Use rel="sponsored" for paid links, rel="ugc" for user-submitted links, and rel="nofollow" when you don't want to endorse a destination and the other values don't fit. Ordinary editorial links to trusted resources usually need none of these attributes.
These settings explain your relationship with the linked page. They don't change where visitors go when they click. We recommend starting with why the link exists, then choosing the attribute that describes it.
Key Takeaways
- Mark advertising, affiliate, and compensated links with
sponsored; Google also acceptsnofollow. - Use
ugcfor links in comments, forums, and other user submissions. Combine values when categories overlap. - Don't apply nofollow to every external link or use it to keep pages out of search results.
What Nofollow Links Tell Search Engines
Nofollow vs. ordinary links
Nofollow links use the nofollow attribute, written as rel="nofollow" in the opening HTML anchor tag. It asks search engines not to treat the link as an endorsement or pass PageRank, often called link equity, to the destination.
In a nofollow vs dofollow comparison, an ordinary link has no qualifying rel value. These links are commonly called dofollow links or follow links, but there is no special dofollow attribute. Dofollow links are eligible for normal link analysis, though that doesn't guarantee ranking credit. Search engines also evaluate context and quality.
We use nofollow when a link helps readers but we don't want to vouch for the destination. Google's outbound-link guidance recommends it when the more descriptive attributes don't apply.
Why nofollow is a hint
Google introduced nofollow in early 2005 through work involving Matt Cutts and Jason Shellen to discourage blog comment spam. Yahoo and Bing also recognize it.
Google's September 10, 2019 announcement introduced sponsored and UGC values and changed how these signals were interpreted. Since March 1, 2020, nofollow has also been a hint for crawling and indexing rather than a strict directive.
Google can therefore consider a qualified link when appropriate. "Nofollow never counts" is too absolute.
When to Use Sponsored, UGC, or Nofollow
Choose the value that describes the placement.
| Link situation | Appropriate value |
|---|---|
| Advertisement, affiliate link, or compensated placement | sponsored |
| Comment or forum submission | ugc |
| Paid placement within user-generated content | sponsored ugc |
| Unendorsed destination outside those categories | nofollow |
| Independent editorial citation | No qualifying value needed |
The main difference is why the link exists, rather than how valuable its destination appears.
Sponsored identifies compensation
Use rel="sponsored" when money, products, services, or another benefit is exchanged for placement. This includes affiliate links and sponsorship packages that include a link.
Google's link spam policies permit paid links when they use sponsored or nofollow. Sponsored is the more descriptive choice. Existing paid links correctly marked nofollow don't require wholesale replacement.
A local event sponsorship can be a useful partnership. We recommend judging it by audience fit and business value, not promises of ranking credit.
UGC identifies user contributions
Use rel="ugc" for links visitors submit in comments, discussion threads, and community content.
UGC describes who supplied the content. It doesn't mean every contributor is untrustworthy. Google allows publishers to remove this qualification for consistently trusted contributors.
Keep moderating submissions. An attribute doesn't make spam helpful or protect visitors from a dangerous destination. Our guidance on using external links responsibly covers the broader editorial decisions.
How to Add and Combine Attributes in HTML
Add the value inside the opening tag
Your website editor may offer sponsored or nofollow controls. These settings update the link's HTML without changing its visible text.
For example, this markup identifies a user-submitted link to our anchor text guide:
<a href="https://nkyseo.com/anchor-text-seo/" rel="ugc">Anchor text guide</a>
For a paid placement, the attribute becomes rel="sponsored". For an unendorsed link that doesn't fit either category, use rel="nofollow".
Keep the destination and visible text accurate. The relationship attribute doesn't replace clear wording or a relevant landing page.
Combine values when both apply
A paid link within user-generated content can use rel="sponsored ugc". Both descriptions apply, so both belong in the same rel attribute.
You can also use rel="ugc nofollow" for comment links or rel="sponsored nofollow" for compensated placements. Google accepts multiple values separated by spaces or commas; we recommend spaces for readability.
Don't create separate, repeated rel attributes on one anchor. If the link already includes noopener, preserve it alongside the new values. It addresses browser security, not ranking credit.
How to Check Whether a Link Is Nofollow
Inspect the individual link
For a quick source check:
- Open the page containing the link.
- Right-click and select View Page Source.
- Press Ctrl+F on Windows or Cmd+F on Mac.
- Search for
nofollow,sponsored, orugc, then locate the relevant anchor.
Searching only for nofollow can miss links qualified with the other values.
If JavaScript inserts or changes the link, right-click the visible link and choose Inspect. The browser's Elements panel shows the rendered HTML, which can differ from the original source.
The Strike Out Nofollow Links Chrome extension provides a visual alternative. Inspect the HTML when you need the complete set of values.
Review backlinks and site-wide patterns
Moz Link Explorer's free account allows 10 URL queries per month. Its Link Type dropdown can filter inbound links to nofollow.
For links on your own site, Semrush Site Audit flags "Nofollow attributes in outgoing internal links" and "Nofollow attributes in outgoing external links." Treat these reports as review queues, not automatic errors.
For larger audits, export links with their source page, destination, anchor text, and relationship values. Group them by template to spot repeated problems efficiently.
Semrush has cited a 23% nofollow share in YouTube backlink analysis while describing all YouTube outbound links as nofollow. Incoming and outgoing links are different datasets. Inspect the actual placement rather than relying on platform-wide assumptions.
WordPress Settings Need a Separate Review
WordPress has applied nofollow to comment links since version 1.5. Modern WordPress core comment links commonly include ugc too. This doesn't mean every link submitted through WordPress themes or plugins receives identical treatment.
We recommend reviewing a published comment, an editorial link, and a paid placement separately. Each should reflect its own relationship.
Free plugins such as Nofollow for External Link provide outbound-link controls, but their settings shouldn't replace editorial judgment. Blanket rules can qualify trusted citations unnecessarily or affect links you intended to leave ordinary.
If you're removing nofollow through a plugin or customization, keep user submissions moderated. Removing the attribute doesn't make a comment link editorially earned.
Can Nofollow Links Help SEO?
Referral traffic is a real benefit
Nofollow links can send visitors, introduce your business to a relevant audience, and lead to later editorial mentions. Those benefits don't depend on direct PageRank transfer.
We recommend measuring referral visits and inquiries alongside backlink profile quality when evaluating link building. Relevant coverage can contribute to a natural link profile and support your business even when ranking credit is uncertain.
Our backlink fundamentals guide explains how relevance and context help distinguish useful links from manipulative placements.
Experiments don’t establish guaranteed ranking effects
Backlinko cites an experiment where nofollow anchor-text links accompanied a move from position 19 to position 1. It also describes a SurveyMonkey test where Google followed a nofollow link to a 404-test page and indexed it within 48 hours.
Ahrefs research found similar ranking correlations for followed backlinks and total backlinks, including nofollow.
These findings challenge the idea that nofollow links are invisible. They don't isolate a guaranteed ranking benefit. Correlation, discovery, and ranking credit are different outcomes.
A crawled or indexed destination doesn't prove that a nofollow link passed PageRank.
We wouldn't reject relevant coverage solely because it's nofollow. We also wouldn't buy it based on promised ranking improvements.
Avoid PageRank and Indexing Mistakes
Don’t use nofollow to hoard link equity
On June 15, 2009, Matt Cutts explained Google's changed handling of nofollow to discourage PageRank sculpting.
In the simplified example, a page with five ordinary links and five nofollow links divides its available PageRank into ten shares. Each ordinary link receives one share. Adding nofollow to five links doesn't redistribute their shares among the remaining five.
We recommend keeping useful internal links ordinary and accessible. Menus, breadcrumbs, and contextual links help visitors and search engines understand your website.
Google's link best practices also advise against applying nofollow to every external link.
Use noindex to exclude a page
Nofollow qualifies a link. Noindex controls search eligibility for the page carrying that instruction.
If you want a page excluded from Google Search, use a noindex robots meta tag or appropriate HTTP header. Allow Google to crawl the page so it can read the instruction.
Google's supported meta tags documentation explains these page-level controls. A nofollow link doesn't prevent discovery through another website, a sitemap, or a previous crawl.
Frequently Asked Questions
Does sponsored replace a visible disclosure?
No. The sponsored attribute communicates with search engines. Readers generally won't see it.
Use clear, visible sponsorship or affiliate disclosures when required. Hidden HTML doesn't explain the commercial relationship to your audience.
Should nofollow backlinks be disavowed?
A nofollow label alone isn't a reason to disavow a backlink. Google generally discounts many spammy links automatically.
Reserve disavow work for substantial manipulative link patterns associated with a manual action or a serious risk of a Google penalty. It doesn't change the publisher's HTML. We recommend focusing on the underlying link scheme rather than treating every unfamiliar backlink as a threat.
Choose Attributes That Match the Relationship
The practical rule is straightforward: use sponsored for compensation, UGC for user contributions, and nofollow for other links you don't want to endorse. Combine values when more than one applies.
Keep trusted editorial citations ordinary. During your next link review, focus on accurate labeling rather than blanket settings. That gives search engines useful context while keeping your website helpful for readers.
