By Shad Super in Questions —

How Can "Nofollow" Attribute Changes Affect a Site's Indexing and SEO Strategy?

Summary

The "nofollow" attribute is a directive used in HTML to instruct search engines not to pass link authority or "link juice" through a hyperlink. Changes to the use of "nofollow" can significantly impact a website's SEO strategy and indexing, influencing the way search engines perceive link relationships and the distribution of authority across the web.

Understanding the "nofollow" Attribute

The "nofollow" attribute was introduced by Google in 2005 to combat spam and questionable link practices. By appending the attribute <a rel="nofollow"> to a hyperlink, webmasters could indicate to search engines not to follow that link for ranking purposes.

Purpose and Origins

The primary purpose of the "nofollow" attribute was to deter spam in comments and user-generated content, as it prevented spammers from gaining SEO benefit from their links [Preventing Comment Spam, 2005].

Impact of "nofollow" on Indexing and SEO

By using "nofollow," websites can control the flow of PageRank, essentially deciding which links to endorse. This can prevent dilution of a site's authority by not passing link juice to less-important pages, such as login or internal search pages [Guide to Nofollow Links, 2020].

Historically, SEO strategies focused on acquiring "dofollow" links to boost rankings. However, with changes in Google's algorithm and guidelines, even "nofollow" links can contribute to a diverse and natural link profile, which is crucial for SEO [Moz on Nofollow Links, 2021].

Recent Changes and Their Implications

Google's Evolving Approach

In 2019, Google announced that "nofollow" would be treated as a hint rather than a directive, meaning it might choose to follow and index nofollow links if deemed necessary [Evolving Nofollow, 2019]. This change allows search engines more flexibility in understanding the context of linked content.

Alongside this change, Google introduced two new attributes: "ugc" (user-generated content) and "sponsored" for paid or sponsored content. These allow for clearer categorization of link types [Qualifying Outbound Links, 2023].

Best Practices for Using "nofollow"

Strategic Use of Attributes

  • Use "nofollow" for untrusted user content and ads to avoid passing link equity.
  • Implement "ugc" for forums and comments to denote user-generated content accurately.
  • Apply "sponsored" attributes for links resulting from paid relationships.

While nofollowed links do not directly contribute to PageRank, they can still drive traffic and build credibility. A balanced profile includes a mix of follow and nofollow links, underpinning a natural linking pattern [Impact of Nofollow Links, 2021].

Conclusion

The "nofollow" attribute plays a critical role in modern SEO, offering webmasters a tool to direct link equity and maintain a healthy link profile. With recent changes, it’s essential to understand its evolving role in link strategy and indexing. By leveraging "nofollow" effectively, sites can safeguard their authority while contributing to a diverse backlink portfolio.

References