The rel="ugc" (User Generated Content) link attribute is an HTML tag introduced by Google in 2019 to identify links created by users in comments, forum posts, reviews, or other user-contributed content, signaling to Google that the publisher does not editorially endorse these links.
Quick Answer
The rel="ugc" (User Generated Content) link attribute is an HTML tag introduced by Google in 2019 to identify links created by users in comments, forum posts, reviews, or other user-contributed content, signaling to Google that the publisher does not editorially endorse these links.
rel="ugc" marks user-generated links — Google treats them as hints and does not reliably pass ranking authority
Most major platforms (WordPress, Disqus) auto-apply ugc or nofollow to all user-submitted links
UGC links have minimal direct SEO value — use community participation for traffic and brand awareness, not link equity
Key Takeaways
rel="ugc" marks user-generated links — Google treats them as hints and does not reliably pass ranking authority
Most major platforms (WordPress, Disqus) auto-apply ugc or nofollow to all user-submitted links
UGC links have minimal direct SEO value — use community participation for traffic and brand awareness, not link equity
How UGC Link Attribute Works
Google introduced rel="ugc" in 2019 to give publishers a more precise way to mark links that appear in user-generated content — blog comments, forum threads, community posts, product reviews, and social profiles. By marking these links as UGC, publishers signal that the links were not editorially placed and may not meet the site's quality standards. Google treats UGC links similarly to nofollow — as hints that may not pass full ranking authority.
Why UGC Link Attribute Matters for B2B Marketing
The UGC attribute exists because comment sections and forums were historically exploited for spam link building. By implementing rel="ugc" on all user-generated links, site owners protect themselves from inadvertently boosting spam sites and comply with Google's link quality guidelines. WordPress, Disqus, and most major forum platforms automatically apply ugc or nofollow to user-submitted links.
UGC Link Attribute: Best Practices & Strategic Application
For B2B marketers, UGC links matter in two contexts: (1) if you manage a community, blog, or forum, ensure your platform applies rel="ugc" to user links to protect your site's credibility, and (2) if you're building links through forum participation or blog commenting, understand that these links have minimal direct SEO value and should only be used for genuine community engagement.
Agency Perspective: UGC Link Attribute in Practice
Agency insight: Some SEOs still pursue forum links and comment links as part of tiered link building strategies. While these may provide some indirect signals (traffic, brand mentions), they should not be a primary link building tactic. Google can algorithmically identify UGC link patterns, and over-reliance on ugc/nofollow sources signals an unnatural or low-quality link profile.
Frequently Asked Questions: UGC Link Attribute
The rel="ugc" (User Generated Content) link attribute is an HTML tag introduced by Google in 2019 to identify links created by users in comments, forum posts, reviews, or other user-contributed content, signaling to Google that the publisher does not editorially endorse these links.
Google officially treats rel="ugc" as a hint rather than a strict directive, meaning it may choose to consider these links in some contexts. However, in practice, ugc-attributed links pass minimal or no ranking authority. They can still contribute to brand visibility and referral traffic, but should not be targeted as a primary link building strategy.
Yes. If your site allows user comments or has a community section, apply rel="ugc" to all links submitted by users. This protects your site from being used as a link spam vector, maintains compliance with Google's guidelines, and prevents your domain from inadvertently passing authority to low-quality external sites that users link to.
Yes. Google allows combining link attributes — for example, rel="ugc nofollow" or rel="sponsored nofollow". This was specifically noted in Google's 2019 announcement as an option for sites that want to apply both a contextual attribute (ugc/sponsored) and a nofollow signal simultaneously. Combined attributes are valid HTML and function correctly.
MV3 Marketing helps B2B companies apply these strategies to drive measurable pipeline growth. Our team executes digital pr for technology, SaaS, and professional services companies.
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