Links & authority

nofollow, sponsored, ugc

These link attributes tell search engines how to treat a link: nofollow for links you do not vouch for, sponsored for paid ones, ugc for user-generated content.

Since 2019 Google treats them as hints rather than directives, meaning it may still use a nofollowed link for discovery or ranking. What has not changed is the obligation: any link that was paid for — placements, affiliate links, sponsored posts — must carry `sponsored` or `nofollow`, and failing to mark them is a spam policy violation, not a stylistic choice.

For site owners, the practical use is hygiene on user-generated areas: comments, forums, profile fields. Marking those `ugc` costs nothing and removes the incentive that turns an open comment form into a spam target.

Related terms

Guides on this subject