Use the rel=”ugc” attribute to mark links inserted by users in comments, forums, or any interactive section of your website. This helps Google understand that the link wasn’t created by you and can prevent penalties for spam or untrustworthy links.
What is the UGC attribute?
The rel=”ugc” (User Generated Content) attribute is a way to signal to search engines that a link was added by a user of the site, not by the editorial team or website owner. It was introduced by Google in 2019 as part of an update to link usage guidelines to improve transparency and web safety.
When should I use rel=”ugc”?
You should apply rel=”ugc” to any links added by users in areas such as:
- Blog comments
- Discussion forums
- Product reviews and ratings
- User profiles or signatures
- Q&A sections
In short, use this attribute whenever the content (and the link) was not created by you and is outside of your editorial control.
Why is ugc important for SEO?
Using attributes like rel=”ugc” properly shows Google that you’re following best practices and helps protect your site from being penalized for spam. If a user adds a link in a comment, for example, and you don’t signal that the content isn’t yours, your site could end up passing authority to untrustworthy domains.
Google may also interpret untagged links as attempts to manipulate PageRank — which can negatively impact your rankings.
| Attribute | Meaning | When to use |
|---|
ugc | User-generated content | Comments, forums, reviews, user profiles, etc. |
nofollow | Don’t pass authority (PageRank) | Untrusted, irrelevant, or unknown links |
sponsored | Sponsored or paid link | Ads, sponsored content, affiliate links, paid partnerships |
You can combine these when needed. For example, if you want to mark a comment link as user-generated and not pass authority, use:
<a href="https://example.com" rel="ugc nofollow">Check out my site!</a>What are the risks of not using rel=”ugc”?
If you don’t tag user-generated links properly, it can:
- Harm your SEO, by passing authority to undesirable domains
- Expose your site to link spam, potentially leading to penalties
- Damage your reputation, especially if malicious links are indexed with your content
Using this attribute correctly shows you have control over what’s published on your platform and that you follow Google’s quality guidelines.
What if I already use nofollow for user links?
You can continue using nofollow, but Google recommends using the more specific ugc tag for user-generated content. The combination rel=”ugc nofollow” is perfectly valid and even preferred in some cases, as it reinforces the nature of the link.
How to apply rel=”ugc” in plugins or CMS platforms like WordPress?
If you use WordPress, some comment plugins (like wpDiscuz) or forums (like bbPress) already add the ugc attribute automatically to user-generated links. Check if your plugin supports this or consider adding a custom function in your theme to insert the attribute automatically.
If your site has any interactive section, using the rel=”ugc” attribute correctly is not just good SEO practice — it’s a way to protect your site’s credibility and maintain a safe, trustworthy environment for your users.
