Dofollow vs nofollow vs sponsored vs UGC, what they mean
Link attributes are little labels in a link’s HTML, like rel="nofollow" or rel="sponsored".
They help search engines understand the relationship behind the link. You will see them in backlink reports, guest posts, niche edits,
directory listings, press mentions, and even comment links.
The four types you will see most
Think of these as “labels.” They do not decide everything on their own, but they shape how link equity and PageRank flow. A natural backlink profile usually has a mix.
Dofollow
“Dofollow” is what people call a normal link with no special rel label that blocks signals.
These links are the ones most associated with passing PageRank and helping rankings.
- Often used in editorial links, resource pages, and many guest posts
- Best paired with strong topical relevance and clean link context
Nofollow
A nofollow link uses rel="nofollow". It signals that the site is not trying to pass ranking credit in the usual way.
These links can still bring referral traffic and help your link profile look natural.
- Common in comments, some forums, and some publisher policies
- Useful for diversity when paired with strong dofollow links
Sponsored
A sponsored link uses rel="sponsored". This label is meant for ads, paid placements, and sponsorships.
If money changed hands for the link, this is usually the cleanest label.
- Common in advertorials and paid partnership posts
- Can still drive leads and traffic even if ranking value is muted
UGC
UGC uses rel="ugc", which stands for user generated content.
It is meant for links placed by users, like forum posts, profile pages, Q and A threads, and comments.
- Common in community sites and discussion platforms
- Better for visibility and referral traffic than ranking power
Which one should you want in your package?
For most sites, you want a core of relevant dofollow links from editorial-style placements, then a supporting layer of nofollow, sponsored, or UGC links that match how your niche normally links. What you do not want is a profile that looks like it was made from only one link type.
What it looks like in HTML
If you ever want to verify a link attribute, view page source and look for the rel part of the anchor tag.
Dofollow (normal link)
<a href="https://example.com/">Example</a>
Nofollow
<a href="https://example.com/" rel="nofollow">Example</a>
Sponsored
<a href="https://example.com/" rel="sponsored">Example</a>
UGC
<a href="https://example.com/" rel="ugc">Example</a>
Related pages
Link attributes are just one piece. Pair them with relevance, clean anchors, and real placements.
High-quality backlinks
Use our quality checklist for page fit, link context, and risk flags.
What counts as high qualityManual outreach
When you want controlled dofollow placements with relevance-first prospecting.
Manual outreach serviceFAQ
Can nofollow links help SEO?
Should paid links always be sponsored?
rel="sponsored" matches the intent of the label.
Some sites use nofollow for paid placements too. The bigger issue is relevance, content quality, and whether the site looks real.
What if a link has multiple rel values?
rel="nofollow sponsored" or rel="nofollow ugc".
In reports, we track the full rel set so you know what you received.