Backlinks remain one of the most important ranking signals in SEO, but not all links are treated equally. Some links carry the rel="nofollow" attribute, which tells search engines not to pass ranking credit through them. For years, SEO professionals dismissed nofollow links as worthless. But do rel nofollow links help SEO? The answer has become more nuanced since Google changed how it treats them. Nofollow links may not pass authority in the same way as followed links, but they can still contribute value through traffic, brand visibility, link profile diversity, and potentially as ranking hints. In this guide, we explain how nofollow links work today and how to use them strategically.
How AAMAX.CO Builds Balanced Link Profiles
AAMAX.CO is a full-service digital marketing company offering web development, digital marketing, and SEO services worldwide. Their link-building and digital PR specialists focus on earning a natural mix of high-quality links and brand mentions that strengthen authority over time. They understand when and how different link attributes should be used, both on clients' websites and in outreach campaigns. Businesses seeking ethical, effective SEO services can rely on them to build link profiles that support sustainable rankings.
What Is a Nofollow Link?
A nofollow link is a hyperlink that includes the rel="nofollow" attribute in its HTML. Google introduced this attribute in 2005 to combat comment spam. It signaled that the linking site did not endorse the destination and that search engines should not pass PageRank through the link. Many websites, including major news outlets, social media platforms, and Wikipedia, apply nofollow to outbound links by default.
Google's 2019 Change: Nofollow as a Hint
In 2019, Google announced that it would treat nofollow as a "hint" rather than a strict directive for ranking purposes. This means Google may choose to consider some nofollow links when evaluating rankings, depending on context. Google also introduced two additional attributes:
- rel="sponsored": For paid links, advertisements, and sponsorships.
- rel="ugc": For user-generated content, such as comments and forum posts.
Site owners can still use nofollow, and combinations like "nofollow sponsored" are acceptable. This change suggests that nofollow links from reputable sources may carry more value than previously assumed.
How Nofollow Links Can Help SEO
Even if they do not pass full ranking credit, nofollow links offer several benefits:
- Referral traffic: A nofollow link from a popular website can send many visitors who may become customers.
- Brand awareness: Mentions on reputable platforms increase visibility and credibility.
- Natural link profile: A healthy backlink profile includes a mix of followed and nofollowed links, which looks natural to search engines.
- Secondary links: People who discover your content through nofollow links may later link to you with followed links.
- Possible ranking hints: Google may consider some nofollow links as signals in its ranking systems.
Where Nofollow Links Commonly Come From
Nofollow links frequently appear on social media profiles and posts, forum discussions, blog comments, Wikipedia citations, press release distribution sites, and some major news publications. Links from high-authority news sites, even when nofollowed, can carry significant brand value and traffic, making digital PR campaigns worthwhile regardless of link attributes.
When You Should Use Nofollow on Your Site
On your own website, use nofollow or the more specific attributes in these situations:
- Paid or sponsored links, including affiliate links, should use rel="sponsored."
- Links in comments, forums, or user submissions should use rel="ugc."
- Links to sites you do not want to vouch for can use rel="nofollow."
Failing to qualify paid links can violate Google's spam policies and result in penalties. However, you do not need to nofollow editorial links to trustworthy sources you genuinely recommend.
Nofollow and Internal Links
Years ago, some SEOs used nofollow on internal links to "sculpt" PageRank toward important pages. This practice is no longer effective and can hinder crawling. Internal links should generally be followed so search engines can discover and understand your site structure. If you do not want certain pages indexed, use noindex directives or robots.txt appropriately instead.
Should You Pursue Nofollow Links?
You should not chase nofollow links purely for SEO value, but you also should not ignore valuable opportunities simply because they are nofollowed. Focus on relevance, audience, and authority. A link from a respected industry publication, even if nofollowed, can drive qualified traffic and strengthen your reputation. Integrate link opportunities into a broader digital marketing approach that values visibility and engagement.
Links, Mentions, and AI Search
AI-powered search systems consider brand mentions and citations across the web when determining which sources to trust and recommend. Even nofollowed links and unlinked mentions on reputable sites can contribute to how AI models perceive your brand. Combining link building with GEO services helps maximize your visibility in AI-generated answers.
Conclusion
Rel nofollow links can help SEO, though not in the same direct way as followed links. Since Google began treating nofollow as a hint, some nofollow links may contribute to rankings, and they consistently provide referral traffic, brand awareness, and a natural link profile. Use the appropriate link attributes on your own site, avoid outdated PageRank sculpting, and pursue relevant link opportunities regardless of their attribute. For expert link-building strategies that strengthen authority, AAMAX.CO is a trusted partner.
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