In the ever-evolving world of Search Engine Optimization (SEO), the focus has predominantly been on securing 'dofollow' links. It's easy to see why: these links pass on "link juice", helping improve a website's domain authority and its rank on search engines. However, in this race to obtain 'dofollow' links, many overlook the significance of their lesser-known counterpart: the 'nofollow' links. Though they might not pass on direct SEO benefits, they play a crucial role in a holistic online marketing strategy. In this article I will show you how to effectively build links.

1. Visibility and Traffic Generation​

Consider this scenario: while many blogs, forums, and social media platforms use 'nofollow' tags, they also boast substantial daily traffic. If you strategically place a 'nofollow' link on a high-traffic website or forum for instance a signature, it can lead to an influx of visitors to your site. This isn't just any traffic; these are users genuinely interested in your content or products. They clicked through because something sparked their interest, not merely because of a search engine result. That click through rate is far higher and often more of quality than any other organic traffic coming from Search Engines.

2. Building Genuine Relationships​

Platforms with 'nofollow' attributes, such as forums or blog comments, are often more community-driven. Engaging genuinely in these spaces not only allows you to drop a link but also to build relationships with real people who share common interests. Over time, these relationships can lead to collaborations, partnerships, or even direct business opportunities.

3. Diversifying Your Link Profile​

To search engines, an organic link profile has a mix of both 'dofollow' and 'nofollow' links. A diversified link profile appears more natural and less manipulative, making it less likely for search engines to penalize your site. While it's true that 'nofollow' links don't directly pass SEO value, they send signals of authenticity to search engines.

4. Potential for 'Dofollow' Opportunities​

A 'nofollow' link is sometimes just the beginning. By positioning your content on platforms with a 'nofollow' policy, you can catch the attention of other content creators who might link back to your content with a 'dofollow' link. Hence, while a 'nofollow' link might not directly boost SEO, it can indirectly lead to valuable 'dofollow' opportunities.

5. Brand Building and Reputation Management​

Engaging in spaces that offer 'nofollow' links provides an opportunity for brand exposure. By sharing valuable insights, answering queries, or even engaging in relevant debates, you not only promote your brand but also establish authority in your niche. Over time, this can lead to enhanced brand recall and trust among the audience.

6. Search Engines' Perception of Nofollow Links​

While 'nofollow' links traditionally tell search engines not to follow or pass credit to the linked page, it's worth noting that search engine algorithms are always evolving. Some reports suggest that certain search engines might still consider them in their ranking algorithms. While this remains a gray area, it further underscores the importance of not ignoring 'nofollow' links altogether.


Conclussion
In conclusion, while the pursuit of 'dofollow' links is undeniably crucial for direct SEO benefits, the role of 'nofollow' links in a well-rounded digital marketing strategy cannot be understated. They offer avenues for increased visibility, genuine user engagement, brand building, and even potential SEO benefits indirectly. As with many things in the digital space, a balanced approach, valuing both 'dofollow' and 'nofollow' links, is the key to genuine, sustainable online growth.