In search engine optimization, “dofollow” is the term for a normal hyperlink that lacks the rel attributes that qualify its nature (nofollow, sponsored, ugc). It is not an HTML attribute: rel=”dofollow” doesn’t exist and search engines ignore it. A link without qualifiers is one that search engines can follow and use as a signal; the term exists in SEO jargon to distinguish it from a nofollow link.
The distinction between dofollow and nofollow links is widespread in SEO work, but it should be understood with care. Google treats nofollow, sponsored and ugc as hints (for crawling and indexing since March 1, 2020) and may use them: it is not correct to say that a nofollow link never counts. A link without qualifiers can contribute to the authority of the linked page, to a degree Google does not quantify.
What makes a dofollow link different from the others
A dofollow link is a hyperlink that does not carry the rel attribute with the values nofollow, sponsored or ugc. When a search engine analyzes a page and encounters a link without qualifiers, it reads it as a vote of trust toward the destination. This mechanism is the basis of how PageRank works, the algorithm introduced by Google that measures the importance of pages based on the links they receive.
The value of a link depends on factors Google does not disclose in detail: the authority of the source site, the topical relevance between the two pages and the context in which the link appears. A link placed in the body of an article, surrounded by relevant text, is more meaningful than one repeated on every page of the site, as in menus or footers, but no published weights exist.
Dofollow and nofollow: what changes
The difference lies in the nature of the signal. A link without qualifiers is followed and can pass value to the destination. With nofollow, sponsored or ugc, whoever publishes the link states that they don’t endorse it, that it is paid or that it was written by a user: Google treats it as a hint and may still use it. The nofollow attribute was created to fight spam in comments and forums, where users posted indiscriminate links to gain ranking advantages.
Why nofollow was introduced and how it is used today
The nofollow attribute was introduced in 2005 by the main search engines as a voluntary tool for webmasters. It lets you indicate that a given link is not endorsed by the site owner. Over the years its use has evolved: today it is also used for sponsored links and for user-generated content, in line with Google’s guidelines.
Sponsored and ugc: the other attributes that change how a link behaves
Besides nofollow, other attributes change how a link behaves. The sponsored attribute identifies links for advertising or commercial purposes, while ugc marks links found in user-generated content. These attributes give search engines more precise information about the nature of the link, even though they are not mandatory. They were introduced in September 2019 and Google treats them as hints.
Dofollow and nofollow compared
| Feature | Link without attributes (“dofollow”) | Nofollow link |
|---|---|---|
| HTML attribute | None (rel=”dofollow” doesn’t exist) | rel=”nofollow” |
| How Google treats it | Follows it and may use it as a signal | Hint: may use it or ignore it |
| Typical use | Editorial content, citations | Comments, links not vouched for |
What really makes a dofollow link valuable
Earning quality dofollow links takes a strategic, patient approach. Not all links have the same value: a link from an authoritative, topically related site delivers far greater benefits than dozens of links from low-quality sites. The most effective techniques are based on creating valuable content, building professional relationships and being actively present in your niche.
The most effective techniques for earning inbound links
- Produce original, in-depth content that naturally attracts links from other sites.
- Create complete guides and useful resources that become reference points in the field.
- Work with bloggers and publications in your field on genuine editorial collaborations, without link exchanges.
- Take part in interviews, podcasts and webinars where you can mention your site.
- Publish studies, research and original data that others will want to cite as a source.
- Monitor mentions of your brand and ask for a link to be added.
- Write guest articles for authoritative publications in your industry, only when the content is useful to the reader and not just a way to get a link.
- Use analytics tools to identify the most promising link building opportunities.
Frequently asked questions about dofollow links
What exactly does dofollow link mean?
A dofollow link is a hyperlink without attributes that qualify its nature: search engines can follow it and use it as a signal of trust toward the destination, along with many others.
What is the main difference from a nofollow link?
A nofollow link asks search engines not to give credit to the link, but since 2019-2020 Google treats it as a hint and may still use it. A link without attributes, by contrast, can contribute to the authority of the destination site.
Are all links without an attribute dofollow?
Yes: a link without a specific rel is treated by search engines as a normal link. The term “dofollow”, however, appears neither in the HTML specifications nor in Google’s guidelines.
Are dofollow links always good for SEO?
Not necessarily. A link from a low-quality or irrelevant site may have no effect, and links obtained in bulk or bought to manipulate rankings violate Google’s spam policies. The quality of the source is decisive.
How many dofollow links do you need to improve ranking?
There is no precise number. Ranking depends on many factors, including link quality, topical relevance and how competitive the field is. Quality always wins over quantity.
Can I turn a nofollow link into a dofollow one?
Only the owner of the source site can change a link’s attribute. If you want a dofollow link from a specific source, you need to contact the webmaster and ask for the change.
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