Should you worry about nofollow, noindex, sponsored and UGC link attributes?
Nofollow, sponsored, ugc… These link attributes raise strategic questions for any link building campaign. But are they really something to worry about? Here’s a detailed analysis of how these tags actually affect SEO performance.
Nofollow, sponsored, ugc: not as neutral as you think
In recent years, Google has refined the way it analyzes links to better understand their purpose. Today, three main rel attributes are used to flag outbound links:
rel="nofollow"rel="sponsored"rel="ugc"(for user generated content)
Each has a different impact on organic SEO, and their role goes well beyond a simple technical recommendation. Understanding these link attributes is essential to making the most of SEO links in your backlink campaigns. Playing with link attributes is even a tactic in advanced techniques like ninjalinking, where nofollow tags are temporarily applied then removed to avoid detection.
What do link rel attributes actually mean?
rel=”nofollow”: the disavow signal
Historically, the rel="nofollow" attribute tells search engines not to follow the link or pass PageRank.
It is therefore a nofollow link: with no direct value for rankings.
Even though Google clarified in 2019 that it may “interpret” this attribute as a hint (not a strict directive), nofollow does not pass SEO value.
Read: Why links remain the foundation of PageRank
rel=”sponsored”: flagging paid links
The rel="sponsored" attribute was introduced to identify paid links such as sponsored posts, paid partnerships, and advertorials.
Google uses this to train its automated detection systems, especially with machine learning models.
⚠️ Failing to use this attribute on commercial links could lead to a manual penalty from Google’s spam team—or at least a loss of algorithmic trust. Or so Google wants you to believe.
rel=”ugc”: tagging user-generated content
rel="ugc" is reserved for user-generated content such as forums, comments, and reviews. It helps Google distinguish between natural editorial links and potential spam in open content areas.
How to detect link attributes on a web page
Check the HTML code
The first step is to check the rel attribute directly in the page’s source code:
<a href="https://example.com" rel="nofollow">Link</a>
<a href="https://example.com" rel="sponsored">Sponsored link</a>
<a href="https://example.com" rel="ugc">User comment</a>
These tags are explicit and allow each link to be clearly categorized.
Check HTTP headers and the head tag
Beyond visible links, hidden signals can undermine SEO impact:
- An HTTP header
X-Robots-Tag: nofollowcan cancel all link value on the page. - A meta tag
<meta name="robots" content="noindex, nofollow">in the<head>disables all link transmission.
Also check that the page isn’t blocked by the robots.txt file, which would make the link unusable for Google crawlers.
Track link attribute changes over time
Some nofollow links appear after publication, following changes made by editors. It’s critical to monitor attribute changes over time using a tracking tool (like our upcoming Stiv SaaS for link building monitoring).
Nofollow vs. dofollow: what’s the actual SEO value?
A nofollow or sponsored link may possibly be interpreted by Google, but it does not pass PageRank.
In other words: no direct SEO boost. It may help diversify your link profile, but it should never be the foundation of your strategy.
Dofollow links, with no restrictive attributes, remain the gold standard for SEO success.
And what about noindex pages?
Even more problematic than a nofollow link is a page with noindex: it will never be indexed by Google, and its links won’t be counted either.
Bottom line: even a dofollow link is useless if it’s placed on a noindex page.
See our full analysis of whether or not you should force page indexing
Tips to optimize sponsored links without losing SEO value
When a site requires the “sponsored” tag, here are some strategies to minimize negative SEO impact:
- Use a sponsored label as an image: it’s visible to users but hard for search engines to interpret.
- Place the link within a regular editorial category, not inside a clearly sponsored content area.
These techniques help reduce the risk of link deactivation by Google’s algorithms while still respecting publisher policies.
Key takeaways
- A nofollow link doesn’t pass PageRank.
- A link on a noindex page is even more useless.
sponsoredandugctags feed Google’s machine learning but significantly reduce the SEO weight of those links.- Track attribute changes over time: a good link can lose value later.
- Always prefer dofollow links in editorial content with confirmed indexability.
Need backlinks that actually move the needle?
At Stiv.Media, we build tailored link building campaigns with strict quality control and backlinks that truly support your SEO growth.
Not sure how strong your backlinks really are?
