Should You Really Abandon Nofollow from Your Editorial Links?

What Is a 'Normal' Link According to Google?

A normal link is one without a nofollow, ugc, or sponsored attribute — in other words, a classic dofollow link. When you create this type of link, you signal to Google: "I vouch for this resource; it deserves your attention." This signal activates the transmission of PageRank and contributes to building the trust graph of the search engine.

The mechanism is simple: each dofollow link transfers a fraction of your authority to the target page. Google interprets this gesture as a vote of confidence. If you link to poor or spammy content, you dilute your own credibility. Conversely, pointing to solid resources strengthens your positioning as a reliable source.

Why Does Google Emphasize This Distinction?

The guideline aims to preserve the integrity of the link graph. If everyone defaulted to nofollow "out of caution," Google would lose a major signal to evaluate the relevance and authority of content. The algorithm relies heavily on links — this remains true despite the advent of machine learning.

This position also reminds us that nofollow is not a magical protection. Since 2020, Google treats nofollow as a "hint" rather than a strict directive. This means the engine can choose to explore or even consider a nofollow link if it deems it relevant. Thus, nofollow does not absolve you of your editorial responsibility.

When Should You Use Nofollow Without Hesitation?

Advertising links and paid partnerships: any commercial transaction must be reported. Using "sponsored" or "nofollow" helps avoid manual penalties for artificial links. Google closely monitors link exchanges for payment — this is a clear violation of the guidelines.

User-generated content (comments, forums, UGC spaces): you cannot verify the credibility of every link posted by your visitors. The "ugc" or "nofollow" attribute limits your exposure to comment spam and manipulation attempts. It's basic hygiene, especially on open platforms.

• Use normal links for resources you validate editorially and that provide real value to your readers.
• Apply nofollow to advertising links, paid partnerships, and any content whose quality you cannot guarantee.
• Reserve the ugc attribute for user contributions (comments, forums) to signal to Google that you do not endorse these links.
• Do not nofollow all your external links by default — this sends a signal of generalized distrust and weakens your link profile.
• Document your link policy internally so your writers know when to apply each attribute without hesitation.

Is This Guideline Really Applied in the Algorithm?

Let's be honest: the transmission of PageRank through dofollow links remains a pillar of the algorithm, even if Google publicly downplays its importance. Correlation studies still show that the number and quality of dofollow backlinks correlate strongly with rankings. Nofollow, on the other hand, officially cuts this transmission — although Google reserves the right to consider it as a "hint."

What’s tricky is the gray area. Google says, "vouch for it," but what does that mean in practice? Should you audit every external site before linking to it? Most writers don’t do that. Yet, Google continues to value sites that intelligently link to authoritative sources. The underlying message: don’t link carelessly, but don’t overprotect either.

What Are the Risks of Overusing Nofollow?

An outgoing link profile that is 100% nofollow can seem suspicious. It suggests either excessive paranoia or an attempt to keep all your "SEO juice" to yourself — which goes against the spirit of the open web that Google claims to defend. Sites that never link dofollow externally might be perceived as less generous, less "citizens of the web."

Furthermore, some legitimate use cases for dofollow are often overlooked. Linking to your journalistic sources, academic references, or tools you genuinely recommend? This is exactly the type of normal links that Google values. This enhances your editorial credibility and your E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness).

Should You Review All Your Existing Links?

Don't panic. [To be checked] Google has never provided quantitative data on the optimal dofollow/nofollow outgoing ratio. Field audits show that well-positioned sites have varied profiles — some use few nofollow, others use many. What matters is the consistency with your editorial line.

If you have systematically nofollowed all your external links "out of caution," ask yourself this question: which ones really deserve your endorsement? Identify 5-10 key resources per article and switch them to dofollow. This is often sufficient to signal that you are a responsible web actor, not an SEO bunker.

How to Quickly Audit Your Outgoing Links?

Use Screaming Frog or an equivalent crawler to extract all your external links with their attribute (dofollow, nofollow, ugc, sponsored). Export the result into a spreadsheet and categorize them: editorial, advertising, UGC, others. You will immediately see if you have a blatant imbalance.

For each editorial link currently in nofollow, ask yourself this question: "Would I really recommend this content to a colleague?" If so, switch it to dofollow. If not, either remove it or leave it as nofollow. Don't keep a link just to "fill content" — it's noise.

What Mistakes Should You Absolutely Avoid?

First mistake: nofollowing your internal links. There's no valid reason to do this, except in ultra-specific cases (login, cart, etc.). Dofollow internal linking is one of the most underutilized SEO levers. Don’t saw off the branch you’re sitting on.

Second mistake: believing that nofollow protects you from penalties. If you sell links or participate in artificial link schemes, the nofollow attribute will not save you from a manual penalty. Google identifies patterns, not just attributes. Transparency (sponsored) + nofollow are necessary, but not sufficient if the volume or nature of the links is abusive.

What Link Policy Should You Implement Internally?

Formalize a simple editorial charter: "Dofollow links by default to the resources we validate; nofollow for commercial, UGC, and doubtful sources." Train your writers to distinguish these cases. A one-page document is sufficient — no need for 50 slides.

Then, test on a sample: take 5 recent articles, check the consistency of attributes, and correct if necessary. Once the logic is understood, application becomes natural. The goal is not absolute perfection, but directional consistency.

• Extract all external links with Screaming Frog or equivalent
• Identify the editorial links currently in nofollow and assess if they deserve a dofollow
• Ensure all advertising links and partnerships have the "sponsored" or "nofollow" attribute
• Systematically apply "ugc" or "nofollow" to comments and user contributions
• Document your link policy in an editorial charter accessible to all contributors
• Train your writers in best practices so they can apply the dofollow/nofollow logic without constant supervision