Definition:
A nofollow link is an HTML link whose rel attribute contains the value nofollow. This value tells compatible search engines that the source site does not want to be associated with the destination or have the link used in the usual way as a ranking signal.
For a person, the link continues to work normally: it can be seen, clicked, and used to visit the destination page. Nofollow does not disable the hyperlink or prevent it from generating referral traffic.
Google currently interprets nofollow as a hint, not an absolute command. It may decide to use the link to understand the web, discover a URL, or consider it in its ranking systems, even though the attribute communicates that the source does not want to endorse that relationship.
Table of contents
SEO interpretation
Links allow search engines to discover resources and understand relationships between pages. In SEO, nofollow qualifies that relationship, but it does not guarantee that the destination URL will remain uncrawled, unindexed, or unranked.
The attribute does not block the linked page either. A URL may be found through other links, a sitemap, a redirect, or external references. Access, crawling, and indexing must be controlled with the appropriate mechanism for each objective.
The term link juice is used informally to describe authority passed through links. There is no visible amount that a site owner can store or reassign by placing nofollow on selected links.
Related values
Google distinguishes several rel values to explain why a link should receive different treatment. The official documentation identifies these three cases:
- nofollow: used when the other values do not apply and the site does not want to be associated with or endorse the destination.
- sponsored: identifies links created as part of advertisements, sponsorships, commercial agreements, or other compensation.
- ugc: identifies links in user-generated content, such as comments and forum posts.
Values can be combined in the same attribute, separated by spaces. For example, a link may use rel="ugc nofollow" when it comes from users and compatibility with systems that do not recognize ugc is desired.
Use cases
Nofollow was introduced to reduce the incentive for comment spam, but its application is not limited to blogs. Common uses include:
- Links to resources that are cited without an intended endorsement.
- Links added by users when the destination is not reviewed in advance.
- Links whose commercial nature must be identified, although
sponsoredis preferred for these. - Older systems that do not yet distinguish between
ugc,sponsored, andnofollow.
The attribute should describe the actual relationship between the pages. It does not make a deceptive practice acceptable or replace visible advertising disclosure when that disclosure is required.
HTML implementation
The value is added to the rel attribute of the a element. A basic example is <a href="https://example.com" rel="nofollow">Link text</a>.
A promotional link may use rel="sponsored", while a link added by a user may use rel="ugc". If an element already contains other values, they remain in the same attribute and are separated by spaces.
The values noopener and noreferrer serve different purposes. Nofollow affects the relationship communicated to search engines, while the other values concern window security and the transmission of referrer information.
Errors and limitations
Using nofollow on internal links to direct authority, a technique known as PageRank sculpting, does not preserve that authority for distribution among the remaining links. It can also make the site’s architecture harder for search engines to understand.
The attribute does not protect private content, prevent a URL from appearing on other sites, or block access by users or robots. It also does not remove the need to review linked destinations.
A nofollow link can provide visits, context, and visibility even when it is not treated as a conventional signal. Its value to users depends on the relevance of the destination and the usefulness of the link within the content.