What is Nofollow?
Nofollow is a value of the rel attribute on a link, written rel="nofollow", that tells search engines not to treat the link as an endorsement. A link without such an attribute is commonly called dofollow, although there is no dofollow attribute.
Why it matters
Search engines use links as a signal, and the rel attribute lets site owners describe a link instead of vouching for it. Nofollow was the original value. Google later added rel="sponsored" for paid placements and rel="ugc" for user generated content, so that site owners can say what kind of link it is. Google treats all three as hints, not as strict commands. A natural link profile contains both followed links and links with these attributes, because real linking produces both.
How Google treats nofollow links
Google says it treats nofollow, sponsored and ugc as hints about how to handle a link, so a nofollow link may or may not be used as a signal. That makes two mistakes easy to avoid. One is expecting a nofollow link to pass nothing: it can still bring visitors, brand exposure and a more natural profile. The other is expecting a followed link to be risk free: a followed link that was paid for is exactly what Google asks to be marked as sponsored or nofollow.
Link attributes: dofollow, nofollow, sponsored and ugc
Dofollow (no attribute)
A link with no rel value. It is the default, search engines can use it as a signal, and "dofollow" is only an informal name for it.
rel="nofollow"
The general purpose value. It tells search engines the link is not an endorsement, and Google still accepts it for paid links.
rel="sponsored"
The value Google prefers for advertisements and paid placements.
rel="ugc"
The value for user generated content such as comments and forum posts.
Example
A news site cites a study with a normal link, marks the mention of an advertiser with rel="sponsored", and leaves reader comment links as rel="ugc". Each link says what kind of link it is, and the page still reads naturally.
Nofollow and Orbink
Each Orbink listing shows whether the link is dofollow, sponsored or nofollow, and the marketplace has filters for dofollow and for the link type, so you can compare the options before you order.
Compare Dofollow PlacementsSources
Frequently Asked Questions
Google treats nofollow as a hint, so it may or may not use the link as a signal. A nofollow link can still bring visitors and add variety to a profile, so it is not worthless, but you should not count on it for ranking.
A nofollow link carries rel="nofollow" and tells search engines it is not an endorsement. A dofollow link carries no such attribute. There is no dofollow attribute: the word is shorthand for a link that has no restriction.
Use rel="sponsored" or rel="nofollow" for advertisements and paid placements, rel="ugc" for user generated content, and nofollow for links you do not want to vouch for. Ordinary editorial citations can stay as normal links.
A natural profile contains both followed links and links with attributes. You do not need to aim for a specific mix. Focus on whether each link makes sense for readers.