In the world of digital PR and search engine optimisation (SEO), links are the currency of credibility. Whether you’re launching a brand campaign, earning media coverage, or building authority for your clients, understanding follow and no follow links is essential.

Both have value — but they serve different purposes. Here’s what you need to know, and why it matters to our clients at Square in the Air.

What Are Follow Links?

A follow link (often called a ‘dofollow link’) is a hyperlink that tells search engines such as Google to follow the link to the destination site and pass on ‘link equity’ or ‘SEO value’.

In other words, when a respected publication or website links to your page using a follow link, it signals to Google that your site is trustworthy and authoritative. This helps your pages rank higher in search results, boosting visibility and driving organic traffic.

For example, if a leading sports media outlet includes a follow link to a client’s campaign page, it’s not just referral traffic you’re gaining — it’s a valuable SEO endorsement.

What Are No Follow Links?

A no follow link includes a small piece of code (rel=”nofollow”) that tells search engines not to pass on authority or influence ranking. These links were introduced by Google to combat spammy link-building tactics and to ensure that only reputable, editorially-earned links affect rankings.

That said, no follow links still have value. They can:

• Drive targeted referral traffic from trusted sites.
• Increase brand visibility and awareness.
• Strengthen your digital footprint across multiple channels.

Think of no follow links as ‘soft endorsements’ — they don’t directly impact SEO rankings, but they support your broader online presence.

Why Both Matter for Digital PR

At Square in the Air, we specialise in digital PR that goes beyond traditional link building. Our goal is to secure high-quality media placements that build both brand reputation and search authority, depending on our clients’ needs.

• Follow links are valuable because they enhance domain authority, helping your website compete in organic search results.
• No follow links, while not passing link equity, still contribute to your brand’s credibility, exposure, and trustworthiness in the eyes of users and search engines alike.

A natural link profile includes a mix of both. Search engines now reward authenticity — they can detect when a brand’s backlink profile looks too perfect or artificially constructed. So, a balanced blend of follow and no follow links actually helps to future-proof your SEO strategy.

The SEO Landscape Is Evolving

SEO is no longer just about keywords and backlinks — it’s about relevance, authority, and trust. Search engines are increasingly sophisticated, using AI and behavioural data to interpret user intent and measure brand credibility.

For a digital PR agency like us, this evolution presents a huge opportunity. By combining creative storytelling with SEO-driven outreach, we can help clients achieve:

• Greater online visibility in competitive industries
  Improved organic rankings through authoritative coverage
  Stronger brand sentiment built on credible, shareable content

Digital PR is now a cornerstone of SEO success — not a separate discipline. Every press release, feature and mention contributes to your clients’ search performance and long-term digital growth.

Final Thoughts

When it comes to link building, it’s not a matter of follow vs. no follow, but how the two work together to tell a story of authenticity and authority. Follow links power your SEO metrics, while no follow links enhance brand recognition and engagement.

As SEO continues to evolve, Square in the Air are perfectly placed to bridge the gap between creative PR and technical optimisation — helping brands earn not just links, but lasting trust and visibility online.