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The concept of links was introduced to allow webmasters control of the ‘link juice’ that flows throughout the website and to other external websites. Nofollow links are generally used when the website does not want to pass the link juice to the link’s recipient i.e. if Bough Digital linked to google.com we could place a nofollow attribute to that link so that the authority from the Bough Digital URL does not pass on to Google. This should be carried out for affiliate links, and other types of advertising to ensure that the black-hat method of link-buying is maintained ethically.
It has been widely acknowledged that Google uses this attribute in the majority of cases, however there are still known cases where Google treats the link as a followed link by assigning the link’s value to the recipient. This is also the case with Yahoo.
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