{"id":529,"date":"2019-09-17T11:11:42","date_gmt":"2019-09-17T11:11:42","guid":{"rendered":"https:\/\/seobuddy.com\/blog\/?p=529"},"modified":"2023-05-11T04:29:31","modified_gmt":"2023-05-11T04:29:31","slug":"link-rel-ugc-sponsored-nofollow","status":"publish","type":"post","link":"https:\/\/seobuddy.com\/blog\/link-rel-ugc-sponsored-nofollow\/","title":{"rendered":"Google\u2019s new rel=\u201cugc\u201d and \u201csponsored\u201d shouldn\u2019t change your strategy&#8230;but you can see if anyone else is using them"},"content":{"rendered":"\n<p>Google\u2019s Gary Ilyes and Danny Sullivan <a href=\"https:\/\/webmasters.googleblog.com\/2019\/09\/evolving-nofollow-new-ways-to-identify.html\">recently announced<\/a> an update to the way Google uses some links in search ranking &#8211; specifically links that include the \u201cnofollow\u201d attribute, launched in 2005 to help fight link spam.<\/p>\n\n\n\n<center><blockquote class=\"twitter-tweet\"><p lang=\"en\" dir=\"ltr\">Today, we\u2019ve announced two new link attributes &#8211; \u201csponsored\u201d and \u201cugc\u201d &#8211; that join \u201cnofollow\u201d as ways to identify the nature of links. All will now work as hints about which links Google Search should consider or exclude for ranking purposes. More details:<a href=\"https:\/\/t.co\/V6X2xjEC5L\">https:\/\/t.co\/V6X2xjEC5L<\/a><\/p>\u2014 Google Webmasters (@googlewmc) <a href=\"https:\/\/twitter.com\/googlewmc\/status\/1171460946037858304?ref_src=twsrc%5Etfw\">September 10, 2019<\/a><\/blockquote> <script async=\"\" src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/center>\n\n\n\n<p>Over time &#8211; especially after the <a href=\"https:\/\/www.searchenginejournal.com\/google-algorithm-history\/penguin-update\/\">Penguin update<\/a> and spate of manual actions in 2012-13 &#8211; rel=\u201cnofollow\u201d became Google\u2019s recommended way for site owners to highlight links they\u2019d been paid to include.<\/p>\n\n\n\n<p>The way \u201cnofollow\u201d previously worked is simple: when finding a link using the attribute, Googlebot wouldn\u2019t enter the target website via that link. In theory, \u201cnofollow\u201d <em>still <\/em>works that way&#8230;except Googlebot <em>might <\/em>choose to ignore that request.<\/p>\n\n\n\n<p>Many publishers have started to use rel=\u201cnofollow\u201d, not to mark up sponsored content, but to hoard PageRank, attempting to protect their own rankings. By mid-2019 this isn\u2019t even a minority of publishing sites: most national and regional press prevent Google from crawling <em>all <\/em>external links from their sites.<\/p>\n\n\n\n<p>This has caused <em>huge <\/em>problems for search engines: these are literally the sites breaking the news, making it all but impossible for Google to check their citations or find the original source of their stories. The \u201cnofollow\u201d attribute was meant to help Google discount bad links &#8211; in the end it\u2019s prevented the search engine from using good ones. So when Google announces that it\u2019s <a href=\"https:\/\/www.blog.google\/products\/search\/original-reporting\/\">giving more prominence to the original source of stories<\/a> <em>just as <\/em>it\u2019s able to follow external links from news sites to the original sources that probably isn\u2019t a coincidence.<\/p>\n\n\n\n<p>Unlike previous updates to how Google handles links (such as the original \u201cnofollow\u201d announcement), this doesn\u2019t change <em>how <\/em>links are built for most SEOs&#8230;apart from those not already building links on the biggest and most authoritative news websites, which has been the norm for a few years now. It does change the conversations around KPIs we\u2019re having with our clients: it\u2019s no longer necessary for our campaigns to deliver a certain number or percentage of \u201cfollowed\u201d links since, where the sites are clearly good (like national and regional press), they count. <\/p>\n\n\n\n<center><blockquote class=\"twitter-tweet\"><p lang=\"en\" dir=\"ltr\">Google most likely worded this carefully &#8211; nofollow is now a hint for ranking. Was it strictly followed yesterday? They don&#8217;t say no, so we can assume it&#8217;s been a &#8220;hint&#8221; for a while. <a href=\"https:\/\/t.co\/JGUzWCqyw7\">https:\/\/t.co\/JGUzWCqyw7<\/a><\/p>\u2014 Jared McKiernan (@jaredmckiernan) <a href=\"https:\/\/twitter.com\/jaredmckiernan\/status\/1171466343176011777?ref_src=twsrc%5Etfw\">September 10, 2019<\/a><\/blockquote> <script async=\"\" src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/center>\n\n\n\n<p>Many SEOs have stated publicly that Google has attributed value through \u201cnofollow\u201d links for at least a few months. So, from a link building point of view, this shouldn\u2019t change any aspect of your strategy (unless you weren\u2019t building links, in which case you probably should).<\/p>\n\n\n\n<p>&#8230;and from a privacy point of view: if you\u2019re concerned about passing information to Google via the links you\u2019re pointing to external websites, you can still use the <a href=\"https:\/\/html.spec.whatwg.org\/multipage\/links.html#link-type-noreferrer\">\u201cnoreferrer\u201d<\/a> attribute to hide most of your info from Google Analytics and so on.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-internal-links-using-the-nofollow-attribute\">Internal links using the \u201cnofollow\u201d attribute<\/h2>\n\n\n\n<p>The \u201cnofollow\u201d attribute is also widely used in internal linking as we attempt to prevent Googlebot from crawling faceted navigation\/filtering options on ecommerce websites, for example. Although best practice would have these pages include <a href=\"https:\/\/seobuddy.com\/blog\/canonicalization\/\">canonical attributes<\/a> to prevent them getting indexed, the \u201cnofollow\u201d attribute would be applied to internal links pointing to the page to prevent Googlebot from crawling them in the first pace.<\/p>\n\n\n\n<p>In my opinion, this is the biggest change coming out of the announcement (and the only one that should significantly affect most SEOs): we now <em>have <\/em>to use robots.txt to disallow the crawling of session IDs, facets etc. &#8211; we just can\u2019t rely on internal \u201cnofollow\u201d if it\u2019s going to be a \u201chint\u201d rather than an order.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-rel-ugc-and-rel-sponsored\">rel=\u201cugc\u201d and rel=\u201csponsored\u201d<\/h2>\n\n\n\n<p>Also announced were two new attributes with a similar function to the original intention of \u201cnofollow\u201d.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"678\" height=\"242\" src=\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2019\/09\/rel-sponsored-and-rel-ugc-explained.png\" alt=\"Link rel=&quot;sponsored&quot; and rel=&quot;ugc&quot; explained\" class=\"wp-image-530\" srcset=\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2019\/09\/rel-sponsored-and-rel-ugc-explained.png 678w, https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2019\/09\/rel-sponsored-and-rel-ugc-explained-300x107.png 300w\" sizes=\"(max-width: 678px) 100vw, 678px\" \/><\/figure><\/div>\n\n\n\n<p>Danny Sullivan has stressed (in an admirable number of tweets) that changing \u201cnofollow\u201d attributes to \u201cugc\u201d or \u201csponsored\u201d is not mandatory. You\u2019d do it using a blanket implementation if you have a forum, or add it to the comments section if you have a publishing website (most websites that aren\u2019t news publishers <em>probably <\/em>shouldn\u2019t have a comments section in 2019).<\/p>\n\n\n\n<center><blockquote class=\"twitter-tweet\"><p lang=\"en\" dir=\"ltr\">We really did think carefully about our blog post on the change to nofollow and new attributes, including making it really clear that people don&#8217;t have to change anything and that our view of such links as a strong indicator they shouldn&#8217;t be used for credit will continue&#8230;.. <a href=\"https:\/\/t.co\/iFbqqzfOMW\">pic.twitter.com\/iFbqqzfOMW<\/a><\/p>\u2014 Danny Sullivan (@dannysullivan) <a href=\"https:\/\/twitter.com\/dannysullivan\/status\/1171759657234423809?ref_src=twsrc%5Etfw\">September 11, 2019<\/a><\/blockquote> <script async=\"\" src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/center>\n\n\n\n<p>My assumption is that, because Danny is stressing it\u2019s not all that important if you do it, Google feels pretty confident it can discount or devalue all of these links anyway.&nbsp;<\/p>\n\n\n\n<p>So this <em>really <\/em>shouldn\u2019t change your strategy at all: link-focused SEOs are the most concerned about these announcements &#8211; when really it\u2019s a positive for them, and extra work for developers in some cases.<\/p>\n\n\n\n<p>If your website regularly publishes news or hosts a forum, you might look at implementing these new attributes, in which case SEOBUDDY\u2019s Backlink Analysis section already supports the new attributes and you can track their success easily. It\u2019s particularly useful from a data visualization point of view so you can easily see what percentage of your profile is being affected.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google\u2019s Gary Ilyes and Danny Sullivan recently announced an update to the way Google uses some links in&#8230;<\/p>\n","protected":false},"author":4,"featured_media":536,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[153,253],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.5 (Yoast SEO v22.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Google announces sponsored and UGC link attributes | SEOBUDDY<\/title>\n<meta name=\"description\" content=\"Google&#039;s Danny Sullivan and Gary Ilyes have announced changes to how they handle rel=&quot;nofollow&quot;, along with two new attributes. 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