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Can I use nofollow links internally to channel PageRank?

This is a rather geeky SEO question, but I have heard that Google considers internal site links as relevant as external links and that it's smart to "nofollow" links that go to pages you don't want or need ranked in the search engine. Is that true? More importantly, is it safe?


Dave's Answer:

&First off, credit where it is due: My friend and SEO wizard Leslie Rohde told me about using nofollow to channel and manage how PageRank flows on a site quite a while ago, and while I was skeptical and concerned it was "gray hat" SEO or worse, it turns out he was right and I was wrong. It's totally legitimate and acceptable and indeed Google blogger Matt Cutts recently came out and stated on SEOmoz that "webmasters can feel free to use nofollow internally to help tell Googlebot which pages they want to receive link juice from other pages."

His specific answer was more detailed, of course:

"The nofollow attribute is just a mechanism that gives webmasters the ability to modify PageRank flow at link-level granularity. Plenty of other mechanisms would also work (e.g. a link through a page that is robot.txt'ed out), but nofollow on individual links is simpler for some folks to use. There's no stigma to using nofollow, even on your own internal links; for Google, nofollow'ed links are dropped out of our link graph; we don't even use such links for discovery. By the way, the nofollow meta tag does that same thing, but at a page level."

This is pretty big news in the world of search engine optimization, actually, and I'm really glad you asked this question. For those of you who aren't steeped in SEO, you might recall that the idea of "nofollow" was to combat spammers who added bogus comments so that they would gain links from blogs to their own sites and thereby game the system. I've written about it here: penalized for nofollow links?

It worked pretty well as a solution, though other methods of combating blog comment spam have arisen that are far better (hat tip to the amazing Akismet system especially). Nonetheless, the idea that you could add links to your Web site that weren't seen (or at least ranked) by search engines is a powerful one and it's no surprise that people started to think through different uses.

Now let's look at my own weblog here. I have a lot of pages on this site, including pages that are present for my readers, but aren't pages I really need to have show up as a result on a Google search. An example? My ask a question page. By default, I'd link to it like this:

<a href="ask.html">ask a question</a>

but then since PageRank is transmitted to linked pages as a formula (PageRank value of any given link = PageRank of the current page / number of links), I really don't want to waste even a fractional PageRank on that page. Instead, therefore, I can do this:

<a href="ask.html" rel="nofollow">ask a question</a>

(I've highlighted the change to make it stand out, of course)

Now I'm in control of how that PageRank that I've earned for my individual pages is disseminated throughout the site, and that's a good thing. Leslie pegged it when he told me months ago that any secondary pages, anything like a sitemap, contact us, about us, or similar page should always be nofollowed. He's exactly right.

More importantly, with the recent information from Matt, we now can modify our pages with assurance that it isn't anything dangerous, isn't a technique that can get you into trouble with Google or otherwise backfire.

I hope that answers your question. My advice: go for it!


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Reader Comments To Date: 11

? said, on August 31, 2007 9:59 PM:

nofollow for site Map? i think you want google to spider your sitemap so it can index your pages.

I would take the nofollow off your sitemap

Dave Taylor said, on August 31, 2007 11:00 PM:

Y'd think so, but modern sitemaps are found directly through a query for "sitemap.xml", and you don't need to explicitly link to it at all for Googlebot and similar spiders to find it. :-)

Michael Martinez said, on September 4, 2007 10:21 AM:

Matt Cutts in no way advises Webmasters to use nofollow on their own internal links, and as anyone who reads the comments on that blog post should have seen, he came back and told Rand that Rand's interpretation was too strong.

Matt in fact says that the average Webmaster should not be using nofollow on internal links.

I'll just flat out tell you that no one in the industry is in a position to do it successfully or wisely. Some people may think they know how to do it but they don't.

And you sure don't want to nofollow your HTML sitemap.

This has to be one of the dumbest ideas for SEOs to promote in a long, long time. You might as well take down your Web site if you're going to start nofollowing your own content.

John Illnes said, on April 10, 2008 1:04 AM:

The official claim is that links with the rel=nofollow attribute do not influence the search engine rankings of the target page. In addition to Google, Yahoo and MSN also support the rel=nofollow attribute.

i think it helps indexing

Steve said, on August 28, 2008 1:44 PM:

I'm still in favour of nofollowing links to pages with no useful content such as contact.php etc as they're not the kind of pages I want indexing. In all this I don't think it is mentioned (and I may be wrong) but spiders from a lot of other search engines ignore the nofollow attribute anyway! For me, personally, I want Google to index all my property listings (sitemap.xml is indexed differently as mentioned so as far as I can see forget sitemap.html - leave it there for the occasional visitor who ever uses a sitemap page) and my main areas of content I want to be displayed in search results on Google. I agree to be careful with the use of nofollow as you could easily mess things up but I don't see any harm in nofollowing low content pages. Besides, what does Matt Cutts know anyway... yeah I'd fight him :O)

Justin Hitt said, on September 7, 2008 8:49 PM:

I'm using rel="nofollow" on links to secondary pages internal to my sites and have found them less likely to come up in a search related to my site.

Secondary pages include "About Us", "Contact Us", "Privacy", and "Ask Questions" type pages that are outside the site theme.

While I don't care so much about how it may or may not influence PageRank, however, it does seem to guide visitors towards content first. It's been a good practice for many of my properties.

JLH said, on March 1, 2009 2:36 PM:


Assuming said site is getting traffic from all of those nofollow links, real links from that traffic should naturally follow. Since most social networking sites are all about the flavor of the day those links will probably fade into oblivion anyway a few days down the road, never to be seen again.

Suthnautr said, on May 15, 2009 10:45 PM:

Internal link sculpting to channel link equity to various pages of importance is a good strategy. I don't always do it, but the times that I have done it, the remaining "follow" pages have ranked higher. Siloing (creating parent categories with child pages), whether physical (within folders) or virtual (using parent category menus that are not global), also benefits from link sculpting using nofollows back to the global menu.

The site's global menu (to the top category pages) should all be follows - but on each of the main category pages the "nofollow" attribute should be applied to the global menu links to prevent confusing the search engines by linking to pages in other categories that are not relevant, e.g. on a site about alcoholic beverages broken down into categories such as wines (sub-pages: red, white, dessert, fortified), beers (sub-pages: ales, lagers, stouts, etc), liquors (sub-pages: vodka, scotch, gin, whiskey, rum, tequila) and liqueurs (sub-pages: big sub-category) shouldn't have a follow link on the wines main category page to the liqueurs main category page.

One point about siloing though is that links to and from a "follow" sitemap.html will flow rank in an uncontrolled manner, so the sitemap.html should be robot.txt'ed as a nofollow. The search engines use the sitemap.xml anyway - which allows all pages on the site to be indexed - and a nofollow isn't the same as a no-index (even if you nofollow the sitemap.html the robots will still index the pages).

JOSEP_MARCK_DON said, on June 17, 2010 12:00 AM:

Most important information. thanks for sharing

Grant Jordan said, on May 9, 2011 8:01 AM:

It's interesting to know that secondary pages should be nofollow. Now I will have to check if I have done that with my blog. All this work to please Google is getting to be a right royal pain though don't you think?

seojedi said, on January 5, 2012 5:11 PM:

This is crazy talk. You guys go ahead and nofollow your internal pages all day long. It's better for our clients if you do. :-)

Starbucks coffee cup I do have a lot to say, and questions of my own for that matter, but first I'd like to say thank you, Dave, for all your helpful information by buying you a cup of coffee!

I do have a comment, now that you mention it!











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