Dofollow vs Nofollow Links: What Actually Moves Rankings
If you have spent any time in SEO, you have heard the same advice a hundred times: “get dofollow links.” But what does that actually mean — and are nofollow links really worthless? Let’s settle it with a clear, honest explanation.
What “dofollow” and “nofollow” actually are
Every link on a web page is, by default, a dofollow link. That is just the normal HTML link with no extra instructions attached to it. When search engines crawl it, they may follow it and pass ranking credit — what SEOs call “link equity” or “link juice” — from the linking page to the linked page.
A nofollow link is the same link with a `rel=”nofollow”` attribute added to the HTML. It was introduced back in 2005 as a way for site owners to tell search engines: “I am linking to this page, but I am not vouching for it — don’t pass ranking credit.” Blog comments, forum posts, and most user-generated content use nofollow automatically for this reason.
There are also two close cousins worth knowing:
- rel=”sponsored” — marks a link that is part of an advertisement or paid placement.
- rel=”ugc” — marks a link inside user-generated content, like comments and forum posts.
In 2019, Google changed how it treats these attributes. Instead of a strict rule (“never follow”), they became hints. That means Google *may* choose to count a nofollow link for ranking purposes if it looks editorial and trustworthy. It does not always do this — but the old idea that nofollow links are invisible to Google is outdated.
Why dofollow links move rankings
When a reputable site links to you with a normal (dofollow) link, it is effectively casting a vote of confidence. Google’s ranking systems use these votes as one of the signals for how authoritative and trustworthy your page is. That is why one editorial link from a respected industry publication can move a page more than dozens of low-quality directory links.
This is exactly what guest posting is built around: earning editorial dofollow placements on real, relevant websites, so the ranking credit flows to your site.
Are nofollow links worthless? No — here is what they do
Nofollow links will not reliably pass ranking credit, but calling them worthless misses the point. A healthy link profile includes them, and they deliver real value in other ways:
- Referral traffic. A nofollow link on a page that real people actually read sends visitors. Traffic is traffic — and engaged visitors convert.
- Brand visibility and trust. Being mentioned on respected sites builds your brand even when the link carries no ranking credit. People remember names they see repeatedly.
- A natural-looking profile. Real websites earn a mix of link types. A backlink profile that is 100% dofollow looks manufactured. Google expects to see nofollow in the mix.
- Indirect SEO benefits. Traffic, brand searches, and social mentions that come from a nofollow placement can lead to *other* people linking to you with dofollow links. The nofollow link starts the chain.
Some of the most valuable links on the internet are nofollow — think Wikipedia, Reddit, or major news sites’ comment and UGC sections. You would never turn those down.
The right way to think about your link mix
Here is a practical framework I use with clients:
- Build dofollow links as the core. Editorial placements, guest posts, digital PR, resource pages — these are what move rankings.
- Welcome nofollow links as the support. They diversify your profile, drive traffic, and build your brand. Never pay for a “nofollow-only” placement at dofollow prices, but never reject a genuine nofollow mention either.
- Avoid extremes. All dofollow looks unnatural. All nofollow means nothing is pushing your rankings. Aim for a natural blend — roughly, most of your *earned* links being dofollow with a healthy share of nofollow mixed in.
How this connects to buying guest posts
When you buy a guest post placement, you are paying for an editorial dofollow link — that is the product. Before you pay, confirm two things with the seller:
- That the link will be dofollow (not nofollow, sponsored, or redirected through a tracking URL).
- That the site has real traffic and publishes real content — a dofollow link on a dead site passes nothing.
A cheap “dofollow” link on a spammy PBN can hurt more than a nofollow link on a respected site helps. The attribute is only half the story; the *site* is the other half.
The bottom line
Dofollow links are the ones that move rankings — that is still true in 2026. Nofollow links are not worthless; they bring traffic, trust, and a natural-looking profile. Build your strategy around earning dofollow placements on quality sites, treat nofollow mentions as a bonus, and always judge a link by the site it comes from first and the attribute second.
*Shumaila Khan is a guest-post and link-building specialist with 5 years of experience helping agencies and brands earn real placements on real sites.*