When you start building backlinks, one of the first things you'll encounter is the concept of link attributes. Not all links are treated equally by search engines, and understanding the differences can make or break your SEO strategy. In this guide, we'll cover the four main types of backlinks and how each one affects your rankings.
How Link Attributes Work
Every hyperlink on the web can have a rel attribute that tells search engines how to treat it. By default, a link with no special attribute is considered a "dofollow" link — meaning search engines will follow it and pass link equity. Other attributes modify this behavior.
Here's a quick overview:
- DoFollow (default):
<a href="...">— passes full link equity - NoFollow:
<a href="..." rel="nofollow">— suggests search engines not follow - UGC:
<a href="..." rel="ugc">— marks user-generated content links - Sponsored:
<a href="..." rel="sponsored">— marks paid or sponsored links
DoFollow Links: The SEO Powerhouse
DoFollow links are the most valuable type for SEO because they pass link equity (often called "link juice") from the linking page to yours. When a high-authority site gives you a dofollow link, it's essentially telling Google: "We vouch for this page."
Key characteristics:
- Pass the most link equity and authority
- Help improve your rankings directly
- Are the default link type (no special attribute needed)
- Are what most link builders are trying to acquire
Where you find dofollow links:
- Editorial links within blog posts and articles
- Guest post author links (depending on the site's policy)
- Niche edit placements within existing content
- Resource page listings
- Link placements purchased through trusted marketplaces like LinkMart
Best practices:
While dofollow links are the most impactful, having 100% dofollow links looks unnatural. A healthy backlink profile includes a mix of dofollow and nofollow links. Industry benchmarks suggest a ratio of roughly 60-70% dofollow to 30-40% nofollow for a natural-looking profile.
NoFollow Links: More Valuable Than You Think
Google introduced the nofollow attribute in 2005 to combat comment spam. Originally, it was a directive — Google would completely ignore nofollow links. However, in September 2019, Google changed nofollow to a "hint" rather than a directive.
This means Google may choose to follow nofollow links and even pass some link equity through them. This was a major shift that many SEOs still don't fully understand.
Key characteristics:
- Google treats them as "hints" — they may still pass some value
- Less direct ranking impact than dofollow links
- Still drive referral traffic and brand exposure
- Essential for a natural-looking link profile
Where you find nofollow links:
- Wikipedia and other user-generated encyclopedias
- Social media platforms (Twitter/X, Facebook, LinkedIn)
- Blog comments and forum posts
- Some press releases and news aggregators
- Major publications like Forbes, HuffPost (often nofollow contributor links)
Should you pursue nofollow links?
Absolutely. Even though they pass less direct SEO value, nofollow links from high-traffic sites can:
- Drive significant referral traffic
- Increase brand visibility and recognition
- Contribute to a natural backlink profile
- Still pass some ranking signals (since they're now "hints")
UGC Links: User-Generated Content
The rel="ugc" attribute was introduced in 2019 to help webmasters identify links that come from user-generated content, such as comments and forum posts. This helps Google distinguish between links that the site owner editorially placed and links that users added themselves.
Key characteristics:
- Signals that the link was placed by a user, not the site owner
- Treated similarly to nofollow (as a "hint")
- Lower SEO value than editorial dofollow links
- Commonly used on forums, comment sections, and community platforms
Where you find UGC links:
- Forum posts (Reddit, Quora, niche forums)
- Blog comments
- Community wikis
- User reviews and testimonials
Should you worry about UGC links?
UGC links shouldn't be a primary part of your link building strategy, but they do have value. Genuine participation in relevant communities builds awareness and can drive targeted traffic. Just don't spam forums with links — that's a fast path to getting banned and potentially penalized.
Sponsored Links: Paid Placements
The rel="sponsored" attribute identifies links that are part of advertisements, sponsorships, or other paid arrangements. Google introduced this to give webmasters a way to comply with their guidelines around paid links.
Key characteristics:
- Identifies the link as commercially motivated
- Treated as a "hint" by Google (similar to nofollow)
- Using this attribute is Google's recommended practice for any paid link
- Failure to mark paid links can result in manual penalties
Where you find sponsored links:
- Paid advertisements and banner links
- Sponsored content and advertorials
- Affiliate links (though some use nofollow instead)
- Paid directory listings
The paid link question
This is where things get nuanced. Google's official position is that paid links should use the rel="sponsored" attribute. However, the reality of the web is more complex. Many legitimate business relationships result in links — sponsorships, partnerships, and contributed content.
The practical approach used by most SEO professionals: focus on acquiring links that provide genuine value to the linking site's audience. When a link is placed within relevant, high-quality content on a real website with real traffic, it looks and functions like a natural editorial link — because it essentially is one.
Building a Natural Link Profile
The most important takeaway is that a healthy backlink profile includes a mix of link types. Here's what a natural profile typically looks like:
- 60-70% dofollow links from editorial content, guest posts, and resource pages
- 20-30% nofollow links from social media, forums, and major publications
- 5-10% UGC and sponsored links from community participation and legitimate partnerships
If your profile is 100% dofollow, that's a red flag. Similarly, if every link uses the same anchor text, it looks manipulative. Natural diversity is key.
How to Check Link Types
You can check the attribute of any link by:
- Inspecting the HTML: Right-click the link in your browser, select "Inspect Element," and look for the
relattribute in the<a>tag. - Using SEO tools: Ahrefs, Semrush, and Moz all show whether backlinks are dofollow or nofollow in their backlink reports.
- Browser extensions: Extensions like NoFollow Simple or SEOquake highlight nofollow links on any page.
Which Type Should You Focus On?
For maximum SEO impact, prioritize dofollow links from high-authority, relevant websites. But don't ignore other link types — they all play a role in a comprehensive SEO strategy.
Here's a practical priority order:
- DoFollow editorial links from relevant, authoritative sites (highest impact)
- DoFollow niche edits — links placed in existing, already-indexed content
- NoFollow links from high-traffic sites — valuable for traffic and brand visibility
- UGC links from genuine community participation — good for visibility and traffic
When you browse link opportunities on LinkMart, each listing clearly shows the link type offered, so you always know exactly what you're getting. This transparency helps you build a balanced, effective backlink profile.
For more on evaluating whether a specific link opportunity is worth pursuing, check out our guide on how to evaluate link quality.