Analyzing SEO: A Study on Nofollow Links and Their Impact on PageRank
SEO Testing with Kyle Roof | NoFollow Links
Linkifi was incredibly lucky to conduct an SEO experiment in partnership with an industry expert.
Kyle Roof from Internet Marketing Gold granted us the chance to conduct a highly intriguing single variable test.
Being a HARO and PR link-building agency, the HTML tag of a backlink from high-value sites is frequently a subject of debate.
In the past, links labeled with a nofollow tag were commonly underestimated in the SEO world. Yet, we are witnessing a trend where major publications are systematically applying nofollow tags to all external links as part of their broader SEO strategy.
As an agency, we have been aware for a while that these links do transmit value; we observe it daily. However, the chance to confirm this algorithmically through single variable testing was an opportunity we couldn’t pass up.
Below is a detailed account of the entire test, including the methods and implementations, as well as the outcomes.
Your perception of a nofollow link will never be the same again.
Takeaway
In the past, Google claimed that nofollow links wouldn’t influence rankings. However, historic tests have contradicted this, showing that nofollow links do, in fact, pass some value. By 2020, Google adjusted its stance, describing nofollow not as a directive but rather as a “hint.” Splitt also highlighted that nofollow could aid in indexing. The crux of the confusion arises from SEO experts misinterpreting the term “hint,” mistakenly equating it with “no value.”
Hypothesis
Based on our findings and Google’s evolving stance, we hypothesize that nofollow links do indeed influence SERP rankings, despite initial guidance suggesting otherwise.
Background
My name is Chris Panteli, and I’m the proud co-founder of Linkifi, an agency specializing in comprehensive HARO and Press link building services. Our passion for understanding the intricacies of SEO was reignited by the evolving strategies we’ve noticed in major digital publications globally. Specifically, a growing number of these publications have begun to apply the ‘nofollow’ tag to all outbound links.
As a dedicated agency, we believe the ‘nofollow’ links hold immense value. They’re not merely algorithmic tools; they play a pivotal role in establishing Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) signals and are instrumental in creating a diverse and authentic backlink profile.
However, our scrutiny didn’t stop there. We identified a remarkable trend: ‘nofollow’ links seemed to exert a considerable and immediate influence on a website’s ranking capabilities. This observation spurred a deeper discussion within our team, leading to the conception of a more structured study to scientifically validate this phenomenon.
In light of Google’s description of nofollow links as “hints” and their formal declaration that such links don’t typically influence ranking, our latest investigations provide a nuanced perspective.
We hypothesize that the terminology of a “hint” in reference to ‘nofollow’ links suggests the potential for these links to pass value under certain circumstances. Specifically, based on our single-variable tests, we propose that when a ‘nofollow’ link is added to a webpage currently positioned second on the Search Engine Results Page (SERP) and this link subsequently attracts traffic, there is a significant likelihood that the page will ascend to the primary position.
Our current study’s main goal is to delve deeper into the role of a ‘nofollow’ link as a potential ranking influencer in Google’s algorithm, especially when coupled with traffic. To ensure a consistent test environment, we’ve set up five uniform pages, each optimized for the same keyword and filled with generic Lorem Ipsum text. In this experiment, we will specifically introduce a ‘nofollow’ link to the page ranked second on the SERP and monitor traffic. If the linked page’s rank climbs to the top position, it will further corroborate our findings about the interplay between ‘nofollow’ links and traffic.
Setup
In our initial trial, we set up a basic SEO environment consisting of five identical pages, all optimized for the same keyword. Among these, a ‘nofollow’ link was directed towards the middle-ranking page. We employed this methodology on our first batch of five pages. Regrettably, these pages eventually dropped out of the index, and during the time they remained visible in the SERPs, the ‘nofollow’ link dispatched seemed to have no perceptible impact.
Yet, a critical factor worth noting from this initial experiment is that the source page for the ‘nofollow’ link had negligible to no organic traffic. This observation led us to adapt our strategy for the second test, where we decided to send the link from a page boasting substantial monthly organic search traffic. Despite the perceived setback of the first test, it is crucial to incorporate this trial in our study. It inadvertently offered valuable insight that aligns beyond our primary research goal.
First Test Set
Current Rankings:
This image shows the indexed pages for the keyword “dogs seaborgium spaceship” and highlights the exact URL for which we will send the “nofollow” link.
LifeUpswing Indexed Page:
This image shows the indexed page from which the “nofollow” link will be sent.
Adding NoFollow Link:
This image shows the “nofollow” links being added in WordPress with the anchor text “pet grooming.”
Indexing Page:
This image shows the submission of the URL to GSC to re-index the page to which the “nofollow” link has been added.
Indexing Request Submitted:
This image confirms the URL submission.
NoFollow Link Added:
This image shows the live page where the newly added “nofollow” link has been placed.
Page Metrics:
This image shows the Ahrefs metrics of the page to which the nofollow link has been added. The ST (site traffic), as estimated by Ahrefs, is 0.02 per month, or negligible.
NoFollow HTML Confirmation:
This image clearly shows the “nofollow” link tag via the HTML code in the Chrome Browser.
First Test Conclusion
Given that the initial batch of test pages have disappeared from the index, it is currently impossible to present their rankings or fluctuations. However, it is safe to conclude that this initial test did not yield the results we anticipated. A noteworthy aspect to keep in mind is the near non-existent organic monthly traffic, estimated by Ahrefs to be 0.02, associated with the page from which the ‘nofollow’ link was dispatched.
This factor plays a significant role as we transition to our second set of test pages. Specifically, it becomes particularly crucial when we introduce the second variable in our experiment, which concerns the metrics of the ‘nofollow’ link being dispatched.
Second Test Set
Current Rankings:
This image shows the indexed pages for the keyword “racketus space webframe” and highlights the exact URL for which we will send the “nofollow” link.
LifeUpswing Indexed Page:
This image shows the indexed page from which the “nofollow” link will be sent.
Page Metrics:
This image shows the Ahrefs metrics of the page to which the nofollow link has been added. The ST (site traffic), as estimated by Ahrefs, is 1k per month or significant.
Adding NoFollow Link:
This image shows the “nofollow” links being added in WordPress with the anchor text “comfortable.”
NoFollow Link Added:
This image clearly shows the “nofollow” link tag via the HTML code in the Chrome Browser.
Second Test Conclusion
Our second experiment was carried out in an identical single-variable setup as the initial test. The primary distinctive factor was the volume of organic traffic coming from the page from which the ‘nofollow’ link was dispatched. The results of this test, which are discussed in the following section, are quite notable, especially considering they unfolded in less than a day.
An intriguing detail from the initial experiment is that we did direct some paid traffic to the page that dispatched the ‘nofollow’ link. This strategy was employed for several days while the pages were still indexed. While we unfortunately lack screenshot evidence, it’s worth mentioning that this maneuver did not seem to impact the SERP position of the page during that time period.
Results
We find the remarkable results of this test to be profoundly impactful. Astonishingly, in under 24 hours, the page that was the recipient of the ‘nofollow’ link – courtesy of a page with substantial organic traffic – soared to the pinnacle of the SERP. This dramatic shift is visibly documented in the screenshot evidence provided below.
This image shows the page to which the “nofollow” link was sent has now moved to position number 1 in the SERP.
Summary
Study Summary & Conclusions:
Given the recent conversations, the SEO community might have misunderstood Google’s position regarding the treatment of nofollow links. While Google acknowledges the existence of these links, it perceives them as “hints” rather than rigid instructions. Although Google states that nofollow links aren’t direct factors in their ranking algorithms and warns against using them to prevent page discovery, they may still crawl and index them without necessarily attributing significant value.
Yet, our focused single-variable analysis reveals a contrasting narrative. Intriguingly, with all other factors constant, introducing a nofollow link to a page that previously stood second on the SERP propelled it to the top spot within a day.
This discovery underscores the potential impact of nofollow links on SERP positioning, seemingly deviating from the general understanding of Google’s advice. Our results emphasize the possible efficacy of nofollow links, especially those from high-traffic sources, in elevating website rankings. In our continuous effort to support our clients’ SEO goals, we are enthusiastic about exploring the intricate dynamics of nofollow links and their influence on ranking.
Final Thoughts:
In light of our services as a white-hat HARO and Press link-building agency, the unanticipated yet fortunate insights derived from our study hold notable relevance. The quality and magnitude of the nofollow links we acquire, typically from high-traffic websites, are significant. Our findings clearly suggest that not only do dofollow links have a concrete impact on rankings and can be considered a Google ranking factor, but the quality of nofollow links matters as well. As an agency committed to securing these valuable links, we feel our service offerings are validated, and we are confident in the results these links can and will yield for our clients.
