Google introduced two new link attributes (rel=”sponsored” and rel=”ugc”) that provide webmasters with additional ways to help Google understand the nature of links

rel=”sponsored”: 

Use the sponsored attribute to identify links on your site that were created as part of advertisements, sponsorships or other compensation agreements.

rel=”ugc”: 

UGC stands for User Generated Content, and the ugc attribute value is recommended for links within user generated content, such as comments and forum posts.

rel=”nofollow”:

Use this attribute for cases where you want to link to a page but don’t want to imply any type of endorsement, including passing along ranking credit to another page.

FAQ:

Do I need to change my existing nofollows?

No. If you use nofollow now as a way to block sponsored links, or to signify that you don’t vouch for a page you link to, that will continue to be supported. There’s absolutely no need to change any nofollow links that you already have.

Do I still need to flag ad or sponsored links?

Yes. If you want to avoid a possible link scheme action, use rel=“sponsored” or rel=“nofollow” to flag these links. We prefer the use of “sponsored,” but either is fine and will be treated the same, for this purpose.

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