There are two main types of links and these are do-follow and no-follow links. When you build internal or external links, you can actually choose whether you want the link to be no-follow or do-follow. So, exactly what is the purpose of doing so?
Well, for one, do-follow links pass link juice or power and they actually count for a vote for that website according to Google. So, for example, if you get such a link from an authoritative website, some link power will be transferred to your website and you will likely get an improvement in your rankings. These types of links actually give your site a lot more credibility and trust, which is exactly what Google looks for. On the other hand, if the link you received from the site was a no-follow, then you won’t get a link juice or ranking boost from Google as trust and credibility is not transferred.
Now, these types of links are not just meant for passing or not passing of link juice from one website to another. They can also be used to optimize your own website and improve your own website’s efficiency. You can use them when building out the structure of your site so that link juice is not wasted. For example, you may have many internal links going to your “contact us” or “about” pages. However, these are not pages that you want to rank, so it is best to no-follow your internal links to them. This will preserve the power of your website so that you can funnel it to pages you actually want to rank by do following the links to those pages.
In summary, we have just looked at the difference between these two types of links. They can truly help you to get high rankings once you use them intelligently while building out your internal link structure and off-page SEO.