In the arena of search engine marketing, the effect of hyperlinks on a website's search engine ranking can't be overstated. One key component of link-building that frequently creates confusion is the idea of "nofollow" hyperlinks and how they influence SEO. Nofollow links are a large part of modern-day SEO strategies, but their impact on SEO is frequently misunderstood. In this blog, we're going to take a deep dive into what nofollow hyperlinks are, how they affect SEO, and why they still count in your overall SEO strategy.
What are Nofollow Links?
At its core, a nofollow link is a link that consists of the rel="nofollow" attribute in its HTML code. This characteristic instructs search engines not to follow the link or pass any link juice, which can potentially affect the ranking of the linked page. These links are used mainly to avoid endorsing or vouching for the destination website. Originally, nofollow links were added by Google to help combat spammy links, but over the years, their role has evolved in SEO practices.
Unlike ordinary (dofollow) links, nofollow links don’t directly contribute to the linked page’s authority or PageRank. However, they could still bring valuable visitors and exposure, making them a worthwhile component in any SEO strategy.
The Role of Nofollow Links in SEO Strategy
Though nofollow links may not deliver the same weight as dofollow links in terms of SEO value, they are far from irrelevant. A comprehensive SEO strategy should include both types of links to ensure a well-rounded link profile. Nofollow links can have indirect effects on SEO, such as driving traffic, improving brand visibility, and building relationships within your niche.
For example, backlinks from high-authority domains like social media platforms or forums might come in the form of nofollow links. While these links don’t directly affect search rankings, they can result in increased traffic, social signals, and brand recognition, which indirectly impact SEO.
How Do Nofollow Links Affect Search Engine Rankings?
The most common misconception surrounding nofollow links is that they have no impact on SEO at all. While it is true that nofollow links do not contribute directly to search engine rankings, they do serve important secondary functions. Here are a few key ways in which nofollow links affect SEO:
Referral Traffic
Even though nofollow links don’t contribute to PageRank, they can still direct users to your website. If the link is placed on a high-traffic platform or an authoritative website, it can result in a consistent flow of traffic to your page, which in turn can improve your site’s overall engagement metrics. Google uses user engagement signals to determine the quality of a page, indirectly influencing its rankings.
Building a Natural Link Profile
A natural link profile consists of a combination of dofollow and nofollow links. A profile with only dofollow links may appear suspicious to search engines, potentially raising red flags about link manipulation. Nofollow links help to maintain the appearance of a natural link-building strategy, which is an important element in maintaining a good SEO reputation.
Brand Exposure and Social Signals
Nofollow links from platforms such as social media, blogs, and forums can increase brand exposure and help you build your online reputation. Even though these links may not contribute directly to SEO in terms of PageRank, they play an important role in your overall digital presence. This can lead to greater organic visibility and indirectly impact your search rankings through increased brand mentions and social signals.
The Expert Take: Nofollow Links and SEO
According to Neil Patel, a prominent figure in the SEO world, "While nofollow links do not directly affect SEO in the traditional sense of passing link juice, they still play an important role in a well-rounded SEO strategy." This statement highlights an essential aspect of SEO: the importance of diversifying your backlink profile. Nofollow links might not deliver immediate SEO benefits in terms of rankings, but they provide other valuable benefits like brand visibility and traffic generation, which are integral to a successful SEO campaign.
When Should You Use Nofollow Links?
Knowing when and where to use nofollow links is crucial to maximizing their benefits. There are several common situations where nofollow links are appropriate:
User-generated Content
Websites that allow user-generated content, such as blog comments or forum posts, often use nofollow links to prevent spammy backlinks from negatively impacting their SEO. If you are a site owner, it’s a good idea to use the nofollow attribute in such cases to avoid passing authority to low-quality websites.
Paid Links and Sponsorships
Google’s guidelines recommend using nofollow for paid links, sponsored posts, or affiliate links. This prevents the search engine from viewing these links as endorsements and ensures compliance with Google’s advertising policies.
Links in Widgets and Footers
Many websites display widgets or footer links, but these often don’t provide much value in terms of SEO. In such cases, using nofollow links ensures that you are not passing PageRank to low-quality or irrelevant sites.
Nofollow vs. Dofollow Links: What's the Difference?
To better understand the impact of nofollow links, it’s important to compare them to dofollow links, which are the default type of link without the "nofollow" attribute. Dofollow links pass link equity or "link juice," contributing directly to the PageRank of the linked page, which can improve the site's search rankings.
The key differences between nofollow and dofollow links are as follows:
Impact on SEO
Dofollow links directly affect search rankings by passing link equity, while nofollow links do not contribute to SEO rankings directly.
User Engagement
Nofollow links may bring traffic to your site but do not carry the same SEO value as dofollow links. Dofollow links, however, play a more significant role in improving rankings.
Spam Control
Nofollow links help to prevent spam, particularly in user-generated content, and ensure that low-quality or irrelevant sites do not negatively affect your website's SEO.
Best Practices for Nofollow Links
When integrating nofollow links into your strategy, consider the following best practices:
Avoid Overuse
Don’t rely too heavily on nofollow links. While they have their place, a natural backlink profile should include a balance of both nofollow and dofollow links.
Diversify Your Link Sources
Nofollow links are often found on social media, blogs, and forums. However, it's important to diversify your link-building efforts across a variety of platforms, including those that provide dofollow links, to maintain a healthy link profile.
Monitor Your Link Profile
Regularly audit your backlink profile to ensure a mix of both nofollow and dofollow links. Tools like Google Search Console and Ahrefs can help you track your link profile and identify any areas that need attention.
Conclusion
In conclusion, nofollow links are an essential component of a balanced SEO strategy. While they do not directly affect search rankings in the same way as dofollow links, they contribute to a healthy link profile, drive traffic, and enhance brand exposure. By understanding when and where to use nofollow links, you can improve your overall SEO strategy, build a more natural link profile, and avoid potential penalties for spammy practices.
Ultimately, nofollow links play an important, albeit indirect, role in SEO. Integrating them into your broader SEO efforts will help ensure that your website remains competitive, compliant with Google’s guidelines, and positioned for long-term success.