A sponsored link is a hyperlink that uses the rel="sponsored" attribute to indicate it was created as part of an advertisement, sponsorship, or paid arrangement. Introduced by Google in 2019, this attribute helps search engines identify paid links that shouldn't pass PageRank.
The rel="sponsored" Attribute
HTML Syntax
<a href="https://example.com" rel="sponsored">Link Text</a>
When to Use It
Use rel="sponsored" for:
- Paid links
- Sponsored content
- Advertising links
- Affiliate links (optional—can also use nofollow)
- Any link involving compensation
Purpose
The attribute tells search engines:
- This is a paid/compensated link
- Don't pass ranking signals
- Don't count as editorial endorsement
History and Context
Before 2019
Only one option existed: rel="nofollow"
Used for:
- Spam prevention
- Untrusted content
- Paid links
- User-generated content
The 2019 Update
Google introduced two new attributes:
rel="sponsored": For paid/advertising links
rel="ugc": For user-generated content
Why the Change
Nofollow was too broad—it didn't distinguish between:
- Paid links (should never pass value)
- User content (some may be valuable)
- Untrusted links (varies)
New attributes provide clearer signals. We cover all four link types in our complete comparison of dofollow, nofollow, sponsored, and UGC links.
Sponsored Links and SEO
For Sites Giving Links
If you accept payment for links:
- Must use rel="sponsored"
- Violating can result in penalties
- Applies to your site and the paying site
Failing to disclose:
- Risks manual action
- Can affect entire site
- Damages trust with Google
For Sites Receiving Links
Sponsored links provide:
- Referral traffic (clicks still work)
- Brand exposure
- Limited/no direct SEO value
What they don't provide:
- PageRank passage (officially)
- Direct ranking boost
- Link equity
Google's Position
From Google:
"Use the sponsored attribute to identify links on your site that were created as part of advertisements, sponsorships or other compensation agreements."
When rel="sponsored" Is Required
Clear Cases
Paid placements: Any link you paid for
Sponsored posts: Content created for payment
Advertisements: Banner ads, native ads, etc.
Affiliate links: Links with commission potential
Product placements: Free products for coverage
Grey Areas
Guest posts with payment: Yes, use sponsored
Free product + review: Yes, use sponsored
Industry partnerships: If value exchanged, use sponsored
Event sponsorship links: Yes, use sponsored
Rule of Thumb
If compensation of any kind changed hands (money, products, services), use rel="sponsored".
Implementing Sponsored Links
Basic Implementation
<a href="https://sponsor.com" rel="sponsored">Sponsor Name</a>
Combined Attributes
Can combine with other attributes:
<a href="url" rel="sponsored nofollow">Link</a>
<a href="url" rel="sponsored noopener">Link</a>
Multiple Links
Each paid link needs the attribute:
<p>Thanks to <a href="url1" rel="sponsored">Sponsor 1</a>
and <a href="url2" rel="sponsored">Sponsor 2</a>.</p>
Sponsored vs Nofollow
The Relationship
rel="nofollow": General-purpose "don't pass value"
rel="sponsored": Specific to paid/advertising
Can You Use Either?
Yes—Google accepts both for paid links:
"If you want to flag a link as sponsored, use rel="sponsored". rel="nofollow" is also acceptable."
Best Practice
Use rel="sponsored" for paid links because:
- More specific signal
- Clearer documentation
- Future-proofed
Use rel="nofollow" for:
- Links you simply don't trust
- Content you can't vouch for
- Links without payment but without endorsement
Compliance and Disclosure
Legal Requirements
Many jurisdictions require disclosure of paid content:
- FTC guidelines (US)
- ASA requirements (UK)
- Various national regulations
Google Requirements
Google requires:
- Sponsored attribute on paid links
- Clear disclosure to users
- No attempts to hide the relationship
Best Practices
- Use rel="sponsored" on all paid links
- Include visible disclosure ("Sponsored," "Ad," "Partner")
- Be transparent with your audience
- Document your sponsorship policies
Common Questions
Do sponsored links help SEO?
Minimally, if at all. They're specifically designed not to pass ranking value. Their benefit is traffic and exposure, not SEO.
Can I get a sponsored link without rel="sponsored"?
This would violate Google's guidelines. Both the linking site and your site could face penalties. Don't pursue unattributed paid links.
Should I pursue sponsored links?
For traffic and branding, yes—if the audience is relevant. For SEO purposes, focus on earning editorial links instead.
Do affiliates need sponsored attribute?
Yes. Affiliate links involve compensation (commission), so they should use rel="sponsored" or rel="nofollow".
Sponsored Links in Strategy
When They Make Sense
Brand awareness: Getting in front of relevant audiences
Direct traffic: When conversions matter more than SEO
Retargeting: Building audiences for remarketing
Launch promotion: New product/service visibility
When They Don't
SEO-focused goals: Won't help rankings
Limited budget: May not provide ROI
Wrong audience: Irrelevant traffic doesn't convert
Summary
Sponsored links use rel="sponsored" to mark paid links:
What they are:
- Links involving payment/compensation
- Marked with rel="sponsored" attribute
- Don't pass ranking signals
When to use:
- Paid placements
- Sponsored content
- Advertisements
- Affiliate links
SEO implications:
- No direct ranking benefit
- Provides traffic and exposure
- Required for compliance
Follow the rules—mark sponsored links properly to avoid penalties and maintain trust.