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nofollow attribute, sponsored attribute, ugc - Understanding and Using Link Attributes

Introduction to Link Attributes

Link attributes are HTML attributes that give search engines hints about the type and purpose of links. The three most important attributes for SEO are nofollow, sponsored and ugc. These attributes help search engines correctly evaluate links and distribute link juice strategically.

Link Attribute
Link Juice
Indexing
Ranking Signal
Dofollow (no attribute)
Full
Yes
Strong
nofollow
None
Yes
No direct
sponsored
None
Yes
No direct
ugc
None
Yes
No direct

The Three Main Link Attributes

1. nofollow - The Classic

The nofollow attribute is the best known and most commonly used link attribute. It was introduced by Google in 2005 to combat spam links.

Function:

  • Prevents link juice transfer
  • Search engines don't follow the link for ranking purposes
  • Link is still indexed and can bring traffic

Syntax:

<a href="https://example.com" rel="nofollow">Link Text</a>

Typical Use Cases:

  • User-generated Content (comments, forums)
  • Paid links
  • Untrustworthy sources
  • Internal links to login areas

2. sponsored - Marking Paid Links

The sponsored attribute was introduced in 2019 and is specifically for paid or sponsored links.

Function:

  • Marks commercial or paid links
  • Prevents link juice transfer
  • Important for transparency and Adherence

Syntax:

<a href="https://example.com" rel="sponsored">Sponsored Link</a>

Use Cases:

  • Affiliate links
  • Advertising partnerships
  • Paid guest posts
  • Sponsored content

3. ugc - User-Generated Content

The ugc attribute stands for "User-Generated Content" and was also introduced in 2019.

Function:

  • Marks user-created content
  • Prevents link juice transfer
  • Protects against spam in community content

Syntax:

<a href="https://example.com" rel="ugc">User Link</a>

Use Cases:

  • Blog comments
  • Forum posts
  • Social media posts
  • Community content

SEO Impact of Link Attributes

Ranking Signals

Dofollow Links (no attributes):

  • Transfer full link juice
  • Strongest ranking signal
  • Should only be used for trustworthy, relevant links

Nofollow Links:

  • No direct ranking influence
  • Can still help indirectly (traffic, brand signals)
  • Important for natural Backlink Profile

Sponsored/UGC Links:

  • No ranking influence
  • Important for transparency
  • Protect against penalties for paid links

Best Practices for Link Attributes

1. Correct Categorization

Use nofollow for:

  • User-generated content
  • Paid links (when sponsored not possible)
  • Untrustworthy sources
  • Internal links to login areas

Use sponsored for:

  • Affiliate links
  • Advertising partnerships
  • Paid guest posts
  • Any type of commercial linking

Use ugc for:

  • Blog comments
  • Forum posts
  • Social media posts
  • Community content

2. Combined Attributes

Multiple attributes can be combined:

<!-- Paid User-Generated Content -->
<a href="https://example.com" rel="sponsored ugc">Link</a>

<!-- Nofollow + UGC -->
<a href="https://example.com" rel="nofollow ugc">Link</a>

3. Automation

Automatic Attribution:

  • CMS plugins for automatic nofollow setting
  • Affiliate link detection
  • UGC detection in comments

Manual Review:

  • Regular audits
  • Link quality checks
  • Compliance checks

Avoiding Common Mistakes

1. Over-Attribution

Problem: Too many nofollow links
Solution: Only use when justified

2. Wrong Attribution

Problem: sponsored instead of nofollow for UGC
Solution: Choose correct attributes by content type

3. Forgotten Attributes

Problem: Paid links without sponsored
Solution: Automation and regular audits

Tools for Link Attribution

1. SEO Tools

  • Ahrefs: Link attribute analysis
  • SEMrush: Backlink audit with attributes
  • Screaming Frog: On-page link attribute check

2. Browser Extensions

  • Link Attribute Checker
  • SEO META in 1 CLICK
  • MozBar

3. Automation

  • WordPress Plugins for automatic attribution
  • Custom Scripts for large websites
  • API Integration for dynamic content

Monitoring and Reporting

1. Link Attribute Monitoring

Important Metrics:

  • Distribution of link attributes
  • Nofollow rate
  • Sponsored link detection
  • UGC link volume

2. Compliance Reporting

Regular Checks:

  • Paid links correctly marked?
  • UGC links attributed?
  • Nofollow links sensibly set?

Future of Link Attributes

1. Google Updates

Possible Developments:

  • New link attributes
  • Stronger weighting of sponsored
  • Automatic attribute detection

2. AI and Machine Learning

Trends:

  • Automatic link classification
  • Intelligent attribution
  • Content-based link evaluation

Conclusion

Link attributes are an important part of modern SEO strategies. The correct use of nofollow, sponsored and ugc helps to:

  • Create transparency
  • Ensure compliance
  • Distribute link juice strategically
  • Avoid penalties

The right balance between dofollow and attributed links is crucial for a natural and successful link profile.

Related Topics

Last Update: 07. October 2025