Google’s John Mueller said that data-href attributes are not links and thus do not pass link signals or PageRank. If you want it to pass link signals then use simple href link attributes. He said this on Twitter when someone asked if data-hrefs pass PageRank?
No, if there’s no clear href attribute within the <a> element, we won’t use that as a link.
— John ☆.o(≧▽≦)o.☆ (@JohnMu) June 8, 2018
I don’t know, I have to check
— Gary “鯨理” Illyes (@methode) June 20, 2018
One’s a link, the other isn’t 🙂
— John ☆.o(≧▽≦)o.☆ (@JohnMu) June 20, 2018
Forum discussion at Twitter and Moz.