The Hidden Power of Nofollow Links

June 8th, 2014 – Posted by Nicole Kohler to Link Building

This post was originally in YouMoz, and was promoted to the main blog because it provides great value and interest to our community.
The author’s views are entirely his or her own and may not reflect the views of Moz.

A few years ago, while I was still on the client side of things, I received an email from a blogger I was working with. As part of our fledgling link building program, my company had been sending out free products in exchange for a review and link to our site. Oldest trick in the book, right? However, the blogger’s email threw me off: she told me her policy was to nofollow links, and asked if this would be all right.

“Uh, sure,” I eloquently responded, having absolutely no idea what she was talking about, “just as long as there’s a link!” I then scrambled to look up just what in the heck a nofollow link was, and roughly five minutes later started cursing at my monitor. We’d just invested thirty bucks in a completely useless link!

While that may have been my viewpoint back then, my opinion on nofollow links has changed. Obviously, for those of us who are trying to earn links for our clients, receiving a nofollow link can feel like a slap in the face. But these links have hidden powers that make them just as important as followed ones.

Here’s why nofollow links are more powerful than you might think.

Links build awareness

A link has a few different connotations these days. It could mean, “this is an article that supports my viewpoint, and you might benefit by reading it, too.” It could mean, “I do a lot of shopping here, and I think you should look at their cute dresses.” Or it could simply mean, “I like cat videos!” But at its very core, a link is designed to create awareness of something on a different page.

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