Google對NoFollow進行了重大更改，添加了贊助商和UGC標簽

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.?自從Google引入nofollow鏈接屬性以來，它是一種幫助網(wǎng)站站長拒絕他們不希望將PageRank傳遞給他們的鏈接的方法，它已被用于許多不同的方面。首先，它專門用于能夠鏈接到贊助者的網(wǎng)站，而不必擔心會收到基于鏈接的任何手動操作。然后，它演變?yōu)槭褂盟木W(wǎng)站所有者，以便Google不會跟蹤任何內(nèi)部鏈接，這主要是出于檢索預(yù)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.?但是由于網(wǎng)站擔心實際上以某種方式贊助了鏈接，是因為作者為這些鏈接支付了費用，所以許多站點開始遵循每個外部鏈接，而不是根據(jù)每個鏈接來決定是否應(yīng)遵循。對于明顯依賴鏈接進行排名算法的Google來說，這顯然是有問題的。

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通過啟動兩個新的鏈接屬性來響應(yīng)nofollow屬性的所有這些新用法，它們在表面上與nofollow相同（贊助商和UGC），并且調(diào)整了將來對nofollow鏈接的爬網(wǎng)方式。

Nofollow Changing to a Hint?Nofollow更改為提示

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，當涉及“在搜索中考慮或排除哪些鏈接”時，Google會使用no follow屬性作為提示。他們還補充說，他們正在使用這些提示以及其他排名信號，“以更好地了解如何在我們的系統(tǒng)中適當?shù)胤治龊褪褂面溄??！?/span>

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.?關(guān)于Google如何抓取具有nofollow屬性的鏈接，在2020年3月1日，Google將做出更改，即nofollow也將用作抓取目的的提示。

Why the Change??為什么要改變？

The reason for the change is for Google to provide better analysis on links, and they specifically state this in their new blog post.?進行更改的原因是Google可以對鏈接進行更好的分析，他們在新的博客文章中特別說明了這一點。

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.

使用新屬性可以使我們更好地處理鏈接以進行網(wǎng)絡(luò)分析。如果鏈接到您的人使用這些屬性，則其中可能包含您自己的內(nèi)容。

New Attributes & Links for Ranking Purposes?用于排名目的的新屬性和鏈接

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，用贊助者以外的其他方式標記的鏈接可能仍會通過PageRank或以其他方式計為信用。難道僅僅是提及，圍繞EAT的想法已變得流行起來嗎？Google所說的方式使人們對該理論產(chǎn)生了信任。

What happens if I use the wrong attribute on a link??如果我在鏈接上使用錯誤的屬性會怎樣？

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.?除了贊助商鏈接，沒有錯誤的屬性。如果您將UGC鏈接或非廣告鏈接標記為“贊助”，我們將看到該提示，但影響（如果有的話）至多是我們可能不會將該鏈接視為另一頁的功勞。在這方面，它與已經(jīng)標記為nofollow的許多UGC和非廣告鏈接的狀態(tài)沒有什么不同。

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，這是一個問題。如上所述，任何明顯是廣告或贊助商的鏈接都應(yīng)使用“贊助商”或“ nofollow”。首選使用“贊助”，但可以接受“ nofollow”。

Why change??為什么要改變？

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.?現(xiàn)在，為什么網(wǎng)站站長為什么要使用這些新屬性中的任何一個而不是當前的nofollow？Google表示您不需要使用新的，盡管他們建議您這樣做，這引起了一個問題，即網(wǎng)站管理員為什么會費心進行此更改。特別是對于較大的站點，這將是一項艱巨的任務(wù)。CMS等將必須更改，這將允許網(wǎng)站所有者使用這兩個新屬性標記鏈接。

Nofollow for Crawl Budget?Nofollow搜尋預(yù)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進行爬網(wǎng)預(yù)算的人呢？Google知道許多網(wǎng)站管理員都在專門為抓取預(yù)算使用nofollow。并且，一旦Google在2020年將nofollow用于編制索引的提示更改為提示，即使具有nofollow屬性，Google也會開始關(guān)注這些鏈接，并且Google特別建議那些使用nofollow進行爬網(wǎng)或編制索引的人，特別是為了防止對網(wǎng)頁進行索引編制，使用另一種方法來阻止爬網(wǎng)和/或索引。因此，如果當前通過nofollow鏈接管理抓取預(yù)算，則網(wǎng)站所有者將有不到六個月的時間重新考慮如何管理抓取預(yù)算。

User Generated Content?用戶生成內(nèi)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希望網(wǎng)站所有者使用的UGC屬性未引用正在為該網(wǎng)站撰寫的文章和內(nèi)容，例如來自貢獻者的文章和內(nèi)容。而是專門用于評論或表單帖子之類的內(nèi)容，而不是來賓編寫的主要內(nèi)容。

Nofollow Hint & Potential Spam?Nofollow提示和潛在垃圾郵件

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.?考慮到明年將nofollow用作提示的Google變更確實引起了一些對垃圾郵件的擔憂。如果現(xiàn)在只是提示，而不是“目前絕對不將PageRank或其他任何內(nèi)容視為此鏈接”，則意味著確實允許評論，論壇帖子或任何類型的用戶生成內(nèi)容的網(wǎng)站可能會看到垃圾郵件顯著上升。谷歌表示，他們認為垃圾郵件不會成為問題，但是如果在新的提示模式下鏈接可能存在，并可能對網(wǎng)站造成嚴重打擊，那么它們是有可能的。因此，網(wǎng)站所有者可能希望確保使用UGC標記了這些鏈接，而不僅僅是nofollow，以防某些垃圾郵件發(fā)送者自動檢查網(wǎng)站上使用的屬性。?

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.?他們還說，“在大多數(shù)情況下” Google轉(zhuǎn)向提示模型不會改變他們對待某些鏈接的方式。但這絕對使我們有機會在某些情況下讓Google考慮這些鏈接中的某些價值，或者它將成為未來的發(fā)展藍圖。

Negative Impact for Not Using New Attributes??不使用新屬性的負面影響？

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.我特別詢問Google，使用nofollow而不是贊助會給網(wǎng)站帶來負面影響。谷歌發(fā)言人表示，不會有任何影響，使用兩者都可以。

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??網(wǎng)站管理員會實際采用這些新標簽嗎？令我驚訝的是，看到許多交換到所有可能都適用于每個鏈接的nofollows。例如，如果一個站點的許多鏈接被標記為“贊助”，是否會影響現(xiàn)在或?qū)淼呐琶?？如果其中有標記為贊助商的鏈接，那么Google可以在其中不包含特色片段內(nèi)容的地方使用它嗎？

I think the biggest change will see his those using nofollow for crawl budget purposes.?我認為最大的變化將是他的人員使用nofollow進行爬網(wǎng)預(yù)算。

來源：JENNIFER SLEGG