Dofollow vs Nofollow in Link Exchanges
Understanding the difference between dofollow and nofollow links and why it matters critically in link exchange agreements.
Link Attributes Matter
When you negotiate a link exchange, the link attribute is one of the most important technical details. A dofollow link passes PageRank and authority signals, while a nofollow link tells search engines not to follow or credit the link.
For link exchanges to deliver SEO value, both links in the exchange should be dofollow unless there is a specific reason otherwise.
Understanding Link Attributes
Modern HTML supports several link attributes:
- Dofollow — The default state with no rel attribute, passes full link equity
- Nofollow —
rel="nofollow"tells search engines not to pass ranking credit - Sponsored —
rel="sponsored"identifies paid or compensated links - UGC —
rel="ugc"marks user-generated content links
Why Partners Might Switch to Nofollow
Sometimes a partner changes a link from dofollow to nofollow after placement. Common reasons include:
- CMS updates — Some content management systems add nofollow to external links by default
- Site policy changes — A new SEO manager may implement blanket nofollow policies
- Plugin behavior — SEO plugins sometimes add nofollow to outbound links automatically
- Intentional downgrade — The partner may be trying to retain the appearance of the exchange without providing value
Monitoring Link Attributes
This is why link monitoring must check attributes, not just link presence. A link that switches from dofollow to nofollow has fundamentally changed in value. Your monitoring system should:
- Check the rel attribute of every monitored link on each scan
- Alert you immediately when an attribute changes
- Track attribute history so you can identify patterns
- Verify that links are not wrapped in JavaScript that prevents crawling
Handling Attribute Changes
When you detect an attribute change, approach the situation diplomatically. Often the change is unintentional, caused by a CMS update or plugin. A friendly message explaining the issue usually resolves things quickly. If the change was intentional, you need to decide whether to maintain your reciprocal link or request it be corrected as per your agreement.
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