Do-Follow vs No-Follow: What’s the Difference?

Do-Follow vs No-Follow: What’s the Difference?

Search engines operate on a system of signals, allowing them to determine how to crawl, index, and rank websites. When it comes to links, one important distinction is whether a link is “do-follow” or “no-follow.” These terms might sound technical, but understanding them can shape the direction of your website’s SEO and impact your search visibility.

While links are often seen simply as ways to send users from one site to another, in the world of SEO, their function is far more strategic. The type of link you use tells search engines something vital about what you want them to do with that link. Let’s unpack the differences and their implications in a practical, informed manner.

 

The Origin of Do-Follow and No-Follow Links

Back in 2005, search engines needed a method to combat spam. Tactics were emerging where website owners would insert links—often irrelevant and manipulative—into blog comments, forums, and more. In response, Google, Yahoo, and Microsoft introduced the rel=”nofollow” attribute, a small bit of HTML code giving webmasters control over how—or whether—links on their sites distributed authority.

 

Defining Do-Follow and No-Follow Links

To keep things simple, here’s what each means in terms of website linking:

1. Do-follow link: This is a regular hyperlink. When a search engine crawls this link, it follows it to the next webpage and considers it as a form of positive endorsement or recommendation. Authority, or what’s often referred to as “link juice,” passes through this link.
2. No-follow link: This link contains a specific HTML attribute (). Search engines don’t follow these links (or at least, they’re told not to), and as a result, they typically don’t pass authority to the destination page.

It’s important to note that while search engines initially didn’t count no-follow links in their ranking algorithm, today the approach is more nuanced. In 2019, Google changed its interpretation, sometimes using no-follow links as hints rather than outright directives. However, the basic principles remain.

 

How to Spot the Difference

Look at the source code of a webpage.

If a link is coded like this:

 

 

It’s a do-follow link.

If the code looks like this:

 

 

It’s a no-follow link.

There are browser extensions and SEO tools that can highlight these link types visually, particularly useful for website audits.

 

Do-Follow vs No-Follow: Understanding the Core Differences

When it comes to SEO and link building, understanding the distinction between do-follow and no-follow links is essential. The phrase “do-follow vs no-follow” refers to the way search engines interpret and value hyperlinks across the web. Both types of links play a significant role in shaping your website’s authority, visibility, and backlink profile.

What Are Do-Follow and No-Follow Links?

• Do-Follow Links: These are standard hyperlinks that allow search engine crawlers to follow them and pass on authority (often called “link juice”) from the referring site to the destination site. Do-follow links contribute directly to improving a website’s search engine ranking.
• No-Follow Links: These links contain a attribute in their HTML code. This attribute instructs search engines not to pass authority or link juice to the target site. While no-follow links do not directly influence rankings, they can still drive referral traffic and contribute to a natural backlink profile.

Do-Follow vs No-Follow: Key Differences

Feature	Do-Follow Links	No-Follow Links
Passes SEO Authority	Yes	No
Contributes to PageRank	Yes	No
HTML Attribute	None (default)
Impact on Rankings	Directly improves search engine rankings	No direct impact, but can support a natural profile
Used For	Trusted, relevant, and high-quality references	Paid links, user-generated content, sponsored posts, untrusted sources
Referral Traffic	Yes	Yes

Why Both Matter

A healthy backlink profile includes a mix of both do-follow and no-follow links. While do-follow links are crucial for passing authority and boosting rankings, no-follow links help diversify your link profile, reduce the risk of penalties, and can still generate valuable referral traffic and brand exposure.

Understanding the balance between do-follow vs no-follow links is key to building a robust SEO strategy that aligns with search engine guidelines and maximizes your website’s potential.

 

 

What Is Link Juice and How Do Links Affect Its Flow?

“Link juice” is a term used in SEO to describe the value or authority that is passed from one webpage to another through hyperlinks. This value helps search engines determine the importance and relevance of a page, directly influencing its ability to rank higher in search results.

How Link Juice Flows Through Dofollow Links

Dofollow links are the primary channels through which link juice flows. When a reputable website links to another site using a standard dofollow link, it passes a portion of its authority and trust to the destination page. This transfer of link juice can significantly boost the receiving page’s PageRank and overall search visibility. The more high-quality dofollow backlinks a page receives, the more link juice it accumulates, increasing its chances of ranking well in search engine results.

The Impact of Nofollow Links on Link Juice

Nofollow links, on the other hand, include the attribute, which instructs search engines not to pass link juice to the linked page. While these links still provide a pathway for users and can drive referral traffic, they do not contribute to the authority or ranking power of the destination site. Nofollow links are commonly used for paid advertisements, user-generated content, and any situation where the linking site does not want to endorse the target page.

Why Link Juice Matters

Link juice is a fundamental concept in SEO because it explains how authority is distributed across the web. Effective link building strategies focus on acquiring high-quality dofollow links to maximize the flow of link juice to important pages. At the same time, a natural backlink profile will include both dofollow and nofollow links, ensuring compliance with search engine guidelines and reducing the risk of penalties.

Understanding how link juice works—and how dofollow and nofollow links influence its distribution—empowers website owners to make informed decisions about their link building and SEO strategies.

 

 

Where You Commonly Find Each

Different parts of the web use one or the other depending on the purpose and risk level of outgoing links.

Common Places for Do-Follow Links

• Editorial content in blog posts and articles
• Resource links recommended by the content creator
• Authoritative references to trusted sites

Common Places for No-Follow Links

• User-generated content (blog comments, forum posts)
• Paid advertisements or sponsored content
• Widgets, infographics provided by third parties
• Sites that want to avoid passing authority to unfamiliar or untrusted links
• social media links

Google recommends using the no-follow attribute when linking to untrusted sources or when a link is paid or sponsored, and they have introduced two additional attributes for more detail: “sponsored” (rel=”sponsored”) and “ugc” (rel=”ugc” for User Generated Content).

 

No-Follow as an Evolving Signal

While no-follow links were initially seen as a way to stop search engines from considering a link for ranking purposes, this isn’t set in stone. In recent years, Google has confirmed that it sometimes treats no-follow links as hints. This means that, in some cases, search bots may choose to follow the link or use it as a small factor in ranking.

Why does this matter? Because not all no-follow links are ignored completely. A link from a highly-trafficked, relevant site—even if it’s no-follow—could have some indirect SEO value. For example, it might drive traffic, build brand awareness, or eventually earn you do-follow links from other sites.

 

Do-Follow Links and the Value of Authority

Do-follow links remain gold for SEO purposes. If you’re seeking to improve your website’s authority in your area of expertise, gaining do-follow backlinks from respected sources is a reliable way to do it. But not all do-follow links are created equal. Quality matters more than quantity.

A single do-follow link from a major news outlet or an industry leader can often be worth more than dozens from low-authority blogs or irrelevant websites. Search engines look at the context and relevance of the source as much as the presence of the link attribute.

 

Backlinks and Backlink Profile: Building Authority with a Balanced Approach

Backlinks—links from external websites pointing to your site—are one of the most influential ranking factors in SEO. They serve as endorsements, signaling to search engines that your content is valuable and trustworthy. However, the quality, diversity, and balance of these backlinks are just as important as their quantity.

The Importance of a Natural Backlink Profile

A backlink profile is the collection of all inbound links to your website. Search engines analyze this profile to assess your site’s authority, relevance, and trustworthiness. A natural backlink profile includes a healthy mix of both dofollow and nofollow links from a variety of sources, such as blogs, news sites, forums, and social media platforms.

Maintaining a balanced backlink profile is crucial for several reasons:

• Search Engine Trust: An unnatural profile—such as one with only dofollow links or links from a single source—can raise red flags and potentially lead to penalties.
• Diversity of Traffic: Nofollow links, while not passing authority, can drive referral traffic and increase brand exposure.
• Algorithm Updates: Search engines continually refine their algorithms to detect manipulative link-building tactics. A diverse, organic backlink profile helps safeguard your site against negative impacts from these updates.

Dofollow vs Nofollow Backlinks

• Dofollow Backlinks: These links pass authority (link juice) and directly impact your site’s search rankings. They are highly sought after in SEO strategies, especially when coming from reputable, high-authority domains.
• Nofollow Backlinks: These links contain a attribute, instructing search engines not to pass authority. While they don’t directly influence rankings, they contribute to a natural backlink profile and can generate valuable referral traffic.

Strategies for Acquiring Both Types of Backlinks

1. Create High-Quality Content: Publish original, insightful, and well-researched content that naturally attracts dofollow backlinks from authoritative sources.
2. Guest Posting: Write guest articles for reputable websites in your industry, ensuring you earn dofollow backlinks in your author bio or within the content.
3. Engage in Community Discussions: Participate in forums, Q&A sites, and blog comments. These often provide nofollow links, which help diversify your backlink profile.
4. Leverage Social Media: Share your content across social platforms. Most social links are nofollow, but they can drive significant referral traffic and increase visibility.
5. Build Relationships: Network with influencers, journalists, and industry leaders to earn organic mentions and backlinks.
6. Monitor Your Backlink Profile: Use SEO tools to regularly audit your backlinks, ensuring a healthy mix of dofollow and nofollow links from diverse sources.

if you wants to lean more about what is backlink profile feel free to read this article – What is a Backlink Profile and Why Does It Matter?

 

The Risks of Chasing Only Do-Follow Links

The SEO industry has shifted away from aggressive link-building tactics that prioritise do-follow links at all costs. Paid link schemes and excessive reciprocal linking can result in penalties or devalued links.

Some common pitfalls:

• Buying do-follow links — contravenes search engine guidelines and can harm your site.
• Mass guest posting just for link-building, rather than providing value.
• Ignoring the source quality and relevance for the sake of having a do-follow attribute.

If these tactics are used, the risks quickly outweigh the rewards.

 

 

Making the Best Use of Each Link Type

Here’s a practical breakdown of when to consider each:

• Use do-follow links when you genuinely vouch for content and want to contribute to the search visibility of the recipient.
• Apply no-follow, sponsored, or UGC attributes to user-generated, paid, or low-trust links.
• Regularly review outbound and inbound link profiles for your website to ensure a balanced, ethical approach.

 

Link Type Impact on Traffic

Another significant part of the equation is referral traffic. No-follow links might not pass SEO value, but a well-placed link on a popular website can send a significant number of visitors your way.

PR campaigns, influencer mentions, and features in high-profile digital publications often result in no-follow links. Yet these can spark conversations, attract attention, and lead to further organic coverage, including valuable do-follow links down the track.

 

How Crawlers, Pages, Search Traffic, and Backlink Strategy Interconnect in SEO

A successful SEO campaign relies on understanding how various elements—such as search engine crawlers, web pages, search traffic, and backlink strategy—work together to improve a website’s visibility and authority.

Crawlers: The Gatekeepers of Indexing

Search engine crawlers, also known as bots or spiders, are automated programs that systematically browse the internet to discover and index new content. When a crawler visits your website, it follows links from page to page, gathering information about your content and structure. The way your links are set up—whether dofollow or nofollow—directly impacts how crawlers navigate your site and which pages are indexed.

• Dofollow links encourage crawlers to follow and index the linked pages, passing authority and helping those pages rank.
• Nofollow links signal to crawlers not to pass authority or follow the link, which can be useful for controlling the flow of link equity and managing crawl budgets.

Pages: The Building Blocks of Your Website

Each page on your website represents an opportunity to rank for relevant keywords and attract organic traffic. The internal and external links pointing to a page influence its perceived importance and ranking potential. Pages with more high-quality dofollow backlinks are more likely to be crawled frequently and rank higher in search results.

Search Traffic: The Ultimate Goal

Search traffic refers to the visitors who arrive at your website via search engines. The volume and quality of this traffic are directly affected by your site’s visibility in search results, which is largely determined by your backlink profile and how effectively crawlers can discover and index your content.

Backlink Strategy: The Blueprint for Growth

A well-planned backlink strategy is essential for attracting both crawlers and search traffic. This strategy should focus on:

• Earning dofollow backlinks from authoritative, relevant sites to boost PageRank and visibility.
• Building a natural backlink profile with a mix of dofollow and nofollow links to avoid penalties and ensure long-term growth.
• Optimizing internal linking to guide crawlers efficiently through your site and distribute authority to key pages.

Bringing It All Together

By understanding how crawlers interact with your pages, how backlinks influence search traffic, and how a strategic approach to link building can amplify your results, you can create a sustainable SEO framework. This holistic view ensures that every aspect of your website—from individual pages to your overall backlink strategy—works in harmony to maximize search engine performance and drive consistent, high-quality traffic.

 

Image Source: MOZ

 

A Quick Checklist for Link Management

When managing your links, consider:

• Is the link source reputable and relevant?
• Are you overusing any particular attribute?
• Have you diversified the types of sites linking to you?
• Are your own outbound links using proper attributes (do-follow, no-follow, sponsored, ugc)?

Regular audits can keep your website’s link profile both effective and compliant with best practices.

 

Looking Ahead

Search engines continue to refine how they interpret signals from links of all types. Website owners who pay attention to both the quality and intent behind their linking strategies will see benefits, not just in rankings but in reputation, user trust, and long-term digital presence.

The interplay between do-follow and no-follow will remain a foundational SEO consideration. Staying informed about these attributes and applying them thoughtfully is one of the most concrete ways to influence your site’s performance in search.