." Check that box before you save the link.
If you are editing HTML directly, the code looks like this: <a href="https://example.com" rel="nofollow">Link text</a>. The rel="nofollow" part is what tells search engines to treat it as nofollow. You can add multiple values if needed, like rel="nofollow sponsored" for a paid link.
For sponsored content or ads, some platforms handle nofollow automatically. Google Ads, for example, adds nofollow to ad links by default. If you are running a sponsored post or accepting paid links, check whether the platform or your content management system is already adding nofollow — you may not need to do anything.
Common mistakes with nofollow links
One mistake is thinking nofollow hides a page from search engines. It does not. If you want to prevent search engines from indexing a page, you use a different instruction called noindex. Nofollow only affects ranking, not indexing. A page can be nofollow-linked from everywhere and still show up in search results if it is indexed.
Another mistake is adding nofollow to links you actually want to endorse. If you are linking to a trusted source because you genuinely recommend it, use a regular link. Nofollow should be reserved for paid content, user comments, and sources you are not endorsing. Using nofollow on all your outbound links can actually hurt your own site's credibility with search engines.
Some people also forget to add nofollow to sponsored content or paid links. If you accept payment for a link or a mention, marking it nofollow is not optional — it is part of Google's guidelines. Failing to do so can result in a manual action against your site, which harms your search ranking.
When you do not need nofollow
You do not need nofollow for regular editorial links — links you add to your own content because they are relevant and helpful. If you are writing an article and you link to a source that supports your point, that should be a regular link. Search engines expect websites to link to other trusted sites, and it is normal and healthy.
You also do not need nofollow for internal links — links from one page on your website to another page on your website. Internal links help search engines understand your site structure and pass ranking authority within your own site. These should always be regular links.
Links in navigation menus, footers, and sidebars do not need nofollow either, unless they are paid or sponsored. These are part of your site's normal structure and should be regular links.
Frequently Asked Questions
Does a nofollow link help my website at all?
Yes, but not for search ranking. A nofollow link still sends visitors to your website if they click it. It also helps search engines discover your pages, even though it does not pass ranking authority. The main benefit is traffic, not search ranking.
Can I see which links pointing to my website are nofollow?
Tools like Google Search Console, Ahrefs, and SEMrush can show you backlinks and sometimes indicate which ones are nofollow. Google Search Console is free and shows links Google has found. Paid tools give more detailed breakdowns, but they are not always 100 percent accurate because they cannot see every link on the internet.
If I add nofollow to a link, will the page I am linking to know?
The destination website cannot see whether a link to them is nofollow or regular just by looking at their traffic. They would need to check the HTML code of the page linking to them. Most websites do not bother checking individual links this way.
Should I use nofollow on links to my own products or services?
No. Links within your own website or to your own products should be regular links. Nofollow is for external links you do not want to endorse for ranking purposes, or for paid links. Links to your own content should pass ranking authority normally.
What happens if I forget to add nofollow to a sponsored link?
Google may penalize your site if they discover you are passing ranking authority through paid links without marking them nofollow. The penalty can range from a warning in Search Console to a manual action that harms your search visibility. It is worth taking the time to mark sponsored links correctly.