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When it comes to search engine optimization, backlinks are among the most powerful ranking factors. But not all backlinks are created equal. One important distinction SEO professionals make is between dofollow and nofollow links.
While dofollow links pass authority (or “link juice”) and directly impact your search rankings, nofollow links have traditionally been viewed as less valuable. However, this perception is changing—nofollow links can still provide SEO benefits and play a vital role in any link-building strategy.
Whether you're working with a digital PR agency, an SEO consultant, or using SEO outsourcing in India, understanding the value of nofollow links can help you build a more natural, effective, and sustainable SEO profile.
A nofollow link is a hyperlink that includes a specific HTML attribute: rel="nofollow". This attribute tells search engines not to pass link equity or ranking authority to the linked website.
In contrast, a regular (or dofollow) link does not have the nofollow attribute, and search engines treat it as a signal to credit the linked website with some ranking value.
Google introduced the nofollow attribute in 2005 to fight comment spam and paid links. It was designed to prevent people from manipulating rankings by creating massive amounts of low-quality backlinks.
Since then, the use of nofollow links has expanded to areas like:
Many major publications and platforms now automatically apply the nofollow attribute to outbound links by default.
Contrary to popular belief, nofollow links aren’t useless. In fact, they can provide several important benefits for your SEO and online presence.
A healthy backlink profile includes a natural mix of dofollow and nofollow links. If your website only has dofollow links, it might raise red flags with search engines and look unnatural.
Google’s algorithms are designed to detect manipulative link-building strategies. A blend of link types helps signal authenticity and builds trust.
This is why experienced SEO consultants and top digital PR agencies ensure that your backlink profile includes organic nofollow links from reputable sources like news media, blogs, and social platforms.
Even if a nofollow link doesn’t pass ranking value, it can still send targeted referral traffic to your site. When placed in the right context (like an article, blog, or influencer mention), it can lead users to explore your brand, subscribe, or make a purchase.
Additionally, nofollow links from authoritative sources (such as Forbes, The Guardian, or Reddit) can boost your brand’s online reputation—even if they don’t contribute directly to your PageRank.
A skilled digital PR agency often secures these types of mentions, knowing that the traffic and visibility they generate can indirectly boost SEO performance.
Nofollow links can act as stepping stones to dofollow ones. For instance, if a journalist or blogger finds your content through a nofollow link, they may choose to link to it naturally in future posts with a dofollow backlink.
Many SEO outsourcing India companies leverage this by placing content in nofollow-friendly platforms (like Quora or Medium) to increase visibility and inspire organic dofollow mentions.
While Google once said that nofollow links didn’t pass any SEO value, their stance has evolved. As of March 2020, Google began treating nofollow as a “hint” rather than a directive.
This means that in some cases, Google may choose to crawl and index nofollow links—and even count them toward rankings if it sees them as valuable.
This is a key reason why every experienced SEO consultant today considers nofollow links as part of a comprehensive strategy.
Getting a nofollow link from a major industry blog, government site, or online publication still builds trust and credibility. These links show that your brand is being talked about and referenced by authoritative voices—something Google values for E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness).
Digital PR campaigns focused on building awareness often result in high-profile nofollow links that elevate your brand's authority in the eyes of both users and search engines.
Nofollow links may not pass direct link juice, but they hold strategic value in every smart SEO campaign. They build traffic, trust, and visibility—and can even influence rankings under the right circumstances.
A balanced link-building strategy managed by a professional SEO consultant, a results-driven digital PR agency, or a reliable SEO outsourcing India provider will always include nofollow links. Far from being “useless,” they’re essential to achieving long-term SEO success.
