Links

rel=sponsored

sponsored rel · paid link attribute

Definition

rel=sponsored is the link attribute Google asks for on paid or compensated links. It tells crawlers the href is advertising. Using nofollow instead is older but accepted. Using nothing on a paid link is a spam-policy problem.

Digital PR retainers that include “10 guest posts with dofollow” are usually selling a policy violation, not a service.

How it works

Any contracted href — native, creator bio link you paid for, sponsored roundup — gets sponsored or nofollow. The sales page can still rank on its own merits. The paid vote should not.

Worked example

A $3,500 contributor-network essay with a default follow link to a commercial URL is the pattern Google’s docs describe as a scheme. The same essay with rel=sponsored is an ad with a byline.

How it differs

Nofollow is the generic hint. UGC is for user content. Sponsored is the paid label. Earned editorial default links should not wear it.

Common errors

Rel-washing paid posts. Asking reporters to add rel=sponsored on unpaid stories. Stripping sponsored after the invoice clears.

Sources