The nofollow tag is a consensual way (approved upon by major search engines and blog software developers) of embedding links or letting others post links on your website, often within blog comments, without you taking editorial responsibility for the landing page quality of the link.
There are some SEOs out there that consider the nofollow tag as doing exactly what it says - preventing search engine spiders to follow the link and record the landing webpage; this is totally false.
What's even startling is the fact that the nofollow attribute has transformed in the weapon of choice for those PageRank-cheap webmasters striving to accumulate a PR10 if possible on their homepage.
For all the mindful webmasters let me clarify that Google radically changed the way it uses the nofollow tag and in fact it had stopped being that efficient PageRank barrier it once were.
Going back to the first misconception this is also inaccurate, because search engines will follow the link but will not assign it with any authority or PageRank from your website, due to your attitude towards it (manifested with the nofollow tag) - "I'm not recommending it".
How the nofollow link code appears in html:
< a href ="http://www.targetdomain.com " rel="nofollow" > anchor text< /a >
Which are the best practices to use with the nofollow attribute?
For slim websites the nofollow attribute should be use only with content packed webpages.
Channeling the PageRank flow towards money webpages exposes your selfish goals and search engines will most definitely place your site under a penalty.
For legitimate, solid business websites that offer search engines with unique content is OK to use the tag more freely.
One pragmatic tip: Don't waste PageRank by letting it be shared between important and irrelevant webpages like "about us", "privacy policy".
The way to pull this off is to reference these webpages with nofollow links, even on the site's homepage.
To get into even more detailed SEO tactics that uses nofollow tags, consider using the attribute in links to category webpages.
Doing this will:
1) prevents PageRank from being distributed upwards through the site and
2) further improves the ranking power of conversion webpages.
Next I'll present some grey to black hat methods of using the attribute
Basically if you nofollow a linking partner you're left with a one way link that is more valuable for SEO.
Now that you know this trick use it to double check your linking partner credibility but don't use it on your own link building campaigns because it will demolish your online credibility.
The other reason why I'm not practicing and don't suggest using this method has to do with purely SEO theory.
A site with loads of unverified links doesn't give search engines sufficient motives to rate it as a trusted resource for the web.
If you plan to sell advertising links on your blog or site, make sure you have them nofollowed as this is a Google requirement. If your client wants it do-followed, request an additional piece of relevant content to be published on a separate webpage and include the link there.
Do this job accordingly because your work will be inspected by human editors and not automatic scanning robots.
The other alternative to boost ranking power to converting sections is to massively build links pointing towards them while overlooking off-site optimization for the other parts.
This radical approach will bring concrete results in your authority and link juice accumulation campaign but especially for on-site optimization the nofollow tag can greatly increase the amount of PageRank being assigned to conversion webpages and improve site's overall authority.
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