The world of search engine optimisation (SEO) is constantly evolving, and one topic that continues to spark debate is the role of links in passing link juice. As search engines refine their algorithms and webmasters adapt their strategies, understanding the nuances of attributes becomes increasingly crucial for effective SEO practices. This exploration delves into the complexities surrounding links, their impact on link equity, and how they fit into a comprehensive SEO strategy in today’s digital landscape.
Understanding links in SEO
Nofollow links are a fundamental concept in SEO, introduced by Google in 2005 as a means to combat comment spam and discourage manipulative link-building practices. These links are created by adding the rel="" attribute to an HTML anchor tag, signalling to search engines that the link should not influence the target page’s ranking in search results.
Initially, the primary purpose of links was to allow webmasters to link to other sites without passing link juice or endorsing them. This was particularly useful for user-generated content, sponsored links, and other scenarios where site owners wanted to maintain editorial control over their link equity.
However, the SEO community has long debated whether links truly pass no value at all. While Google’s official stance has evolved over time, the reality of how these links function in the broader context of SEO is more nuanced than a simple yes or no answer.
Google’s official stance on attributes
Google’s position on links has undergone significant changes since their introduction. Initially, the search giant stated unequivocally that links did not pass PageRank or anchor text values. This meant that, in theory, these links had no direct impact on search rankings.
However, in September 2019, Google announced a major shift in how it treats the attribute. The company revealed that it would start treating as a “hint” rather than a directive for ranking purposes. This change signalled a more nuanced approach to evaluating links and their impact on search results.
We’ll use these hints — along with other signals — as a way to better understand how to appropriately analyze and use links within our systems.
This statement from Google suggests that while links may not pass link juice in the traditional sense, they are not entirely ignored in the ranking process. The search engine now considers these links as part of a broader set of signals used to understand the web’s link structure and content relevance.
Link juice flow: comparing dofollow and
To fully grasp the impact of links on SEO, it’s essential to compare them with their dofollow counterparts. Dofollow links, which are the default type of links, pass link juice and contribute directly to a page’s ranking potential. They act as votes of confidence from one site to another, signalling to search engines that the linked content is valuable and trustworthy.
Nofollow links, on the other hand, were traditionally thought to create a barrier to this flow of link equity. However, with Google’s evolving stance, the distinction between dofollow and has become less clear-cut. While dofollow links remain the primary conduit for passing link juice, links now play a more subtle role in the SEO ecosystem.
Pagerank sculpting and its obsolescence
In the early days of SEO, a practice known as PageRank sculpting emerged. This technique involved using attributes strategically to control the flow of link juice within a website. The idea was to concentrate link equity on the most important pages by ing links to less critical pages.
However, Google eventually updated its algorithm to nullify the effectiveness of this practice. Matt Cutts, former head of Google’s webspam team, confirmed that PageRank is divided among all links on a page, regardless of whether they are ed or not. This change effectively rendered PageRank sculpting obsolete and highlighted the need for a more natural approach to internal linking.
Nofollow’s impact on internal linking strategies
With the demise of PageRank sculpting, the role of links in internal linking strategies has shifted. While it’s no longer beneficial to use attributes to manipulate link juice flow within a site, they still serve important functions in certain scenarios.
For instance, attributes are commonly used on links to login pages, user registration forms, and other utility pages that don’t need to rank in search results. This practice helps to focus crawl budget on more important content without completely blocking these pages from search engine visibility.
External links and domain authority
When it comes to external links, the impact of attributes on domain authority is a topic of ongoing discussion. While links may not directly boost a site’s authority in the same way dofollow links do, they can still contribute to a natural and diverse link profile.
Moreover, high-quality links from reputable sources can drive referral traffic and increase brand exposure, indirectly benefiting a site’s SEO performance. This underscores the importance of looking beyond direct link juice when evaluating the value of links in an SEO strategy.
Nofollow evolution: from binary to Hint-Based system
The evolution of links from a binary system to a hint-based approach marks a significant shift in SEO practices. This change reflects Google’s increasingly sophisticated understanding of web content and link relationships. By treating as a hint, Google can now make more nuanced decisions about how to interpret and value these links within its ranking algorithms.
This shift has important implications for SEO practitioners. It suggests that while links may not pass link juice in the traditional sense, they are not completely discounted in the ranking process. Instead, they contribute to a more holistic view of a site’s link profile and overall authority.
Introduction of rel=”sponsored” and rel=”ugc”
Alongside the change in treatment, Google introduced two new link attributes: rel="sponsored" and rel="ugc" . These additions provide webmasters with more granular options for classifying links:
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rel="sponsored": Used to identify links that are part of advertisements, sponsorships, or other compensation agreements. -
rel="ugc": Indicates links within user-generated content, such as comments and forum posts.
These new attributes allow for more precise signalling of link context, potentially influencing how Google interprets and values different types of links. While they function similarly to in terms of link juice passage, they provide additional information that may be used in Google’s ranking considerations.
Chrome’s , sponsored, and UGC link highlighter extension
To aid webmasters and SEO professionals in identifying and analysing these link attributes, Google released a Chrome extension called “Nofollow, Sponsored, and UGC Link Highlighter”. This tool visually highlights links with different colours based on their attributes, making it easier to audit and understand a site’s link structure.
The extension serves as a practical tool for SEO practitioners to assess how different types of links are used across websites. It can be particularly useful when conducting competitor analysis or evaluating potential link-building opportunities.
Crawling and indexing behaviour for links
Google’s treatment of links extends beyond ranking considerations to crawling and indexing behaviour. While links were once a signal to search engines not to crawl the linked pages, Google now states that it may choose to crawl links for discovery purposes.
This change means that links can potentially lead to the discovery and indexing of new content, even if they don’t directly pass link juice. For webmasters, this underscores the importance of using attributes judiciously and considering their potential impact on crawl budget and content discovery.
Indirect SEO benefits of links
While the direct SEO impact of links may be limited, their indirect benefits should not be overlooked. These links can contribute significantly to a website’s overall digital marketing strategy and, by extension, its SEO performance.
Traffic generation and brand exposure
Nofollow links from high-traffic websites can drive significant referral traffic, exposing a brand to new audiences. This increased visibility can lead to more direct searches for the brand, improved brand recognition, and potentially more natural backlinks from other sources. All of these factors can indirectly boost a site’s SEO performance.
Diversifying link profiles with links
A diverse link profile that includes a mix of dofollow and links appears more natural to search engines. This diversity can help protect a site from potential penalties associated with overly optimised link-building practices. Additionally, a varied link profile can signal to search engines that a site is engaging in legitimate marketing and networking activities across different platforms.
Social media platforms and their use of
Most major social media platforms use attributes on outbound links. Despite this, social media links can still provide valuable SEO benefits through increased brand visibility, traffic generation, and potential for content sharing and virality. These factors can lead to increased brand mentions and natural link acquisition, indirectly supporting SEO efforts.
Best practices for managing links in 2023
As the SEO landscape continues to evolve, so too should strategies for managing links. Here are some best practices to consider in the current SEO environment:
Balancing dofollow and in link building
While dofollow links remain crucial for passing link juice, incorporating links into a link-building strategy can create a more natural link profile. Aim for a mix that reflects typical web linking patterns, focusing on acquiring links from high-quality, relevant sources regardless of their follow status.
Nofollow usage in User-Generated content
Continue to use attributes (or the newer rel="ugc" attribute) for user-generated content to prevent spam and maintain editorial control. However, consider selectively removing these attributes for high-quality contributions that add value to your site.
Leveraging links for referral traffic
Prioritise link opportunities that can drive significant referral traffic, even if they don’t directly pass link juice. These links can indirectly support SEO efforts through increased brand exposure and potential for natural link acquisition.
In conclusion, while links may not pass link juice in the traditional sense, their role in SEO is far from negligible. As search engines continue to refine their algorithms, the value of links lies increasingly in their ability to contribute to a diverse, natural link profile and drive meaningful traffic. By understanding and strategically leveraging both dofollow and links, SEO practitioners can create more robust and effective link-building strategies that align with the evolving nature of search engine algorithms.