nofollow, sponsored, ugc — the link rel attributes explained

Quick frame: Since 2019 Google supports three rel values for indicating link relationships — nofollow (legacy), sponsored (paid links, mandatory), ugc (user-generated content). All three are now hints, not strict directives. Failing to mark sponsored content can trigger manual actions.

The decision tree

Paid placement, affiliate, ad? → rel="sponsored" Comment, forum post, profile, anything user-submitted? → rel="ugc" Don't want to vouch for the destination (e.g., disputed claim)? → rel="nofollow" Regular editorial link? → no rel attribute (dofollow)

Use the nofollow link auditor to audit existing pages.

sponsored — mandatory for paid

Required by Google's spam policies on any paid placement:

• Affiliate links (Amazon, partner programs).
• Sponsored reviews / posts marked as such editorially.
• Display ads and contextual ad units.
• Paid placements in "best of" lists.

Failing to mark sponsored content can trigger manual actions against your site, regardless of whether the placement was disclosed editorially.

ugc — comments and user content

For:

• WordPress / Disqus comments.
• Forum posts.
• Reviews on your site.
• Author profile pages of guest writers.

Lets Google distinguish editor-vouched content from user-submitted content.

nofollow — the legacy hint

Originally introduced in 2005 as a strict directive. Since 2019 a hint. Use for:

• Links you don't want to vouch for (disputed sources).
• Quote / citation links where you're neutral.
• Internal links you genuinely don't want to pass equity through (rare — usually wrong fix).

Hints vs directives

Pre-2019: nofollow strictly blocked equity transfer. Post-2019: all three are hints. Google may still pass partial signals, including anchor text and topical relevance.

In practice: don't rely on nofollow / sponsored / ugc to block equity completely. Combine with editorial discretion about which links you place at all.

Stacking rel values

Multiple rel values are valid:

<a href="..." rel="noopener nofollow ugc sponsored">link</a>

Google honours the union of hints. Browsers handle noopener independently (security).

Common audit findings

Run the nofollow link auditor and look for:

• Affiliate links without sponsored.
• Blog comments with do-follow links (WordPress plugin misconfig).
• Old nofollow on internal links (drop it, let equity flow).
• Multiple rel values for clarity (always fine).

The anchor-text strategy that pairs with this is in anchor text types and over-optimisation.

FAQ

Q. If nofollow is now a hint, should I drop it? A. Keep it where you genuinely don't vouch for the destination. Drop it on internal links and on partner links you do vouch for.

Q. Does adding sponsored hurt the linked partner's SEO? A. Marginally — Google discounts the equity passed. But the alternative (no sponsored, manual action risk on your site) is worse.

Q. Can I use UGC for affiliate links posted by editors? A. No — affiliate is paid, so use sponsored. UGC is for user-submitted content only.