For years, SEO professionals viewed nofollow links as having little or no value for rankings. Introduced in 2005 to combat comment spam, the rel="nofollow" attribute told search engines not to pass ranking credit through a link. But in 2019, Google made a significant announcement that changed how nofollow links were treated. This shift reignited a long-running debate: do nofollow links help SEO? Understanding what changed in 2019 and how nofollow links contribute to search visibility helps marketers build more balanced, natural link profiles.
How AAMAX.CO Builds Balanced, Natural Link Profiles
A healthy backlink profile includes a natural mix of link types from relevant, trustworthy sources. AAMAX.CO is a full-service digital marketing company offering web development, digital marketing, and SEO services worldwide. Their link building strategies focus on earning quality editorial mentions, brand citations, and traffic-driving links, whether followed or nofollowed. As part of their search engine optimization services, they analyze backlink profiles, identify opportunities, and build authority in ways that align with Google's guidelines.
What Is a Nofollow Link?
A nofollow link is a hyperlink that includes the rel="nofollow" attribute in its HTML code. Originally, this attribute instructed search engines not to follow the link or pass PageRank to the destination. Websites commonly used nofollow for user-generated content like blog comments and forum posts, paid links and advertisements, and links to untrusted sources. Major platforms such as Wikipedia, Reddit, Medium, and many news sites apply nofollow to most outbound links.
What Changed in 2019
In September 2019, Google announced two major changes. First, it introduced two new link attributes: rel="sponsored" for paid or sponsored links, and rel="ugc" for user-generated content such as comments and forum posts. Second, Google stated that all three attributes, nofollow, sponsored, and ugc, would be treated as hints rather than directives. Starting March 1, 2020, Google also began using nofollow as a hint for crawling and indexing purposes.
This meant Google could choose to consider nofollow links when ranking pages if it determined the links provided useful signals. Previously, nofollow links were simply ignored for ranking. After 2019, they could potentially contribute, depending on context.
Why Google Made the Change
Google explained that links contain valuable information about the web, such as anchor text and relationships between websites. By ignoring all nofollow links, Google was missing useful data. Many reputable publishers had begun nofollowing all outbound links out of caution, which meant high-quality editorial links were being hidden from Google's ranking systems. Treating nofollow as a hint allowed Google to make better use of the link graph while still respecting site owners' intentions.
Do Nofollow Links Help SEO?
Following the 2019 changes, nofollow links can help SEO in several ways:
- Potential ranking signals: Google may now use some nofollow links as ranking hints, especially from authoritative sources.
- Referral traffic: Nofollow links from popular websites can drive significant targeted visitors.
- Brand visibility: Mentions on high-profile sites increase awareness and credibility.
- Indirect link building: People who discover your content through nofollow links may later link to you with followed links.
- Natural link profile: A mix of followed and nofollowed links appears more natural than a profile of only followed links.
Nofollow Links and Link Profile Diversity
A natural backlink profile includes various link types: followed editorial links, nofollowed mentions, social links, directory listings, and more. Websites with only followed links, especially with exact-match anchor text, can appear manipulative. Nofollow links contribute to diversity and signal that a website is earning links organically across the web.
Valuable Sources of Nofollow Links
Some of the most beneficial nofollow links come from:
- Wikipedia: Citations on Wikipedia can drive authoritative traffic and are frequently referenced by journalists and writers.
- News publications: Many major news outlets nofollow outbound links, but coverage boosts brand authority.
- Community platforms: Reddit, Quora, and industry forums can drive engaged audiences.
- Social media: Links shared on social networks increase reach and content discovery.
- Guest contributions: Some publications nofollow author bio links but still provide exposure.
Using Link Attributes Correctly
For your own website, use link attributes appropriately. Apply rel="sponsored" to paid links, affiliate links, and advertisements. Use rel="ugc" for links within comments and forum posts. Use rel="nofollow" when you do not want to endorse a link or when other attributes do not apply. Leaving paid links without these attributes can violate Google's guidelines and result in penalties.
Should You Pursue Nofollow Links?
Nofollow links should not be the primary focus of a link building campaign, but they should not be dismissed either. Prioritize links that bring real visibility, relevance, and traffic, regardless of attribute. A nofollow link from a high-traffic industry publication can be more valuable than a followed link from an obscure, irrelevant site.
The Legacy of the 2019 Update
The 2019 update marked a shift toward more nuanced link evaluation. Today, Google continues to treat link attributes as hints, and its algorithms evaluate the context, relevance, and quality of links more holistically. The lesson from 2019 remains relevant: focus on earning genuine links and mentions from reputable sources, and the attribute becomes less important than the value of the relationship itself.
Conclusion
Nofollow links do help SEO, though not always as directly as followed links. The 2019 change to treat nofollow as a hint opened the door for these links to influence rankings, while their benefits for traffic, brand visibility, and link profile diversity were already well established. A balanced link building strategy that values both followed and nofollowed links from relevant, authoritative sources will deliver the most sustainable results.
Want to publish a guest post on aamconsultants.org?
Place an order for a guest post or link insertion today.