What Is a Nofollow Tag?
A nofollow tag tells search engines not to pass ranking credit through a link. The sponsored and ugc variants, and a real example.
A nofollow tag is an HTML attribute (rel="nofollow") added to a link telling search engines not to pass ranking credit through that link to the destination page. Google has said it may still use nofollow links as a hint for crawling and ranking, even though they don’t guarantee passed value the way a standard link does.
Why nofollow tags matter
Nofollow tags help sites stay compliant with search engine guidelines around paid links and user-generated content, like blog comments, without losing control over what gets vouched for. Since 2019, Google has treated nofollow, alongside the more specific sponsored and ugc attributes, as a hint rather than an absolute directive, meaning Google may still choose to crawl and consider these links in some contexts, a meaningful shift from the earlier, stricter “never pass any signal” behavior. Sites that fail to mark paid or sponsored links appropriately risk violating Google’s link scheme guidelines, which can trigger a manual action in serious cases.
The three rel attribute types
- rel=”nofollow”, the general-purpose attribute for any link you don’t want to vouch for or pass ranking credit through.
- rel=”sponsored”, specifically for paid or sponsored links, like advertisements and affiliate links, required by Google’s guidelines for disclosure.
- rel=”ugc”, specifically for user-generated content links, like blog comments or forum posts, where the site owner didn’t create or vet the link.
All three are treated similarly as hints by Google, but using the specific, correct type helps search engines understand the exact nature of the link, and keeps a site clearly compliant with disclosure requirements for paid content.
When to use a nofollow tag
- Paid or sponsored links. Required for compliance, use rel=”sponsored” specifically where applicable.
- User-generated content links, comments, forum posts, and reviews where you don’t control or vet what’s linked.
- Untrusted or low-quality external links you want to reference without appearing to endorse.
- Login pages or account-related links that offer no value to search engines but need to exist functionally.
Nofollow vs. sponsored vs. ugc
| Attribute | Best used for |
|---|---|
| rel=”nofollow” | General purpose, any link you don’t want to vouch for |
| rel=”sponsored” | Paid links, ads, affiliate links |
| rel=”ugc” | Comments, forum posts, user-submitted content |
Real example
For example, a blog that includes a sponsored link to an advertiser will typically mark it rel=”sponsored” (the more specific, correct choice over generic nofollow for this case), disclosing the paid relationship transparently without passing SEO value to the advertiser’s site.
Nofollow tags and AI search
AI systems parsing links for citation or context generally respect the same rel attribute conventions as traditional search crawlers, treating nofollow, sponsored, and ugc links as hints about the link’s nature and trustworthiness rather than absolute exclusions, similar to how Google itself now treats them.
FAQ
Does a nofollow link still send referral traffic?
Yes. Nofollow only affects search engine ranking signal, it has no effect on whether a visitor can click the link and land on the destination page.
Is it mandatory to nofollow paid or sponsored links?
Yes, according to Google’s guidelines, paid links must be marked with rel=”sponsored” or rel=”nofollow” to avoid violating link scheme policies.
Does Google completely ignore nofollow links now?
No. Since 2019, Google treats nofollow as a hint rather than a strict directive, meaning it may still crawl and, in some cases, factor in these links, though not with the same weight as a standard followed link.
Should internal links ever use nofollow?
Rarely, and generally not recommended. Nofollowing your own internal links typically wastes internal linking signal you’d otherwise want to pass between your own pages.
Related terms
If money changed hands for that link, it needs rel=”sponsored,” not a plain follow link. This isn’t optional, it’s a direct compliance requirement.