A dofollow link is a standard hyperlink that lacks restrictive attributes, allowing search engines to follow it and pass link equity (or "link juice") to the destination page. By default, all links are dofollow unless modified with rel="nofollow", rel="UGC", or rel="sponsored". These links directly influence search rankings by acting as votes of confidence, making them essential for SEO practitioners building authority and driving organic traffic.
What is Dofollow?
Technically, "dofollow" is not an official HTML attribute value. The term describes links that do not contain rel="nofollow", rel="UGC", or rel="sponsored" descriptors in their code. A standard dofollow link appears in HTML as simply <a href="https://example.com">Anchor Text</a>. Some SEO professionals, including teams at Ahrefs, prefer the term "followed" links because no rel="dofollow" attribute exists.
When a page links to another without these restrictive tags, search engine crawlers follow the connection and may transfer PageRank to the target page. This differs from nofollow links, which historically instructed crawlers to ignore the link for ranking purposes. Note that a page-level "nofollow" meta directive automatically converts all links on that page to nofollow, regardless of individual link attributes.
Why Dofollow matters
- Influences PageRank: Dofollow links transfer authority and act as quality signals that help search engines determine rankings.
- Improves crawlability: Search bots follow these links to discover and index new content across the web.
- Drives conversions: Links from authoritative sources deliver qualified traffic that generates leads. One B2B SaaS company reported growing from zero to 50 demos booked monthly through strategic link building. [From zero to 50 demos booked monthly] (dofollow.com)
- Builds competitive authority: High-quality dofollow backlinks from relevant publications help newer sites compete against established brands in saturated verticals.
How Dofollow works
Search engines use links to navigate and assign weighted scores to pages. When Site A links to Site B using standard HTML without restrictive attributes, Site A passes a portion of its authority to Site B. This "link juice" flows naturally through the web, helping Google understand site hierarchies and content relationships.
The mechanism requires no special coding on your part. Any link you create without adding rel="nofollow", rel="sponsored", or rel="ugc" functions as dofollow by default. However, you must verify that the linking site has not applied automatic nofollow settings via CMS configurations or page-level meta directives that would override the default behavior.
Best practices
Prioritize authority over volume. One high-quality dofollow link from a reputable site outweighs hundreds of low-quality links. Focus on earning links from domains relevant to your niche with strong authority metrics.
Maintain natural balance. A healthy backlink profile includes both dofollow and nofollow links. Over-reliance on dofollow links appears manipulative to search engines and may trigger penalties.
Acquire links ethically. Use guest posting on reputable industry sites, broken link building, and original research to earn citations. Avoid schemes and automated link placement that violate Google guidelines.
Target appropriate authority levels. Quality link building typically focuses on sites with Domain Authority between 60 and 90. [most links fall within the DA60-90 range] (dofollow.com) Lower authority sites with high relevance and traffic can also provide value, but prioritize established publications.
Verify link attributes. Before investing in outreach, confirm that target sites actually pass equity. Inspect page HTML or use browser extensions to check for nofollow attributes on outbound links.
Common mistakes
Assuming all links pass equity: Many sites automatically add rel="nofollow" to user-generated content, comments, or all outbound links via CMS settings. Fix: Inspect the HTML code or use tools like the Ahrefs SEO Toolbar, MozBar, or SEOquake to highlight nofollow links before targeting a site.
Chasing quantity over quality: Accumulating numerous low-authority dofollow links dilutes your profile and risks algorithmic penalties. Fix: Evaluate potential linking sites for topical relevance and genuine traffic, not just domain metrics.
Ignoring referral potential: Dismissing nofollow links entirely misses opportunities for direct traffic and brand visibility. Fix: Accept high-quality nofollow links from relevant sources even if they do not pass PageRank directly.
Requesting specific anchor text: Asking external editors to use exact-match anchor text often results in rejection or unnatural placement. Fix: Allow editors to choose contextually appropriate anchor text that fits their content naturally.
Examples
Example scenario: A marketing agency publishes an industry benchmark report with original data. A major SaaS publication references the statistics and links to the report using standard HTML without restrictive attributes. This dofollow link passes authority to the agency's domain, improving rankings for competitive keywords within days. [Google generally recognizes dofollow links within two to four days] (HubSpot)
Example scenario: An SEO specialist examines a competitor's backlink profile using Site Explorer. They filter for dofollow links only and discover that 70% of the competitor's high-authority links come from guest contributions on industry blogs. The specialist adapts their strategy to pitch similar publications rather than directories that automatically nofollow all submissions.
Dofollow vs Nofollow
| Feature | Dofollow | Nofollow |
|---|---|---|
| HTML requirement | No attribute needed (default state) | Requires rel="nofollow" attribute |
| Link equity | Passes PageRank and authority | Does not pass ranking credit directly |
| Crawling behavior | Followed by search engine bots | Treated as a hint rather than a directive since March 1, 2020 [Google began treating nofollow as a hint rather than a directive starting March 1, 2020] (Link-Assistant) |
| Typical use | Editorial content, trusted resources | User-generated content, paid placements, comments |
| SEO value | Direct ranking influence | Referral traffic and potential indirect ranking benefits |
FAQ
What exactly makes a link "dofollow"?
A link is dofollow when its HTML contains no rel attributes restricting crawler behavior. Specifically, it lacks rel="nofollow", rel="UGC", and rel="sponsored". All links start as dofollow by default unless modified manually or by site settings.
How can I check if a specific link is dofollow or nofollow? Right-click the link in your browser and select "Inspect" to view the rendered HTML. If the anchor tag contains any rel attribute with "nofollow," "UGC," or "sponsored," it is not dofollow. For bulk analysis, use browser extensions like the Ahrefs SEO Toolbar, MozBar, or SEOquake which highlight nofollow links automatically.
How long does Google take to recognize a new dofollow link? While crawl rates vary by site authority, Google generally recognizes and processes dofollow links within two to four days after publication. Links from high-traffic, frequently crawled sites may register faster, while those on smaller sites might take longer.
Should I reject nofollow links entirely? No. Nofollow links contribute to a natural link profile and drive direct referral traffic. Google also treats the nofollow attribute as a hint, meaning they may crawl these links and consider them in certain contexts. Pursue links for traffic and relevance, not just equity.
Can I convert an existing nofollow link to dofollow?
You cannot modify external nofollow links yourself. You must contact the webmaster of the linking site and request they remove the rel="nofollow" attribute from the HTML. There is no guarantee they will comply.
Are dofollow links losing importance? Google has indicated that links may carry less weight in ranking algorithms over time as the search engine improves at identifying manipulation. However, dofollow links remain a significant ranking factor currently and continue to signal authority and relevance.
What anchor text should I use for dofollow links? When earning dofollow links externally, you typically cannot control anchor text. Editorial standards require that the linking site chooses text relevant to their content context. Focus on creating link-worthy content rather than dictating specific anchor text.
