Rel Sponsored vs Nofollow vs Dofollow: Links Explained
The difference between rel=“sponsored” and rel=“nofollow” is the reason for the link. Use sponsored for links someone paid for: ads, paid listings, sponsorships. Use nofollow for links you don’t want to vouch for when no more specific value fits. “Dofollow” is not an attribute at all: it’s what people call a normal link with none of these values, which can pass ranking credit as usual.
If you launch on directories, these attributes decide whether a listing helps your search rankings or only sends visitors. The definitions below follow Google’s guide to qualifying outbound links. We run LaunchGP, a launch directory, so we have a stake in how directory links work; at the end we show how ours sets each one.
What are the four kinds of link?
| Link | HTML | What it tells search engines |
|---|---|---|
| Followed (“dofollow”) | <a href="https://example.com"> |
Nothing special: a normal link that can pass ranking credit |
| Nofollow | <a href="..." rel="nofollow"> |
Don’t associate this link with my site or pass credit |
| Sponsored | <a href="..." rel="sponsored"> |
This link is an ad, a paid placement or a sponsorship |
| UGC | <a href="..." rel="ugc"> |
This link is in user-generated content, like comments or forum posts |
You can combine values: Google accepts several rel values separated by spaces or commas, such as rel=“nofollow sponsored”.
How does Google treat nofollow and sponsored?
In September 2019 Google added rel=“sponsored” and rel=“ugc” next to the older rel=“nofollow”, and said it would treat all three as hints rather than strict rules. In practice that means:
- A followed link from a relevant site can help the page it points to.
- A nofollow, sponsored or ugc link usually passes little or no ranking credit, though Google may still find pages through it.
- All of them can send visitors. That part has nothing to do with search.
When should you use rel=“sponsored”?
Google asks that advertisements and paid placements carry rel=“sponsored”. It still accepts rel=“nofollow” for them, but sponsored is preferred. That covers ads, paid directory listings, sponsored posts and links given in exchange for money, goods or services.
The reason is simple: if money decided where a link appears, the link isn’t a recommendation. Google’s spam policies list buying or selling links for ranking purposes as link spam, and that can hurt both the site that sells and the site that buys.
When should you use nofollow?
Use nofollow when the other values don’t apply: a link to a source you’re criticizing, a link you added for reference without checking the site, links in places you don’t moderate closely.
When should you use ugc?
Use ugc for links that your users add: comments, forum posts, reviews, profile links. Some platforms set it automatically.
Is “dofollow” an attribute?
No. You’ll see “dofollow links” in a lot of SEO advice, including ours, because it’s the word people search for. In HTML there’s no rel=“dofollow”. A link is followed by default unless it carries nofollow, sponsored or ugc.
What about noopener and noreferrer?
These have nothing to do with SEO. rel=“noopener” stops the page you open in a new tab from controlling the tab it came from. rel=“noreferrer” also hides where the visitor came from. A link can be rel=“noopener” and still be a normal followed link.
How do you check if a link is nofollow?
- Find the link to your site on the page.
- Right-click it and choose Inspect (or view the page source and search for your domain).
- Read the rel attribute on the
<a>tag. No rel, or only noopener or noreferrer, means it’s followed. nofollow, sponsored or ugc means it isn’t.
Check again after the launch window. Some platforms change the link once a listing is no longer featured.
How does LaunchGP decide each link?
On LaunchGP, a followed link is earned and paid placements are always marked. Every car has a product page that links to its site, and the rel depends on what the car has done:
| Situation | Link |
|---|---|
| Top three in any Grand Prix | Followed, permanently |
| Top 10 of an Endurance class | Followed while you hold the spot |
| Free car during its race week | Followed |
| Paid front slot during its race week | rel=“sponsored” |
| Round naming and trackside billboards (sponsor links) | rel=“sponsored” |
| Anything else, after race week | rel=“nofollow” |
The car page uses the best link the car has earned. A podium from any round keeps the link followed, even if the car started from a paid slot. The pricing page has the paid options, and free seats need the LaunchGP badge on your site.
What does this mean for your launch plan?
When you compare launch platforms, look at the link type during the launch and after it, not just whether there’s a link. LaunchGP’s mix is a short followed window, a permanent followed link for a good result and a sponsored link for paid placements. Other platforms make other choices. What matters most is that paid links are marked: Google’s spam policies treat unmarked paid links as link spam, for the buyer and the seller.
For where else to find links that count, read how to get backlinks for a new website, honestly.
FAQ
Is rel=“sponsored” better than nofollow for paid links?
Google prefers sponsored for ads and paid placements and still accepts nofollow. Either keeps you within its guidelines; sponsored is the more precise label.
Do sponsored links hurt my SEO?
Google asks for the label rather than treating labeled paid links as spam, so a correctly marked sponsored link isn’t a problem for the site it points to. It just passes little ranking credit. The risk is a paid link that isn’t marked.
Can a link be both nofollow and sponsored?
Yes. Google accepts multiple rel values, so rel=“nofollow sponsored” is valid.
Are dofollow links from launch directories worth it?
A followed link from a relevant, moderated directory can help a new site. One from a directory that lists anything is worth much less.
How do I know if my LaunchGP link is followed?
Inspect the link on your car page. During your race week a free car’s link has no nofollow or sponsored value, and a podium finish keeps it that way permanently.