Sometimes you link just to provide context or credit, not to pass SEO value. That’s exactly when you use nofollow — it tells search engines,“I’m including this link, but I’m not vouching for it”. We break down how to use nofollow strategically in our recent post on backlinks from comments in SEO: benefits & what to avoid. It’s our way of helping clients keep authority where it matters, while steering clear of spammy or low-value links.
You’ll usually want to use nofollow when:
- A post has sponsored or affiliate links;
- You allow comments or forum posts with outside URLs;
- You have to link to a sketchy or weak site but don’t want to back it up;
- You’re pointing to utility pages like logins or search results.
As Search Engine Journal puts it: “Use the nofollow value when other values don’t apply, and you’d rather Google not associate your site with, or crawl the linked page from your site.”
In short: nofollow is less about losing power and more about keeping control.
Sponsored Link Attribute Explained
If you’ve ever clicked on a link in an affiliate review or a “this post is sponsored by…” article, you’ve seen a sponsored link in action. For the reader, it’s just another hyperlink. For search engines, it needs a label—rel=”sponsored”. That tag is Google’s way of knowing the link exists because of a business deal, not because someone found your content naturally.
Here’s the thing: sponsored backlinks often get a bad reputation, but they’re far from useless. They may not always pass SEO authority, but they can still do plenty for your business. They send qualified referral traffic, put your brand in front of the right audience, and create trust when you’re featured on respected sites.
Where we always recommend using the sponsored tag:
- Affiliate promotions with commission-based links;
- Paid collaborations with bloggers or media outlets;
- Any sponsored post or product review that includes links back to your site.
The outcome is clear — when you’re transparent, you don’t just stay on the safe side of Google’s rules, you also build a healthier link profile long-term. You can see how we’ve applied this in practice in our client case studies, where sponsored placements worked hand-in-hand with organic ones.
UGC (User-Generated Content) Links
If you’ve ever scrolled through a blog comment section or a busy forum, you know people love dropping their own links. Those are user-generated links. The problem is, you don’t control them, and Google doesn’t want to treat them the same as links you chose yourself. That’s where the rel=”ugc” tag comes in — it’s just a way of telling search engines, “this one’s from the crowd.”
Using the tag doesn’t kill the link. UGC backlinks can still bring clicks, start conversations, and show that people are actually engaging with your site. The tag just makes sure you’re not vouching for something sketchy a random user pasted in.
Where it makes sense to use ugc:
- Comments under blog posts;
- Open community threads or forums;
- Product reviews and feedback spots.
We’ve seen this play out on plenty of client projects. By tagging UGC, the site stays clean, users keep engaging, and no one gets burned by spammy links. It’s the kind of small detail we bake into our SEO services so clients can focus on growth without worrying about surprises.
Best Practices for Using Backlink Attributes
The rules for backlink attributes aren’t complicated. You just have to use them with some common sense.
- Lean on dofollow for power — these links are what move the needle in rankings, so save them for pages that actually deserve to shine.
- When to use: trusted, high-value pages you want to rank.
- Examples: cornerstone blog posts, service pages, research reports.
- Use nofollow as a safety switch — when you’re linking to something you don’t fully trust, or just don’t want to vouch for, throw a nofollow on it.
- When to use: low-trust or promotional links.
- Examples: questionable sources, giveaway pages, user-submitted directories.
- Be upfront with sponsored stuff — paid placements, affiliates, product reviews… Google doesn’t care if you run them, as long as you label them.
- When to use: whenever money, gifts or any value are exchanged.
- Examples: affiliate links, paid reviews, banner ads.
- Tag user-generated links — comments, forums, reviews… you can’t control what people drop in there, so let Google know it’s not your endorsement.
- When to use: areas with user-submitted content.
- Examples: blog comments, forums, customer reviews, Q&A sections.
- Keep your profile mixed — a site with only dofollow links looks fake. A site with only nofollows looks weak. A real brand has a blend.
- When to use: always aim for variety across link types.
- Examples: PR mentions as dofollow, social media as nofollow, forums as UGC.
- Check your links often — things change. Old setups break. A quick audit every few months saves you from nasty surprises.
- When to use: every few months or after site changes.
- Examples: fix broken links, redirect old product pages, recheck sponsored tags.
- Think about people, not just bots — these tags aren’t just for Google. They also show readers you’re transparent and not hiding shady deals.
- When to use: when transparency matter to readers.
- Examples: label affiliate links, mark reviews as sponsored, add disclaimers.
- Quality beats volume — one link from a solid, relevant site is worth more than fifty weak ones, no matter what the tag says.
- When to use: always prioritize relevance and authority.
- Examples: one link from an industry leader over dozens of random directories.
- Get your team on the same page — if you’ve got writers or outreach folks, make sure they all know when to use which tag.
- When to use: if multiple people manage content or outreach.
- Examples: shared rules for when to use nofollow, sponsored, or UGC.
- Write it down once, follow it always — have a simple internal rulebook so you’re not debating every single link decision from scratch.
- When to use: from the start of your link policy.
- Examples: internal guide that says “all affiliate links = sponsored”, “all comments = UGC”.
Backlink attributes are nothing more than signals to search engines: dofollow passes authority, nofollow holds it back, sponsored keeps ads transparent, and UGC makes it clear when a link came from the crowd. Used right, they don’t limit you, they keep you safe.