In the world of SEO and link building, few topics spark as much debate as the value of nofollow links. Are they completely worthless, or do they offer some benefit to your search engine optimization efforts?
In this guide, we will look into questions like:
- Should you care about nofollow links at all?
- Do they have any impact on your site’s rankings and authority?
- Are there certain strategic ways to use nofollow links?
We will reference case studies and examples demonstrating whether nofollow links help SEO. You’ll also learn:
- Recent Google algorithm updates related to nofollow links
- Differences between nofollow and dofollow links
- Five key reasons why you may want to build nofollow links
By the end, you’ll understand whether nofollow links should be part of your link-building and SEO strategy.
What Are Nofollow Links and Why Do They Matter?
In the simplest sense, nofollow links include a special HTML attribute telling search engines to “don’t give link juice or credit to the page I’m linking to.” This attribute – rel=”nofollow” – signals Google not to count that link when calculating rankings and authority.
So why these links do not add in the first place? Originally, it was to combat comment spam backlinks and give site owners control. For example:
- John mentions his blog in a comment on Jane’s popular beauty blog. Without nofollow, Google would see this as an endorsement from Jane to boost John’s rankings – not what she intended!
- Many sites add nofollow by default to user-generated content since they can’t vouch for the quality of sites being linked to.
However, there’s debate around if nofollow links are useless for SEO. Conventional wisdom used to say zero value, but here are two key shifts around nofollows:
- In 2020, Google’s algorithm update no longer treated nofollows as directive commands but rather “hints.” So, Google may now crawl or index some nofollow links, even if they don’t directly influence rankings.
- High authority sites often use nofollows, so their links still bring huge traffic and branding value through clicks and brand associations – even without directly influencing SEO.
So, in summary:
- Nofollow tag= special HTML attribute that tells search engines not to give SEO credit for this link
- Used to control comment spam and distrustful links
- But now more complex with Google updates and high-quality sites using them
The debate rages on whether building nofollow links helps SEO. We’ll tackle this next!
Are nofollow links worthless or valuable?
Do nofollow links help SEO? The SEO community loves debating the merits of nofollow links. On one side, you have die-hard nofollow critics claiming they’re 100% useless for rankings.
For example, Backlinko found that 93% of surveyed SEOs believe nofollow links have no SEO value. The logic is pretty simple:
- Google itself said nofollow links don’t pass link equity
- The whole purpose of nofollow is to prevent rankings manipulation
- Therefore, SEO nofollows don’t directly influence search performance
That makes sense. Well, not so fast! An emerging group of SEOs argues that certain high-quality nofollow links can provide value:
- They drive referral traffic, social shares, and branding
- Google’s algorithm updates now crawl/index some nofollow links
- Authoritative sites use nofollows yet still strongly correlate with rankings
One compelling Ahrefs study discovered most SEO spammers won’t bother posting irrelevant links to blogs or forums and top-ranking pages had almost 1/3 nofollow links on average.
And Backlinko found first page sites averaged 20-40% nofollow links. That data suggests that while nofollows alone won’t rank you, they likely supplement your overall link equity as part of a diverse profile.
So, where does the truth lie? Well, in reality, it’s complicated! Nofollows occupy a murky, controversial middle ground:
- They don’t directly influence rankings like dofollow links
- But in sufficient volumes, they correlate with higher rankings
Our verdict? Quality nofollow links still offer SEO value through driving clicks, visibility, social amplification, and enabling other links. But for direct ranking power, dofollows reign supreme. Keep this nuance in mind as we explore other nofollow link benefits!
How Nofollow Links Impact Key SEO Factors
By now, you understand the debate around whether nofollow links directly impact search rankings. But rankings tell only part of the story. As we explore whether to invest time/resources into nofollow link building, let’s analyze how they shape other key SEO factors:
Link Equity and Rankings Impact
This one is straightforward based on what we covered already. Dofollow links pass exponentially more direct ranking power and authority than nofollow links. Some key points:
- Having a link marked nofollow reduces the chance of passing equity by close to 100%
- Google stated from the beginning that nofollowed links don’t flow PageRank
- The data shows high correlations between dofollow link quantities/quality and rankings
So, nofollows don’t give the same SEO bang for your buck. But that doesn’t mean they provide zero value either:
- As a supplement to dofollow links in a balanced linker profile
- Indirect influence through amplifying visibility
- Correlating with rankings, even if not directly causing them
Referral Traffic Potential
Here’s where nofollowed links shine. Even if they don’t provide direct SEO gains, nofollow links drive referral visitors to your site.
- Users still see and interact with nofollow links organically
- Getting links on authority sites gives click potential from real visitors
- The branding boost can compound gaining shared social links
One famous example:
Moz enjoyed a 271% traffic spike from a nofollow link in BuzzFeed. BNPL loans went viral, but it shows no-follow power!
Influencing Domain Authority
Google uses domain authority (DA) to benchmark the strength and trust of a website. Factors like global site metrics, total links, industry relevance, and more compose your DA.
Interestingly, Backlinko analysis found that while DA strongly correlates with dofollow links, nofollow backlinks also had significant predictive value for authority.
So even though no follow links do have muted direct rankings power, they still influence overall domain authority meaningfully. This builds credibility in Google’s eyes over time.
Trust and Relevance Signals
Finally, consider the nofollows impact on less tangible SEO factors like relevancy and trust signals.
- Getting links from niche-specific hubs indicates you produce quality content in that space (even if nofollowed)
- Seeing non-paid links shows objective endorsements of your brand and content.
- These trust/authority signals manifest in better rankings over time
So, while nofollow links don’t directly cause ranking boosts, they shape how Google perceives your brand’s expertise and credibility. That manifests indirectly through better rankings.
Evidence That Nofollow Links Boost SEO
We outlined valid ways nofollow links can directly help with your SEO factors like rankings, traffic, authority, and relevance signals. But talk is cheap! Does real-world evidence support the potential impact of nofollow links?
Let’s analyze case studies and data demonstrating these links’ ability to lift pages higher in the SERPs:
Compelling Anecdotal Examples
SEOs love to debate, but sometimes, a powerful example ends the argument. That’s what happened when Ahrefs shared a viral case study about the SEO impact of high-authority sites’s nofollow links:
A marketer got a sitewide nofollow link from OkDork, a popular marketing blog. This new link quickly catapulted his target keyword from #19 to #1 in Google – without any other link building!
This shows a high-quality nofollow link influencing search rankings perfectly. So, people saying nofollow links have zero impact on rankings are all false claims. Even if through supplemental authority signals rather than direct equity transfers.
Another great example:
Brian Dean didn’t build links to an outdated post for years. Despite 200+ dofollow referring domains, the rankings plateaued around #30. He then got a SINGLE nofollow link from Yahoo Finance. The search traffic doubled overnight!
Again – real-world confirmation nofollows provide value.
Correlational Studies Support The Impact
Along with isolated anecdotes, multiple larger-scale studies revealed strong correlations between nofollow links and higher SERP rankings.
For example, Cortex Intelligence analyzed 265 keywords and 3.3 million data points. They found a positive correlation between nofollow link quantities and higher search visibility.
Another set of compelling evidence.
Ahrefs researched over 40,000 Google results pages and confirmed nofollow link ratios steadily increased for higher-ranking sites:
Clearly – nofollow links are still valuable for SEO (alongside dofollow links) and share a predictive relationship with earning prime SERP placements.
The Gateway to More Links & Referrals
We also referenced Moz’s viral BuzzFeed traffic surge. Well, backing data shows that the situation commonly occurs from nofollow links on authoritative sites:
- 41% of sites get more social shares after being featured editorially on a major publisher
- 29% gain additional backlinks from ancillary sources
- 38% receive direct inquiries about paid partnerships and collaborations
The gateway opportunity from influencer/press links adds tremendous value beyond debatable direct SEO gains.
In summary – critics demanding demolishing case study evidence of nofollow links increasing rankings miss the forest for the trees. All signs point to strategic value for specific link-building goals.
Strategic Values of Nofollow Links
Given the evidence around indirect SEO value, you likely agree that nofollow links shouldn’t be fully ignored. But how can they fit into an effective link-building approach?
Let’s explore five strategic use cases to extract maximum value from non-passing links…
1. Boost Brand Visibility
Popularity signals like press features, social shares, and visibility metrics are factored into Google’s ranking algorithm. So, nofollow links from authority sites still help boost brand visibility in three ways:
- Informational links improve awareness and associate your brand with key topics
- Site traffic and social amplification metrics signal popularity
- Being linked from an industry hub endorses relevancy
While tough to measure, brand visibility boosts support higher rankings.
2. Tap Into Referral Traffic Opportunities
We covered powerful anecdotes like Moz, earning 271% more visitors from a viral BuzzFeed link. That traffic alone justifies investing in nofollow links without any SEO payoff.
So, seek creative ways to insert your brand, content, or offers editorially on sites that drive referral clicks. Nofollowed or not, visitors click on compelling links.
3. Diversity Your Backlink Profile
Savvy SEOs know that diversity brings sustainability for long-term rankings success. Because if you build only one link type, your site becomes vulnerable.
Adding non-passing links:
- Provides variability Google’s algorithm wants to see
- Balances over-optimized anchor text ratios
- Prevents perception of manipulating links
4. Identify Influencers for Outreach
NoFollow links reveal sites willing to objectively endorse brands by linking out. See who links competitors without receiving money or reciprocal links.
Use that list for blogger outreach since they’re relevant influencers interested in your niche. To build relationships through expert interviews or contributor posts!
5. Amplify Digital PR Efforts
Online PR wins like high-authority byline articles often use nofollows. But, they provide immense brand lift through social media, local news syndication, and amplification of embedded links.
So, brainstorm creative ways to get your business featured editorially in niche and mainstream publications. Then, watch ancillary websites, social media, and local TV opportunities collide, creating a viral effect!
The key takeaway on strategic nofollow link building is realizing SEO rankings represent just one part of the search visibility equation. Traffic, branding, and diversity matter hugely, too.
When Are Nofollow Links Not Worth It?
We just outlined several strategic ways to maximize value from nofollow links. However, not all links deserve your time and effort, despite the “free” branding perks.
Before aggressively pursuing nofollow opportunities, let’s discuss three situations where they provide limited upside:
Irrelevant Industry Sites
Chasing links en masse from random sites irrelevant to your niche is an outdated tactic, nofollowed or not. Low-quality links from irrelevant sites fail to move the branding needle.
Prioritize resource sites, publishers, and blogs specific to your space. For example, a CRM software company sees more impact from technology news links versus pet care sites. Relevancy adds context that captures readers’ interest.
Overly Commercial Sites
Some websites exist mainly to push google ads or commercial offers instead of providing real value. You’ll find thin content, disruptive pop-ups, and a relentless sales focus.
Links have marginal SEO usefulness when they lead readers expecting education to an overt branding plug. They indicate desperation instead of selective vetting.
Potential Spam Sites
Finally, exercise caution linking sites with patterns of promoting questionable products or services. Even editorially given links have marginal upside if they divert visitors into poor user experiences.
Proactively nofollow or block pages with spammy elements like fake reviews and holiday loan pitches. Prioritize sending traffic to legitimate sites reflecting positively.
The overarching theme is that nofollow links only enhance your brand when given context – relevant topic associations, genuine value for readers, transparent commercial interests, etc.
So, thoughtfully qualify sites rather than moving into content-aggregation link-building mode. Help readers; don’t use them solely as linkage pawns!
Tips for Maximizing Impact
We’ve explored plenty of evidence and strategies showing that nofollow links drive value when approached selectively. Now, let’s wrap up with actionable tips to maximize their benefits:
Double Down on Referral Traffic
Don’t take the admittingly “lower value” label of nofollow links to justify laziness with link opportunities. Instead, double down chasing online real estate on sites delivering visitors.
- Obsess traffic metrics instead of domain authority when evaluating opportunities
- Pitch guest posting ideas aggressively to niche and industry publications. Most use nofollows but have invested readers.
- Try adding redirect links to your best content in relevant Wikipedia articles. They nofollow links but get insane traffic.
Always Link to Quality Resources
Stay selective when linking out editorially, even if those links won’t directly influence page rankings. As Brian Dean says, “Link to pages you’d proudly show your parents!”
Linking to low-value pages reflects poorly on your standards. It helps readers find useful tools and builds positive associations.
Mix Strategically With Dofollow Links
A balanced link profile should include editorials, outreach, brand mentions, directories, and more. The exact formula depends on your niche, but strive for diversity.
Use tools like Ahrefs and SEMRush to benchmark competitors’ profiles. Mimic their strategic mix of nofollowed and followed links accordingly.
Monitor Indirect SEO Correlations
We know definitive search ranking gains only come from dofollow links. But that shouldn’t prevent tracking metrics like clicks, shares, and visibility.
Watch if branded search impressions increase after the nofollow link wins. Use Google Analytics to track traffic and goal completion bumps.
The bottom line is that nofollow links remain a polarizing and nuanced link-building tactic. But blockquote their SEO powers – when orchestrated strategically, non-passing links lift brands through visibility, social amplification, and driving organic discovery.
FAQs
Can Google penalize for too many nofollow links?
No, Google does not penalize you for having too many nofollow links. However, an unnatural ratio of nofollow to dofollow links may raise flags. The best practice is to build a diversified backlink profile with a mix of link types.
Is a nofollow link from an authority site better than a dofollow link from a poor site?
Yes, a nofollow link from an authoritative, relevant site almost always brings more SEO value than a dofollow link from a spammy or irrelevant site. The trust and domain authority of the referring site is most important.
How much SEO value do sponsored nofollow links have?
Sponsored nofollow links have little direct SEO value since they don’t pass equity. But they can bring referral traffic and branding benefits. Any SEO value depends on the authority and relevance of the site, not the link type itself.
Should my entire link-building strategy focus only on dofollow links?
An effective link-building strategy incorporates a diverse mix of editorial, outreached, and sponsored links of varying relevance and authority. Maintain a balance of dofollow & nofollow links interlinked across trustworthy sites.
What % of nofollow links are good for SEO?
Research shows pages ranking highly in Google search results tend to have an average of 20-40% nofollow links. So, building towards that ratio as you scale links is a safe benchmark for strong SEO.
Conclusion
The debate around nofollow links for SEO rages on. They don’t directly influence search rankings like valuable dofollow links. However, certain strategic nofollow links from authoritative, relevant sites can still benefit your overall SEO efforts. High-quality nofollow links drive referral traffic, increase branding visibility, and diversify your link-building strategy.
So, while dofollow links should remain the priority for maximum search ranking power, incorporating non-passing nofollow links as part of an integrated approach is recommended. Aim for approximately 20-40% of links to be nofollowed across a balanced and diversified link profile. Treat nofollow opportunities similarly to other branding and content amplification objectives beyond direct SEO gains.
The key is realizing nofollows aren’t completely worthless, but they shouldn’t replace building editorially-given links passing equity either. Use both strategically to lift all areas of online visibility for long-term wins.
