UGC Link Attribute

The rel="ugc" tag that flags a link as originating from user-generated content — such as forum posts, blog comments, or community submissions. UGC links signal to search engines that the site owner didn't place the link editorially.

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Related Terms

Universal Search

Google's blending of images, videos, news, maps, and other content types into a single set of organic results. Universal Search means you're not just competing against other web pages — you're competing against every content format for the same SERP real estate.

Unnatural Links

Backlinks that weren't earned through genuine editorial decisions — typically purchased, automated, or placed through manipulative schemes. Google issues manual actions specifically for "unnatural links to your site" and "unnatural links from your site."

URL Rating (UR)

A page-level metric (0–100) that estimates the strength of an individual URL's backlink profile. While domain rating measures the overall site, URL Rating zooms in on how well-linked a specific page is.

URL Slug

The readable, descriptive portion of a URL that follows the domain and path (e.g., /seo/glossary/backlinks). Clean, keyword-relevant slugs improve user experience and give search engines an additional relevance signal.

User Intent

What a searcher actually wants to accomplish when they type a query — whether that's finding an answer, comparing products, or completing a transaction. Aligning your content with user intent is the single most important factor in earning and keeping rankings.