A dofollow link carries no restricting rel value, and a nofollow link carries rel=”nofollow”. This page compares the four link types, dofollow, nofollow, sponsored and ugc, states how Google has treated each since September 2019, and lists the situations that call for each value so a site owner can label links correctly.
What is a dofollow link?
A dofollow link is a link that carries no nofollow, sponsored or ugc rel value, so search engines follow it and count it as a reference. “Dofollow” is not an HTML attribute; it names the default state of a link.
The rel attribute is an optional part of an HTML anchor element that describes the relationship between the linking page and the target. An anchor without a rel value, or with one unrelated to ranking, is followed. Writers use “dofollow” for this state and “followed link” means the same thing.
What is a nofollow link?
A nofollow link carries the rel=”nofollow” attribute, which tells Google the site owner does not want to be associated with the target page. Search engines introduced the value in 2005 to fight comment spam, and Google now treats it as a hint, not a directive.
<a href="https://example.com/" rel="nofollow">example</a>Blog platforms and directories adopted nofollow first as a defense against comment spam. Many platforms still apply it to every link a visitor submits.
What is the difference between dofollow and nofollow links?
A dofollow link passes reference value to the target; a nofollow link passes it only as a hint that Google weighs case by case. Both links work for visitors, and both stay in a profile; only the rel value differs.
| Link type | Rel value | Meaning | Typical use |
|---|---|---|---|
| Followed (dofollow) | None | The site vouches for the target | Editorial citations |
| Nofollow | nofollow | The site does not vouch for the target | Untrusted or unlabeled links |
| Sponsored | sponsored | The link is paid or an advertisement | Paid placements, affiliate links |
| User-generated | ugc | A visitor placed the link | Comments, forum posts, profiles |
Google announced the sponsored and ugc values in September 2019. Since September 10, 2019, Google treats nofollow, sponsored and ugc as hints for ranking, and since March 1, 2020, nofollow also acts as a hint for crawling and indexing. The seven-point link scorecard counts the attribute as one of seven checks.
Do nofollow links help SEO?
Yes, nofollow links help SEO indirectly through referral traffic, discovery and profile diversity. Since September 2019 Google treats nofollow as a ranking hint, so some nofollow links also pass reference value. Treat them as one part of a natural profile, not a substitute for followed links.
- Referral traffic: visitors click nofollow links as readily as followed ones.
- Discovery: a nofollow link on a busy page leads crawlers and readers to the target.
- Diversity: a profile made only of followed links looks managed, as the guide on how to get backlinks explains for each method.
- Brand citations: mentions on large platforms build recognition regardless of the attribute.
When do you use nofollow, sponsored and ugc?
Use sponsored on paid links, ugc on user-generated links and nofollow on links you do not vouch for. Leave editorial links to trusted sources without a rel value. Google documents sponsored for paid placements and ugc for user-generated content such as comments and forum posts.
| Situation | Rel value |
|---|---|
| A paid or sponsored placement | sponsored |
| An affiliate link | sponsored |
| A visitor comment or forum post | ugc |
| A link to a source you cannot vouch for | nofollow |
| An editorial citation of a trusted source | None |
Business listings follow the same logic. A directory entry that repeats consistent business details across many sites earns its value from the match of name, address and phone, and the attribute on the listing link matters less.
How do you check a link’s attribute?
Inspect the link’s HTML in browser developer tools and read the rel value on the anchor element. A link with no rel value, or one without nofollow, sponsored or ugc, is followed. Third-party backlink tools report the attribute in bulk, since Search Console does not show it.
Right-click the link, choose Inspect, and read the anchor element in the Elements panel. The rel value appears beside the href.
Which backlink types carry which attribute?
The attribute follows the platform, not the link type. Editorial and guest-post links on sites that publish articles carry no rel value unless the host marks them, while profile links on large platforms carry nofollow or ugc by platform rule.
Most .edu and .gov placements belong to the profile group. Placements inside new articles, such as editorial guest placements, carry the host’s choice of attribute.
Both attributes belong in a profile. Buyers decide the mix by the purpose of each placement: followed links for reference value, nofollow and ugc links for diversity, traffic and brand reach.
Related: the full SEO backlinks section and sponsored and UGC attributes in practice.