// SEO
A `nofollow` attribute on a link tells search engines not to follow that link or pass link equity to the destination. It is used for user-generated content, paid links, and untrusted external links. The `rel="nofollow"` attribute is a suggestion, not a guarantee.
Why it matters: Use `nofollow` for links you do not endorse: user-generated content, comments, paid placements, and untrusted third-party resources. Use `sponsored` for paid links and `ugc` for user-generated content — these are semantically clearer to search engines. Do not add nofollow to all external links; that undermines the value of legitimate editorial links.