Links are the pathways of the web, and search engines use them to discover content and evaluate authority. Not every link, however, should be treated as an endorsement. Paid placements, affiliate links, user comments, and links to untrusted sites are situations where you may not want to vouch for the destination. That is where nofollow links come in. Knowing how to do SEO nofollow links correctly helps you follow search engine guidelines, protect your site's reputation, and keep your link profile clean. This guide walks through the practical steps for adding nofollow and related attributes across different platforms.
How AAMAX.CO Helps Websites Manage Link Attributes Correctly
Getting link attributes wrong can lead to guideline violations or wasted internal authority. AAMAX.CO is a full-service digital marketing company offering web development, digital marketing, and SEO services worldwide. Their specialists audit outbound and internal links, apply nofollow, sponsored, and UGC attributes where appropriate, and configure CMS settings so new content follows best practices automatically. Businesses relying on their search engine optimization expertise can trust their link strategy is both compliant and effective.
What a Nofollow Link Does
A nofollow link includes the attribute rel="nofollow" in its HTML code. It signals to search engines that you do not want to endorse the linked page or pass ranking credit to it. Since 2019, Google treats nofollow as a hint rather than a strict directive, meaning it may still use the link for discovery or understanding in some cases. Google also introduced two more specific attributes: rel="sponsored" for paid or sponsored links and rel="ugc" for user-generated content such as comments and forum posts.
When Should You Add Nofollow?
Use rel="sponsored" or rel="nofollow" for paid links, advertisements, sponsored posts, and affiliate links. Use rel="ugc" or rel="nofollow" for links in blog comments, forums, and community content. Use nofollow for links to pages you do not trust or do not want to vouch for. Avoid using nofollow on normal editorial links to reputable sources, because linking naturally to helpful resources is a healthy practice. You also generally should not nofollow your own internal links.
How to Add a Nofollow Link in HTML
In plain HTML, add the rel attribute inside the anchor tag. A standard link looks like <a href="https://example.com">Example</a>. A nofollow version looks like <a href="https://example.com" rel="nofollow">Example</a>. For a sponsored link, use rel="sponsored", and for user-generated content, use rel="ugc". You can combine values, such as rel="nofollow sponsored". If the link opens in a new tab, add noopener as well for security.
How to Add Nofollow Links in WordPress
In the WordPress block editor, select the link text, open the link settings, and look for options to mark the link as nofollow or sponsored. Many SEO plugins, including Yoast SEO, Rank Math, and All in One SEO, add these checkboxes directly to the link dialog. Alternatively, switch the block to HTML editing mode and add the rel attribute manually. WordPress automatically adds rel="nofollow ugc" to links in comments, which helps prevent comment spam from affecting your site.
How to Add Nofollow Links in Other Platforms
In Shopify, open the rich text editor, switch to HTML view, and add the rel attribute to the anchor tag. In Wix and Squarespace, link settings often include a nofollow option, or you can use custom code blocks. In Webflow, link settings allow custom attributes where you can add rel with the value nofollow. For custom-built sites, developers can add the attribute directly in templates or components, and can automate it for specific link types, such as all affiliate links.
Applying Nofollow to an Entire Page
If you want search engines to ignore all links on a page, you can use a robots meta tag in the page head: <meta name="robots" content="nofollow">. This is rarely needed and should be used cautiously, as it affects every link, including internal navigation. In most cases, it is better to apply attributes to specific links.
Handling Affiliate Links at Scale
Sites with many affiliate links can use link management plugins or cloaking tools that automatically add rel="sponsored" or nofollow to every affiliate URL. This ensures consistency and saves time. Always disclose affiliate relationships clearly to readers, as transparency is required by many regulations and builds trust.
How to Check Whether a Link Is Nofollow
Right-click a link in your browser and choose inspect to view its HTML and look for the rel attribute. Browser extensions can highlight nofollow links on any page. SEO crawlers like Screaming Frog can report link attributes across your entire site, and backlink tools show which of your inbound links are nofollow, sponsored, or UGC.
Common Mistakes to Avoid
Do not use nofollow on internal links to try to sculpt PageRank; it no longer works that way and can prevent important pages from being crawled efficiently. Do not forget to mark paid links, as undisclosed paid links can result in penalties. Avoid nofollowing every outbound link out of fear, since linking to credible sources is natural and useful for readers. Make sure templates and plugins are not accidentally adding nofollow to important links.
Do Nofollow Links Still Have Value?
Even though nofollow links may not pass full ranking credit, they can still drive referral traffic, increase brand exposure, and contribute to a natural-looking backlink profile. Mentions on popular platforms, social media, and news sites often carry nofollow attributes but can lead to discovery, followed links from others, and brand recognition that supports your wider digital marketing efforts. Brand mentions from trusted sources also help AI systems recognize your authority, which is central to GEO services.
Final Thoughts
Doing SEO nofollow links correctly means understanding when to withhold endorsement and applying the right attribute in the right place. Use sponsored for paid and affiliate links, UGC for user-generated content, and nofollow for untrusted destinations. Add attributes through HTML, CMS link settings, or plugins, and audit your links regularly. With a thoughtful approach, you keep your site compliant, trustworthy, and positioned for long-term search success.
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