- A dofollow link passes ranking signals; a nofollow link tells search engines not to pass them directly.
- Google also uses sponsored and ugc attributes for paid and user-generated links.
- Nofollow links still matter: they drive referral traffic, build brand awareness, and keep a profile natural.
- A healthy profile has both. Chasing only dofollow links looks less natural than a real mix.
Dofollow and nofollow are two of the most misunderstood terms in link building. The difference is simple, and getting it right helps you value links correctly. For the wider set of link types, see types of backlinks.
What each one means
By default, a link is dofollow: it passes ranking signals to the destination. A nofollow link includes an attribute that tells search engines not to pass those signals directly. It still exists, still gets clicked, and still sends people to your site. Google introduced the attribute years ago and now treats it as a hint rather than a strict rule.
Sponsored and ugc
Google added two related attributes: sponsored for paid or affiliate links, and ugc for user-generated content such as comments and forum posts. They help describe the nature of a link. What matters for you is that a natural profile contains a spread of these, because real sites link in different ways.
Do nofollow links help?
Yes, in the ways that count over time. A nofollow link from a major publication sends real referral traffic, puts your brand in front of an audience, and makes your overall profile look natural next to your dofollow links. Judge any link by relevance and the page’s traffic, using the test in what makes a high-quality backlink, rather than the attribute alone.
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Frequently asked questions
Are nofollow links worthless?
No. They drive traffic, build awareness, and keep your link profile natural. They are part of a healthy mix, not a waste.
What ratio of dofollow to nofollow is ideal?
There is no magic ratio. Aim for the natural mix the real sites in your niche produce rather than a forced number.
Do sponsored links hurt my site?
Marking paid links as sponsored is exactly what Google asks for. Labelling them correctly is the safe, standard practice.
