A backlink audit is not just a count of websites pointing to your pages. The attributes attached to those links can explain whether they are editorial recommendations, paid placements or contributions from users. Knowing how to check nofollow, sponsored and UGC links helps you interpret a link profile more accurately—and avoid treating every link as if it carries the same meaning.
These labels do not automatically make a link good or bad. They provide context for search engines and site owners. A useful audit looks at the link attribute alongside the source page, the destination, the surrounding text and the reason the link exists.
What the link attributes mean
The nofollow value tells search engines that a site does not want to endorse or pass ranking credit through a link in the usual way. It is commonly used for links a publisher does not want to vouch for. Search engines may treat these attributes as hints rather than absolute instructions, so nofollow should not be read as proof that a link has no value.
Sponsored identifies links created as part of advertising, sponsorship or another paid arrangement. UGC stands for user-generated content and is intended for links in places such as comments and forum posts. A link can also carry more than one value, such as nofollow sponsored.
These distinctions matter because they help you understand why a link exists. A clearly labelled paid link may be properly disclosed, while an unlabelled paid placement could raise questions about how it was obtained. A UGC link in a relevant discussion may be useful to readers even if it is not an editorial endorsement.
Start with a complete link list
Gather links from a backlink analysis tool, search platform reports and any records your team keeps of outreach or paid placements. No single source will necessarily show every link, so compare exports where possible. Keep the source URL, target URL, anchor text, discovery date and link status in your working sheet.
Before judging attributes, check whether the linking page still exists and whether the link is live. Redirects, removed pages and links that point to an unexpected destination can change the significance of an entry. Group links by domain as well as by individual page; a large number of links from one site may need a different review from a handful of independent references.
How to check nofollow, sponsored and UGC links
For a small sample, open the linking page and inspect the link in your browser. Right-click the link, choose the option to inspect it, and look at the HTML anchor element. The attribute may appear as rel=”nofollow”, rel=”sponsored” or rel=”ugc”. If several values are present, they are usually separated by spaces within the same rel attribute.
For a larger profile, use a backlink tool that reports link attributes, then verify a sample manually. Automated reports can be incomplete or out of date, and some pages require rendering before their links appear. A practical workflow is outlined in this backlink audit guide, which can help you organise the review into manageable steps.
Record what you find rather than relying on memory. Useful columns include the observed rel value, whether the page is relevant, the apparent link purpose, and an action such as keep, monitor or investigate. If the page is unavailable, mark the result as unknown instead of assuming the link has a particular attribute.
Judge context before taking action
A nofollow link from a respected publication can still send interested visitors to your site. A UGC link may help someone find a useful resource in a genuine conversation. Conversely, a large cluster of irrelevant links with manipulative anchor text deserves a closer look regardless of whether every link is labelled. Attributes are evidence, not a complete quality score.
Check whether the source page is topically relevant and accessible to real readers. Review the anchor text for natural wording, and ask whether the link makes sense in the sentence around it. Also consider how the link was acquired. A documented sponsorship should be treated differently from an unsolicited editorial mention, and both differ from a link posted by a forum user.
Do not remove or disavow links simply because they are nofollow, sponsored or UGC. First identify a specific concern, such as a paid link that lacks appropriate qualification or a pattern of links that appears designed to manipulate rankings. If outreach is warranted, contact the site owner with a clear request and keep a record of the response.
Keep the audit useful over time
Repeat the review on a schedule that suits your site, and after significant campaigns or changes in link acquisition. Compare new links with the previous audit, check whether important pages have gained or lost links, and document why you chose an action. This makes it easier to spot patterns without overreacting to one unfamiliar entry.
When link-building work is handled externally, clear briefs and agreements help maintain that record. Teams weighing a freelancer vs fixed-term employee arrangement can review the practical differences in Osdire’s freelancer and contractor guide. Whichever arrangement fits, agree on how placements are sourced, labelled and reported before work begins.
A careful backlink audit combines technical checks with common sense. Confirm the attributes, understand the purpose of each link and evaluate its context before deciding what to do. That approach produces a clearer picture of your site’s link profile—and a more defensible plan for improving it.
