Glossary
What is a sponsored link?
A sponsored link is a link created as part of an ad, sponsorship or other paid arrangement, marked with rel="sponsored". Google asks sites to mark paid links this way so they don't pass ranking credit. Affiliate links, paid directory placements and sponsored posts are common examples.
When to use it
- Ads and sponsorships.
- Affiliate links.
- Sponsored posts and paid reviews.
- Paid directory placements whose link would otherwise be followed.
- Links given in exchange for free products or services.
Sponsored vs nofollow
Both tell Google not to pass ranking credit. sponsored is more specific and helps Google understand the web; nofollow still works for paid links. Many sites use both.
What it means for founders
If you pay a directory and the main thing you get is a dofollow link, you're buying a link; under Google's rules it should be sponsored. Paying for placement, speed or a featured slot is advertising; the link from that ad should be sponsored too. Free editorial listings are different: the directory chose to list you. Of the 352 directories we checked, 51 are paid only and 79 sell extras on top of a free listing.
Example
A founder pays for a featured placement. The listing link carries rel="sponsored". It still sends visitors and the placement still works as an ad; it just doesn't count as an editorial vote for SEO.
FAQ
Does a sponsored link help SEO?
Not directly. It's meant not to pass ranking credit. It can still bring visitors.
Do I need rel="sponsored" on affiliate links?
Google asks for it, or nofollow, on affiliate links.
What if a paid link isn't marked?
Google may ignore it, or treat a pattern of them as a link scheme.