不断完善 nofollow - 确定链接性质的几种新方法
使用集合让一切井井有条
根据您的偏好保存内容并对其进行分类。
2019 年 9 月 10 日（星期二）
近 15 年前，我们推出了 nofollow 属性来帮助抵御垃圾评论。很快，该属性成为标记广告相关链接或赞助商链接的 Google 推荐方法之一。自 2005 年推出 nofollow 以来，网络一直在不断发展，而 nofollow 也该发展了。
今天，我们宣布推出两种新的链接属性，让网站站长能够通过额外的方式向 Google 搜索标识特定链接的性质。上述属性以及 nofollow 总结如下：
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rel="sponsored"：使用“sponsored”属性可标识网站上作为广告、赞助或其他薪酬协议的一部分而创建的链接。
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rel="ugc"：UGC 代表用户生成的内容，我们建议您针对用户生成的内容（例如评论和论坛帖子）中的链接使用 ugc 属性值。
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rel="nofollow"：如果您想链接到某个网页，但不想暗示任何类型的认可（包括将排名权重传递给其他网页），可使用此属性。
推出 nofollow 后，Google 就不会在我们的搜索算法中考虑以这种方式标记的任何链接。这一机制现在发生了变化，上述所有链接属性（sponsored、ugc 和 nofollow）都被视为关于要在 Google 搜索中考虑或排除哪些链接的提示。我们将根据这些提示（以及其他信号）更好地了解如何在我们的系统中正确分析和使用链接。
为什么不完全忽略此类链接，像对待使用 nofollow 属性的链接那样？这是因为链接包含可以帮助我们提升搜索服务的重要信息，例如链接中的字词如何描述它们所指的内容。观察我们遇到的各类链接也有助于我们更好地了解非自然链接模式。通过向提示模式转变，我们不再丢失此类重要信息，同时网站所有者仍然可以表明某些链接不应被赋予第一方认可的权重。
我们知道用户对这些新属性会有疑问，因此我们在下面提供了一份常见问题解答，希望能涵盖大部分情况。
我需要更改现有的 nofollow 属性吗？
不需要。如果您现在使用 nofollow 屏蔽赞助商链接，或表示您不为您所链接到的网页做担保，我们仍支持这些做法。您完全不需要更改任何已添加 nofollow 属性的链接。
我可以对一个链接使用多个 rel 值吗？
可以。您可以对一个链接使用多个 rel 值。例如，rel="ugc sponsored" 是完全有效的属性，它表示相应链接来自用户生成的内容并且属于赞助商链接。如果您希望向后兼容不支持新属性的服务，也可以将 nofollow 与新属性搭配使用（如 rel="nofollow ugc"）。
不需要。您可以继续使用 nofollow 作为标记此类链接的方法，以免遭到链接操纵处罚。您无需更改任何现有标记。如果您的某些系统会将此属性附加到新链接，可以继续这样做。不过，如果方便，我们建议您改用 rel="sponsored"。
是的。如果您想避免遭到链接操纵处罚，请使用 rel="sponsored" 或 rel="nofollow" 标记这些链接。我们建议您使用 sponsored，但两种方式都可以，在此类用例中无差异。
如果我对链接使用了错误的属性，会怎么样？
仅在针对赞助商链接使用上述属性时，才可能发生用错的情况。如果您将 UGC 链接或非广告链接标记为 sponsored，我们会查看相应提示，但其影响（如有）最多是我们可能不会将当前链接作为对其他网页的权重认可。在这方面，这与许多已标记为 nofollow 的 UGC 和非广告链接当前的情况没有任何不同。
反过来情况就不同了。如上所述，性质明确为广告或赞助商链接的所有链接都应使用 sponsored 或 nofollow。我们推荐使用 sponsored，但 nofollow 也可以接受。
为什么我应该尽量使用这些新属性？
使用新的属性有利于我们更好地处理链接，以对网站进行分析。这可能包括您自己的内容，如果他人链接到您的网站并使用了这些属性，也有助于 Google 进行分析。
不向“提示”模式转变会导致评论和用户生成的内容中出现更多垃圾链接吗？
许多允许第三方提供内容的网站已经以多种方式抵御垃圾链接，包括可与许多博客平台集成的审查工具以及人工审核机制。ugc 和 nofollow 链接属性将继续作为进一步抵御垃圾链接的手段。在大多数情况下，改用“提示”模式不会改变我们考虑此类链接的方式。通常，我们会像以前考虑 nofollow 一样考虑这些属性，并且不会将其视为网站排名的依据。我们将像以往一样，继续仔细评估如何在 Google 搜索中使用链接，就像应对未说明提供方的情况。
这些属性和更改何时生效？
现在，上述所有链接属性（sponsored、ugc 和 nofollow）都可用作网站排名的依据。自 2020 年 3 月 1 日起，nofollow 将作为抓取和索引编制提示。如果网站仅依靠 nofollow 禁止将网页编入索引（我们从未推荐这种做法），则应使用我们在了解如何禁止 Google 抓取网址帮助页面所列的更可靠机制之一。
发布者：Danny Sullivan 和
Gary Illyes
如未另行说明，那么本页面中的内容已根据知识共享署名 4.0 许可获得了许可，并且代码示例已根据 Apache 2.0 许可获得了许可。有关详情，请参阅 Google 开发者网站政策。Java 是 Oracle 和/或其关联公司的注册商标。
[null,null,[],[[["\u003cp\u003eGoogle is introducing two new link attributes, \u003ccode\u003erel="sponsored"\u003c/code\u003e and \u003ccode\u003erel="ugc"\u003c/code\u003e, to provide webmasters with more ways to identify the nature of links for Google Search.\u003c/p\u003e\n"],["\u003cp\u003eAll link attributes (\u003ccode\u003esponsored\u003c/code\u003e, \u003ccode\u003eugc\u003c/code\u003e, and \u003ccode\u003enofollow\u003c/code\u003e) are now treated as hints by Google's search algorithms, rather than directives, for analyzing and using links.\u003c/p\u003e\n"],["\u003cp\u003eExisting \u003ccode\u003enofollow\u003c/code\u003e links do not need to be changed, but using the new attributes is encouraged for better link analysis and processing by Google.\u003c/p\u003e\n"],["\u003cp\u003e\u003ccode\u003enofollow\u003c/code\u003e will transition to being treated as a hint for crawling and indexing purposes starting March 1, 2020, meaning it will no longer reliably block pages from being indexed.\u003c/p\u003e\n"],["\u003cp\u003eGoogle recommends using more robust methods described on their help page for blocking URLs from Google, instead of relying on \u003ccode\u003enofollow\u003c/code\u003e for that purpose.\u003c/p\u003e\n"]]],["Google introduced two new link attributes: `rel=\"sponsored\"` for ads or sponsorships and `rel=\"ugc\"` for user-generated content. Alongside the existing `nofollow`, these attributes now serve as \"hints\" for Google Search's algorithms, influencing how links are analyzed. While `nofollow` will be treated as a hint starting March 1, 2020, existing `nofollow` links don't need to be changed. Using `sponsored` or `nofollow` for ads remains crucial to avoid link scheme penalties. These changes aim to enhance link analysis and understanding of web content.\n"],null,["# Evolving \"nofollow\" – new ways to identify the nature of links\n\nTuesday, September 10, 2019\n\n\nNearly 15 years ago, the [`nofollow`\nattribute](/search/docs/advanced/guidelines/qualify-outbound-links) was [introduced](https://googleblog.blogspot.com/2005/01/preventing-comment-spam.html)\nas a means to help fight comment spam. It also quickly became one of Google's\n[recommended methods](/search/docs/essentials/spam-policies#link-spam)\nfor flagging advertising-related or sponsored links. The web has evolved since nofollow was\nintroduced in 2005 and it's time for nofollow to evolve as well.\n\n\nToday, we're announcing two new link attributes that provide webmasters with additional ways\nto identify to Google Search the nature of particular links. These, along with\n`nofollow`, are summarized below:\n\n- **`rel=\"sponsored\"`:** Use the sponsored attribute to identify links on your site that were created as part of advertisements, sponsorships or other compensation agreements.\n- **`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.\n- **`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.\n\n\nWhen nofollow was introduced, Google would not count any link marked this way as a signal to use\nwithin our\n[search algorithms](https://www.google.com/search/howsearchworks/how-search-works/ranking-results/).\nThis has now changed. All the link attributes---`sponsored`, `ugc`, and\n`nofollow`---are treated as hints about which links to consider or exclude within\nSearch. We'll use these hints---along with other signals---as a way to better understand\nhow to appropriately analyze and use links within our systems.\n\n\nWhy not completely ignore such links, as had been the case with `nofollow`? Links\ncontain valuable information that can help us improve search, such as how the words within links\ndescribe content they point at. Looking at all the links we encounter can also help us better\nunderstand unnatural linking patterns. By shifting to a hint model, we no longer lose this\nimportant information, while still allowing site owners to indicate that some links shouldn't be\ngiven the weight of a first-party endorsement.\n\n\nWe know these new attributes will generate questions, so here's an FAQ that we hope covers most of\nthose.\n\nDo I need to change my existing nofollows?\n------------------------------------------\n\n\nNo. If you use `nofollow` now as a way to block sponsored links, or to signify that you\ndon't vouch for a page you link to, that will continue to be supported. There's absolutely no need\nto change any `nofollow` links that you already have.\n\nCan I use more than one `rel` value on a link?\n----------------------------------------------\n\n\nYes, you can use more than one `rel` value on a link. For example,\n`rel=\"ugc sponsored\"` is a perfectly valid attribute which hints that the link came\nfrom user-generated content and is sponsored. It's also valid to use `nofollow` with\nthe new attributes---such as `rel=\"nofollow ugc\"`---if you wish to be\nbackwards-compatible with services that don't support the new attributes.\n\nIf I use `nofollow` for ads or sponsored links, do I need to change those?\n--------------------------------------------------------------------------\n\n\nNo. You can keep using `nofollow` as a\n[method](/search/docs/essentials/spam-policies#link-spam)\nfor flagging such links to avoid possible link scheme penalties. You don't need to change any\nexisting markup. If you have systems that append this to new links, they can continue to do so.\nHowever, we recommend switching over to `rel=\"sponsored\"` if or when it is convenient.\n\nDo I still need to flag ad or sponsored links?\n----------------------------------------------\n\n\nYes. If you want to avoid a possible [link\nscheme action](/search/docs/essentials/spam-policies#link-spam), use `rel=\"sponsored\"` or `rel=\"nofollow\"` to flag these\nlinks. We prefer the use of `sponsored`, but either is fine and will be treated the\nsame, for this purpose.\n\nWhat happens if I use the wrong attribute on a link?\n----------------------------------------------------\n\n\nThere's no wrong attribute except in the case of sponsored links. If you flag a UGC link or a\nnon-ad link as `sponsored`, we'll see that hint but the impact---if any at\nall---would be at most that we might not count the link as a credit for another page. In this\nregard, it's no different than the status quo of many UGC and non-ad links already marked as\n`nofollow`.\n\n\nIt is an issue going the opposite way. Any link that is clearly an ad or sponsored should use\n`sponsored` or `nofollow`, as described above. Using `sponsored`\nis preferred, but `nofollow` is acceptable.\n\nWhy should I bother using any of these new attributes?\n------------------------------------------------------\n\n\nUsing the new attributes allows us to better process links for analysis of the web. That can\ninclude your own content, if people who link to you make use of these attributes.\n\nWon't changing to a \"hint\" approach encourage link spam in comments and UGC content?\n------------------------------------------------------------------------------------\n\n\nMany sites that allow third-parties to contribute to content already deter link spam in a variety\nof ways, including moderation tools that can be integrated into many blogging platforms and human\nreview. The link attributes of `ugc` and `nofollow` will continue to be a\nfurther deterrent. In most cases, the move to a hint model won't change the nature of how we treat\nsuch links. We'll generally treat them as we did with `nofollow` before and not\nconsider them for ranking purposes. We will still continue to carefully assess how to use links\nwithin Search, just as we always have and as we've had to do for situations where no attributions\nwere provided.\n\nWhen do these attributes and changes go into effect?\n----------------------------------------------------\n\n\nAll the link attributes, `sponsored`, `ugc`, and `nofollow`, now\nwork today as hints for us to incorporate for ranking purposes. For crawling and indexing\npurposes, `nofollow` will become a hint as of March 1, 2020. Those depending on\nnofollow solely to block a page from being indexed (which was never recommended) should use one of\nthe much more robust mechanisms listed on our\n[Learn how to block URLs from Google](/search/docs/crawling-indexing/control-what-you-share)\nhelp page.\n\n\nPosted by [Danny Sullivan](https://mastodon.social/@searchliaison) and\n[Gary Illyes](https://garyillyes.com/+)"]]
