Google对NoFollow进行了重大更改，添加了赞助商和UGC标签

Ever since Google introduced the nofollow link attribute, as a way to help webmasters disavow links they did not want to pass PageRank to, it has been used for many different things. First, it was used specifically for sites to be able to link to sponsors, but without worrying about receiving any link based manual actions for doing so. Then it evolved to site owners using it so that Google would not follow any internal links, primarily for crawl budget reasons. 自从Google引入nofollow链接属性以来，它是一种帮助网站站长拒绝他们不希望将PageRank传递给他们的链接的方法，它已被用于许多不同的方面。首先，它专门用于能够链接到赞助者的网站，而不必担心会收到基于链接的任何手动操作。然后，它演变为使用它的网站所有者，以便Google不会跟踪任何内部链接，这主要是出于检索预算的原因。

But as a consequence of websites being concerned about links actually being somehow sponsored because an author was paid for those links on the side, many sites began nofollowing every external link, rather than deciding on a per link basis if it should be nofollowed or not. And obviously for Google who relies heavily on links for their ranking algorithms, this is problematic. 但是由于网站担心实际上以某种方式赞助了链接，是因为作者为这些链接支付了费用，所以许多站点开始遵循每个外部链接，而不是根据每个链接来决定是否应遵循。对于明显依赖链接进行排名算法的Google来说，这显然是有问题的。

Google has responded to all these new usages of the nofollow attribute by launching two new link attributes that on the surface work the same as nofollow – sponsored and UGC – as well as adjusting how it crawls nofollow links in the future. Google通过启动两个新的链接属性来响应nofollow属性的所有这些新用法，它们在表面上与nofollow相同（赞助商和UGC），并且调整了将来对nofollow链接的爬网方式。

Nofollow Changing to a Hint Nofollow更改为提示

Effective immediately, Google is making the no follow attribute as a hint when it comes to “which links to consider or exclude within search”.  They also added they are using these hints, along with other ranking signals, “to better understand how to appropriately analyze and use links within our systems.”  立即生效，当涉及“在搜索中考虑或排除哪些链接”时，Google会使用no follow属性作为提示。他们还补充说，他们正在使用这些提示以及其他排名信号，“以更好地了解如何在我们的系统中适当地分析和使用链接。”

When it comes to how Google crawls links with nofollow attributes, on March 1, 2020, Google will be making the change that nofollow will be used as a hint for crawling purposes as well. 关于Google如何抓取具有nofollow属性的链接，在2020年3月1日，Google将做出更改，即nofollow也将用作抓取目的的提示。

Why the Change? 为什么要改变？

The reason for the change is for Google to provide better analysis on links, and they specifically state this in their new blog post. 进行更改的原因是Google可以对链接进行更好的分析，他们在新的博客文章中特别说明了这一点。

Using the new attributes allows us to better process links for analysis of the web. That can include your own content, if people who link to you make use of these attributes.

使用新属性可以使我们更好地处理链接以进行网络分析。如果链接到您的人使用这些属性，则其中可能包含您自己的内容。

New Attributes & Links for Ranking Purposes 用于排名目的的新属性和链接

Google seems to be implying that links that are tagged with anything other than sponsored could potentially still pass PageRank or count as credit in some other way.  Could it be considered as merely a mention, something that has become popular with the idea surrounding EAT?  The way Google has worded this leads credence to that theory. Google似乎在暗示，用赞助者以外的其他方式标记的链接可能仍会通过PageRank或以其他方式计为信用。难道仅仅是提及，围绕EAT的想法已变得流行起来吗？Google所说的方式使人们对该理论产生了信任。

What happens if I use the wrong attribute on a link? 如果我在链接上使用错误的属性会怎样？

There’s no wrong attribute except in the case of sponsored links. If you flag a UGC link or a non-ad link as “sponsored,” we’ll see that hint but the impact — if any at all — would be at most that we might not count the link as a credit for another page. In this regard, it’s no different than the status quo of many UGC and non-ad links already marked as nofollow. 除了赞助商链接，没有错误的属性。如果您将UGC链接或非广告链接标记为“赞助”，我们将看到该提示，但影响（如果有的话）至多是我们可能不会将该链接视为另一页的功劳。在这方面，它与已经标记为nofollow的许多UGC和非广告链接的状态没有什么不同。

It is an issue going the opposite way. Any link that is clearly an ad or sponsored should use “sponsored” or “nofollow,” as described above. Using “sponsored” is preferred, but “nofollow” is acceptable. 相反，这是一个问题。如上所述，任何明显是广告或赞助商的链接都应使用“赞助商”或“ nofollow”。首选使用“赞助”，但可以接受“ nofollow”。

Why change? 为什么要改变？

Now, why should a webmaster use any of these new attributes versus the current nofollow? Google says that you are not required to use the new ones, although they suggest you do, which raises a question about why a webmaster would bother making this change.  Especially for larger sites, this would be a huge undertaking. And CMS etc would have to be changed that would allow site owners to tag links with these two new attributes. 现在，为什么网站站长为什么要使用这些新属性中的任何一个而不是当前的nofollow？Google表示您不需要使用新的，尽管他们建议您这样做，这引起了一个问题，即网站管理员为什么会费心进行此更改。特别是对于较大的站点，这将是一项艰巨的任务。CMS等将必须更改，这将允许网站所有者使用这两个新属性标记链接。

Nofollow for Crawl Budget Nofollow搜寻预算

What about those using nofollow for crawl budget purposes?  Google is aware that many webmasters are using nofollow specifically for crawl budget. And once Google changes nofollow for indexing purposes to being a hint in 2020, Google will begin following those links even with the nofollow attribute, and Google specifically suggests that those using nofollow for crawling or indexing purposes, particularly to prevent a page being indexed, need to use another method to block crawling and/or indexing.  So site owners have slightly under six months to reconsider how they manage crawl budget if currently managing it through nofollow links. 那些使用nofollow进行爬网预算的人呢？Google知道许多网站管理员都在专门为抓取预算使用nofollow。并且，一旦Google在2020年将nofollow用于编制索引的提示更改为提示，即使具有nofollow属性，Google也会开始关注这些链接，并且Google特别建议那些使用nofollow进行爬网或编制索引的人，特别是为了防止对网页进行索引编制，使用另一种方法来阻止爬网和/或索引。因此，如果当前通过nofollow链接管理抓取预算，则网站所有者将有不到六个月的时间重新考虑如何管理抓取预算。

User Generated Content 用户生成内容

It is worth noting that the UGC attribute that Google wants site owners to use is not referring to articles and content that are being written for the site, such as from contributors.  But instead this is specifically for things like comments or form posts, as opposed to guest written main content. 值得注意的是，Google希望网站所有者使用的UGC属性未引用正在为该网站撰写的文章和内容，例如来自贡献者的文章和内容。而是专门用于评论或表单帖子之类的内容，而不是来宾编写的主要内容。

Nofollow Hint & Potential Spam Nofollow提示和潜在垃圾邮件

The change to Google considering nofollow as a hint next year does raise some concerns about spam.  If it is now merely a hint instead of a “absolutely do not count this link for PageRank or anything else” as it currently stands, it means sites that do allow comments, forum posts or any kind of user generated content, could see spamming go up significantly. Google says that they don’t believe spam will be an issue, but if there is the potential that links could count under the new hint model, and hit sites hard. For this reason, site owners might want to ensure those links are tagged with UGC instead of just nofollow, in case some spammers auto check the attribute being used on a site. 考虑到明年将nofollow用作提示的Google变更确实引起了一些对垃圾邮件的担忧。如果现在只是提示，而不是“目前绝对不将PageRank或其他任何内容视为此链接”，则意味着确实允许评论，论坛帖子或任何类型的用户生成内容的网站可能会看到垃圾邮件显着上升。谷歌表示，他们认为垃圾邮件不会成为问题，但是如果在新的提示模式下链接可能存在，并可能对网站造成严重打击，那么它们是有可能的。因此，网站所有者可能希望确保使用UGC标记了这些链接，而不仅仅是nofollow，以防某些垃圾邮件发送者自动检查网站上使用的属性。 

They also say that “in most cases” the move Google is making to the hint model won’t change how they treat some links. But this definitely leaves it open that there are some scenarios where Google will take into account some value in these links, or it is on the roadmap for the future. 他们还说，“在大多数情况下” Google转向提示模型不会改变他们对待某些链接的方式。但这绝对使我们有机会在某些情况下让Google考虑这些链接中的某些价值，或者它将成为未来的发展蓝图。

Negative Impact for Not Using New Attributes? 不使用新属性的负面影响？

I asked Google specifically whether there will be any negative impact for sites for using nofollow rather than sponsored. A Google spokesperson said that there would be no impact and using either is fine.我特别询问Google，使用nofollow而不是赞助会给网站带来负面影响。谷歌发言人表示，不会有任何影响，使用两者都可以。

Will webmasters actually adopt these new tags?  I would be surprised see many swap over all there nofollows to ones that might be more applicable to each link. For example, would having a site with many links tagged as sponsored potentially affect its rankings, either now or in the future?  Could it be used where Google would not include content for a featured snippet if there were links within it that are tagged sponsored? 网站管理员会实际采用这些新标签吗？令我惊讶的是，看到许多交换到所有可能都适用于每个链接的nofollows。例如，如果一个站点的许多链接被标记为“赞助”，是否会影响现在或将来的排名？如果其中有标记为赞助商的链接，那么Google可以在其中不包含特色片段内容的地方使用它吗？

I think the biggest change will see his those using nofollow for crawl budget purposes. 我认为最大的变化将是他的人员使用nofollow进行爬网预算。

来源：JENNIFER SLEGG