What is Follow?
Follow is the default link attribute that allows search engines to crawl linked pages and pass link equity (PageRank). These links signal to search engines that you endorse the linked content and want authority to flow through your site’s architecture. Most internal links should use this attribute.
Ecommerce SEO Glossary > Technical SEO > Follow
What You Need to Know about Follow
Default Link State for SEO
Follow links are the standard HTML link type. You don’t need to add any attribute—links are follow by default unless you specify otherwise.
Passes Link Equity Between Pages
These links distribute PageRank throughout your site architecture. Strategic internal linking with follow links helps important pages rank better by concentrating authority where it matters most.
Critical for Site Crawling and Indexing
Search engine crawlers discover new pages through these link paths. Without proper follow link structure, crawlers may miss important content, leaving valuable pages unindexed.
Essential for Ecommerce Site Structure
Product and category pages need follow links to rank effectively. This link type helps distribute authority from your homepage through category pages down to individual product pages.
Strategic Use in Content Architecture
Not every link should pass equity. Use follow links for important pages while reserving nofollow for user-generated content, paid links, or pages you don’t endorse.
Common Implementation Mistakes
Over-nofollowing internal links wastes link equity. Many sites mistakenly nofollow pagination, filters, or variant pages that should actually help distribute authority through the site architecture.
Frequently Asked Questions about Follow
1. Do I need to add rel=”follow” to my links?
No, links are follow by default. You only need to add attributes like nofollow, sponsored, or ugc when you want to change the default behavior.
2. Should all internal links be follow links?
Most internal links should be follow to distribute authority effectively. Reserve nofollow for user-generated content, paid placements, or pages that don’t warrant endorsement like login pages.
3. How do follow links impact ecommerce SEO?
Follow links help product and category pages rank by distributing authority through your site structure. Strong internal linking with follow links improves how search engines understand product relationships.
4. Can too many follow links hurt my site?
The issue isn’t quantity but strategy. Pages can have many follow links, but prioritize important pages and avoid diluting authority by linking excessively to low-value content.
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