Link Building Compliance: Google's Guidelines and Marketplace Disclosure
The cornerstone of compliance: Google's link policies, disclosure, and link attributes for compensated placement.
Link building compliance is the set of rules that govern how links may be acquired and attributed under Google's guidelines. The Backlink Marketplace operates within these rules: compensated placements are disclosed and use the correct link attributes. This cornerstone guide defines Google's link policies, the disclosure requirements, and the link attributes that apply. It anchors our Compliance & Policy category.
Google's link guidelines
Google's link spam policies define what is and is not allowed. The core principle: any link that is paid for, exchanged, or otherwise compensated must not pass PageRank without qualification. Buying or selling links that pass PageRank is a violation.
Google provides three attributes to qualify outbound links: rel="sponsored" for paid placements, rel="nofollow" for links you do not want to endorse, and rel="ugc" for user-generated content. See Dofollow vs. Nofollow vs. Sponsored: Link Attribute Guide.
What is allowed
| Tactic | Allowed? | Attribute |
|---|---|---|
| Editorial link (earned, unpaid) | Yes | None required |
| Sponsored content placement | Yes, if disclosed | rel="sponsored" |
| Contributed content | Yes, if disclosed | rel="sponsored" or rel="nofollow" |
| Affiliate link | Yes, if disclosed | rel="sponsored" or rel="nofollow" |
| Paid link passing PageRank | No | — |
| Private blog network (PBN) | No | — |
Disclosure requirements
Disclosure lets readers identify compensated content and lets search engines understand the commercial relationship. Disclosure must be visible and near the content — not buried in a footer. See Sponsored Content Disclosure Requirements for the full requirements.
Link attribute guidance
Use rel="sponsored" for paid placements and affiliate links. Use rel="nofollow" when you do not want to endorse a link. Use rel="ugc" for user-generated content (comments, forum posts). See Link Attribute Guidance for Sponsored and Contributed Content.
What this guide does not do
- It does not describe how to obtain dofollow links that pass PageRank in violation of Google's guidelines.
- It does not endorse PBNs, link networks, or evasion tactics.
- It does not guarantee rankings, traffic, or authority from any link.
Primary sources
- Link spam policies — Google Search Central (accessed 2025-01-15)
- Qualify outbound links (rel attributes) — Google Search Central (accessed 2025-01-15)