Google’s important Nofollow change that we keep forgetting

The Transformation of Nofollow Links: No Longer Just “No Value” Signals

In September 2019, Google announced a significant change to how it treats nofollow attributes – a shift that continues to impact SEO strategies today. For 14 years prior, nofollow links were effectively ignored for ranking purposes. Now, they’re treated as “hints” rather than directives, potentially passing value depending on context and relevance.

A Brief History: From Directive to Hint

The nofollow attribute was introduced in 2005 as a collaboration between Google, Yahoo, and Microsoft to combat comment spam. Initially, adding rel="nofollow" instructed search engines not to follow the link or pass any ranking value through it.

According to Google’s official announcement, this changed significantly on September 10, 2019:

“When nofollow was introduced, Google would not count any link marked this way as a signal to use within our search algorithms. This has now changed.”

The update established that Google now treats nofollow as a “hint” – meaning they reserve the right to consider these links for ranking purposes if their algorithms determine the links are appropriate and relevant.

The Introduction of New Link Attributes

Along with redefining nofollow, Google introduced two additional link attributes:

1. rel=”sponsored” – For identifying links created as part of advertisements, sponsorships, or other compensated agreements
2. rel=”ugc” – For links within user-generated content like comments and forum posts

Together with the traditional nofollow attribute, these new options give website owners more precise ways to classify different types of links while providing Google with better signals about the web’s link structure.

Why Google Made This Change

Google’s evolution of nofollow reflects the maturity of their algorithms and their need for more comprehensive data. As they stated:

“Links contain valuable information that can help us improve search, such as how the words within links describe content they point at. Looking at all the links we encounter can also help us better understand unnatural linking patterns.”

By treating nofollows as hints rather than absolutes, Google can:

1. Gather more comprehensive data about the web’s link structure
2. Better identify manipulation attempts and spam
3. Potentially reward quality content even when linked with nofollow attributes
4. Make more nuanced ranking decisions based on context and relevance

Practical Implications for Website Owners

1. Nofollow Links May Now Contribute to Rankings

Perhaps the most significant implication is that nofollow links can potentially help your SEO efforts. While dofollow links remain more valuable, websites shouldn’t discount the potential SEO benefits of earning nofollow links from relevant, authoritative sources.

Google’s Danny Sullivan clarified in a Twitter post following the announcement: “Nofollow became a hint for ranking purposes. Suggestions that ‘hint’ means ‘might follow the link’ is a misunderstanding. The change is about using nofollow as a ranking signal hint.”

2. Link Attributes Should Be Used More Specifically

Website owners should now use the appropriate link attribute for each situation:

• rel=”sponsored” – For affiliate links, paid placements, and sponsored content
• rel=”ugc” – For links in comments, forums, and other user-generated areas
• rel=”nofollow” – For cases where you want to link without implying endorsement

While Google won’t penalize sites for using just nofollow, using the more specific attributes helps search engines better understand your content and link relationships.

3. Crawling and Indexing Changes

Before the update, Google typically wouldn’t crawl nofollow links. Since March 1, 2020, Google treats nofollow as a hint for crawling purposes too. This means:

• Google may now discover and index content through nofollow links
• Sites can no longer rely on nofollow to prevent page indexing
• The robots.txt file or meta robots tags remain the proper methods to control crawling and indexing

4. Natural Link Profiles Are More Important Than Ever

Google’s increased sophistication in analyzing links makes it more important to maintain a natural link profile. A healthy website typically has a mix of:

• Dofollow links from relevant, authoritative sites
• Nofollow links from diverse sources
• Various link attributes reflecting natural web relationships
• Links from different domains, pages, and contexts

Artificial patterns remain easy for Google to detect, potentially resulting in penalties.

Strategic Recommendations

1. Don’t Dismiss Nofollow Link Opportunities

High-quality nofollow links from authoritative websites like major news publications, Wikipedia, or industry forums can still provide value through:

• Potential ranking signals (now that Google considers them as “hints”)
• Direct referral traffic
• Brand exposure and awareness
• Natural diversification of your link profile

2. Use Link Attributes Properly

Implement the appropriate link attributes based on the nature of the links:

<!-- For sponsored content -->
<a href="https://example.com" rel="sponsored">Sponsored link</a>

<!-- For user-generated content -->
<a href="https://example.com" rel="ugc">User comment link</a>

<!-- For general non-endorsed links -->
<a href="https://example.com" rel="nofollow">Non-endorsed link</a>

3. Focus on Link Quality Over Attribute Type

The quality, relevance, and context of a link matter more than whether it’s dofollow or nofollow. A nofollow link from a highly relevant, authoritative source likely provides more value than a dofollow link from an irrelevant or low-quality site.

Consider these factors when building or evaluating links:

• Relevance to your industry or topic
• Authority of the linking domain
• Context surrounding the link
• Potential for driving qualified traffic
• Naturality within your overall link profile

4. Monitor Nofollow Link Performance

Track referral traffic and ranking fluctuations after acquiring significant nofollow links. This data can help you understand how these links might be influencing your site’s performance and inform future link-building strategies.

The Future of Link Attributes

Google continues to refine how it interprets different link signals. We can observe several trends that have emerged since the 2019 update:

1. Increased contextual analysis – Google has become more sophisticated in analyzing the context around links to determine their value
2. Greater emphasis on user metrics – How users interact with your site after clicking links (both dofollow and nofollow) influences how Google values those links
3. Further attribute evolution – The search giant continues to monitor how the web community uses the sponsored and UGC attributes, potentially leading to further refinements

Conclusion: Nofollow Is Now a Suggestion, Not a Command

The transformation of nofollow from directive to hint represents a significant evolution in how Google understands and values links. Website owners and SEO professionals should adapt their strategies accordingly, recognizing that all links – regardless of attribute – potentially contribute to search engine rankings.

As Google stated in their announcement: “The web has evolved since nofollow was introduced in 2005 and it’s natural that the ways webmasters use nofollow also evolve.”

By using link attributes appropriately, focusing on quality and relevance over attribute type, and maintaining a diverse, natural link profile, websites can effectively navigate Google’s evolved approach to nofollow links and strengthen their overall SEO performance.