Link attributes (nofollow, sponsored, ugc)

Link attributes are rel values on a link that tell search engines how to treat it. The main ones are nofollow (don’t pass full ranking credit), sponsored (this is a paid or advertising link), and ugc (user-generated content, like a comment or forum post). They let a site link out honestly without vouching for, or being penalized by, every destination.

How it works

By default, a link passes ranking signals (“follow”). Adding nofollow, sponsored, or ugc qualifies that endorsement. Since 2019, Google treats these as hints rather than strict directives, but using them correctly still matters — undisclosed paid links that pass full credit violate Google’s guidelines and risk a manual action. Practically: mark advertising and affiliate links sponsored, mark comment and forum links ugc, and use nofollow for links you can’t fully vouch for. For earning links, remember that a followed editorial link is what passes authority; a nofollowed one still delivers referral traffic and brand exposure.

Where it applies

• Publishing — distinguishing editorial links from sponsored and affiliate ones.
• Ecommerce and affiliates — correctly tagging paid and affiliate links to stay compliant.
• UGC platforms — marking user-submitted links to avoid endorsing spam.

What matters from each seat

• In-house — set clear rules for when each attribute applies, and enforce them in the CMS.
• Editorial — disclose and tag paid and affiliate links properly; it’s a compliance issue, not just SEO.
• Engineering — apply ugc automatically to user-generated links so moderation gaps don’t pass credit to spam.