E1198: Do nofollow backlinks boost Google rankings? I walk through findings from Rand Fishkin, Kyle Roof, and Joy Hawkins, plus an AI search study that challenges the idea that nofollow links have no SEO value.
The practical takeaway: look beyond the link attribute. Pay attention to whether the linking page ranks on Google and attracts organic traffic.
In this episode:
- Google's 2019 change: Google shifted from ignoring nofollow links as ranking signals to treating nofollow, sponsored, and UGC attributes as hints about which links to consider or exclude.
- Rand Fishkin's experiments: Two tests pointed nofollow links from 55 and 42 websites at target pages. I cover the ranking gains and the unexpected result after participants removed the links: rankings kept improving.
- Kyle Roof's two criteria: The linking page ranks well on Google AND gets organic clicks. I explain how these criteria shaped Joy Hawkins' follow-up tests.
- Joy Hawkins' results: Joy added a nofollow link from a Local Search Forum page that already ranked and attracted traffic. The next day, her target page ranked AND a YouTube video that she had embedded on the target page ALSO ranked. She then reported positive ranking effects in additional tests.
- Nofollow links from major websites: I discuss Link Rush's reports of ranking improvements, faster indexing, and greater brand visibility after receiving nofollow links from the BBC and GOV.UK, plus the additional links and client trust those mentions attracted.
- Backlinks and AI search: A Semrush study with Kevin Indig examined 1,000 domains across five AI platforms. Nofollow backlinks showed a slightly stronger correlation with AI mentions than follow backlinks.
- A possible explanation for the AI findings: Platforms such as Reddit, Wikipedia, and Quora use nofollow links and frequently appear in AI answers.
- What this means for link building: Evaluate the source page, its rankings, its traffic, and its audience before dismissing a backlink because it carries a nofollow attribute.
These experiments and reports challenge the blanket claim that nofollow backlinks are worthless. They also give you specific criteria for evaluating the next link you earn.
⭐️ Google's 2019 announcement on nofollow links - https://developers.google.com/search/blog/2019/09/evolving-nofollow-new-ways-to-identify
⭐️ Rand Fishkin's nofollow experiments (#10) - https://seosherpa.com/seo-experiments/
⭐️ Joy Hawkins nofollow backlink tests - https://www.sterlingsky.ca/nofollow-links-impact-seo/
⭐️ Link Rush nofollow study - https://www.linkrush.co.uk/blog/do-nofollow-backlinks-help-seo-in-2026
⭐️ Semrush nofollow AI search study - https://www.semrush.com/blog/backlinks-ai-search-study/
⭐️ Ep 1163 - The $50,000 Internal Linking Experiment: Links That Get Clicked Carry More Weight - https://youtu.be/biy8ILxTzqc
⭐️ Ep 948 - Why Low-Authority Backlinks Can Outperform High-Authority Ones - https://youtu.be/1gCsGVu3Izg
💎 Compact Keywords - My SEO Course - Get paying customers through SEO - Clear step-by-step video breakdowns - SEO templates to be copied and adapted for your products and services: https://compactkeywords.com/
00:00 Do Nofollow Links Rank
00:16 Google Nofollow Update
01:35 Early Nofollow Experiments
02:31 Joy Hawkins 2024 Test
05:14 API Leak Engagement Signals
06:01 Big Brand Nofollow Wins
06:58 Nofollow Links For AI
07:32 Natural Link Profile Tips
08:16 Final Verdict And Advice
09:26 Podcast Milestone Outro
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#searchengineoptimization #linkbuilding #seo #backlinks