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SEO: Are Nofollow Links Still Valuable?

 

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no follow linkI've recently seen a lot of chirping and discussion on the value of nofollow links for search optimization, with some people saying that there was value to having them. I asked three industry leaders in search engine optimization what their take was on nofollow links.

Specifically: "What's your take on no follow links? Is it still valuable to get them when you can, such as from social media sites or Wikipedia? Under what circumstances do you pursue links from Wikipedia? Is their huge reach and audience worth it, even without SEO value?"

Answers From The Experts

Tom Critchlow works for the SEO Company Distilled as VP Operations NYC (office opening in June!) but is currently working alongside the web's most popular SEO Software provider; SEOmoz to help them with their SEO:

There is a lot of debate around nofollow links and their impact on SEO. Will wrote a great post on the weight and authority that nofollowed links can carry. As SEOs I think that we shouldn't be so obsessed with only getting "followed" links. If a link is from a strong site and will pass traffic then I think you should go and get it.

Search engines these days are paying attention to social signals like tweets, Facebook shares (both nofollowed) and traffic data (from toolbar & browser usage) so if you're really trying to build your brand online you shouldn't obsess over whether a specific link is relevant for SEO - you should be thinking about whether a link is good for your brand, because you can be sure this is what Google is trying to reward. In particular, I've seen Wikipedia drive significant amounts of traffic even for niche terms without huge search volume.

I would urge businesses to look at the Wikipedia pages for their niche and consider whether they can provide a resource of such value that you can get a Wikipedia link. If you can, you can be sure it'll drive good volume of high converting traffic.

Gianluca Fiorelli,  SEO, IloveSEO:

When it comes to links, I personally don't think at first if they are going to be followed or not. Even though, from a pure classic SEO perspective, any backlink should have to be a followed one in order to increment the PageRank of your linked page, I consider that actually a link is not just about PageRank anymore, but trust and brand awareness. In fact, even though search engines do not carry PR through the no followed link to your site, they record it and they take notice that your site has been cited in a site. If that site is an authoritative one or a trusted seed, somehow its aura will reflect on your own web site, which will gain trust and relevance to the eyes of the search engines, therefore better rankings.

Just for this reason it is good to be linked by Wikipedia or any authoritative social media site, and I include in this definition sites like forums, blogs and Q&A sites, which are social by nature. Obviously, they can directly send good traffic to your web site: just think at Quora and the traffic a link in a voted or most useful answer can lead to your site.

Under what circumstances can you pursue links from Wikipedia? First of all you must have great great content or very specific and unique. Wikipedia folks are very picky about what sites to cite as external sources for any voice. If you have that content, then you can suggest it for the right Wikipedia voice.

Example: during an competitive research about travel to Patagonia related web sites, I saw that the one that was ranking first in Google.it had a link from Wikipedia. I dug into that link and discovered that it was to a post about the Welsh immigration in Patagonia present in that site's blog. Is that link sending traffic to the site? Probably not at all, but it was noticed by someone in the BBC website, who finally linked to that same post citing Wikipedia. Boom, now that travel site not only as one link from Wikipedia, but it has also an important backlink from another trusted seed: the BBC.

Moral of the story: Wikipedia maybe won't send you directly great traffic, but to have a link in it gives authority to your site, therefore others will tend to cite your site and link to it.

Barry Schwartz, Executive Editor, Search Engine Roundtable:

Nofollowed links do not pass any search engine ranking value for most of the search engines, including Google and Bing.  You can have a nofollowed link on Wikipedia or even Google's main blog and it won't count in terms of improving your rankings. That doesn't mean the link is not valuable.

Sites with lots of traffic with links on them, even if they are nofollowed, still can send traffic.  That traffic can help with leads, conversions and even encourage other sites to link to you without a nofollow attribute on the link. When it comes to getting links and social media, it is more about creating awareness about your content or product. That awareness will lead to more link building opportunities and create even more awareness for your content.

What's your take? Have you seen value from nofollow links to your blog or website, or none at all? Let us know in the comments.

Photo Credit: Dawn Huczek

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Posted by Brian Whalley on Tue, Mar 29, 2011 @ 12:30 PM

COMMENTS

This makes sense as anytime you can drive decent quality traffic to your site from a reputable source it will bring benefits even if they aren't technically SEO related.

posted on Tuesday, March 29, 2011 at 12:48 PM by Matt


As usual, the answer is no one knows for sure. What is "for sure" is that no follow links can not hurt you and may be a source of traffic on their own. So do what makes sense without chasing windmills.

posted on Tuesday, March 29, 2011 at 12:57 PM by Kevin Burke


It strikes me that when you make a comment it is more about the value of the comment or your ability to contribute to the discussion than it is about the link. If the only reason you are entering the discussion is to get a new link to your page(s) then why take the time to add. My understanding of the process is to learn, participate and be a part of the overall picture in the areas where you have expertise and can add value. The link is the bonus when it generates more interest in your content.

posted on Tuesday, March 29, 2011 at 12:57 PM by Lee Kirkby


Of course it's good for SEO 'score' form a traditional sense to get followed links to your site. But, as you note, Brian, those scoring metrics are always changing, and most of the highly trafficked sites are no follow anyways. So it is certainly worth pursuing no follow links from sites that can send you qualified traffic. Links from follow sites that you have influence over getting are probably of little value and will probably be of less value over time. Just market your content genuinely to the right channels and it'll work out best.

posted on Tuesday, March 29, 2011 at 1:42 PM by Justin Cambria


How can one use Wikipedia for links or traffic? 
Please explain.

posted on Tuesday, March 29, 2011 at 2:04 PM by Amarjit


I totally agree. Although it seems that nofollowed links don't have any PR values, values of trust and authority should be added to the website. So eventually nofollowed links are valuable. It might be a good idea to balance the number of followed links and nofollowed links for a long term purpose.

posted on Tuesday, March 29, 2011 at 6:37 PM by Biggest Loser


I also agree with your post. Definitely no-follow links are valuable. Although, the PR of the blog is not shared due to link's no-follow nature but we can't deny its importance. They have worth less than do-follow but it doesn't mean mean that people leave to put no-follow links.

posted on Tuesday, March 29, 2011 at 10:37 PM by SEO Rider


As many links on the web as nofollow, it will be un-natural to have a link profile without them.

posted on Wednesday, March 30, 2011 at 1:05 AM by Christophe BENOIT


"You can have a nofollowed link on Wikipedia or even Google's main blog and it won't count in terms of improving your rankings." I'm not sure that I agree with that - where a site has low authority links gaining a link from Wikipedia would be invaluable. Addressing an important aspect such as authority ought to therefore have an impact on rankings. Power isn't the only quality that conduces to rankings - authority does too, does it not?

posted on Wednesday, March 30, 2011 at 4:22 AM by Chotrul SEO


I think the question is kind-of ambiguous. Are we talking about value for SEO rankings or value of the traffic coming to the site? If you're talking about an increase in ranking for a keyword, I don't really believe it helps much, but that's not to say that you couldn't have valuable traffic coming through a nofollow link like Wikipedia or the like.

posted on Wednesday, March 30, 2011 at 9:19 AM by web design


The theme seems to be that nofollow links do absolutely nothing for rankings, but a ton for traffic. 
 
We can't overlook the value of strong traffic though. If you can get a link on a Wikipedia page and that results in thousands of hits (some of which may be bloggers, for example) and then those visitors decide to link to your resource from their own blogs or website, the nofollow link has then indirectly helped build rank. 
 
Not too far-fetched idea to consider, right?

posted on Wednesday, March 30, 2011 at 11:08 AM by Tanner Christensen


I would say social no-follow links are being taken into consideration by Google in determining the "freshness" or "hotness" of a specific page or piece of content. That's why new, non-powerful pages sometimes show up above more established pages in rankings for a short period of time, propelled mainly by no-follow links from twitter and facebook. 
 
However, I can't see Google removing the follow/nofollow factor and its impact from their algorithm because it still doing a fairly good job of reducing the impact of millions of spam comments (like a few of the above) posted in blogs, as well as links in banner ads, and links that are manually no-followed by web masters.  
 
If you feel that twitter and blog commenting is being overwhelmed by spam now (it is), just imagine if Google opened the floodgates by giving credence to no-follow links.

posted on Wednesday, March 30, 2011 at 12:06 PM by David Vogel


Yes. They are even more valuable today then ever. We can run a small test using my comment as an example. As you can see I dropped a keyword for my name. I currently have no links pointing to my site with that anchor. In a few short weeks, OpenSiteExplorer should pick this link up and give me some credit for this link. Let's wait and see. And like David mentioned, social links are being counted more and more and 95% of those are no-followed.

posted on Wednesday, March 30, 2011 at 2:11 PM by Philadelphia SEO Company


As an SEO/link layman, all great discussion. The idea of getting and building on Wikipedia links makes great sense. Even if the search engines don't follow others might. It all comes down to creating high value content. Need to get back to writing!

posted on Thursday, March 31, 2011 at 10:05 AM by Jeff Fread


Very interesting post. Not sure if it cured my thirst. Like the Wikipedia idea and I will explore. Are blog comments "do follow"?

posted on Thursday, March 31, 2011 at 1:03 PM by Dowell Taggart Team


Funny how I was just thinking that I should still leave comments even on sites that have do not follow because someone might still click on my link and end up there. The more you can be found the better it seems.

posted on Monday, April 04, 2011 at 8:11 PM by Chuck


Any link is a good link. No-follow or not.

posted on Saturday, April 09, 2011 at 1:54 PM by Anthony Milano


Any link is wonderful as long as it brings in some traffic it wouldn't hurt to post a link no follow or not. How else are you going to get your site notice.

posted on Monday, April 11, 2011 at 8:57 AM by Jan Dirk


Thanks you for this post. Building Wikipedia links was something new to me.

posted on Tuesday, April 12, 2011 at 3:38 PM by Finnblogger


Comments have been closed for this article.