The SEO landscape is dotted with numerous strategies, best practices, and terminologies, each wielding its own influence. Among these stands the debate around "NoFollow External Links". The question remains: should you use the 'nofollow' attribute on external links? And if so, when? In this post, seobase sheds light on this very topic, exploring the implications, benefits, and potential drawbacks of using nofollow attributes for external links.
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Before deciding whether to implement them, it's crucial to understand what "NoFollow External Links" are clearly.
What is a 'nofollow' attribute?
The nofollow attribute is a directive that can be added to a link to indicate to search engines that the hyperlink should not influence the linked website's ranking in the search engine's index. In other words, when this attribute is used, it tells search engines not to pass "link juice" (or PageRank, in the case of Google) to the linked URL, which might otherwise impact the site's ranking in search engine results.
Introduced in 2005 primarily by Google (but later adopted by other search engines like Bing and Yahoo), the primary purpose of the nofollow attribute was to combat spam. This was especially relevant for user-generated content areas like blog comments and forums where users could easily drop links, hoping to gain SEO value from those links.
It's worth noting that while the nofollow attribute prevents passing of link equity, it doesn't prevent search engines from following or crawling the link. It merely prevents the attribution of value to the link in terms of ranking influence.
Why to Use a NoFollow Link?
The nofollow attribute serves several specific purposes in the realm of SEO and website management. Here are some of the primary reasons to use a nofollow link:
Combat Link Spam: One of the original intentions behind the introduction of the nofollow attribute was to combat comment spam on blogs and forums. By using nofollow, site owners can deter spammers from dropping irrelevant links in the comments section since these links won't pass any SEO value.
Avoid Endorsement of Untrusted Content: If you're linking to a website or a source that you don't necessarily trust or vouch for, using a nofollow tag ensures that you're not passing any link equity or "endorsement" to that site.
Paid Links: Google's guidelines specifically state that paid links should not pass PageRank. To stay within these guidelines, links that are bought or sold should use the nofollow attribute to prevent the passing of link juice.
Affiliate Links: These are often commercial in nature and aren't editorial votes given by choice. Using nofollow ensures you're in line with best SEO practices and search engine guidelines.
User-Generated Content: Sites that allow user-generated content, such as forums or guest blogs, may choose to nofollow all links within that content to deter spam or untrustworthy links.
Control the Flow of PageRank: Some website managers use nofollow strategically to control the flow of internal link juice. By nofollowing certain internal links, they can direct more link equity to more important pages (though this strategy, known as "PageRank Sculpting," is less common and debated in its effectiveness).
Avoid Penalties: To ensure you're not accidentally linking to harmful sites or participating in potentially spammy linking practices, using nofollow can be a safety measure.
Links on Widgets: If a widget or plugin contains a link back to its creator's site or any other URL, it's recommended to nofollow such links.
In essence, the nofollow attribute is a tool that offers webmasters more control over their site's relationship with search engines, ensuring they maintain the site's integrity and adhere to best practices.
The Cons of Using the Nofollow links
There are several cons to consider when deciding whether or not to apply the nofollow attribute to external links:
Not Passing Value to Quality Sites: If you're linking to authoritative, relevant resources, a regular link can provide SEO value to that website. By using nofollow, you're withholding that potential benefit.
Break in the Natural Linking Pattern: Using nofollow excessively can lead to an unnatural linking pattern. Search engines expect websites to have a mixture of followed and nofollowed links.
Potential Mistrust: Webmasters or bloggers who notice you're using nofollow on their legitimate links may feel like their content isn't valued or trusted, which could affect relationships or potential collaborations.
Overhead: Manually managing and deciding which links to set as nofollow can add an additional layer of work and complexity to content creation and website management.
No Guarantee Against Crawling: Some think that using nofollow prevents search engines from crawling the linked page, but it's not true. Search engines might still decide to crawl the page, it just won't associate any "trust" or "value" from your page to the linked page.
When considering whether to use the nofollow attribute, it's important to evaluate the purpose and nature of the link, the linked content's quality and relevance, and the potential SEO implications for both your site and the linked site.
Best Practices for Using NoFollow External Links
Using nofollow appropriately on external links can be an important part of your SEO and web management strategy. Here are some best practices when it comes to using the nofollow attribute:
Understand the Purpose: Know why you're using nofollow. The primary goal is typically to ensure that search engines don't pass PageRank or "link juice" to the linked website. Ensure you're using it for valid reasons, not just indiscriminately.
Paid Links: If you're receiving compensation for placing a link (like in advertisements or sponsored content), always use nofollow. This ensures transparency and honesty in the eyes of search engines, and it's a guideline provided by search engines like Google.
User-generated Content: For platforms where users can freely add content, such as blog comments, forums, or review sections, it's wise to add nofollow by default to avoid potential link spam. This can also act as a deterrent for spammers.
Uncertain Credibility: If you're linking to a site but aren't entirely sure about its credibility or trustworthiness, use the nofollow attribute. It's safer than potentially endorsing a harmful or low-quality site.
Do Not Overuse: Avoid using nofollow indiscriminately on all outbound links. Doing so can create an unnatural outbound linking pattern. If a site is reputable and the content is relevant, there's no reason not to pass link juice.
Monitor & Update: Regularly check and update your nofollow links. If a once questionable site has improved its credibility, you might consider removing the nofollow attribute. Conversely, if a previously reputable site turns shady, it might be time to add nofollow.
Consider Using Other Attributes: Google introduced the rel="sponsored" and rel="ugc" attributes to further classify sponsored and user-generated content, respectively. Using these can provide clearer signals to search engines.
Transparency with Partners: If you're adding a nofollow attribute to links as part of a partnership, agreement, or collaboration, communicate this with your partners. Transparency can prevent misunderstandings or feelings of mistrust.
Don't Rely Solely on nofollow for Crawling Control: If you want to prevent search engines from crawling specific content, use the robots.txt file or meta robots tag. A nofollow attribute doesn't guarantee that a linked page won't be crawled; it just won't pass PageRank.
Educate Your Team: If you have multiple people managing your website or content, ensure everyone understands when and how to use nofollow. This consistency will prevent potential mistakes or missed opportunities.
By following these best practices, you can ensure that you're using the nofollow attribute in ways that protect and potentially benefit your site, while also being fair and transparent to other webmasters and your site visitors.
Conclusion
The debate around "NoFollow External Links" is a nuanced one. While they play a pivotal role in safeguarding against spam and controlling PageRank, excessive use can be detrimental. As with many SEO strategies, understanding, balance, and constant updating are essential.
For a more comprehensive look at the evolving world of SEO, explore seobase. And for those wanting to dive deeper into linking strategies, our guide on How Long For Backlinks To Show Up In SEO?offers valuable insights.
