Dofollow vs nofollow is the difference between an ordinary link, which search engines may count as a vote of confidence in the page it points to, and a link marked with rel=nofollow, which asks search engines not to treat it as an endorsement. “Dofollow” is not a real attribute: it simply means a link without nofollow, sponsored or ugc, and both kinds can bring visitors and help a site be discovered.
Last updated: 31 October 2026.
This guide explains what each kind of link is, the related sponsored and ugc attributes, how search engines treat them today, when you must mark a link, how to check a link’s attributes, and what a healthy mix looks like. It is written for marketing leads, content teams and founders who publish links or are trying to earn them.
At Odduel, a creative and technology agency in Barcelona and São Paulo, our digital marketing service handles SEO for companies across Europe, including the links a site gives and the links it earns. On our own site, links to outside sources in articles are ordinary links to authoritative pages such as EU texts and search engine documentation, and we would mark any paid placement as sponsored; the rules below are the ones we apply.
In short: an ordinary link passes signals that can help the linked page rank; a link with rel=nofollow asks search engines not to count it as an endorsement, and they now treat it as a hint rather than a strict rule. Mark paid or sponsored links with rel=sponsored, links in comments and forum posts with rel=ugc, and use nofollow when you do not want to vouch for a page. Earn ordinary links with work worth citing; a natural link profile includes both kinds.
What is a dofollow link?
A “dofollow” link is an ordinary HTML link with no rel attribute that limits it. There is no dofollow attribute in HTML; the term is shorthand used in SEO for a link that search engines may follow and count.
When a respected site links to your page in this way, search engines can read it as a sign that the page is useful, and part of the linking page’s standing can flow to yours. This is why links remain one of the signals behind off-page SEO, as our guide to on-page vs off-page SEO explains.
The words of the link matter too. Link text that describes the destination, such as “our guide to website accessibility”, tells readers and search engines what they will find, while “click here” tells them nothing. When others link to you, you cannot choose their words, but you can make your pages easy to describe by giving each one a clear topic and title. A sudden run of links that all use the same exact keyword as their text is one of the patterns that suggests links were arranged rather than earned.
What is a nofollow link?
A nofollow link carries rel=nofollow on its anchor element in the HTML. The attribute was introduced in 2005 to fight comment spam: it tells search engines that the site does not vouch for the linked page.
Since 2019 Google treats nofollow, and the newer sponsored and ugc attributes, as hints rather than directives. It may still use such links to discover pages or understand the web, but it generally does not count them as endorsements in the way it counts ordinary links.
What are the sponsored and ugc attributes?
Two more specific values sit alongside nofollow. Google’s guidance on qualifying outbound links describes all three.
- rel=sponsored marks links that are paid for or part of an agreement: adverts, sponsored posts, affiliate links and placements in exchange for products or services.
- rel=ugc marks links in user-generated content, such as comments, forum posts and reviews written by visitors.
- rel=nofollow remains the general value for any link you do not want to endorse when neither of the others fits.
Values can be combined, for example ugc and nofollow on the same link, and older nofollow markings on paid links are still accepted.
Dofollow vs nofollow side by side
The table compares the four cases.
| Link type | HTML | What it tells search engines | Typical use | Passes ranking signals? |
|---|---|---|---|---|
| Ordinary (“dofollow”) | No rel limitation | This page is worth visiting | Editorial links, citations, partners | Yes, potentially |
| Nofollow | rel=nofollow | We do not vouch for this page | Untrusted or unvetted links | Generally not; treated as a hint |
| Sponsored | rel=sponsored | This link is paid or part of a deal | Adverts, sponsored content, affiliates | No |
| User-generated | rel=ugc | A visitor added this link | Comments, forums, reviews | Generally not; treated as a hint |
When must a link be marked?
Marking is required, not optional, in one main case: links that are paid for. Search engines treat buying or selling ordinary links to influence rankings as a link scheme that breaks their rules, and Google’s spam policies can lead to lower rankings for both sides.
- Paid placements and sponsored articles: mark the links sponsored.
- Affiliate links: mark them sponsored.
- Links given in return for free products or services, for example in reviews: mark them sponsored, and disclose the relationship to readers as consumer rules require.
- Comments and forum posts on your site: mark them ugc, or let your platform do it by default.
- Links you cannot vouch for, such as a page you mention critically: nofollow is appropriate.
Links you choose to include because they help your readers, such as a source, a tool or a partner’s site you trust, should usually be ordinary links. Marking every outbound link nofollow is unnecessary and makes your content less useful as a reference.
Do nofollow links have any value?
Yes. A nofollow link from a well-read page can still send visitors, bring your brand to new audiences, lead to ordinary links from people who discover you through it, and help search engines find your pages. Mentions in the press, on social platforms and on forums are often nofollow and still worth having. What nofollow links do not usually do is pass the ranking signals of an editorial endorsement.
Judge a link opportunity by its audience before its attribute. A mention in a trade publication your buyers read, a talk listed on an industry event’s site or a feature in a local newspaper can be worth more to the business than an ordinary link from a page nobody visits, whichever attribute it carries.
How do you check whether a link is nofollow?
- In the browser: right-click the link, choose Inspect and look for a rel attribute on the anchor element.
- In the page source: search the HTML for rel= near the link.
- With an SEO tool or crawler: most list your backlinks with their attributes, and site crawlers can report the outbound links of every page.
- In your content system: many editors and SEO plugins let you set sponsored, ugc or nofollow when you add a link.
What does a healthy link profile look like?
A natural profile mixes kinds and sources. Sites that earn links over time collect ordinary editorial links, nofollow mentions from news and social platforms, links from directories and partners, and links with varied, descriptive text. A profile made almost entirely of ordinary links with exact-match keyword text, from unrelated sites, looks bought, and that is the pattern search engines look for.
The safest route to more ordinary links is to publish work worth citing and use the relationships you already have. Our guide on how to choose an SEO company lists the warning signs in link-building offers, including packages sold by volume.
How should multilingual sites handle links?
For companies in several European markets, the same rules apply in every language, and each market’s links count most for that market. Links from respected sites in France help your French pages most, and press mentions in Germany help your German pages. When a partner links to you, ask them to link to the language version that matches their readers rather than to your home page in another language; it is better for their visitors and for your local visibility.
What are the common mistakes?
- Buying ordinary links, or selling them on your own site, without the sponsored attribute.
- Marking every outbound link nofollow, which makes your content less useful and gains nothing.
- Leaving comment links unmarked, which invites spam.
- Chasing ordinary links from irrelevant sites instead of links from your sector and markets.
- Ignoring nofollow mentions, which still bring visitors and reputation.
- Not disclosing paid relationships to readers, which consumer rules require regardless of the HTML.
Questions people ask
What is the difference between dofollow and nofollow links?
A dofollow link is an ordinary link without restricting attributes, which search engines may count as an endorsement of the page it points to. A nofollow link carries rel=nofollow, asking search engines not to treat it as an endorsement. Google treats nofollow as a hint, so the link may still help discovery but generally passes less value.
Do nofollow links help SEO?
Not directly in the way ordinary links do, because search engines generally do not count them as endorsements. They still help indirectly: they bring visitors, raise awareness of your brand, help search engines discover pages and often lead to ordinary links from people who find you through them. A natural link profile always contains some nofollow links.
When should a link be marked sponsored?
Use rel=sponsored on any link that is paid for or part of an agreement: adverts, sponsored articles, affiliate links and links given in exchange for free products or services. Search engines treat unmarked paid links as a link scheme that breaks their rules. You should also disclose the paid relationship to readers, as consumer protection rules require.
Should all outbound links be nofollow?
No. Links to sources, tools and partners you trust help your readers and make your content a better reference, so they should usually be ordinary links. Use nofollow only for links you do not want to vouch for, sponsored for paid links and ugc for links added by visitors. Marking everything nofollow brings no benefit.
How can I tell if a link is dofollow or nofollow?
Right-click the link in your browser and choose Inspect, then look for a rel attribute on the anchor element: nofollow, sponsored or ugc mean the link is qualified, and no such value means it is an ordinary link. SEO tools and site crawlers also list the attributes of your backlinks and of the outbound links on your pages.
Give ordinary links where you genuinely recommend a page, mark paid and user-added links correctly, and earn links with work people want to cite. See how our digital marketing service builds links safely, or tell us about your project and we will review your site’s link profile.
