Nofollow and Follow Links SEO Moz Case Study
Nofollow and follow links are outbound or inbound links marked to signal whether search engines should treat them as endorsement-bearing links or as links with restricted ranking credit.
Key takeaways
- A natural link profile includes both follow and nofollow links.
- Nofollow links still provide referral traffic and audience growth.
- Google treats nofollow as a hint, not a strict block.
- Earned editorial links with relevant anchor text are most valuable.
- Use nofollow for paid or untrusted links per Google guidelines.
Moz's case study on link building shows how a balanced mix of follow and nofollow links creates a natural profile that earns trust and traffic.
Example: Moz's Link Building Case Study
- Moz researched target sites before creating content to match what linkers were receptive to.
- They earned editorial links from authoritative pages with relevant anchor text.
- The resulting profile included both follow and nofollow links, driving referral traffic and discovery.
- Nofollow links from high-traffic sites still brought clicks and audience growth.
Quick Start: Build a Natural Link Profile
- Research target sites using Moz Link Explorer or similar tools.
- Create content that matches the linker's audience and topic.
- Reach out editorially—avoid buying or trading links.
- Use rel="nofollow" or rel="sponsored" for paid or untrusted links.
- Monitor your link profile with Google Search Console.
- Aim for a mix: most links should be follow, but some nofollow is natural.
How to Judge Link Quality
- Relevance: The linking page should match your page's topic.
- Authority: Prefer links from pages with high domain authority.
- Anchor text: Use natural, varied anchor text—avoid over-optimization.
- Context: Links should be editorially earned, not self-created.
- Mix: A healthy profile includes both follow and nofollow links.
Common Mistakes
- Treating all nofollow links as useless—they still drive traffic and discovery.
- Applying nofollow to every outbound link without reason.
- Assuming nofollow is a hard block (it's a hint since 2020).
- Building links without topical relevance or natural anchor text.
Next step
FAQ
Do nofollow links pass link equity?
No, nofollow links traditionally do not pass link equity, but Google may still use them for crawling or ranking as a hint since 2020.
Should I use nofollow on all outbound links?
No, only use nofollow for paid, untrusted, or policy-sensitive links. A natural mix of follow and nofollow is healthier.
Related topics
Sources
- Google Search Central — Primary guidance on nofollow, sponsored, and UGC link attributes.
- Moz - The Beginner's Guide to SEO: Link Building — Explains earned links, relevance, anchor text, and maintaining a healthy mix.
- Moz - How Google's rel="nofollow", sponsored, and UGC links work — Summarizes Google's shift from strict nofollow to hints.
- Moz - The Hidden Power of Nofollow Links — Explains indirect value like traffic and visibility.
- Moz - Link Building Case Studies — Relevant for outreach-driven link acquisition examples.
Reviewed by Lucía Marín, Founding editor.