Sponsored link

Sponsored link explained

A sponsored link is a link marked with the attribute rel="sponsored", used to identify links that are adverts, paid placements or part of other compensation agreements. Google introduced it in 2019, and its guide to qualifying outbound links recommends it for paid and sponsored links.

How it affects trust

If you pay for a listing, an advertorial or a sponsored post with a link, the link should be marked sponsored or nofollow. Unmarked paid links can be treated as link spam. The same applies if you're paid to link out from your own site, for example in a sponsored blog post.

Advertising rules apply too. The ASA expects paid content to be obviously identifiable as advertising, so marking a link for search engines doesn't replace a clear label for readers.

Risky habits

• Paying for links and asking for them to be left unmarked.
• Forgetting to mark affiliate links on your own site.
• Thinking sponsored links have no value. They can still bring customers.
• Hiding the fact that content is paid for.

A realistic example

A craft brewery sponsors a local food festival and gets a link from the festival's sponsors page. The festival marks it rel="sponsored". That's correct. The brewery gets exposure and visitors from the festival's site without breaking any rules.

How to review yours

For paid placements you've arranged, look at the link code on the other site and check for rel="sponsored" or rel="nofollow". On your own site, check any affiliate links or sponsored posts are marked too. Disclose sponsorships to readers as well. Advertising rules require that, separately from Google's.

Related link terms

• nofollow: A link attribute hinting the link should not pass ranking credit in the usual way.
• UGC link: Rel=ugc marks user-generated content links.
• Link building: Earning or acquiring backlinks: quality and relevance matter.