Backlinks are links from other websites to yours. They remain one of the oldest and most discussed ranking signals in SEO. A backlink can act as a vote of confidence, showing search engines that another site finds your content useful.

But not every backlink works the same way. Some can pass ranking signals, while others include HTML attributes that tell search engines to treat them differently.

This also matters in GEO (Generative Engine Optimization). Links can help search systems discover, verify, and connect information across websites. A GEO expert therefore evaluates backlinks not only for rankings, but also for their role in building trusted entities, sources, and relationships.

This guide breaks down what dofollow and nofollow backlinks actually are, how they work under the hood, where sponsored  and UGC links fit in, and how to build a link profile that looks natural and works rather than one that’s simply chasing a single link type.

A dofollow backlink is simply a standard link. There’s no special attribute involved “dofollow” isn’t even an official HTML tag, it’s just the term the SEO community uses for a link with no restrictive rel value attached

<a href=”https://example.com”>Example Website</a>

Because there’s nothing telling search engines to hold back, this link is treated as a normal editorial reference.

When a search engine crawls a page and finds a dofollow link, it can follow that link to discover the destination page and factor the connection into how it evaluates both sites. This is where the idea of “link equity” comes from: a portion of a page’s authority can flow to the pages it links to. The strength of that signal generally depends on things like the relevance between the two pages, the authority of the linking site, and the surrounding context of the link.

  • Passes link equity (“link juice”) authority can flow from the linking page to yours.
  • Can support authority and rankings over time, a pattern of relevant dofollow links can contribute to how a site is evaluated.
  • Can act as a trust and relevance signal links from reputable, topically related sites carry more weight than random or unrelated ones.
  • Can help search engines & answer engines discover and crawl new or hard-to-find pages; pages can get indexed faster through inbound links.

It’s worth being careful here: not every dofollow backlink automatically improves rankings. A single link from a low-quality or irrelevant site won’t move the needle much, and in some cases spammy dofollow links can do more harm than good.

Common Use Cases

Dofollow links typically show up in:

  • Editorial mentions in articles or news coverage
  • Guest posts and contributed content
  • Industry resource pages and roundups
  • Citations in research or comparison content
  • Digital PR placements
  • Natural, unprompted mentions from other site owners

A nofollow backlink includes the rel=”nofollow” attribute:

<a href=”https://example.com” rel=”nofollow”>Example Website</a>

The nofollow attribute tells search engines that the site publishing the link isn’t vouching for the destination the way a typical editorial link would. It’s commonly used for things like comment sections, forum signatures, or any link the publisher doesn’t want to formally endorse.

That doesn’t mean the link is worthless. A nofollow link can still deliver:

  • Referral traffic from people who click it
  • Brand exposure to a new audience
  • Discovery opportunities, including by search engines
  • Potential indirect SEO value through visibility and engagement

Nofollow links shouldn’t be dismissed as “useless.” A few things worth understanding:

  • Their treatment differs from a standard dofollow link, but that doesn’t erase their value entirely.
  • They can contribute to a natural, diversified backlink profile a site with only dofollow links can actually look suspicious.
  • Because they still drive traffic and visibility, they can matter even without contributing traditional link equity.
FactorDofollowNofollow
Special rel attributeUsually nonerel=”nofollow”
Can pass traditional link equity?Yes, potentiallyGenerally not treated as a normal endorsement
SEO valueDirect SEO value possibleIndirect SEO value possible
Referral trafficYesYes
Brand visibilityYesYes
Common useEditorial linksUntrusted, paid, or specific link relationships
Should you build them?YesYes, when naturally earned

Check the HTML

Right-click any link on a webpage and select “Inspect” (or open your browser’s developer tools) to view the underlying <a> tag and see whether a rel attribute is present.

Look for rel Attributes

Scan for these values in the code:

rel=”nofollow”

rel=”sponsored”

rel=”ugc”

If none of these restrictive values appear, the link is most likely a standard followed link.

Use SEO Tools

For a broader view across your entire backlink profile, dedicated SEO platforms make this far easier than checking pages one by one. Popular options include:

  • Ahrefs
  • Semrush
  • Moz
  • Majestic
  • Google Search Console

These tools let you review referring domains, backlink types, anchor text distribution, authority metrics, and newly gained or lost backlinks over time.

When Should You Use Nofollow Links?

If you’re publishing content and linking out to other sites, here’s how to decide which attribute fits:

Use rel=”sponsored” for any link tied to a paid placement, ad, or affiliate arrangement. This keeps your site compliant with search engine guidelines around paid links.

User-Generated Content

Use rel=”ugc” for links appearing in comments, forum posts, or anywhere users can submit content directly — this helps prevent your site from being exploited for spam link-building.

Use plain rel=”nofollow” when you want to link to something without signaling a full editorial endorsement.

If you’re referencing a source but can’t fully verify its credibility, a nofollow attribute is a reasonable middle ground you can still link to it for context without passing your site’s full authority.

A common mistake is chasing dofollow links exclusively. In reality, a healthy backlink profile tends to include a natural mix of link types. Ways to build one:

  • Earn relevant editorial links through genuinely useful content
  • Create content that’s naturally link-worthy (original data, guides, tools)
  • Use digital PR to get coverage from relevant publications
  • Build real relationships with other sites and creators in your industry
  • Promote helpful resources so people find and reference them
  • Earn brand mentions, even unlinked ones, which can sometimes be converted
  • Accept natural nofollow and UGC links where they occur
  • Avoid manipulative link schemes, including link buying aimed purely at rankings

Focus on Relevance and Quality

The underlying principle to keep in mind:

Quality + relevance + context matter more than backlink quantity.

  • Prioritize links from relevant, topically related websites.
  • Earn links by publishing genuinely useful content.
  • Avoid buying links purely to manipulate rankings.
  • Apply the correct rel attribute (nofollow, sponsored, ugc) where appropriate.
  • Diversify your backlink sources rather than relying on one type or channel.
  • Monitor your backlink profile regularly using an SEO tool.
  • Value relevant referral traffic, not just the SEO signal.
  • Build long-term relationships within your industry rather than one-off link exchanges.

Conclusion

Dofollow and nofollow backlinks serve different purposes in an SEO strategy. Dofollow backlinks can contribute directly to SEO through link equity, while nofollow, sponsored, and UGC links can support traffic, visibility, and a more natural, trustworthy backlink profile. Rather than fixating on one specific link type, the strongest long-term approach is to focus on earning relevant, high-quality links and genuine relationships  the rest tends to follow.