BACKLINKS & AUTHORITY
Nofollow, sponsored and ugc: link attributes explained
Link attributes (nofollow, sponsored, ugc) that tell search engines a link is not an editorial vote.
- Intermediate level
- 2 primary sources
- Reviewed 29 October 2026
- TopicBacklinks & authorityAlso in On-page SEO & content
- LevelIntermediateAssumes the basics of how search works
- Sources2 primary sourcesGoogle Search Central
- Reviewed29 October 2026Re-checked every 12 months
On this page
Quick definition
Nofollow is a rel attribute value that tells search engines not to treat a link as an endorsement. Google also recognises sponsored for paid or affiliate links and ugc for user-generated links. Since 2020 Google treats all three as hints rather than strict rules.
How it works
| Value | Use for |
|---|---|
rel="sponsored" | Paid placements, advertising and affiliate links |
rel="ugc" | Links in comments, forum posts and other user-generated content |
rel="nofollow" | Any other link you do not want to vouch for |
<a href="https://partner.example/offer" rel="sponsored">Partner offer</a>Values can be combined (rel="ugc nofollow"). There is no dofollow attribute: a link without these values is simply a normal link.
Why it matters
Google’s spam policies require paid links to be qualified. A classifieds site or marketplace that lets sellers add links in descriptions should mark them ugc, or spammers will use it to sell links. For a site receiving links, nofollowed links still bring visitors and can still help discovery.
How to check it
- Extract links from key templates and check that ads, affiliate and user-generated links carry the right attribute.
- Do not nofollow your own internal links to steer authority; it does not work and can hurt discovery.
Common mistakes and misconceptions
Myth Nofollow links are worthless.
In fact They can bring visitors, brand exposure and discovery, and Google may use them as hints.
Myth Nofollow keeps a page out of the index.
In fact It applies to the link, not the target page. Use noindex to keep a page out of results.
Check it on your site
Free tools, no sign-up
- FreeLink Attribute CheckerCheck a page’s links for nofollow on internal links, empty and generic anchors, javascript: links and rel attributes on outbound links.Open the tool
- FreePage Link ExtractorList every link on a live page with its anchor text, whether it is internal or external, and its rel and target attributes.Open the tool
In the NdovuSEOLabs platform
Run the same checks on every page of your site, with your own data.
Sources and review
- Qualify your outbound links to Google Google Search Central
- Spam policies for Google web search Google Search Central
Written and maintained by Ndovu SEO Labs. First published 29 October 2026. Facts last checked against the sources above on 29 October 2026. How we write and review the glossary.