A no-follow backlink is a hyperlink that contains the rel="nofollow" attribute in its HTML. This attribute was introduced by Google in 2005 as a way to instruct crawlers not to follow the link for PageRank purposes - essentially telling search engines "I'm linking to this page, but don't count this as a ranking endorsement." No-follow links are commonly used by websites for paid links, user-generated content, and comment links to prevent manipulation of search rankings.

The Evolution of No-Follow

In September 2019, Google updated its no-follow policy significantly. Previously, no-follow was treated as an absolute directive - Google guaranteed it would not follow or pass PageRank through such links. Under the updated policy, no-follow became a "hint" rather than a strict directive. Google now has discretion to follow no-follow links for crawling and indexing purposes and may pass some ranking signals through them when it determines this is appropriate. Google also introduced two additional link attributes: rel="sponsored" (for paid/affiliate links) and rel="ugc" (for user-generated content links).

Key point: While no-follow links do not pass the same direct PageRank as do-follow links, they still have SEO value: they can drive referral traffic, assist with brand discovery, and Google may treat them as hints for crawling and context.
NoFollow vs DoFollow Links NoFollow Links Uses rel="nofollow" tag Hints to ignore for ranking Common on social media, comments Protects from link spam Still valuable for traffic DoFollow Links Default link behavior Passes ranking signals Most desired by SEOs Indicates editorial endorsement Directly influences PageRank VS

Where No-Follow Links Commonly Appear

No-follow links appear in specific contexts across the web:

  • Comment sections on blogs and news websites
  • Wikipedia citations and external reference links
  • Social media platforms (Facebook, Twitter, LinkedIn use no-follow on most external links)
  • Paid advertisements and sponsored content links
  • Links in forum posts and user-generated content sections
  • Press release distribution services

Why It Matters for SEO

Understanding no-follow links is important for building a natural, balanced link profile. A backlink profile consisting entirely of do-follow links can appear unnatural to Google. A healthy mix that includes no-follow links from relevant, high-authority sources - Wikipedia, social platforms, forums - reflects genuine brand visibility and can contribute to overall authority signals. While prioritizing do-follow links for direct ranking impact, SEOs should not dismiss no-follow links, especially from highly authoritative domains that may drive significant referral traffic and brand awareness.