DoFollow vs. nofollow: what advertisers need to know
DoFollow or nofollow? Learn what to expect from each format, what to clarify in the briefing and how to value placements with and without a DoFollow link.
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PromptA clean studio product shot on a seamless pale grey backdrop, 16:9 landscape. Two identical polished steel chain links rest side by side on a matte white surface. One link has a small cream paper tag attached with thin string, printed with the word "Sponsored". The other link has no tag. Soft diffused studio lighting from the upper left, gentle realistic shadows, shallow depth of field, crisp metal reflections, minimal composition with generous empty space on the right. Muted neutral palette with a subtle accent of deep blue in the string. No hands, no people, no logos. No watermark, no signature.
Which link do you get when you book a mention? It depends on the format and the publisher. In practice, some publishers place a normal link without any attribute, commonly called DoFollow, in editorial pieces and guest articles. If money changes hands for the placement, however, Google's spam policies require rel="sponsored" or rel="nofollow". Labelled advertising such as advertorials usually carries these attributes too. In press releases and social posts, nofollow is common.
This overview helps you make a buying decision. You will learn what you can realistically expect from each format, what to clarify in the briefing and how to assess the value of a placement even without DoFollow. We cover the technical side of the attributes only briefly. For the details, see the reference on DoFollow, nofollow, UGC and sponsored.
A note up front: no link type guarantees a ranking. mention.media does not promise specific results either. Whether a link is DoFollow, nofollow or sponsored is the publisher's decision, based on its editorial guidelines.
The technical side in three sentences
Without an attribute, a search engine can follow the link as normal. With nofollow, you signal that the link should not be treated as an endorsement. sponsored marks paid or compensated links, and ugc marks user-generated content. Both attributes have existed since 2019. Google's spam policies require paid links to be labelled with rel="sponsored" or rel="nofollow".
For your booking, this means a paid link without labelling is not an advantage but a risk. The article on editorial links and authority explains how a genuine editorial link comes about.
Which link type to realistically expect for each format
The table shows typical patterns from practice. It is not a promise, because each publisher sets its own rules.
| Format | Realistic link type | What to look out for |
|---|---|---|
| Editorial (editorial mention) | With or without an attribute, depending on the publisher | Clarify labelling and link attribute in advance |
| Guest article | Depends on the publisher; for a paid placement, sponsored or nofollow | Ask about link position, attribute and labelling |
| Sponsored post / advertorial | Labelled as advertising, usually sponsored or nofollow | The value lies in context, reach and the mention of your brand |
| Press release | Often nofollow in practice | Place the brand name, facts and contact person cleanly |
| Social media post | Usually nofollow | Check reach and audience |
The "What to look out for" column matters more than the one before it. A format says little about the link as long as you do not know the guidelines of the individual outlet.
What to clarify in the briefing
A clear briefing saves follow-up questions and disappointment. In the mention.media briefing, you state your brand, message, preferred date and link request. The article Your first booking in four steps describes the process. These questions help you settle the link type:
- Will the publisher place a link and, if so, where (homepage, category, guide)?
- Which attribute does the link carry: none, nofollow or sponsored?
- Will the piece be labelled as advertising, and how exactly?
- Will your brand also be named in the text without a link, for example in the first paragraph or the headline?
- Which anchor text is planned? The brand name is often the most natural choice.
- How long will the piece stay online?
Record the answers in the booking. Communication there runs through messages, so everything is traceable. When you review the proof later, you check exactly these points before approving the placement.
How to assess value with and without DoFollow
DoFollow is one factor, but not the only one. It is better to assess a placement with several questions.
Domain quality
Look at the outlet's metrics. In the catalogue, you will find for each domain organic traffic, keywords, top 10 and top 3 rankings, domain rank, referring domains, backlinks and spam score, among other data. The data comes from DataForSEO. A nofollow link on a strong, topically relevant domain can deliver more than a DoFollow link on a weak site with no readers.
Topic and context
Does the piece fit your niche? An online shop for outdoor equipment benefits from a mention in a hiking or travel outlet. There you reach people who genuinely buy, and readers click on nofollow links too.
Mention without a link
Even a mention of your brand without a link has value. It makes your brand visible in a trustworthy setting. Chat assistants cite sources, and Google shows AI Overviews and AI Mode. How these systems select sources is not known in detail. In practice, brands that are mentioned consistently across several outlets often appear more readily in AI answers. You can read more in the article How AI search decides which links to trust.
Price and benefit
Compare what you get for the outlet's price. With mention.media, you pay the outlet's price plus 1 credit (currently €29.95 net) per confirmed booking. Both items appear separately on the invoice. Weigh the price against reach, topic fit and link type, not against the link type alone.
Why labelling protects your brand
Paid placements must be recognisable as advertising. This applies legally and for search engines. Anyone who disguises advertising as editorial risks warning letters, trouble with the outlet and damage to their image if readers or journalists notice. A properly labelled advertorial, by contrast, shows that your brand has nothing to hide.
So never ask for a paid link to be concealed, and decline such offers. A sponsored or nofollow link is not a defect. It is the honest option, and it protects your brand image in the long term. The article Is link building getting harder? gives an overview of how to approach link building responsibly today.
Our recommendation
Plan your budget as a mix. Choose formats with a normal link where the publisher offers this under its guidelines. Add labelled pieces and press releases, which deliver reach and brand mentions. Always clarify the link type before booking, not afterwards. If you are unsure which formats suit your material, let the content assistant suggest suitable channels with reasons.
Frequently asked questions
Is a DoFollow link always better than a nofollow link?
No, there is no blanket answer. A DoFollow link can be a stronger signal, but domain quality, topic and reach count as well. A mention in a relevant, strong outlet has value even with nofollow or sponsored.
Can I demand DoFollow for an advertorial?
You can state your request in the briefing. The publisher makes the decision based on its guidelines. Under Google's spam policies, paid links should be labelled sponsored or nofollow, so that is usually the case for advertorials.
Do I have to have paid mentions labelled?
Yes, paid placements must be recognisable as advertising. This protects you legally and strengthens your audience's trust. Clarify the form of labelling with the publisher in advance.
Do mentions without a link help with AI answers?
In practice, brands with many mentions in trustworthy outlets often appear more readily in AI answers. There is no guarantee. A mention does strengthen your brand's visibility, even if no link is placed.