With major publishers like Inc., Forbes, and The Huffington Post applying the rel="nofollow" tag to their external links, many are questioning the impact on SEO strategies. Contrary to concerns, earning nofollow links remains a vital aspect of a sustainable SEO approach.
Nofollow links can indeed benefit your SEO endeavors. Whether derived from case studies, personal observations, or correlative data, the conclusion is consistent: nofollow links hold value. While debates on the direct influence of nofollow links on rankings persist, the key takeaway is their ability to drive brand visibility, referral traffic, and off-site signals that support search result rankings.
Consistently, professionals in the industry recognize the worth of pursuing nofollow links, acknowledging that such links on high-profile platforms enhance exposure, thereby aiding rankings. The anecdotal evidence is strong enough to dismiss the notion of rejecting a link simply because it’s nofollowed.
Here is how nofollow links can bolster SEO:
Nofollow Links and SEO: Evidence
Nofollow links positively impact SEO, primarily through indirect advantages. High-profile nofollow links provide significant visibility, direct referral traffic, and brand outreach, which all contribute to improved search result visibility and page indexing.
There is speculation that nofollow links might directly enhance rankings, though this remains unconfirmed. Search engines like Google sometimes disregard the nofollow tag for links perceived as editorially significant and trustworthy. Google’s statement that they generally don’t follow nofollow links suggests they occasionally do.
A well-thought-out link-building strategy does not hinge on whether a link is nofollowed. Google’s guidelines emphasize avoiding practices that aim solely at SEO benefits, hinting that focusing on organic SEO signals emerging from exposure yields the most substantial advantages.
Case Studies
A case study by TekNicks between January 2014 and May 2015 illustrates the impact of nofollow links. Out of 99 earned links, only 11 were followed, yet the client experienced a 288% increase in organic search traffic, leading to high keyword rankings. Another notable outcome was one nofollow link delivering nearly 4,000 referrals.
Fractl’s case studies demonstrate how media exposure via nofollow links can be transformative. One campaign for Rehabs.com resulted in over 900 media stories, while only 30% were dofollow links, accumulating 14,000 social shares. Another client saw a 271% rise in organic traffic due to a nofollowed BuzzFeed link.
Eli Schwartz from SurveyMonkey conducted tests that confirmed nofollow links help with page indexing. His findings show that pages linked with nofollow particularly benefit in being indexed swiftly, although the anchor text effects may not carry over.
Google’s Treatment of Nofollowed Links
Nofollowed links often accompany brand mentions, which, according to a Google patent, might be treated similarly to actual links, potentially enhancing visibility in search results. This is supported by case studies where local searches benefited from no-followed citations included in press releases.
Various analyses, including those by Moz and Ahrefs, suggest an even split of dofollow and nofollow links could aid rankings. While correlation does not imply causation, these studies underscore the potential value of nofollow links.
Maximizing the SEO Value of Nofollow Links
- Anchor Text Focus: Ignore anchor text in terms of SEO but ensure it attracts users to click through.
- Target Influencers: Craft content appealing to journalists and thought leaders, motivating them to create additional backlinks.
- Brand Mentions: Prioritize brand visibility; mentions can indirectly boost SEO through increased search queries.
- Leverage Social Media: Engage with social platforms; they’re crucial for indirect link acquisition and media coverage.
- Republish Content: Utilize popular platforms to extend reach, potentially attracting editorial backlinks.
- Obsess Over Referral Traffic: Aim for links that sustain a steady influx of visitors rather than fleeting spikes. Focus efforts on platforms generating long-term traffic like Quora, Pinterest, forums, and others, which cumulatively increase organic link building and authority.
In summary, dismissing nofollow links as inconsequential to SEO would be misguided. A robust SEO strategy views nofollow links not through their immediate SEO impact but through their broader, indirect benefits in building authority and driving traffic.
