Nofollow tags are frequently misunderstood. In this article we look at nofollow tags, their rationale, and how to nofollow (or “dofollow”) links on WordPress.
Google’s success as a search engine was largely based on its founders’ development of an algorithm that used incoming links as a signal of a page’s quality. The idea is that the more people who choose to link to a page, the more valuable the page is likely to be to other people. Although Google and the other search engine operators have increased the complexity of their algorithms considerably since the early days, links still play a fundamental role in determining search engine ranking.
However, not all links are trustworthy for the purposes of determining a page’s quality and value. They are only useful if they are “editorial” links — links that are created because the value of the content is what motivated the link. Because there are various other reasons that a page might be linked to, Google decided to provide a mechanism to signal that links should not be followed by search engine crawlers. That mechanism is the nofollow meta tag, which looks like this: