Nofollow, sponsored and ugc are official link attributes (rel) that tell Google the nature of the link: nofollow for links you don't trust, sponsored for advertising or paid placements, and ugc for user-generated content. "Dofollow" is not an official attribute: it is used to refer to a link with none of those qualifiers. For a paid link, Google says to use sponsored or nofollow.
The attributes Google recognizes
According to Google's guide on outbound links, the values are:
- sponsored: for links that are ads or paid placements, such as sponsorships or advertising.
- ugc: for links within user-generated content, such as comments or forums.
- nofollow: for cases where you don't want to associate your site with the linked page or can't vouch for it. Links with these attributes are, in general, not followed.
The value rel="dofollow" does not exist. A link without those attributes is interpreted as a normal link.
Which attribute to use and when
- Editorial link the outlet places on its own decision: no attribute, at the outlet's discretion.
- Paid link or sponsored placement: sponsored (or nofollow), as Google indicates.
- Link within comments or forums: ugc or nofollow.
One nuance: the spam policy makes clear that buying and selling links for advertising is normal as long as they are qualified. A paid link not qualified so as to pass ranking is what can be problematic.
What value does a nofollow or sponsored link have
A qualified link is generally not followed for ranking purposes, and tools like Ahrefs clarify that a site that only links with nofollow does not increase your DR. That doesn't mean it is useless: it can bring readers, reinforce brand presence and appear in an outlet your audience consults. Nor should you assume that an unqualified link is always better, because in a paid placement it can increase risk.
We have not found an ideal proportion of links with and without attributes published by Google. Avoid applying numeric rules that circulate in forums as if they were official.
How to check a link's attribute
Open the published article, right-click the link, choose "Inspect" and check whether the link tag includes rel with nofollow, sponsored or ugc. Record the result in your report.
How SEOfy manages it
At SEOfy, the link attribute (dofollow, nofollow or sponsored), the labeling and the timing are agreed per outlet, in line with each outlet's editorial policy, and stated before you order. That way the decision about each placement is made with information. Rankings, traffic and AI citations are not guaranteed.
Frequently asked questions
Does the dofollow attribute exist?
No. It is a colloquial term for a link without qualifying attributes.
Are sponsored and nofollow the same?
Google treats them as valid qualifiers for paid links; sponsored is more specific and describes the reason for the link.
Don't nofollow links work?
They don't pass ranking credit directly, but they can bring visibility, readers and brand presence.
Related reading
- Press release vs sponsored post: differences and links
- Is buying backlinks worth it? What Google says
- How to evaluate a backlink before buying: a checklist
Next step
If you want to know which attribute and labeling apply at each Latin American outlet before you order, ask SEOfy.