What is the difference between a do-follow and no-follow and how are they used?

[Emily]

• "Nofollow" and "dofollow" are HTML attributes that regulate the following of links and its indexing by searchbots.

• Dofollow is an ordinary link. The searchbots can follow the link and pass link authority from source to target page, which may improve the ranking of the target page on SERP.

• A "nofollow" link, however, tells the search engines not to follow this link and not to pass any link authority. For instance, the nofollow attribute is often used for user-generated content or paid links in preventing link spam.