Written and reviewed by David Moris
David Moris is Co Founder of Editorial Backlinks and leads SEO strategy, campaign planning, quality control, reporting and long-term growth. Last reviewed July 29, 2026.
“Dofollow” is an informal term
A standard HTML link without a qualifying rel value is commonly called dofollow. Publishers can also use nofollow, sponsored or other values to describe the relationship or limit how search engines treat the link.
Nofollow links
A nofollow attribute can be used when a publisher does not want to endorse or pass ranking signals through a link. The link may still create referral traffic, attribution, discovery and brand corroboration.
Sponsored links
Google recommends marking advertisements and paid placements with rel="sponsored". Nofollow is also accepted as an alternative, but sponsored gives a clearer description of the commercial relationship.
Publisher control matters
An outreach provider should not promise that a journalist or publisher will use a particular attribute unless the publisher has confirmed it in writing. Attributes can also change after publication.
Report the observed status
Open the live page and record the attribute that exists at the time of reporting. Do not describe a nofollow or sponsored link as a followed editorial link.
Evaluate the wider value
Link attributes are one part of the result. Review audience relevance, article quality, attribution, referral opportunity, brand visibility and the credibility of the publication.
Frequently asked questions
No. They can create referral, discovery, attribution, relationship and brand value.
Google recommends sponsored for paid placements, with nofollow accepted as an alternative.
Yes. The publisher controls the page and can edit the link at any time.