What is a nofollow link, and when should I use it?
A nofollow link carries a tag telling search engines not to treat it as an endorsement. Use sponsored for paid links, ugc for user posts, nofollow otherwise.
A nofollow link is a normal-looking link with a hidden tag (rel="nofollow") that tells search engines you do not want your site associated with the page you are linking to. Google offers three tags like this, and each fits a different situation. Visitors see no difference.
The three tags
| Tag | Use it for |
|---|---|
sponsored | Links you were paid for or that are part of an ad, sponsorship or affiliate deal. Google prefers this tag for paid links. |
ugc | Links that visitors add, such as blog comments or forum posts. |
nofollow | Any other link where you do not want to vouch for the page, such as a site you do not trust. |
You can combine them, such as rel="ugc nofollow". Google says links with these tags are generally not followed.
When you do not need them
- Normal links to sites you trust, such as a supplier, an association or a helpful resource. Google notes that linking to good sources can add credibility.
- Links between pages on your own site. If you want to keep a page out of search, there are better tools for that.
When to ask your web team
- You publish a sponsored post or partner promotion.
- Your site has comments or reviews where visitors can add links.
- You list partner sites in exchange for payment or a listing fee.
We can do this for you. Open a request in your client portal and point us to the links or pages. Our team will add the right tags.
Common problems
- If someone offers to pay for a link on your site, that link needs the sponsored tag. Selling links without it breaks Google's spam policies.
- If your comments section attracts spam links, turn on the ugc tag and moderate comments, or turn comments off.
- If a site linking to you uses nofollow, that is fine. The link can still send you visitors.
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