DoFollow Links
DoFollow links are standard links with no nofollow, sponsored or ugc attribute. They let search engines follow the link and pass ranking value, or link equity, to the linked page.
How DoFollow Links Pass Value
A dofollow link is the default state of a link, and the term exists mainly to contrast with nofollow. There is no “dofollow” attribute in HTML. A standard link looks like this: <a href="https://example.com">anchor text</a>. Without any rel value telling search engines otherwise, the link is treated as followed.
When Google finds a followed link, it can use it in two ways. It can follow the link to discover and crawl the target page. And it can count the link as a ranking signal, treating it as a vote that the target page is worth visiting. That vote carries a share of the linking page’s authority, known as link equity.
How much equity a dofollow link passes depends on several factors. The authority of the linking page matters most. A link from a well-linked page on a trusted site passes far more than one from a thin page on a new blog. Relevance matters, since a link from a related site sends a clearer signal. Placement matters, with links in the main content carrying more weight than footer links. The number of other links on the page matters too, because equity is shared among them.
The anchor text of a dofollow link also tells search engines what the target page is about. That is why anchor choices have a real effect on followed links and why keyword-heavy anchors attract scrutiny.
Comparison with Other Attributes
Link attributes sit in the rel value of the link tag and tell search engines how to treat the link.
A nofollow link carries rel=”nofollow”. Google introduced it in 2005 to fight comment spam, and it asks search engines not to treat the link as an endorsement. It is now common on social media, forums, comment sections and many news sites. Understanding why some backlinks carry nofollow helps explain why even big sites rarely pass equity through every link.
A sponsored link carries rel=”sponsored”. Google introduced it in September 2019 to mark advertisements, paid placements and affiliate links.
A UGC link carries rel=”ugc”, also introduced in 2019, to mark links added by users in comments, forum posts and similar content.
These values can be combined, such as rel=”nofollow ugc”. Since March 2020, Google treats all three as hints rather than strict rules. It may choose to count a nofollow link for ranking or crawling if it decides the link is useful. In practice, followed links remain the main source of ranking value, while nofollow, sponsored and ugc links pass little or none.
A dofollow link is what remains when none of these values are present. It is the only type that clearly says “I vouch for this page.”
Role in Link Building
Dofollow links are the main currency of link building. Most SEO metrics, including Ahrefs Domain Rating, are calculated from followed links only. When link builders talk about building authority, they usually mean earning dofollow links from relevant, trusted sites.
That does not mean every link must be dofollow. A natural backlink profile includes a large share of nofollow links, because many major platforms apply nofollow by default. Links from social profiles, news sites with nofollow policies, forums and comment sections all add to a normal profile. A profile with 100% dofollow links can look unusual.
The ways to earn dofollow links are the standard white hat methods: editorial links from content people want to cite, digital PR coverage, guest posts on reputable publications, resource page links, broken link building and links added to relevant existing articles. Many publishers keep guest post links followed as long as they are relevant and not paid. A reputable guest posting service should tell you upfront whether placements are dofollow and on what basis. When reviewing links you have already earned, check the attribute rather than assuming. Publishers change their policies, and some add nofollow to every outbound link after a redesign or a change of ownership.
Paid links are the exception. Google’s spam policies say links involving payment should carry rel=”sponsored” or nofollow. Buying followed links to pass ranking value is a violation. Many link sellers still offer them, and anyone considering how to buy backlinks should understand that risk clearly before spending money.
Common Misconceptions
“Only dofollow links matter.” Not true. Nofollow links bring referral traffic, brand exposure and discovery by writers who may later give you a followed link. They also make a profile look natural.
“Every dofollow link helps.” Not true either. A followed link from a spammy, irrelevant or penalized site passes little value, and Google’s systems often ignore links that look manipulative. Quality and relevance decide value, not the attribute alone.
“Linking out with dofollow leaks your authority.” This old idea led some site owners to nofollow every outbound link. Linking to credible, relevant sources does not hurt your rankings, and Google has encouraged sites to link naturally where it helps users. Nofollow should be used for paid, untrusted or user-generated links, not as a way to hoard equity.
“Dofollow is an attribute you need to add.” There is no such attribute. A link is followed by default. Adding rel=”dofollow” does nothing.
“Social media links are dofollow backlinks.” Most major social platforms apply nofollow to links in posts and profiles. They are useful for visibility but rarely pass equity directly, a point covered in more detail in guides to social media backlinks.
DoFollow links are the standard links that pass ranking value from one page to another. Earn them from relevant, trusted sites, keep paid links properly marked, and let them sit alongside a natural share of nofollow links in a healthy profile.