Sponsored Links in SEO: Dofollow, Nofollow, and Other Types – What You Should Know

When planning your SEO strategy, link building is a key element you can’t ignore. It’s the process of acquiring backlinks from external websites, and it remains one of the most important factors influencing your search engine visibility. Done right, link building can significantly improve your site’s rankings. But not all links are equal. They differ in how they function and the value they provide.

Let’s break down the four main link attributes: dofollow, nofollow, UGC, and sponsored.

What Is a Dofollow Link and Why It Matters?

Dofollow links are the most valuable type of backlink for SEO. They pass along “link juice”, a portion of the linking site’s authority, to the destination page. Think of them as a vote of confidence: a dofollow link tells search engines the linked site is credible and worth ranking higher.

These links play a direct role in improving visibility. A link is considered dofollow when it doesn’t include a limiting attribute like rel="nofollow", rel="sponsored", or rel="ugc" in its HTML.

Example:

To create a dofollow link, use the <a> tag with the destination URL in the href attribute. If you want anchor text (the clickable text users see) place it between the opening <a> and closing </a> tags.

Nofollow Links – What They Do and When to Use Them

Google introduced the nofollow attribute in 2005 to combat spam. Originally, it was a strict instruction to search engines not to follow a link. Today, Google treats it as a suggestion. Bots might still follow and evaluate nofollow links, depending on the context.

Use nofollow links when you don’t want or can’t vouch for the content of the linked page. For instance, if you're unsure about a site’s safety or compliance with Google’s rules, nofollow helps avoid passing on your site’s authority.

Common use cases include:

• Blog comments

• Online forums

• Social media posts

• Sponsored content

In short, nofollow is best for situations where you don’t want to transfer SEO value to another site.

Example HTML:

<a href="https://example.com" rel="nofollow">Anchor Text</a>

UGC and Sponsored: Additional Link Attributes from Google

In 2019, Google introduced two new link attributes: UGC (User-Generated Content) and sponsored. These give search engines more detail about the link’s origin and purpose, helping create a more transparent SEO landscape.

UGC Links – For User-Generated Content

UGC links come from content created by site users such as comments, forum posts, and product reviews. Adding rel="ugc" tells Google that the link wasn’t placed by the site owner but by a user.

This helps bots better understand the link’s context, whether it looks natural, and whether it should carry any SEO weight.

Example:

<a href="https://example.com" rel="ugc">Anchor Text</a>

Sponsored Links – Paid Content and Commercial Partnerships

The rel="sponsored" attribute flags links created as part of a commercial relationship, such as in sponsored articles or paid placements.

Google uses this tag to distinguish paid links from organic ones. It’s a clear signal that the link is part of an advertising arrangement, not an editorial endorsement.

Example:

<a href="https://example.com" rel="sponsored">Anchor Text</a>

What Makes a Strong Link Profile?

A high-quality link profile is one of the most effective ways to improve search rankings. Here’s what defines a strong profile:

1. Backlinks from high-authority websites

Look for links from domains that:

• Are well-optimized for SEO

• Attract their own quality backlinks

• Publish valuable, original content

• Deliver a strong user experience (low bounce rate, long visit duration)

2. Consistent, natural link growth

Links should be acquired steadily over time. Sudden spikes can trigger Google’s spam filters.

3. Link diversity

Good profiles include links from various sources:

• Blogs

• Forums

• News portals

• Business directories

• Social media platforms

And from all types: dofollow, nofollow, UGC, and sponsored used in the right context.

4. Thematic relevance

Links from sites in the same industry or niche are far more valuable than links from unrelated domains.

How to Build a Better Link Profile: Learn From Your Competitors

Want to improve your link building strategy? Start by analyzing your competitors. This gives you insight into what works in your market and where you might be falling short.

Here’s what you can learn:

• Acquisition patterns – How often your competitors earn links, and from what types of sources.

• Top domains – Identify trusted, high-authority sites linking to them but not to you.

• Profile strength – Spot weaknesses in your own link profile and adjust accordingly.

Final Thoughts

Link building remains one of SEO’s foundational practices. But it only works when guided by a thoughtful, informed approach.

Understanding how dofollow, nofollow, UGC, and sponsored links work gives you the tools to build a backlink profile that’s diverse, natural, and aligned with search engine best practices. Focus on earning links from trusted, thematically relevant sources, track your competitors’ strategies, and keep creating content that earns links organically.