To Dofollow or Nofollow: Which Type of Backlinks Boost Your Google Rankings?

Let’s get straight to the point. We’re going to show you exactly which backlinks actually move the needle for your Google rankings in 2025. You’ll learn the difference between dofollow and nofollow links, discover 15 proven types of backlinks that work right now, and walk away with a clear strategy to build links that boost your traffic.

No fluff. No outdated tactics. Just what works today.

Backlinks remain the backbone of SEO success because they signal to Google that other websites trust your content enough to reference it. Think of them as votes of confidence from the internet community. The more quality votes you have, the higher Google ranks your pages.

However, here’s what most people get wrong: they prioritise quantity over quality. Google’s algorithms have evolved far beyond simple link counting. Today’s ranking system rewards websites that earn links from relevant, authoritative sources that genuinely add value to users.

We’ll cover everything you need to know about building a backlink strategy that works. You’ll understand the key types of backlinks,  learn which ones to pursue and which to avoid, and discover how to measure their impact on your rankings.

What Are Backlinks?

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A backlink is simply a link from one website to another. When Website A links to Website B, that’s a backlink for Website B. These links act as strategic pathways that connect different parts of the internet.

Here’s how backlinks work in practice:

Let’s say you run a fitness blog and write an article about home workouts. A health magazine finds your article valuable and links to it in their newsletter. That link from the health magazine to your fitness blog is a backlink.

Backlinks vs. Internal Links

Backlinks differ from internal links in an important way. Internal links directly connect pages within the same website, like when we link from our homepage to our services page. Backlinks connect pages across different websites, creating the web-like structure that gives the World Wide Web its name.

Google sees backlinks as one of its primary ranking factors because they indicate trust and authority. When reputable websites link to your content, they advise Google that your information is worth sharing with their audience.

Why Backlinks Matter for SEO Success

Backlinks send three critical signals to Google: authority, trust, and relevance.

• Authority stems from the credibility and domain strength of the website linking to it.
• Trust develops when established websites consistently link to your content over time.
• Relevance emerges when links come from websites in your industry or topic area.

Impact on Rankings and Traffic:

Authority, trust, and relevance have a direct impact on your rankings and organic traffic. Websites with strong backlink profiles typically rank higher in search results, receive more clicks, and generate more leads or sales.

The data consistently shows that pages ranking in the top three positions have significantly more backlinks than pages ranking lower.

Google Algorithm Updates:

Google’s recent algorithm updates have made the quality of backlinks more important than ever. The search engine now places a strong emphasis on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) when evaluating websites. Quality backlinks from relevant sources help demonstrate these qualities to Google’s ranking systems.

Modern SEO success requires a strategic and more sustainable approach to link building. Random, low-quality backlinks won’t move your rankings. Instead, you need links from websites that your target audience actually visits and trusts. This shift means we must focus on building genuine relationships and creating high-value content worth linking to.

Follow vs. Nofollow Backlinks Explained

Not all backlinks work the same way, though. Backlinks for SEO are categorised into two main classifications: dofollow and nofollow.

• Dofollow backlinks pass ranking power (called “link equity”) from the linking site to your site, directly helping your Google rankings. These are the links that SEO professionals focus on most.

• Nofollow backlinks have a special HTML tag (rel=”nofollow”) telling Google not to pass ranking power. While they don’t directly boost rankings, nofollow links still bring traffic, build brand awareness, and contribute to a natural-looking link profile.

Social media links, many directory listings, and paid advertisements typically use nofollow attributes.

A healthy backlink profile includes both dofollow and nofollow links from various sources. Google expects to see this natural mix, as real websites typically receive both types of links through normal online activities.

Key Types of Backlinks in SEO

Each type matters in its own way.

Here’s what they are, how to get them, pros and cons, and examples:

1. Editorial Backlinks

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Editorial backlinks are links that journalists, bloggers, and content creators add naturally when they reference your content, research, or expertise in their articles.

These are the gold standard of backlinks because they come from genuine editorial decisions rather than promotional arrangements.

How to get editorial backlinks:

• Create original research
• Publish industry reports
• Develop unique insights that journalists and bloggers want to cite
• Share newsworthy information
• Conduct surveys
• Compile data that others can’t easily find elsewhere
• Build relationships with writers in your industry by actively engaging with their content and offering genuinely helpful insights

Pros vs. Cons:

Pros	Cons
High authority and trust signals Natural anchor text Typically from relevant sources Strong long-term value	Difficult to control timing Requires significant time investment Can’t guarantee results

Example:

A marketing blog cites your company’s annual social media report and links to the full study on your website.

2. Guest Post Backlinks

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Guest post link building involves writing articles for other websites in exchange for author bio links that direct readers back to your site. When executed correctly, this link building technique fosters relationships, showcases expertise, and secures high-quality backlinks from reputable sources.

How to get guest blogging backlinks:

• Research blogs relevant to your industry that accept guest posts
• Check their content quality, audience engagement, and domain authority
• Pitch unique article ideas that provide genuine value to their readers
• Write high-quality content that matches their editorial standards and includes natural, relevant backlinks directing back to your website

Pros vs. Cons:

Pros	Cons
You control the content and context Builds thought leadership Creates networking opportunities Usually results in dofollow links	Time-intensive Many sites have strict requirements Risk of over-optimisation if done poorly

Example:

You write an article about email marketing best practices for a digital marketing blog, with an author bio linking to your email automation tool.

3. Business Profile Backlinks

Business profile backlinks come from directory listings, local business profiles, and industry-specific platforms where you can create company profiles. These include Google Business Profile, Yelp, Better Business Bureau, and industry directories.

How to get business profile backlinks:

• Claim and optimise your profiles on major directory sites relevant to your industry.
• Complete all profile sections with accurate information, add photos, and include your website URL.
• Focus on directories that your customers actually use to find businesses like yours.

Pros vs. Cons:

Pros	Cons
Easy to obtain Helps with local SEO Provides NAP (Name, Address, Phone) consistency, often free	Many are nofollow links Limited impact on rankings Can be time-consuming to maintain multiple profiles

Example:

Your law firm’s profile on Avvo includes a link back to your website’s contact page.

4. Unlinked Brand Mentions Backlinks

Unlinked brand mentions occur when websites mention your company, product, or brand name without including a link. You can often convert these mentions into backlinks by reaching out to the website owners.

How to get unlinked brand mentions backlinks:

• Set up Google Alerts for your brand name, product name, and key personnel.
• Use tools like Mention or Brand24 to monitor mentions across the web.
• When you find unlinked mentions, politely contact the website owner and ask if they’d consider adding a link to provide additional value to their readers.

Pros vs. Cons

Pros	Cons
Relatively easy outreach High conversion rates Often results in relevant contextual links	Requires ongoing monitoring Depends on existing brand awareness Not scalable for new businesses

Example:

A tech blog mentions your software in an article but doesn’t link to your website. You reach out, and they add the link.

5. Free Tool Backlinks

Free tools, calculators, and resources naturally attract backlinks because they provide immediate value to users. Other websites link to useful tools to help their audiences solve problems or make decisions.

How to get free tool backlinks:

• Develop tools that solve common problems in your industry
• Create calculators, templates, checklists, or interactive resources
• Promote these tools through content marketing, social media, and direct outreach to relevant websites
• Make sure your tools are genuinely helpful and easy to use

Pros vs. Cons:

Pros	Cons
Attracts high-quality editorial links Generates ongoing traffic Builds brand authority Creates shareable content	Requires technical development Ongoing maintenance Initial investment in time and resources

Example:

Your mortgage calculator gets linked by real estate blogs, financial advisors, and home-buying guides.

6. Webinar Backlinks

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Webinars create multiple opportunities for backlinks through event listings, promotional content, and follow-up resources. Industry websites often link to valuable webinars when promoting events to their audiences.

How to get webinar backlinks:

• Host engaging, educational webinars on topics or current issues relevant to your industry
• Submit your webinars to event directories and industry calendars
• Partner with other companies or influencers to co-host events
• Create valuable follow-up content, such as recap posts, slide decks, and resource lists, that others want to link to

Pros vs. Cons:

Pros	Cons
Builds thought leadership Creates multiple linking opportunities Generates leads Establishes industry relationships	Requires presentation skills Time-intensive preparation Success depends on promotion and attendance

Example:

An HR website links to your upcoming webinar about remote work best practices in their monthly newsletter.

7. Badge Backlinks

Badge backlinks come from certifications, awards, partnerships, or membership designations that include links back to your website. These often appear on “partners” or “certifications” pages.

How to get badge backlinks:

• Apply for relevant industry certifications and awards
• Join professional associations and business organisations
• Become a certified partner for the software tools or platforms you use
• Display badges prominently on your website and link back to the issuing organisation’s verification page.

Pros vs. Cons:

Pros	Cons
Easy to obtain once qualified Shows credibility and trustworthiness Often permanent links	Usually nofollow links Limited SEO impact May require fees or qualifications

Example:

Your Google Partner badge on your website links back to Google’s partner directory, where your company is listed.

8. Press Release Backlinks

Press releases distributed through news wire services can generate backlinks when media outlets pick up and republish your news. While most press release links are nofollow, the coverage can lead to editorial links from journalists.

How to get press release backlinks:

• Write newsworthy press releases about company milestones, product launches, research findings, or industry developments
• Distribute through reputable wire services like PR Newswire or Business Wire
• Follow up with relevant journalists and bloggers who might be interested in covering your story.

Pros vs. Cons:

Pros	Cons
Wide distribution reach Potential for media coverage Helps with brand awareness Can trigger editorial coverage	Most links are nofollow Expensive distribution costs No guarantee of pickup Can appear spammy if overused

Example:

Your product launch press release is picked up by industry trade publications, which link to your website for more information.

9. Comment Backlinks

Comment backlinks are created by leaving thoughtful comments on blog posts, forums, and other interactive content, where you can include your website URL in your profile or signature.

How to get comment backlinks:

• Find relevant blog posts and articles in your industry where you can add genuine value through comments
• Share insights, ask thoughtful questions, or provide additional resources
• Include your website URL only when it’s relevant and adds value to the conversation

Pros vs. Cons:

Pros	Cons
Easy to do, helps build relationships, Can drive direct traffic Establishes thought leadership	Most are nofollow links Time-intensive for scale Risk of appearing spammy Low individual impact

Example:

You leave a detailed comment on a marketing blog post, sharing your experience with a strategy they discussed, and include a link to a relevant resource on your site.

10. Forum Backlinks

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Forum backlinks come from participating in industry forums, discussion boards, and community platforms where you can include links in your profile, signature, or relevant posts.

How to get forum backlinks:

• Join online forums and communities that your target audience will most likely relate to and participate in
• Contribute valuable insights, answer questions, and share experiences
• Build a reputation in your industry as a genuinely helpful community member before including any links to your content
• Focus on forums with engaged, active communities.

Pros vs. Cons:

Pros	Cons
Builds community relationships Establishes expertise Can drive targeted traffic Long-term relationship building	Usually nofollow links Time-intensive Requires ongoing participation Strict community guidelines

Example:

You regularly help answer questions in a subreddit related to your industry and occasionally share relevant resources from your website when appropriate.

11. Co-Marketing & Partnership Backlinks

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Co-marketing partnerships involve collaborating with other businesses on content, events, or campaigns that result in mutual linking and promotion. These relationships can generate high-quality, relevant backlinks.

How to get co-marketing partnership backlinks:

• Identify complementary businesses that serve similar audiences without direct competition
• Propose joint content projects, shared webinars, or collaborative research studies
• Create partnership pages that link to each other’s websites and promote each other’s content to your respective audiences

Pros vs. Cons:

Pros	Cons
High relevance and authority Builds business relationships Mutual benefit Ongoing linking opportunities	Requires relationship building Shared control over outcomes Time-intensive collaboration Potential for conflicts

Example:

Your accounting software partners with a payroll company to create a joint guide about small business finances, with both companies linking to each other’s resources.

12. HARO-Style & Journalist Outreach Backlinks

HARO-style outreach connects sources with journalists looking for expert quotes and insights. Platforms such as Featured, Help a B2B Writer, and SourceBottle can generate high-authority backlinks from major media outlets.

How to get HARO-style/journalist outreach backlinks:

• Sign up for these platforms and respond to relevant queries with helpful, quotable insights
• Pitch story ideas to journalists who cover your industry
• Build relationships with reporters by consistently providing valuable information
• Always respond quickly and professionally to media requests.

Pros vs. Cons:

Pros	Cons
High-authority links from major publications Builds media relationships Establishes thought leadership Often dofollow links	Unpredictable timing High competition for responses Requires quick turnaround No guarantee of inclusion

Example:

A business journalist quotes your response about remote work trends in a Forbes article and links to your company website.

13. Podcast Guest Backlinks

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Appearing as a guest on podcasts can generate backlinks from show notes, episode descriptions, and podcast websites, where hosts typically include links to their guests’ websites and resources.

How to get podcast guest backlinks:

• Research podcasts in your industry that feature guests with a similar level of expertise to your own
• Prepare compelling pitch emails that highlight your unique insights and speaking topics
• Create a media kit with your bio, headshots, and suggested interview questions
• Follow up professionally with hosts

Pros vs. Cons:

Pros	Cons
Builds personal brand Reaches new audiences Often results in multiple links Establishes industry relationships	Time-intensive preparation Requires public speaking skills Unpredictable scheduling Limited control over final links

Example:

You appear on a marketing podcast to discuss content strategy, and the show notes include links to your website, blog, and the resources you mentioned during the interview.

14. Visual & Multimedia Backlinks

Visual content, such as infographics, data visualizations, videos, and interactive content, naturally attracts backlinks because it’s highly shareable and helps other websites effectively illustrate their points.

How to get visual and multimedia backlinks:

• Create high-quality infographics, charts, videos, or interactive tools that visualize industry data or explain complex concepts
• Make your visuals easy to embed by providing embed codes
• Reach out to relevant websites that might want to use your visual content to enhance their articles.

Pros vs. Cons:

Pros	Cons
Highly shareable content Visual appeal attracts links Can go viral Establishes creative authority	Requires design skills or budget Time-intensive creation Success depends on promotion Potential for image theft

Example:

Your infographic about social media statistics gets embedded in dozens of marketing articles, with each including a link back to your website as the source.

15. Paid Backlinks (and their risks)

Paid backlinks involve directly paying websites to include links to your site. Although this practice violates Google’s guidelines, it remains a common practice in the SEO industry.

We include this information for educational purposes only, not as a recommendation.

How paid backlinks work:

• Website owners charge fees to include links in their content, typically ranging from $50 to several thousand dollars, depending on the site’s authority
• Some services operate as middlemen, connecting buyers with website owners willing to sell links.

Pros vs. Cons:

Pros	Cons
Predictable results Faster than organic methods Control over anchor text and placement	Violates Google guidelines Risk of penalties Expensive over time Often low-quality links Can damage long-term SEO

The risks:

Google actively penalises websites that buy or sell links to manipulate search engine rankings.

Manual actions can result in significant traffic losses. Paid link networks are often devalued, rendering your investment worthless.

Better alternatives:

Focus on creating high-value content, building genuine relationships, and earning links through quality and expertise rather than payment.

Backlinks to Avoid: Outdated & Risky Strategies

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🚫 PBNs (Private Blog Networks):

Private Blog Networks (PBNs) comprise multiple websites established solely to link to target sites. These networks violate Google’s quality guidelines and carry significant penalty risks. Google has become increasingly sophisticated at identifying and devaluing PBN backlinks.

🚫 Spammy Directories:

Spammy directory links from low-quality, irrelevant directories provide little SEO value and can actually harm your rankings.

Focus on legitimate directories that your customers use, such as industry-specific associations or local business directories.

🚫 Excessive Reciprocal Links:

Excessive reciprocal linking (where two sites link back and forth repeatedly) can trigger Google’s spam filters. While some reciprocal links naturally occur in business relationships, avoid systematic link exchanges that are primarily designed to manipulate search engine rankings.

🚫 Comment Spam:

Comment spam involves leaving irrelevant comments on blogs solely to get backlinks. This practice damages your reputation, wastes time, and rarely produces valuable links since most blog comments are nofollow anyway.

Avoid these practices at any cost to ensure safety and protect your site from Google penalties.

How to Measure Backlink Quality and Impact

When you earn SEO backlinks, measure their quality with these metrics:

Domain Rating (DR)/Domain Authority (DA): Strength of linking site.

Domain Rating (DR) from Ahrefs and Domain Authority (DA) from Moz provide general estimates of a website’s link strength.

While useful for comparison, don’t rely solely on these metrics. A link from a highly relevant, lower-authority site often provides more value than a link from an irrelevant, high-authority site.

Traffic: Does the linking page get visits?

Traffic metrics show whether real people visit the linking website. Use tools like SimilarWeb or Ahrefs to estimate a site’s organic traffic.

Links from websites with genuine traffic drive referral visits and provide better SEO value.

Relevance: Does the link match your niche?

Topical relevance matters more than pure authority. A link from an industry-specific blog with moderate authority typically outperforms a link from a high-authority site in an unrelated field.

Google values relevance as a key factor in its ranking algorithm.

Anchor text: The clickable words in the link—are they natural?

Anchor text distribution should appear natural and varied. Avoid over-optimising anchor text with exact-match keywords.

A healthy profile includes branded anchors, partial matches, generic phrases, and naked URLs.

Tools to check backlinks:

Tool	Use
Ahrefs	Track backlinks, Domain Rating (DR), organic traffic, competitor backlinks, broken links
SEMrush	Monitor backlink growth, detect toxic backlinks, analyse competitor link profiles, and build disavow lists
SE Ranking	Visual backlink reports, monitor link status, identify referring domains, and check anchor texts
Majestic	Measure Trust Flow and Citation Flow, visualize link networks, and analyze historical backlink data
Moz Link Explorer	Analyze backlink profiles, Domain Authority (DA), Page Authority (PA), spam score, new/lost links
Linkody	Get easy-to-understand backlink reports, track lost or new backlinks, and monitor competitors’ links
CognitiveSEO	Audit backlinks for unnatural patterns, evaluate link quality, and perform detailed SEO audits

Building Backlinks for E-E-A-T & Topical Authority

Google’s E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness) has become central to search rankings in 2025. Your backlink strategy should align with these quality signals to maximize the impact on your SEO.

Experience

Experience links come from websites that demonstrate real-world experience in your field.

Seek links from industry practitioners, case study sites, and platforms where professionals share practical insights. These links signal to Google that experienced practitioners consider your content valuable.

Expertise

Expertise backlinks originate from recognized experts, educational institutions, and authoritative sources in your field.

Academic citations, expert quotes, and links from thought leaders help establish your expertise credentials.

Authority

Authority develops through consistent recognition from established sources over time.

Focus on building genuine relationships with authoritative publications, industry organisations, and respected professionals who can vouch for your credibility.

Trustworthiness

Trustworthiness emerges from transparent, accurate information and legitimate business practices.

Earn links from trusted sources like government sites, established media outlets, and reputable organizations that validate your trustworthiness.

Topical Authority

Additionally, the topical authority requires focused expertise in specific subject areas rather than broad, shallow coverage.

Build deep content around your core topics and earn links from other experts in those same areas to strengthen your topical authority signals.

Wrapping Up

Building a strong backlink profile requires patience, strategy, and consistent effort. Focus on creating engaging, high-value content that naturally attracts links, building genuine relationships with others in your industry, and earning recognition for your expertise and contributions.

Begin with the backlink types that align most closely with your current resources and goals. Editorial links and guest blogging often provide the highest return on investment. At the same time, business profiles and unlinked mentions offer quicker wins for beginners.

Remember that sustainable SEO success stems from long-term relationship building and value creation rather than relying on shortcuts or manipulative tactics. Invest in strategies that build your brand’s reputation and authority over time.

Quality always trumps quantity in modern link building strategies. One high-quality, relevant backlink from a trusted source provides more value than dozens of low-quality directory links or comment spam.

Ready to build backlinks that actually boost your rankings?

Book a free consultation with Daryl today. With years of hands-on experience in link building, Daryl will create a personalised roadmap to help your website rise in the search results and attract more visitors.

Book your free consultation now.