What are dofollow links?
A dofollow link is a hyperlink that search engines follow to discover and index new pages. In practice, this means the link passes on authority and SEO value from one website to another. The value you pass on is often called link equity or link juice, and it plays a central role in how your website ranks in the search results. When a website links to your page without adding the rel="nofollow" attribute, the link counts as a dofollow link. In other words, it's the internet's way of saying: "I trust this content."
Google and other search engines use dofollow links precisely as indicators of relevance and quality. When more trustworthy pages point to your page, the algorithm interprets it as a sign that the content is valuable. That's why many SEO specialists see working with dofollow links as part of both link building and their overall organic strategy. Together with efforts such as technical SEO and content optimisation, dofollow links become an important foundation for a digital ecosystem where every internal and external connection contributes to the whole.
How do you use dofollow links?
You use dofollow links strategically when you want to strengthen your page's authority and visibility. It's about both the links you place yourself and the ones others give you. Internal dofollow links help search engines understand your website and connect related pages. At the same time, they help your visitors navigate and discover more relevant content.
When you link to other websites, you should think about what value you're passing on. It's always a good idea to link to sources that support your credibility. If you run a site about digital marketing, for example, you can link to recognised resources on SEO or Google Ads. External dofollow links that you get from other domains work the other way round – they lift your own authority. This typically happens through natural mentions, PR or partnerships where your content gets a recommendation.
Why should you know about dofollow links?
Dofollow links are the very backbone of how Google assesses your page's reliability. Each link works as a vote. The more quality votes you get, the stronger the signal you send about your page's value. The effect shows not only in higher rankings but also in the traffic that comes with them. Organic visits usually have high intent, which means users are already searching for something you offer.
In a broader marketing strategy, dofollow links also support your paid activities. When you advertise through Google Ads, a strong SEO profile can reduce your cost per click, because Google assesses your page as relevant and trustworthy. In the same way, a solid backlink profile can strengthen the impact of your content and social initiatives. It all fits together in a cycle where digital authority and visibility reinforce each other.
What types and variants are there?
There are basically two types of dofollow links: internal and external. You create internal links yourself to give your website structure, while external links come from outside and typically take a more targeted effort to earn.
- Internal dofollow links connect pages within your own domain. They help Google work out hierarchy and priority, and they also improve the user experience.
- External dofollow links come from other websites. They pass on SEO value and are often the main focus of link building work.
All links are dofollow by default unless you actively add the rel="nofollow" attribute. This means you don't need to do anything special to make your internal links count – but you do need to work strategically to attract the external ones.
How do you handle dofollow links in practice?
Today, there are many ways to identify, analyse and build dofollow links. You can easily see whether a link is dofollow by checking the HTML code – the absence of rel="nofollow" means the link passes on value. You can also use SEO tools such as Ahrefs, Semrush or Moz to get an overview of where your backlinks come from and what authority they have.
When you actively work with link building, prioritise quality over quantity. A few links from strong domains are far better than many from irrelevant pages. One of the most effective approaches is to create valuable content that others want to reference – this could be data analyses, guides, infographics or insights from your own work. In addition, partnerships, mentions and PR can bring natural dofollow links that strengthen both your visibility and your credibility.
In some cases, you can also make the most of existing relationships. If you work with partners or suppliers, for example, you can offer to link to each other's relevant pages. However, this should always be based on genuine value and relevance, never simply as a technical swap. Search engines are good at seeing through unnatural patterns, which is why authenticity is crucial.
What should you watch out for?
Although dofollow links can seem like a shortcut to better rankings, they require careful thought. Low-quality links or links from spam domains can harm your authority instead of helping it. That's why it's important to monitor your backlink profile regularly and disavow harmful links through Google Search Console if you spot anything suspicious.
You should also consider the balance between dofollow and nofollow links. A natural link profile contains both, because not every relationship necessarily needs to pass on value. For example, it makes sense for paid ads or affiliate links to use nofollow, so you don't break Google's guidelines on manipulative linking.
Finally, it's worth remembering that a dofollow link won't lift your page on its own. It works best as part of a holistic digital strategy where technical SEO, content, design and user experience work together. Dofollow links create value when they lead users on to something relevant and inspiring — and when they're part of a well-thought-out digital ecosystem that reflects both expertise and credibility.
