Start with the actual HTML link
The visible button or product name is only one part of a link. Its destination is stored in an href attribute, and its relationship can be described with rel values. An ordinary link might look like this in a page’s HTML: <a href="https://example.com">Example product</a>. The browser displays a clickable product name.
People often call an ordinary link ‘dofollow,’ but there is no requirement to add rel="dofollow". Inspect what the publisher actually places on the page rather than relying on a package label. Google’s documentation explains which relationship values apply to paid links, user-generated content, and other qualified links.
Know what each relationship describes
A link’s relationship and its usefulness to a visitor are different questions. Use this table to understand the relationship first, then evaluate the surrounding page and audience.
| Relationship | Typical context | What to understand |
|---|---|---|
| Ordinary link | An editorial reference | No special qualification is required for a normal reference |
| sponsored | An advertisement or paid placement | Google’s preferred value for commercial links |
| ugc | A user’s comment or forum contribution | Identifies user-generated content |
| nofollow | A link the publisher chooses to qualify | Also remains an acceptable qualification for paid links |
Inspect a link step by step
Open the published page and locate the specific link to your product. In a desktop browser, right-click that link and choose the inspection option. Look for the anchor element, its href destination, and any rel values. A styled button may contain the link inside another element, so make sure you are looking at the anchor rather than its decorative wrapper.
You may find several rel values separated by spaces. Values such as noopener relate to a different browser concern and should not be confused with sponsored or nofollow. If you are unsure what a value means, ask the publisher or check its documentation. Save a short factual record rather than turning an unfamiliar attribute into a verdict about link quality.
Check where the click really lands
Some publishers route clicks through a tracking URL before opening your website. Follow the link and confirm that it reaches the right page. Check whether the journey preserves the campaign parameters you agreed to use and whether a visitor meets an unexpected login wall or error.
A relationship attribute is not a traffic report. A sponsored link on a highly relevant guide may bring useful readers, while an ordinary link on a neglected page may bring none. Record the publication facts and the referral outcomes separately so you can tell what was delivered and what it achieved.
Evaluate commercial coverage on its deliverables
When buying coverage, ask which profile, articles, or media will be produced and what each one will help a reader understand. Review examples for clarity and accuracy. Ask how revisions are handled when your pricing or features change. Those are concrete aspects of a publication service that you can assess before committing.
Do not ask a publisher to disguise a commercial relationship or treat an attribute as a ranking guarantee. A paid package can be valuable because it produces useful material and introduces the product in a relevant context. Whether a search system chooses to use a particular link is outside the buyer’s control.
Answer the practical question: are nofollow links useful?
A qualified link can still help a person reach a useful destination. To decide whether a particular opportunity is worthwhile, look at reader fit, placement context, publication quality, cost, and the path from click to product use. A blanket yes-or-no answer about every nofollow link misses those differences.
For a first review, inspect one live example, identify its relationship, follow its destination, and write down the outcome you want. If you cannot explain why a real reader would benefit from that page, a different rel value will not solve the underlying problem.