The ‘nofollow attribute’ is a special HTML attribute used to instruct search engines not to follow a specific link on a webpage. This attribute is typically added to links that the website owner does not endorse or want to be associated with, such as paid advertisements or user-generated content. By using the ‘nofollow attribute’, website owners can control the flow of link equity and prevent spam links from affecting their search engine rankings. This attribute is an essential tool for maintaining the integrity and credibility of a website’s outbound links.