Content revised 20 October 2026.
Nofollow is a link-relationship value. Alongside sponsored and ugc, it helps describe certain outbound links; it is not a promise that a destination can never be discovered.
Separate the link from the page instruction
A rel attribute qualifies a particular link. A robots meta instruction applies at page level. They are different controls with different purposes. If the aim is to keep a page out of search, simply changing links to nofollow is not the same as applying an appropriate indexing instruction.
Choose the relationship that fits
- Use sponsored for advertising or other paid placements where appropriate.
- Use ugc for links in user-generated content when appropriate.
- Use nofollow when you want to qualify a link and the more specific values don't fit.
Do not turn link attributes into a certainty claim
A visitor can still use the link. The destination may also be discovered through other routes. Review the context and the relevant search-engine guidance rather than assuming that one attribute gives complete control over crawling, indexing or ranking.
Check the publishing workflow
If your site accepts comments or sponsored material, agree who reviews the links and how the correct attributes are applied. A plugin may manage part of the process, but inspect the final HTML after changes. Honest qualification doesn't make a misleading recommendation useful or remove the need to review the destination.
Official guidance: Google’s link qualification guidance.