Dofollow vs Nofollow Links Explained

You keep hearing dofollow and nofollow tossed around. Some folks obsess over ratios. Others ignore them and hope for the best.

Here is the simple truth. Both matter, but in different ways. You need to know how each works, when to use them, and how they impact ranking and risk.

In this guide, I will break down dofollow vs nofollow in plain language, share the data that matters, and give you a repeatable process to improve your link profile without guesswork.

What dofollow and nofollow actually mean

Search engines discover pages and decide how to rank them with help from links. A normal link passes authority. People call that a dofollow link. There is no special attribute for it. It is just a plain link.

Plain followed link

A nofollow link asks search engines not to pass authority. It uses a rel attribute.

Nofollow link

In 2019, Google introduced two more attributes for clarity:

• rel=”sponsored” for paid or sponsored links
• rel=”ugc” for user generated content like forum posts and comments

Google’s official guidance is clear on how to qualify links and why these attributes exist. If you want the source, read Google’s page on link qualification and best practices:

• Qualify your outbound links
• Link best practices

How Google treats dofollow vs nofollow today

For years, nofollow meant “do not count this link.” That changed. Google now treats nofollow as a hint, not a hard rule. It can choose to ignore nofollow and use the link for ranking, crawling, or indexing. Google announced this shift in 2019 and started using nofollow as a hint for crawling and indexing in March 2020.

• Source: Google Search Central Blog: Evolving nofollow

What this means for you:

• Dofollow links are still the main way to pass authority.
• Nofollow links can still help discovery and sometimes rankings.
• Sponsored links should be marked sponsored. Paid links that pass authority can trigger link spam issues.

Read Google’s link spam policy if you monetize links or run affiliate programs:

• Google link spam policies

The short version: when to use each

• Use followed links for normal editorial recommendations you stand behind.
• Use rel=”sponsored” for ads, paid placements, affiliate links, and compensation of any kind.
• Use rel=”ugc” for user submitted links in comments and forums, unless you vouch for them.
• Use rel=”nofollow” if you cannot or do not want to vouch for a link.

If you monetize, you can combine attributes. Example: affiliate link in a user review.

Affiliate link in UGC

What the data says about links and rankings

Let’s ground this in numbers.

• Backlinko’s large-scale ranking study reported a strong correlation between the number of referring domains and higher rankings. More unique sites linking to you tends to map to better performance. Source: Backlinko search engine ranking study
• Ahrefs found that the vast majority of pages get no organic traffic from Google, and a common thread is a lack of quality links. Source: Ahrefs search traffic study

These findings match what I see on audits. Sites with steady growth usually earn followed editorial links from relevant pages. Sites with flat traffic often lean on low value directories, random nofollow mentions, or paid placements tagged incorrectly.

Dofollow vs nofollow is not a ratio game

You might hear advice like “keep your dofollow to nofollow ratio under X percent.” That is guesswork. Google does not use a simple ratio test like that. Here is what matters more:

• Relevance. Are the linking pages topically related and useful to readers
• Source quality. Are they trusted and indexed
• Placement. Is the link in the main content or a footer
• Anchor context. Does the surrounding text make sense
• Link intent. Was this earned or arranged in a way that violates policies

A healthy link profile has a natural mix. Editorial followed links from relevant pages carry the most weight. Nofollow mentions from large platforms still help brand awareness, referral traffic, and discovery. Both play a role.

How to audit your current link profile in 30 minutes

You do not need to overcomplicate this. Here is a quick process I use.

1. Export your top 100 to 500 linking domains from your preferred tool.
2. Group by link attribute. Separate followed links from nofollow, sponsored, and ugc.
3. Check topical fit. Mark each referring domain as high, medium, or low relevance.
4. Spot risky patterns. Look for sitewide footer links, paid placements without sponsored tags, and networks with near-duplicate pages.
5. Find wins hiding in plain sight. Which nofollow links come from strong editorial pages where you might earn a followed mention later

You will learn two things fast. Where your authority is coming from, and where your effort is being wasted.

How to turn nofollow mentions into followed links

This is a simple, repeatable playbook. It works best on legitimate editorial mentions.

1. Identify the mention. Make sure your brand or a specific page is referenced on a relevant, indexed page.
2. Check why it is nofollow. If the whole site auto-nofollows all outbound links, your odds are low. If the page nofollows some links but follows others, you have a shot.
3. Offer value. Update the resource, add original data, or provide a clearer citation target. Make it easy to link to something that helps their readers.
4. Reach out. Be short and helpful. Example script:

   “Hi [Name], thanks for mentioning [your brand/resource] in your [page title]. We released a current version with fresh data here: [URL]. If you think it helps your readers, would you mind linking to it as the source”

5. Respect a no. Some publishers keep blanket nofollow policies. Move on.

Even a small conversion rate here adds real value, because you are upgrading links on pages that already chose to cite you.

How to tag your outbound links the right way

If you publish content, get your house in order. It protects you from spam issues and builds trust.

• Mark paid links as rel=”sponsored”.
• Mark user links as rel=”ugc” unless you review and vouch for them.
• Use rel=”nofollow” on links you do not want to vouch for, like untrusted sources.
• Use plain followed links for normal editorial citations you endorse.

Here are clean examples you can copy:

Our sponsor


Member link


External site


Trusted source

If you need the official word on any of this, use Google’s docs. They are clear and kept up to date:

• Qualify your outbound links

Building followed links the right way

I am blunt about this. You earn followed links by being the best source on a topic and by doing simple outreach well. Here is a tight plan that works.

1. Pick one page to promote. Start with a page that answers a clear question or provides original data.
2. Map 20 to 40 targets. Focus on resources that already link to similar pages or cover the same problem.
3. Find a gap you can fill. A missing step, outdated numbers, or a broken external link you can replace.
4. Send a short pitch with the specific value. No templates at scale. Two lines. Clear ask.
5. Follow up once. If there is no reply, move to the next target.

It sounds simple because it is. Most people skip the part where you give the editor a reason to care. That is where you win.

Common myths about dofollow vs nofollow

• Myth: Nofollow links are useless. Reality: They can help with discovery and brand signals. They also send referral traffic that leads to earned editorial links later.
• Myth: You need a perfect dofollow to nofollow ratio. Reality: There is no magic ratio. Focus on relevance and source quality.
• Myth: rel=”nofollow” protects you from paid link risks. Reality: Paid links should be marked sponsored. Using only nofollow on paid links can still be risky. See Google’s link spam policy.

How to measure impact without guessing

Track a few simple metrics. You do not need a complex dashboard.

• New referring domains per month, split by followed vs nofollow.
• Topical relevance of new links.
• Number of target pages that earned at least one followed editorial link.
• Changes in average position and clicks for those target pages.
• Referral traffic from major nofollow sources that leads to conversions or natural links.

The goal is progress. A steady drip of relevant followed links to your key pages will move rankings. Smart nofollow exposure will support discovery and brand growth.

What I recommend you do this week

1. Identify your top 5 money pages that deserve more rankings.
2. For each page, list 10 to 20 relevant resources where a link would make sense.
3. Create one upgrade per page. Examples:
   • Add current data and cite sources
   • Publish a short original survey
   • Build a simple calculator or checklist
4. Pitch the upgrade with a two-line email. Be specific about how it helps their readers.
5. Fix your own outbound linking. Tag sponsored and UGC links correctly using Google’s guidelines.

This sounds harder than it is. Do it once. You will get faster each time.

Why smart brands still earn dofollow links in 2026

Search engines get better at spotting manipulation every year. That pushes value back to two things you control.

• Quality content that others want to cite
• Polite, targeted outreach that gives editors a reason to link

Nofollow mentions on big platforms can spark brand searches and fresh discovery. Followed editorial links from relevant sites are still the clearest driver of ranking improvements. Both together build durable traffic.

Should you use an agency for this

If you have more intent than time, get help. I know recommending ourselves is bold, but here’s why.

At Rankifyer, we keep things simple. We build followed editorial links on relevant pages using content that earns its spot. We also clean up link risks. Every program includes:

• A focused asset plan for your top pages
• Target research tied to relevance, not vanity metrics
• Outreach that editors answer
• Monthly reporting you can read in five minutes

If that sounds useful, check us out. If not, use the playbooks above and you will still win.

Helpful resources to keep on your desk

• Google: Qualify your outbound links
• Google: Evolving nofollow
• Google: Link spam policies
• Moz Learn SEO: Link Building
• Backlinko: Search engine ranking study
• Ahrefs: Search traffic study

Final takeaways on dofollow vs nofollow

• You need both. Followed links move rankings. Nofollow links support discovery and brand reach.
• Use rel=”sponsored” and rel=”ugc” exactly as Google explains. It protects you and sets the right signals.
• Skip ratio myths. Prioritize relevance, quality, and context.
• Run a quick audit, upgrade a few mentions, and pitch a better resource. That is how you get momentum.

Watch a quick video breakdown

If you want a fast visual walkthrough of dofollow vs nofollow links, how to tag them, and how to pitch for followed mentions, check out the video below. It pairs well with the steps above and shows real examples.