What is a DoFollow Link?
A dofollow link is a standard hyperlink that passes ranking signals — often called link equity or authority — from the linking page to the page it points to. It is the default type of link: unless a link is explicitly marked otherwise, it is dofollow and contributes to the target page's authority in Google's eyes. Dofollow links are the links that matter most for off-page SEO, because they are how authority flows around the web and how a page builds the backlink profile that influences its rankings.
What does dofollow mean?
Dofollow describes a link that Google follows and counts as a vote of authority for the page it points to. When one page links to another with a dofollow link, it passes a portion of its own authority along, which contributes to the target page's standing. This passing of authority is the mechanism behind backlinks and much of off-page SEO.
The term exists mainly in contrast to nofollow. There is no actual dofollow attribute in HTML — a normal link is dofollow by default, and the word simply describes a link that has not been marked with a nofollow attribute. When people say a link is dofollow, they mean it is a standard link that passes authority, as opposed to one explicitly told not to.
Dofollow is therefore the natural state of a link. Every ordinary hyperlink passes authority unless something is added to prevent it, which means most links across the web are dofollow. This is why building a profile of quality dofollow links from reputable sites is central to off-page SEO: these are the links that contribute to a page's authority.
Why do dofollow links matter for SEO?
Dofollow links matter because they are how authority flows between pages and sites, and authority is a major ranking factor. A page that earns dofollow links from reputable, relevant sites accumulates authority, which helps it rank, while a page with few quality links struggles to compete. This is the foundation of off-page SEO and a significant input into a page's overall standing.
They contribute to domain authority and the broader authority signals. The profile of dofollow links a site earns is one of the main things third-party tools attempt to measure with metrics like authority score, and it reflects how the wider web regards the site. A strong profile of quality dofollow links signals that the site is trusted and referenced, which supports its ability to rank.
The quality of dofollow links matters far more than the quantity. A handful of dofollow links from authoritative, relevant sites passes more valuable authority than many links from low-quality or irrelevant sites, and links from spammy sources can even harm a site. This is why link building focuses on earning quality links rather than accumulating volume, as covered in the off-page work.
How do dofollow and nofollow links differ?
The difference between dofollow and nofollow links is whether they pass authority. A dofollow link passes ranking signals to the target page; a nofollow link includes an attribute telling Google not to pass authority through it. Both are real, clickable links that users experience identically — the difference is invisible to visitors and exists only in how Google treats them.
Nofollow was introduced to let sites link without endorsing. Originally it was a way to mark links the site did not want to vouch for — user-generated content, paid links, untrusted sources — so that linking to something did not pass authority to it. Google has since refined this into more specific attributes for sponsored and user-generated links, but the core idea remains: nofollow signals that the link should not pass authority.
For SEO purposes, dofollow links from quality sources are the goal, but nofollow links still have value. Nofollow links can drive real traffic, build brand visibility, and form a natural part of a healthy link profile, even though they do not pass authority directly. A profile made up entirely of dofollow links can itself look unnatural, so a mix is normal and healthy, as the nofollow entry explains.
How do you earn dofollow links?
Earning quality dofollow links comes down to creating content and a reputation worth linking to. Genuinely useful content — comprehensive guides, original research, valuable resources — earns links naturally because other sites reference it, and this earned linking is the most durable and valuable kind. The evergreen content and topical authority work that builds authoritative content is also what attracts links.
Active link building supplements earned links through outreach, relationships, and legitimate promotion. This involves identifying relevant sites that might reference the content, building genuine relationships, and earning placements that make sense editorially. The emphasis throughout is on relevance and quality rather than volume, because Google values links that reflect genuine endorsement.
What to avoid is as important as what to pursue. Buying links, participating in link schemes, or acquiring links from low-quality and irrelevant sites violates Google's guidelines and can trigger a penalty rather than a benefit. The fake Wix specialist scam guide covers how to recognize the low-quality link-building tactics that do more harm than good, and legitimate off-page work steers well clear of them.
How do dofollow links fit into off-page SEO?
Dofollow links are the core mechanism of off-page SEO, the part of SEO concerned with signals from outside the site itself. While on-page and technical SEO are about the site's own content and structure, off-page SEO is largely about the authority the site earns through the links and mentions it accumulates across the web, of which dofollow links are the most direct contributor.
They build the authority that complements on-page relevance. A page needs both relevance, established through its content and on-page optimization, and authority, established largely through quality dofollow links, to compete for valuable queries. Strong content without authority struggles in competitive areas, and authority without relevance does not rank for the right terms — both are needed together.
For most businesses, the practical focus is earning a steady flow of quality dofollow links through valuable content and legitimate relationships, rather than chasing volume or shortcuts. This builds the authority profile that supports rankings durably. A free SEO scan or SEO audit can assess a site's current link profile and where the opportunities to strengthen it sit.
