Sponsored Link Attribute

What is a Sponsored Link Attribute?

The rel="sponsored" link attribute is a specific HTML attribute introduced by Google to categorize links that are the result of advertisements or other paid placements. This includes links from sponsored articles, affiliate links, and any form of compensation-based link placements.

Background

Before the introduction of rel="sponsored" in 2019, Google required all paid or sponsored links to use the rel="nofollow" attribute, which instructed search engines not to pass link equity (or “link juice”) through those links. The addition of rel="sponsored" and rel="ugc" (for user-generated content) was aimed at providing more clarity about the nature of links and refining how they are handled by search engines.

Key Rules for Using the Sponsored Link Attribute

1. Usage:

• rel="sponsored": Use this for links that result from advertisements or paid placements.
• rel="ugc": Use this for links in user-generated content, like comments or forum posts.
• rel="nofollow": This attribute is still acceptable for marking sponsored links but using rel="sponsored" is preferred for clarity.

1. Combining Attributes:

• You can apply more than one rel value to a single link if necessary, such as rel="nofollow sponsored".

1. Existing Attributes:

• If your website currently uses rel="nofollow" for sponsored links, there is no immediate need to change it. However, for future links, using rel="sponsored" is recommended.

Importance for SEO

While the rel="sponsored" attribute adds specificity to how links are categorized, its impact on SEO is largely similar to the rel="nofollow" attribute. Both attributes signal to Google that the links are not meant to pass link equity.

Here are some key points regarding its importance:

• Clarity: rel="sponsored" provides clearer information about the nature of the link, helping search engines better understand and process the link’s context.
• Compliance: Using the correct attribute ensures compliance with Google’s guidelines, reducing the risk of penalties related to link schemes.
• Hints Model: Google treats these attributes as hints rather than strict rules. This means there’s still a chance Google might crawl or pass link equity through these links despite the attributes used.

How to Find Sponsored Links

Finding Sponsored Links Leading to a Website:

1. Ahrefs Site Explorer:

• Enter the URL of the website you’re interested in.
• Go to the Backlinks report.
• Apply the Sponsored filter to see all backlinks with the rel="sponsored" attribute pointing to the site.

Finding Sponsored Outgoing Links on a Website:

1. Ahrefs Site Explorer:

• Enter the URL of the website.
• Navigate to the Outgoing Links report.
• Apply the Sponsored filter to see all outgoing links tagged with rel="sponsored".

Summary

The rel="sponsored" attribute helps in categorizing and identifying paid and sponsored links more accurately. While it provides no new SEO advantages beyond the rel="nofollow" attribute, it is a useful tool for transparency and compliance with Google’s updated guidelines. It’s recommended to use rel="sponsored" for new sponsored links to maintain clarity and adhere to current best practices.