Link Attribute Guidance for Sponsored and Contributed Content
When to use rel=sponsored, rel=nofollow, and rel=ugc — the reference linked from every compensated-placement article.
This article defines the link attribute guidance that governs marketplace placements. It is linked from every article that discusses compensated placement. Link attributes tell search engines how to treat an outbound link; using the correct attribute is a condition of marketplace participation. See Link Building Compliance for the policy framework.
The three attributes
Google recognizes three link attributes for qualifying outbound links. Google documents them in Search Central.
| Attribute | When to use | Effect |
|---|---|---|
| rel="sponsored" | Paid placements, affiliate links, ads | Does not pass PageRank |
| rel="nofollow" | Links you do not want to endorse | Does not pass PageRank |
| rel="ugc" | User-generated content (comments, forums) | Does not pass PageRank |
Marketplace-specific guidance
For marketplace placements, the guidance is straightforward: compensated placements must use rel="sponsored" on outbound links to the buyer's site. This applies to sponsored content and contributed content where compensation is involved. Editorial mentions (unpaid) do not require an attribute.
| Placement type | Required attribute | Disclosure |
|---|---|---|
| Sponsored content | rel="sponsored" | Visible 'Sponsored' label |
| Contributed content (compensated) | rel="sponsored" or rel="nofollow" | Relationship note |
| Contributed content (unpaid) | None required | Author byline |
| Editorial mention (unpaid) | None required | None required |
Implementation
The link attribute must be present in the initial HTML, not added by JavaScript after page load. This ensures search engines see the attribute when they crawl the page. Verify the attribute is present by inspecting the page source, not just the rendered DOM.
A note on hints
Since 2020, Google treats nofollow, sponsored, and ugc as hints, not directives. This means Google may choose to use the link for crawling or indexing in some cases. The attributes still prevent PageRank from passing. This does not change the marketplace requirement: compensated placements must use the correct attribute.
Primary sources
- Qualify outbound links — Google Search Central (accessed 2025-01-15)
- Link spam policies — Google Search Central (accessed 2025-01-15)