Nofollow Attribute
An HTML rel value that tells search engines not to follow a link or pass link authority to the target page. Used to mark untrusted, user-generated, or paid links to prevent manipulation of search rankings.
What is Nofollow Attribute?
The nofollow attribute is an HTML link attribute implemented through the rel="nofollow" property that signals to search engines they should not crawl the linked page or consider the link as an endorsement when calculating ranking positions. Originally introduced by Google in 2005 to combat spam, nofollow remains a fundamental tool for controlling how link equity flows across websites.
Google expanded the nofollow ecosystem in 2019 by introducing two additional rel attributes: rel="sponsored" for paid links and advertisements, and rel="ugc" (user-generated content) for comments, forums, and user contributions. These attributes give website owners more precise control over link types. While rel="nofollow" means 'don't follow and don't count for rankings,' the new attributes allow Google to treat links differently.
Nofollow is particularly important for maintaining site quality. Websites that don't use nofollow on user-generated content links risk having their authority diluted by outbound links to spam sites. Most blogging platforms and comment systems automatically add nofollow to user links. Additionally, all paid links and affiliate links must be marked as sponsored or nofollow per Google's guidelines.
Modern SEO strategy requires strategic nofollow usage. Not every outbound link needs nofollow, but links to low-quality sites, paid links, affiliate links, and links to content you don't fully endorse should be nofollowed. Overusing nofollow on internal links or high-quality external links can suppress your site's ranking potential.
Why It Matters for SEO
Using nofollow appropriately protects your site's authority and credibility. Without proper nofollow usage on user-generated content, spammers can inject links to their sites, siphoning your link equity and potentially triggering Google penalties. Additionally, failing to nofollow paid links violates Google's Webmaster Guidelines and can result in manual actions that harm your entire site's rankings.
Examples & Code Snippets
All Nofollow Rel Attribute Variations
<!-- Standard nofollow -->
<a href="https://example.com" rel="nofollow">Link to external site</a>
<!-- Sponsored/paid links -->
<a href="https://amazon.com/product" rel="sponsored">Check price on Amazon</a>
<!-- User-generated content -->
<a href="https://user-site.com" rel="ugc">User's website</a>
<!-- Open in new tab + nofollow (best practice for external links) -->
<a href="https://example.com" rel="nofollow noopener" target="_blank">External link</a>All rel attribute variations for controlling how search engines treat links and how link authority flows.
Use rel="sponsored" for paid links and affiliate links instead of generic nofollow. Use rel="ugc" for all user-generated content links. This specificity helps Google understand your link ecosystem better and may provide more nuanced treatment than generic nofollow.
Frequently Asked Questions
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