A DoFollow backlink is the default state of any hyperlink on the web. When a website links to yours without any restricting attribute, search engines like Google follow that link, recognize the connection between the two pages, and pass link equity — commonly known as "link juice" — from the linking page to yours.

In HTML, a DoFollow link looks like this:

<a href="https://your-website.com">Anchor Text</a>

No special attribute is needed. The absence of a restricting tag is what makes it a DoFollow link. Search engines crawl it, follow it, and count it as a positive ranking signal for your website.

A NoFollow backlink contains a specific rel="nofollow" attribute in its HTML code. This attribute was introduced by Google in 2005 as a way to combat comment spam and signal to search engines that a link should not be followed or counted as an endorsement.

In HTML, a NoFollow link looks like this:

<a href="https://your-website.com" rel="nofollow">Anchor Text</a>

When Google's crawlers encounter this attribute, they traditionally do not follow the link or pass link equity through it. However, in 2019 Google updated its stance — NoFollow is now treated as a "hint" rather than a hard directive, meaning Google may choose to follow and index NoFollow links at its own discretion.

In September 2019, Google introduced two additional link attributes alongside the existing NoFollow tag:

rel="sponsored" — used to identify links that were paid for, such as advertisements or sponsored content. These should be applied to any link acquired through payment, including paid guest posts and affiliate links.

rel="ugc" — stands for User Generated Content. This attribute is recommended for links within comments, forum posts, and other user-submitted content.

Both attributes are treated similarly to NoFollow in terms of link equity — they do not pass ranking signals in the traditional sense. Using the correct attribute where relevant helps maintain transparency with Google and reduces the risk of manual penalties.

DoFollow vs. NoFollow: Key Differences at a Glance

DoFollow NoFollow
Passes link juice Yes No (generally)
Influences rankings Directly Indirectly at best
HTML attribute None (default) rel="nofollow"
Drives referral traffic Yes Yes
Contributes to natural profile Yes Yes
Risk of over-optimization Higher Lower

Does NoFollow Still Have SEO Value?

This is one of the most common questions in link building — and the answer is yes, NoFollow links still have value, just not in the direct way DoFollow links do.

Brand visibility and referral traffic. A NoFollow link from a high-traffic website like Reddit, Wikipedia, or a major news publication can drive significant referral traffic to your site. That traffic is real and valuable regardless of whether the link passes equity.

A natural link profile. A backlink profile composed entirely of DoFollow links looks unnatural to search engines. Real websites accumulate a mix of both link types organically. Having NoFollow links in your profile is a sign of authenticity.

Google's evolving treatment. Since Google's 2019 update, NoFollow links are treated as hints — meaning Google may choose to count them in certain circumstances. This makes high-quality NoFollow links from authoritative sites more valuable than they were previously.

Indexation. NoFollow links can still help Google discover and index your pages, even if they don't directly pass ranking signals.

DoFollow links are common in:

  • Editorial mentions in blog posts and articles
  • Guest post author bios and in-content links
  • Business directory listings
  • Profile pages on platforms that allow them
  • Backlink exchanges between website owners

NoFollow links are common in:

  • Blog comments
  • Forum posts and community platforms
  • Social media platforms (most major social networks NoFollow outbound links)
  • Wikipedia
  • Press release distribution sites
  • Paid advertisements and sponsored content

There are several practical ways to check a link's attribute:

View page source — Right-click on any webpage and select "View Page Source." Search for the link in question and check whether rel="nofollow" is present. If it isn't, the link is DoFollow by default.

Browser extensions — Extensions like "NoFollow" for Chrome automatically highlight all NoFollow links on a page with a colored border, making it easy to identify link types at a glance without touching any code.

SEO tools — Platforms like Ahrefs, Semrush, and Moz allow you to filter your entire backlink profile by link type, giving you a complete overview of your DoFollow vs. NoFollow ratio in seconds.

What Is the Right DoFollow to NoFollow Ratio?

There is no universally agreed-upon ideal ratio, and chasing a specific number is generally not the right approach. What matters is that your backlink profile looks natural.

For most websites, a profile weighted toward DoFollow links — with a healthy proportion of NoFollow links mixed in — is both normal and effective. If 100% of your backlinks are DoFollow, it can raise flags. If the vast majority are NoFollow, your rankings will likely stagnate.

Focus on acquiring high-quality DoFollow links as your primary goal, while allowing NoFollow links to accumulate naturally through brand mentions, social sharing, and community engagement.

Common Mistakes to Avoid

Dismissing NoFollow links entirely. Many website owners ignore NoFollow link opportunities because they don't pass equity. This is a mistake — traffic, brand awareness, and profile diversity all matter.

Ignoring the sponsored attribute. If you're paying for guest posts or link placements, those links should carry rel="sponsored". Failing to mark paid links correctly puts you at risk of a Google manual penalty.

Over-optimizing anchor text on DoFollow links. Using exact-match keyword anchor text on every DoFollow link you build looks manipulative. Vary your anchor text naturally across branded, generic, and keyword-rich variants.

Buying DoFollow links at scale. Purchasing large volumes of DoFollow links from low-quality sources is one of the fastest ways to earn a Google penalty. Quality and relevance must always come first.

Key Takeaways

  • DoFollow links pass link equity and directly influence rankings — they are the primary goal of any link building strategy
  • NoFollow links do not pass equity in the traditional sense, but they contribute to referral traffic, brand visibility, and a natural-looking profile
  • Since Google's 2019 update, NoFollow is treated as a hint — meaning high-quality NoFollow links may carry more weight than before
  • A healthy backlink profile contains a natural mix of both link types
  • Always use rel="sponsored" for paid links and rel="ugc" for user-generated content to stay compliant with Google's guidelines