No follow
In the age of digital marketing, where every detail can influence a site's online visibility, technical terms are becoming increasingly critical to the strategies of many companies. One of these terms, often overlooked by novice marketers, is "No follow". What is "No follow", and why do we discuss it in the context of SEO?
"No follow" refers to an attribute that can be added to a link in a webpage's HTML code. Its primary purpose is to notify search engine bots, like those used by Google, that the particular link should not be considered when assessing the authority of the source page. In other words, it's a signal to search engines saying: "this link does not affect ranking." While this might seem insignificant to the average user, it's a vital tool for SEO experts.
In the online environment, where links serve as one of the primary metrics for evaluating a site's value, the ability to control which links pass value and which don't is invaluable. Before we delve into the technical aspects and practical applications of "No follow", it's essential to understand its origins and the challenges it was intended to address.
Understanding No Follow
When talking about search engine optimization (SEO), it's crucial to understand how the algorithms shaping rankings work. One of the significant factors these algorithms consider is inbound links. Linking is foundational to the internet, and search engines treat them as votes of trust - the more valuable links you have pointing to your site, the higher its authority.
However, not every link is equal. This is where the "No follow" concept comes in. Unlike standard links, treated as votes for a site, links with the "No follow" attribute are neutral. They don't pass any authority or "link juice" to the target page. Technically, the "No follow" attribute is added to a link using HTML code that looks like this: rel="nofollow".
But where did this attribute come from? In fact, it was introduced by Google in 2005 in response to the growing issue of comment spam on blogs. Marketers were looking for ways to increase the number of links pointing to their pages, often adding low-value comments to blog posts just to drop their links. Google introduced "No follow" to provide site owners a tool to label such links and tell search engine bots: "Do not consider this link when assessing authority."
Over time, "No follow" gained importance, not only as a measure against spam but also as a tool for managing site authority and controlling which links affect its position in search results. This allowed webmasters to precisely control which outbound links have value and which don’t.
No Follow in Practice
Although the "No follow" attribute originated from the need to combat spam, over the years, it found applications in many other aspects of content management and SEO optimization. Here are three practical examples of how "No follow" can be used daily with websites:
1. Control over passing site authority
One of the key uses of "No follow" is the ability to decide which links on your site pass value and which don’t. E-commerce sites, for example, might want to direct traffic to specific products or categories. By adding a "No follow" attribute to links pointing to less essential pages (e.g., terms of service, privacy policies, or FAQs), you can direct link juice and site authority where it's most needed.
2. Preventing comment spam
As mentioned earlier, "No follow" was a response to comment spam. Many blogging platforms and content management systems automatically add the "No follow" attribute to links in comments. This means spammers hoping to gain valuable outbound links get no SEO benefit from such actions.
3. Advertising and affiliate marketing
Working with advertisers and affiliate partners often requires placing links on a page. However, we may not always want these links to be seen as endorsements in an SEO context. The "No follow" attribute allows for the promotion of partners and products without influencing search engine algorithms. This way, you can promote products and services while maintaining your site's authority and search ranking.
Conclusion
As the SEO world evolves, the tools and techniques we use for site optimization must adapt. "No follow", although initially introduced as a simple anti-spam measure, has become a crucial component in every SEO specialist's toolkit.
Importantly, remember that the "No follow" attribute isn't a one-size-fits-all solution to every linking issue. Its primary purpose is to give site creators a choice, letting them decide which links search engines should consider. This tool allows for greater precision and control over how your site is perceived and evaluated.
Furthermore, in today's world, where transparency and business integrity are increasingly valued, "No follow" can also be seen as a trust-building measure among users. When site visitors see that a company uses "No follow" appropriately, they might feel more confident that they aren't being manipulated through hidden SEO tactics.
In conclusion, "No follow" isn't just a technical attribute but also a strategic tool. Its adept use can benefit not only in terms of SEO but also in building relationships with customers and partners. Like any tool, the key lies in understanding its function and using it appropriately in practice. In the ever-changing online landscape, it's vital to stay updated with best practices and adjust your SEO strategy to current market realities.
