What Does a Nofollow Backlink Do? Definition and Notes

When the word "nofollow" turns up in a seller's offer, two reactions are common: turning the offer down because the link must be useless, or accepting it without knowing what the word means. Both are hurried. The question of what a nofollow backlink does has a short documented answer in Google's guidance on links that leave a site, and a longer practical answer that does not depend on any ranking claim.

This article deals with the nofollow value on its own. A side-by-side comparison of the four values exists elsewhere, so it is not repeated. What follows covers the definition, the publisher's reasons for using it, what it means to a reader, how to read the word in an offer, and how to confirm it in the page source. All sample texts and dates are hypothetical.

What Does a Nofollow Backlink Do? Three Different Meanings of the Question

The definition question

Someone who asks "what is it" wants to know what an HTML link attribute means. Nofollow is one of the values that can be written in the rel attribute of an anchor element, and it tells search engines that the site giving the link carries a reservation about the page it points to. Anything beyond that is interpretation by the commentator, not by the documentation.

The purpose question

"What does it do" is really asking why a publisher would choose this value. There are several possible reasons, each meaning something different for a buyer, and the third section sets them out.

The decision question

For the person buying, the question is usually "should I take this link?" and a short answer is expected. The answer depends on what the link is meant to do: send readers to a resource, put a brand in front of them, or something else. Write the purpose first and the word nofollow stops being a verdict and becomes one condition among others.

If the purpose is "send readers to a measurement guide", nofollow and clicks do not conflict. For the very basics of what a backlink is, a plain definition of backlinks is the place to begin.

What the Google Documentation Says About the nofollow Value

What the documentation says about nofollow

The Search Central article about links that leave your site lists three rel values. Nofollow is the general value to use when none of the others fits, for cases where you would prefer Google not to associate your site with the linked page or crawl it from your site. Several values may be listed separated by spaces or commas. The article adds that links carrying these values are, in general, not followed.

One further detail matters: the linked page may be found through other means, such as sitemaps or links from other sites, and may still be crawled. So nofollow does not mean a page will never be crawled.

What it leaves unsaid

The page does not describe in detail how these values pass through to rankings. Statements such as "nofollow links are worthless" or "nofollow links are valuable" therefore do not rest on the documentation, and you will not find either one here.

When reading any claim, keep one distinction in mind: "the document says" points at a source, while "in my experience" describes an observation. To see all four values laid out together, use the four rel values side by side; this section only opens the nofollow row.

Why Publishers Use nofollow

Nofollow as a catch-all

A publisher may mark a link nofollow when unsure which category it falls under. In the words of the documentation, nofollow is used when none of the others fits. A hypothetical example: an editor wants to leave a source link on the page without having verified it, and does not want the publication associated with that site. Nofollow works here as a general reservation.

Reader contributions and comment areas

For user-generated content such as comments and forum posts, Google recommends the ugc value. Some publishers skip that distinction and mark every user link nofollow, which is a common practice. Your job as a buyer is not to guess why the publisher wrote nofollow, but to know which value is actually applied.

If the publisher's policy page contains a sentence such as "outbound links are given with nofollow", keep a screenshot. Should the placement later arrive with a different value, you have something to point to. How community-sourced links should be handled safely is covered in responsible use of forum and community links, where the choice between nofollow and ugc is shown in context.

What a nofollow Link Gives the Reader: Clicks and Brand Visibility

The click path

A link's value does not depend only on how a search engine reads it. A reader can click and arrive at the target page. A hypothetical scenario: on a hobby blog, a nofollow link leads the reader to a measurement table, and the reader reaches the table. The rel value is invisible to that reader, who sees only the promise made by the anchor text.

What matters for the click path is that the link sits in the right place with text that fits the context. The rel value is not what decides this.

Brand visibility

Having a brand name mentioned on a page leaves an impression with the reader even when the link is nofollow. Hypothetical example: the brand name appears in one paragraph with a nofollow link, and the reader later searches for it or types the address directly. We give no figure for how much that would be, because it cannot be known without measuring.

For measurement, a simple way is to add a campaign-specific tag to the target address and watch the referral count in your own analytics tool. Write down in advance which tool and which time window you will use, and record it too if nothing comes of it.

Separating Ranking Expectations From Link Attributes

Two expectations on two separate lines

The most useful habit is to give your decision note two lines: one for "ranking expectation" and one for "expectation outside ranking". On the first line you write no verdict for nofollow, because the documentation says nothing on the subject; you only note "unclear". On the second you write something you can measure, such as clicks, referrals or brand visibility.

This split stops you from dismissing nofollow offers and from overrating them, since either would be a verdict without evidence. A hypothetical decision note could read: "Ranking expectation: unclear, no detail in documentation. Non-ranking expectation: referral count to the source page will be reviewed after two weeks." Such a note leaves you and your team with an honest frame.

Spotting verdicts the documentation does not contain

In seller offers and forum threads you may meet flat statements like "nofollow gives you nothing" or "a mixed profile requires it". When you read them, the only question is whether the sentence rests on a Google document or on the author's inference. If it is the latter, note it in your decision record as "claim, unsourced".

Anyone wanting the limits on link schemes will find them in how Google's spam policies treat links and how to stay safe, including the rule that paid links should be qualified.

Reading the nofollow Wording in Seller Offers

Vague phrasing in offers

Sellers write about nofollow in many ways: "natural link", "mixed link", "dofollow promise". The thing to check is whether the phrase actually names a rel value. "Natural link" is not a rel value, and dofollow does not appear among the official values, so on its own it carries no information.

From a written offer, try to extract three facts: which rel value will be used, whether the seller will tell you if the value is changed after publication, and, if the placement is paid, which value will mark it.

The one question to put to the seller

Many messages are wasted because the question is too long. A short one that works: "What rel attribute will the link carry in this placement, and will you tell me if it changes after publication?" If the reply comes in writing, log it. If the reply dodges, that is information too.

If the seller answers "it will be a natural link", that is no answer; ask again: "Do you mean nofollow, sponsored, ugc or none of those?" The wider list of things to ask is in questions to put to a seller of sponsored posts, where the rel question stands beside the other items.

Seller terms on Akua Adforce listings differ from one seller to the next, and the platform neither verifies nor promises the rel attribute on your behalf. Read what the listing says, and if it is silent, ask the seller.

Confirming the Link Attribute in the Page Source

Viewing the source in a browser

The surest way to see a link's real value is to look at the page source. Open the page, view the source or use the developer tools, and find the anchor element for your link. Whether the rel attribute says nofollow, sponsored or ugc, or carries no rel at all, becomes plain.

One caution: if the page is built afterwards with JavaScript, the source and the displayed page can differ, and the element view in developer tools is the more reliable reading. Checking twice, right after publication and again a few weeks later, catches cases where the publisher changes attributes afterwards.

Multiple values and how they are written

According to the documentation, several values may be separated by spaces or commas, so spellings such as sponsored nofollow or ugc,nofollow are normal. Read the whole list rather than the first word alone.

Post-publication checks can be gathered in what to verify after a sponsored page goes live; confirming rel is one row on that list. Note that the Search Console Links report does not show whether a link is nofollow, so that report alone cannot confirm the attribute.

Where nofollow Links Sit in a Mixed Link Profile

Why a uniform profile deserves a look

If a site's outbound or inbound links all come from a single source or share one attribute, a buyer should notice. It helps to remember that Google gives no threshold or ratio here; the documentation names no percentage for how a profile ought to look. The aim is not to set a distribution target but to keep sources and attributes on record.

Writing the distribution note neutrally

The idea of a mixed profile is often used as a shortcut for justifying nofollow links. A neutral note reads: "The recorded links come from these sources, the rel spread is this, and the target page is that." Record, without commentary. Such a note helps later, when a decision is due.

For ideas on how to log variety in sources and attributes, spreading a link profile across sources offers guidance.

When a Link Arrives With the Wrong Label

When a sponsored link carries no label

If a paid placement carries no rel attribute at all, it may fall outside the line drawn in Google's spam policies, which expect paid links to be qualified with nofollow or sponsored. Raising it with the seller and asking for a fix serves both the publisher and you.

A hypothetical case: the order note says "sponsored", but the delivered page has no rel. If you know it is a paid placement, the gap is your problem too. Your first move is a screenshot of the page source and a correction request to the seller.

When a different value arrives than expected

The reverse can happen: you expected nofollow and the link came with ugc or sponsored. That need not be an error, because the publisher's practice may differ. Log the mismatch and ask the seller whether the difference fits the order terms. If the listing or order page states a relevant condition, the objection and refund policy applies. If it states none, forwarding the issue in a consistent written record is enough, the seller's decision governs, and because the platform does not promise a rel value, the outcome follows the listing wording.

Recording the nofollow Decision: Who, Why and When

Fields in a record line

A decision is made once but its consequences are asked about months later. A record line should hold: the page holding the link, the expected rel value, the observed rel value, the date checked, the person who checked and, where relevant, the date of any message to the seller. These six fields answer the later question, "why did we take this?" A table or a plain spreadsheet will do, as long as every link is filled in the same order so two links can be compared.

Whose name is on it

In teams where several people work, write down who owns the decision. Accepting nofollow can be a marketing call or a content team call. If two people keep two records, the same link gets two outcomes. One record owner removes the conflict. The owner's job is not to make every decision but to see that records are kept in one format and that dates stay current. If the owner changes, hand over the table and any open seller messages explicitly; otherwise a half-finished exchange belongs to nobody.

Example Template: A nofollow Link Check Log (Hypothetical)

The record below is invented; page names, dates and people are examples only.

Fill the record in this order:

1. Put the offer and the order note side by side and write the expected value.
2. After publication, read the observed value from the page source.
3. If the two differ, send the seller a written notice and add its date.

Points to keep in mind while recording:

• Observation is written apart from interpretation.
• Ranking expectation and non-ranking expectation sit on separate lines.
• Every line carries a date.
• No row is marked finished until the seller's answer is on file.

Frequently Asked Questions

What is a nofollow backlink and how do you recognise one?

Nofollow is one of the values written in a link's rel attribute. In Google's wording it is the general value used when none of the others fits, and links carrying it are, in general, not followed. To recognise one, look at the anchor element in the page source; if rel says nofollow, that value is applied. Opinions about its effect should be kept apart from the definition.

Does a nofollow link contribute to rankings?

Nothing in Google's guidance on links leaving a site spells out how nofollow bears on rankings. For that reason a firm answer, either that it contributes or that it does not, would not be sound. A more honest approach is to measure the values outside ranking, such as reader clicks and brand visibility, on a separate line of your record.

Is nofollow or sponsored preferred for a paid placement?

Google's guidance says paid placements should be marked sponsored, while nofollow remains an accepted way to flag them and sponsored is preferred. The publisher decides which to apply, and a buyer cannot always change that choice. Ask before ordering which value will be used and keep the written answer.

What should I tell a seller if I do not want a nofollow link?

Keep the message short: state which rel value you expect, ask to be told if it changes after publication, and request the reply in writing. If the seller will not accept the condition, record that as information and decide with your purpose in mind. On Akua Adforce, listing terms differ by seller, so read the listing wording as well.

How can I confirm that a link is nofollow?

Open the page in a browser and view the source, or use developer tools, then find the anchor element for your link and read its rel attribute. Several values can be separated by spaces or commas. If the page is built with JavaScript, the element view is more reliable. The Search Console Links report does not show this detail.

Is it a problem if my profile contains only nofollow links?

Google's documentation gives no threshold or ratio for nofollow links in a profile, nor does it describe a problem state, so a firm statement is not possible. The sensible approach is to keep sources and attributes on record and to write the purpose and measurement indicator separately, so the decision rests on a log.

Conclusion and Next Step

The honest answer to what a nofollow backlink does has two parts. As a definition, it is a general rel value described in Google's documentation. As a value to you, it is the reader and brand side, kept apart from any reading about rankings. Writing those on separate lines and then verifying the record keeps you from rushing when an offer lands.

From here, copy the offer into the log table, ask the seller in writing which rel value applies, and check the page source after publication. If you plan to buy backlinks on Akua Adforce, browse the backlink packages page: read the listing terms first, then add the listing to the basket and pay; once the seller has accepted and delivered, compare the message you receive with the page source, and use the dispute option if the two do not match. Details sit in the site's Delivery Policy and Objection and Refund Policy pages.