Follow vs No Follow Links: What’s the Difference & Why It Matters for SEO
Ever come across nofollow and dofollow links and thought, “Wait… what’s the difference?” These small-but-mighty link attributes can have a big impact on how your website shows up in search results.
As an SEO consultant for coaches and creatives, I get this question a lot. And having worked with dozens of small business owners since 2017, I can tell you—the biggest SEO wins often come from understanding foundational things like this, not chasing the latest algorithm update.
Here’s the quick scoop: By default, most links are follow links, which means they pass on SEO credit (yep, that’s the famous link juice). But when a link is tagged nofollow, it’s basically telling Google, “Hey, don’t count this one.”
Sounds simple, right?
But using them the right way is key to building a healthy backlink profile.
Here’s what recent data shows:
89.1% of SEO experts believe nofollow links influence rankings
Nearly 46.9% actually pursue nofollow links
And 54% say having a mix of both is key
So, what do follow and nofollow links really mean for your site? What types of links should be nofollow? When should you use them? And how do they affect your link-building strategy?
Let’s break it down.
What Are Follow Links?
Let’s start with the basics: a dofollow link is just a regular ol’ hyperlink. No fancy code, no added instructions, just a standard link that tells search engines, “Hey, go ahead and count this!”
Technically speaking, there’s no such thing as rel=“dofollow” in the code. That’s because it’s the default behavior. When you add a link like this:
<a href=“https://ahrefs.com/blog/seo-metrics-to-track/”>important SEO metrics</a>
… it’s automatically treated as a vote of confidence for the linked page. In SEO terms, it passes link juice—aka authority and ranking power—to the destination URL.
So when a high-authority site links to your content with a dofollow link, search engines read that as a signal of trust. That trust can lead to better rankings, more organic visibility, and a stronger overall online presence. It’s one of the key reasons why understanding how follow links work on platforms like Squarespace can give you such a big leg up in your SEO strategy.
In fact, studies show that pages ranking #1 on Google tend to have 3.8x more backlinks than pages ranked 2 through 9. That’s no accident. Dofollow backlinks are one of the top two ranking factors (alongside quality content).
TL;DR: Dofollow links help boost your SEO by passing authority from one site to another. They’re gold in the world of link building.
What Are No Follow Links?
If you’ve ever Googled what are no follow links, this is the answer in a nutshell.
A nofollow link has a special attribute in its code that looks like this:
<a href=“https://example.com” rel=“nofollow”>Visit Example</a>
That little rel=“nofollow” tag tells search engines: “Don’t pass on any SEO value here.” So while users can still click the link and visit the page, it won’t count toward the linked page’s authority or rankings (at least not directly).
Originally introduced by Google in 2005, nofollow links were designed to fight spam, especially in blog comments and forums. And they worked! But things have evolved…
Since 2019, Google now treats nofollow links more like a hint than a strict rule. In other words, it might still crawl them, and they could influence rankings depending on context.
There are also two newer nofollow-related attributes:
rel=“ugc” for user-generated content (think: forum posts, blog comments)
rel=“sponsored” for paid links or sponsorships
These help Google understand the nature of a link because transparency is the name of the game in modern SEO.
Can You Tell if a Link is Follow or No Follow?
Yes! You can inspect the link’s HTML by right-clicking on the link, selecting “Inspect,” and looking for rel=“nofollow”.
Or, use browser extensions like:
NoFollow Chrome Extension – highlights nofollow links in red boxes
MozBar – shows page and link metrics directly in your browser
For most creative or small business owners, though, it’s less about obsessively checking and more about understanding the principles so you can make informed choices in your strategy.
Why Do These Links Matter for SEO?
If you’ve been thinking, “Okay, I get the technical stuff, but does nofollow links help SEO?”—the short answer is: absolutely. And not just for rankings. Let’s break it down.
Dofollow Links
Here’s what you get with dofollow links:
Builds real authority. When reputable sites link back to you, it tells search engines that your content is trustworthy and credible. It’s like getting a nod from the cool kids of the internet.
Helps you rank higher. Google treats backlinks as one of its most important ranking signals.
Makes your content easier to find. Dofollow links help search engines crawl and index your site faster, so your new pages don’t get lost in the shuffle.
Brings in more eyes (and clicks). When high-authority sites link to you, it’s not just about SEO. You also get real people clicking through to see what you’re about.
Strengthens your domain. The more high-quality dofollow links you earn, the stronger your domain authority becomes on tools like Moz and Ahrefs.
Pushes you to create better content. To earn great backlinks, you need great content. So in a way, dofollow links inspire you to raise the bar.
Gives your rankings staying power. Because they act as digital endorsements, dofollow links can help your pages hold their position, even when Google rolls out new algorithm updates.
Want to get found faster on Google? Make these technical SEO changes to your Squarespace site and set the foundation for stronger rankings.
But Wait… Are Nofollow Links Useless?
Not at all! While nofollow links don’t pass “link juice” in the same way, that doesn’t mean they’re SEO deadweight.
In fact, they’ve quietly become one of the most underrated tools in your SEO toolkit.
They can impact rankings (surprise!). In 2019, Google changed its stance on nofollow links. Instead of treating them as a hard “do not follow,” Google now sees them as hints, meaning they may still influence rankings if the context is strong enough. So no, a nofollow tag doesn’t automatically cancel out value. Google has gotten smarter and more nuanced.
They drive traffic and leads. Nofollow links on popular or niche-relevant websites can send high-quality referral traffic to your site. And guess what?
That traffic can turn into leads, sales, or even loyal readers. Even if the link doesn’t pass SEO value, a well-placed nofollow link can:
Increase your click-through rate
Boost dwell time (the amount of time visitors stay on your page)
Signal engagement quality to Google
They build brand awareness and authority. Getting mentioned on big-name websites, even with a nofollow tag, still puts your brand in front of thousands of eyeballs. People see your name, associate it with value, and begin to trust your expertise.
They help create a natural backlink profile. A backlink profile made up of 100% dofollow links? That’s a big SEO red flag. Google may interpret it as artificial link-building, which could lead to penalties or reduced rankings.
They can lead to dofollow links. For example:
A niche blogger sees your name in a comment or interview.
They visit your site, love your content, and mention you in a blog post.
That new mention? It’s a dofollow link—all thanks to the original nofollow one.
That’s how link snowballing works. Nofollow today, dofollow tomorrow.
If you’re still unsure where to start, this beginner-friendly guide to Squarespace SEO covers all the essentials—minus the overwhelm.
When Should You Use No Follow Links?
If you’ve ever wondered, “Wait, when do I actually need to use the nofollow tag?”—you’re not alone.
While most of your links (especially internal ones) should be dofollow by default, there are a few smart, strategic moments when adding a nofollow tag is not just helpful but necessary for your site’s SEO health and compliance.
When You Should Use Nofollow Links
1. Sponsored or Paid Links
Any time you’re getting paid to place a link on your website, whether it’s through brand sponsorships, ads, collaborations, or product placements, you need to nofollow it.
Why? Because Google needs to know that the link wasn’t earned naturally.
Use either rel= “nofollow: or rel=“sponsored” to stay transparent and penalty-free.
Example:
<a href=“https://brandcollab.com” rel=“sponsored”>Check out their latest offer</a>
2. Affiliate Links
Affiliate marketing is awesome for monetization, but it comes with responsibility. Since you’re earning commissions from clicks or sales, these links count as commercial.
To stay in line with Google’s policies and protect your rankings, use rel=“nofollow” or rel=“sponsored” for all affiliate links.
3. User-Generated Content (UGC)
Blog comments, forum posts, guest book entries, and community discussions? All ripe for spammy links.
Using rel=“nofollow” or rel=“ugc” here helps safeguard your site from untrusted, irrelevant, or manipulative link practices.
Example:
<a href=“https://spammylink.com” rel=“ugc”>Click here</a>
Platforms like WordPress already nofollow comment links by default, but if you’re managing your own forum or community, stay alert.
4. Links to Untrusted or Low-Quality Sources
Not every source you mention deserves an SEO endorsement.
If you’re referencing a website you wouldn’t vouch for—think outdated, low-quality, or potentially shady sites—nofollow that link. You’re still offering context for the reader but protecting your own credibility in the eyes of search engines.
5. Login, Registration, or Internal Search Pages
These internal links don’t add value for SEO. In fact, they can confuse Google’s crawlers.
If you’re linking to:
/login
/signup
/search-results?q=xyz
… it’s best to add a nofollow to keep crawlers focused on your high-value content.
That said, if you want to keep these pages out of the index entirely, use the noindex meta tag instead of nofollow. That’s the real way to prevent indexing because remember:
nofollow controls crawling of links.
noindex controls indexing of pages.
6. Forum and Blog Comment Sections
This one’s a classic. Nofollow links were originally introduced in 2005 because of comment spam. So it’s standard practice to nofollow any user-submitted links in these spaces.
Most platforms do this automatically now, but if you’re building a custom site or using a plugin, double-check.
When You Shouldn’t Use Nofollow Links
While nofollow tags serve important purposes, overusing them can actually hurt your SEO.
Here’s when you need to avoid using nofollow:
1. On Internal Links (Most of the Time)
Internal links help Google understand your site structure, distribute authority, and index your pages. Using nofollow on internal links (especially to valuable content like services or product pages) is like telling Google, “Ignore this page.”
That’s not what we want.
2. When Linking to Trusted External Sources
Are you referencing a government site, research study, or a trusted partner? Let those links be dofollow.
Passing link equity to reputable websites adds value to your content and helps build strong relationships with others in your niche.
3. In Editorial Content or Resource Pages
When you’re writing blog posts, guides, or tutorials and linking to relevant, high-quality sources, let those links be dofollow. This is exactly the kind of context where linking to an experienced SEO blog writer or trusted resource adds value—both for your readers and for your site’s authority.
Adding unnecessary nofollow tags here weakens your SEO efforts and makes your content feel less connected.
4. In Strategic Collaborations
Doing a guest post swap, co-hosting a webinar, or partnering with another business?
Unless it’s a paid arrangement, there’s no need to nofollow the links you’re exchanging. Mutually beneficial, editorially placed links should be dofollow to keep the relationship strong and the SEO value flowing.
How to Add Nofollow Links (Without Headaches)
There are two easy ways to mark a link as nofollow:
1. Manually in the HTML:
<a href=“https://example.com” rel=“nofollow”>Click here</a>
2. With a plugin (if you’re using WordPress):
Tools like Yoast SEO, Rank Math, and All in One SEO offer built-in checkboxes so you can mark links as nofollow, sponsored, or UGC—no code required.
Want to Build SEO Authority Without Guessing?
Link strategy? Super important. But it’s only one part of the big-picture SEO puzzle.
If you’ve been piecing it together with Google searches, late-night YouTube spirals, and maybe a sprinkle of wishful thinking, I totally get it. SEO can feel overwhelming, especially when you just want your website to work and actually bring in the right people.
That’s where I come in. I help creatives, coaches, and other service providers build SEO strategies that make sense, feel human, and don’t require selling your soul to some algorithm god.
Whether you’re on Squarespace, Showit, WordPress or something custom, we’ll create a plan that fits your brand.
Now, tell me—have you been naming your images correctly? Or did you have an “oops” moment reading this post? Leave a comment below!
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