Nofollow links: impact, checklist and verification
Nofollow links are hyperlinks that include rel="nofollow" (or are treated as a nofollow hint) to tell search engines the link should not be treated as a mandatory endorsement; engines interpret nofollow as a hint for crawling, indexing and ranking.
Why nofollow links matter
Nofollow links signal to search engines that a publisher does not want to pass a mandatory endorsement for the linked URL. Since 2019 major engines treat rel="nofollow" as a hint rather than an absolute instruction, so the handling of a nofollow link can affect crawling, indexation signals and how much link value is attributed — but it is not a deterministic on/off switch for ranking.
Be precise about crawl, index, rank: a rel attribute influences how search engines interpret the link during crawling and indexing stages; it does not alone determine final ranking, which remains a multi-signal outcome.
Key features to look for
When assessing a backlink opportunity, inspect the link HTML, the rel attribute used, and the publisher page's indexability and visibility. Below are common link-attribute options and their practical trade-offs.
A standard link (no rel attribute) — Pros: treated as a normal editorial link by default; Cons: publishers must disclose paid placements separately when required.
Nofollow (rel="nofollow") — Pros: signals non-endorsement and avoids implying editorial approval; Cons: search engines may still treat the link as a hint and may or may not use it for ranking signals.
Sponsored (rel="sponsored") — Pros: explicit disclosure for paid/compensated links (Google recommends this for paid placements); Cons: publishers must apply it correctly to avoid policy issues.
UGC (rel="ugc") — Pros: appropriate for user-generated content such as comments and forum posts; Cons: may be applied inconsistently by publishers.
Example HTML snippets: a standard link: example. Sponsored: example. Nofollow: example. UGC: example.
How BlogDrip fits
BlogDrip connects advertisers with a large network of verified publishers. When buying placements through a marketplace, treat the platform as part of your due diligence flow: confirm with the publisher which rel attribute will be used, whether the placement will be visible in the page HTML, and whether the target page is indexable. BlogDrip’s publisher verification helps surface partners, but you should still run the verification checklist below before purchasing.
How to evaluate options
Evaluating a backlink placement has two parts: (1) confirm the link exists and which rel attribute the publisher will use, and (2) confirm the publisher page is indexable and visible to users and search engines. Below are verification methods you can run from the outside.
Technical verification tools
Use curl to fetch HTML and headers. To see response headers (including X-Robots-Tag): curl -I "https://publisher.example/page". To fetch the full HTML as a specific user agent (so you view what a normal browser receives): curl -A "Mozilla/5.0" "https://publisher.example/page" (do not use -I if you need the body).
Inspect the page source in a browser: View-source: and open Chrome DevTools > Elements to confirm the link is present in the rendered DOM (not injected or hidden by client-side scripts). Use the Network panel to check for XHR-inserted links.
Use Bing Webmaster Tools Site Explorer to view how Bing sees the publisher site. For indexation signals from Google, use the public site: operator as an indication and remember it is not definitive (Google no longer exposes traditional cached pages since early 2024). For pages you own, use Google Search Console URL Inspection; for third-party sites you must rely on public checks.
Practical checklist: verify a backlink placement
**Link present in HTML** — where to verify: curl or view-source — passes when the anchor tag with the target URL appears in the server response HTML.
**Rel attribute** — where to verify: curl/view-source or Elements panel — passes when rel contains the expected value (e.g. "nofollow", "sponsored" or "ugc").
**Rendered visibility** — where to verify: Chrome DevTools Elements and page view — passes when the link is visible to users and not hidden behind non-indexable widgets or JS that requires interaction.
**X-Robots-Tag / robots meta** — where to verify: curl -I for headers and view-source for meta tags — passes when no index:noindex or nofollow directives block indexing (unless the publisher intends that).
**Canonical target** — where to verify: view-source and link rel="canonical" — passes when the page’s canonical is itself (or another URL that still exposes the link) so the linking page is indexable.
**Indexation signal** — where to verify: site:publisher.com "unique phrase" and organic search checks — passes when the page appears in public search results or other indexation signals, bearing in mind this is an indication, not a definitive proof of indexing.
**Editorial context and disclosure** — where to verify: page content review — passes when the link is placed in editorial content or clearly disclosed as a sponsored placement per the publisher’s policies and applicable advertising rules.
Run these checks before and after a placement goes live. Even when a link uses rel="nofollow", confirm the publisher’s approach to paid placements and disclosure so it aligns with platform policies and your compliance needs.
Google policy and paid links
Google’s public guidance says links intended to manipulate search rankings can be treated as link spam. For paid or compensated links use rel="sponsored" (or rel="nofollow") and ensure clear disclosure. Google may apply algorithmic adjustments or, in rare cases, manual actions; these are different mechanisms — manual actions are reviewer-issued and visible in Search Console only for the site owner, while algorithmic treatments are automatic and not directly visible.
Frequently asked questions
Do nofollow links have any SEO value?
Nofollow links are not a binary zero-value signal. They are treated as a hint by search engines and can influence crawling and indexing decisions; how much they contribute to ranking signals depends on the engine’s internal models and is not publicly disclosed.
Should paid links always use rel="sponsored"?
Yes: for paid or otherwise compensated links, use rel="sponsored" (or rel="nofollow") to align with Google’s guidance on link attribution and disclosure. Confirm the publisher will implement the agreed rel attribute in the HTML.
If a page isn’t indexed, does the backlink still matter?
A backlink on a page that search engines do not index is typically less valuable for SEO signals, because indexation governs whether content and its links are available to search engines’ ranking systems. However, non-indexed pages can still drive referral traffic and brand visibility, so consider both SEO and audience value.
Find publishers for your link building
When buying placements, prioritize publishers that allow transparent rel attribute use and whose pages pass the indexability checks above. BlogDrip connects advertisers with a large network of verified publishers so you can confirm placement details and compliance before purchase; browse and filter publishers by niche and verification status to match editorial fit. Browse publishers for backlinks
Want to learn more first? Read the Link Building Guide
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