UGC Link Definition
A UGC link is a hyperlink marked with the rel="ugc" HTML attribute that tells search engines the link was created by a user, not the site owner. UGC stands for User-Generated Content. Google introduced this attribute in September 2019 alongside rel="sponsored" to give webmasters more granular control over how they classify outbound links.
<a href="https://example.com" rel="ugc">User's link</a>
Before rel="ugc" existed, site owners had to use rel="nofollow" for all non-editorial links, whether they were paid placements, user comments, or forum posts. The UGC attribute lets you be more specific about why a link shouldn't pass full PageRank.
UGC vs. Nofollow vs. Sponsored
Google now recognizes three link attributes beyond the standard dofollow:
| Attribute | Purpose | Use When |
|---|---|---|
rel="ugc" | User-generated content | Comments, forums, user profiles, community posts |
rel="nofollow" | General non-endorsed link | You don't want to vouch for the linked page |
rel="sponsored" | Paid or promotional link | Sponsored posts, affiliate links, paid placements |
All three tell Google the link isn't a full editorial endorsement. Google treats them as hints rather than directives, meaning Google may still choose to crawl and consider these links for ranking purposes.
You can combine attributes: rel="ugc nofollow" is valid if you want to be explicit.
When to Use UGC Links
Apply rel="ugc" to links in any section where users can submit content:
- Blog comments: the most common use case
- Forum posts: discussion boards and community threads
- User profiles: bio links and profile URLs
- Wiki edits: user-contributed content on wikis
- Q&A sections: user-submitted answers
- Review sites: reviewer-provided URLs
If your CMS handles comments (WordPress, for example), most modern themes and plugins already add rel="ugc nofollow" to comment links automatically.
Why UGC Links Matter for SEO
Protecting Against Link Spam
User-submitted areas are magnets for spam links. Without proper link attributes, those spam links could:
- Pass link equity to low-quality sites
- Associate your domain with spammy neighborhoods
- Trigger manual actions from Google if the pattern is severe
Marking user links as UGC signals to Google that you didn't place or endorse those links.
Preserving Link Equity
Every outbound link on your page shares some of your link equity. By marking user links as UGC, you indicate these aren't editorial endorsements, helping search engines understand which links represent your genuine recommendations.
Building Trust with Google
Using specific link attributes (UGC, sponsored, nofollow) instead of blanket nofollow shows Google that you manage your link profile thoughtfully. This is part of maintaining a healthy backlink profile.
How to Implement UGC Links
WordPress
WordPress automatically adds rel="ugc nofollow" to comment links since version 5.3. Check your theme's comments.php to verify.
Custom CMS
Add the attribute programmatically when rendering user-submitted content:
<!-- User-generated link output -->
<a href="{{ user_url }}" rel="ugc">{{ user_text }}</a>
Forum Software
Most modern forum platforms (Discourse, phpBB, vBulletin) support UGC attributes. Check your admin settings under link handling or SEO configuration.
Common Mistakes
- Not marking any user links: leaving all comment and forum links as dofollow passes equity to spam
- Using nofollow everywhere instead of UGC: works but misses the opportunity to give Google more precise signals
- Marking editorial links as UGC: only use UGC for genuinely user-submitted content, not your own outbound links
- Forgetting embedded URLs: users paste raw URLs that auto-link; make sure your parser adds
rel="ugc"to those too - Over-attributing: internal links within user content don't need UGC if they point to your own pages
FAQs
Does rel="ugc" pass link equity?
Google treats rel="ugc" as a hint. In most cases, UGC links don't pass meaningful link equity, but Google reserves the right to crawl and consider them if the link provides useful context.
Should I use ugc or nofollow for comments?
Use rel="ugc" or rel="ugc nofollow". The UGC attribute is more specific and gives Google better signal about why the link exists. Using both together is fine and is what WordPress does by default.
Can UGC links hurt my site?
No. Properly marking user-generated links as UGC protects your site. The risk comes from not marking them, letting spam links pass as editorial endorsements.
Do I need to retroactively add ugc to old comments?
It's not urgent, but recommended during your next site maintenance cycle. Google has been treating nofollow as a hint since March 2020, so old nofollow links on comments already have similar treatment.
What is the difference between ugc and nofollow links?
rel="nofollow" is a general-purpose attribute that tells search engines you don't endorse a link. rel="ugc" is more specific: it tells Google the link was placed by a user rather than the site owner. Both prevent passing full link equity, but UGC gives Google more precise context about why the link exists. You can use both together: rel="ugc nofollow".
Related Resources
- Guide: Internal Linking Best Practices
- Template: Definitive Guide Template
- Use case: Marketing Agencies
- Glossary: