Nofollow Internal Links: When to Use (and When Not To)
The rel="nofollow" attribute is a directive that tells search engines not to follow a link and, historically, not to pass any link equity through it. While commonly discussed in the context of external links (e.g., for sponsored content or user-generated comments), its application to internal links is a nuanced topic that often leads to confusion and, if misused, can harm your SEO.
This chapter of the Technical SEO for Internal Linking series clarifies the role of nofollow for internal links. Building on our discussion of redirects, we'll explore the rare scenarios where nofollow might be appropriate internally and, more importantly, why it's generally detrimental for SEO-valuable internal links.
What is rel="nofollow"?
The nofollow attribute is added to the <a> tag of a hyperlink: <a href="https://example.com" rel="nofollow">Link Text</a>.
It was originally introduced by Google to combat spam in comments and forums, telling crawlers not to endorse the linked page.
In 2019, Google announced changes, introducing sponsored and ugc attributes, and stating that nofollow (along with sponsored and ugc) would become "hints" rather than strict directives. This means Google might choose to crawl and pass some value through these links if it deems it appropriate, but it's not guaranteed.
Why nofollow is Generally NOT Recommended for Internal Links
Historically, SEOs attempted "PageRank sculpting" by nofollowing internal links to less important pages, hoping to concentrate PageRank on more important ones. This strategy is largely ineffective and often harmful today.
- PageRank Evaporation: When you
nofollowan internal link, the PageRank that would have flowed through that link doesn't get redistributed to other links on the page. Instead, it often "evaporates" or is lost. This means you're actively preventing link equity from flowing to any page, including your important ones[1]. - Crawl Budget Waste: While
nofollowis a hint, Google might still choose to crawl thenofollowed link. If it doesn't, you're essentially telling Google not to discover a page that might be important, potentially leading to it becoming an orphan page or being crawled less frequently. - Confusing Signals: Using
nofollowon internal links sends mixed signals about your site's structure and the importance of your content. Your internal linking strategy should primarily be about guiding crawlers and users to all valuable content.
When nofollow Might Be Appropriate for Internal Links
There are very specific, rare scenarios where using nofollow on an internal link might be considered:
- Login/Registration Pages: Links to pages that require user authentication (e.g.,
/login,/register,/my-account). These pages are typically not meant for public search engine indexing and don't need to pass PageRank. - Shopping Cart/Checkout Process: Links within the checkout funnel (e.g.,
/cart,/checkout) that are not meant to be indexed or found by organic search. - Internal Search Results Pages: Links to internal search results pages (e.g.,
/search?q=keyword). These are often dynamic and can create an infinite number of URLs, which you typically don't want indexed. - User-Generated Content (UGC) You Don't Endorse: If you have a forum or comment section where users can create internal links to other parts of your site, and you want to explicitly state that you don't endorse those specific links (though
rel="ugc"is now preferred for this). - Pages with Sensitive Information (Not for Indexing): Any internal link to a page that you explicitly do not want indexed and does not need to pass PageRank (e.g., a thank-you page after a form submission, a private document). However,
noindexin the<head>is usually a stronger signal for non-indexation.
Important Note: For pages you truly don't want indexed, using a noindex meta tag in the page's <head> is a more robust and clearer signal to search engines than relying solely on nofollow internal links. nofollow on internal links primarily affects PageRank flow, not necessarily indexation.
Alternatives to nofollow for Internal Links
noindexMeta Tag: If you want to prevent a page from being indexed, use<meta name="robots" content="noindex">in its HTML<head>. This is the clearest way to tell search engines not to show a page in search results.robots.txt: UseDisallowin yourrobots.txtfile to prevent crawlers from accessing certain sections of your site. Be cautious, as this can also prevent PageRank from flowing through those sections.- Thoughtful Site Architecture: The best way to manage internal link equity and crawl budget is through a logical site structure and strategic internal linking, ensuring important pages are well-linked and less important pages are not excessively linked from high-authority sources.
Conclusion
For the vast majority of internal links, using nofollow is unnecessary and often counterproductive for SEO. It can lead to PageRank evaporation and confuse crawl signals. Reserve its use for very specific, non-SEO-valuable internal links like login pages or certain dynamic internal search results. For controlling indexation, the noindex meta tag is a more direct and effective solution. Focus on building a robust, natural internal linking structure that guides both users and search engines to all your valuable content.
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References
[1]: Moz - Explains PageRank sculpting and why nofollow internal links are generally not recommended.
[2]: Google Search Central - Discusses nofollow, sponsored, and ugc attributes.
[3]: Ahrefs - Provides a comprehensive guide on nofollow links.
Frequently Asked Questions
Should I use nofollow on internal links?
Generally, no. Using nofollow on internal links is usually not recommended for SEO. It can lead to PageRank "evaporation" (lost link equity) and can confuse search engine crawlers about your site's structure.
When is it appropriate to use nofollow on internal links?
It might be appropriate for internal links to pages you explicitly do not want indexed or to pass PageRank, such as login/registration pages, shopping cart/checkout pages, internal search results pages, or certain administrative links. For preventing indexation, a noindex meta tag is usually a stronger signal.
Does nofollow prevent a page from being indexed?
Not necessarily. While nofollow tells search engines not to follow a link and historically not to pass PageRank, a page can still be indexed if it's discovered through other means (e.g., sitemap, external links). If you want to prevent a page from being indexed, use a noindex meta tag in the page's HTML <head>.