Dofollow vs. Nofollow vs. Sponsored: Link Attribute Guide
A comparison of dofollow, nofollow, and sponsored attributes and when each applies.
Link attributes tell search engines how to treat an outbound link. Google recognizes three: rel="sponsored", rel="nofollow", and rel="ugc". This guide explains when to use each. See Link Attribute Guidance for Sponsored and Contributed Content for the marketplace-specific guidance.
The three attributes
| Attribute | When to use | Effect |
|---|---|---|
| rel="sponsored" | Paid placements, affiliate links, ads | Does not pass PageRank |
| rel="nofollow" | Links you do not want to endorse | Does not pass PageRank |
| rel="ugc" | User-generated content (comments, forums) | Does not pass PageRank |
| (no attribute) | Editorial links you endorse | May pass PageRank |
When to use rel="sponsored"
Use rel="sponsored" for any link that is paid for — sponsored content, affiliate links, paid placements, and advertisements. Google introduced this attribute in 2019 to give publishers a clear way to flag paid links. See Google's documentation on qualifying outbound links.
When to use rel="nofollow"
Use rel="nofollow" when you link to a site you do not want to endorse — for example, citing a source you disagree with, or linking to a competitor. It is also acceptable for paid links, though rel="sponsored" is more specific.
When to use rel="ugc"
Use rel="ugc" for links within user-generated content — blog comments, forum posts, user profiles. It signals that the link was not placed by the site owner and may not be trustworthy.
Primary sources
- Qualify outbound links — Google Search Central (accessed 2025-01-15)
- Link spam policies — Google Search Central (accessed 2025-01-15)