Link attribute for user-generated content links like comments and forum posts, signaling their origin to search engines.
The rel="ugc" attribute is a link attribute introduced by Google in 2019 to identify user-generated content links, such as those found in comments, forum posts, product reviews, and social media interactions. Unlike nofollow links that pass no ranking value, UGC links exist in a gray area where search engines can choose to follow them while understanding their user-generated nature.
This attribute helps search engines distinguish between editorial links (placed by site owners) and content contributed by users, allowing for more nuanced evaluation of link value and spam detection. The UGC attribute provides crucial context about link provenance without completely nullifying potential SEO value.
Why It Matters for AI SEO
Modern AI-powered spam detection systems rely heavily on understanding link context and origin. The rel="ugc" attribute provides explicit signals that help algorithms like SpamBrain and other machine learning systems properly categorize and weight links. As AI becomes more sophisticated at understanding content relationships, properly marked UGC links help train these systems to distinguish between natural user engagement and manipulative link schemes. Google's AI systems can now better understand when user-generated links represent genuine community engagement versus spam attempts. This granular understanding helps preserve the value of authentic user interactions while filtering out manipulative content, making proper UGC tagging increasingly important for sites with community features.
How It Works
Implement rel="ugc" on any link that users create within your platform. Common applications include comment sections, forum posts, user profiles, product reviews, and wiki-style content. The syntax is straightforward: User Link. You can also combine it with nofollow if needed: User Link.
Most modern CMS platforms and commenting systems like Disqus automatically apply UGC attributes to user-generated links. For custom implementations, ensure your system programmatically adds rel="ugc" to all user-contributed links while preserving editorial control over which links deserve full endorsement. Tools like Screaming Frog can audit your UGC implementation across large sites.
Common Mistakes
Many site owners incorrectly assume rel="ugc" completely devalues links like nofollow does, leading them to avoid implementing it on legitimate community content. Others make the opposite mistake, using UGC attributes on editorial content to avoid perceived penalties. The UGC attribute should only mark genuinely user-generated content—using it on editorial links confuses search engines about your site's content structure and editorial standards.