Sponsored vs. Contributed vs. Guest Content: A Comparison
Definitions, disclosure, and link attributes for sponsored, contributed, and guest content.
Sponsored, contributed, and guest content are three types of placement that are often confused. Each has a different commercial relationship, disclosure requirement, and link attribute. This comparison clarifies the distinctions. See Link Building Compliance for the policy context.
Definitions
| Type | Commercial relationship | Disclosure | Link attribute |
|---|---|---|---|
| Sponsored content | Paid placement | Required (visible label) | rel="sponsored" |
| Contributed content | Author provides content, may be compensated | Required if compensated | rel="sponsored" or rel="nofollow" |
| Guest content | Unpaid, author provides content | Not required if unpaid | None required |
| Editorial mention | Unpaid, publisher's choice | Not required | None required |
The key distinction
The key distinction is compensation. If money, goods, or services change hands, the placement is compensated and must be disclosed with the correct link attribute. If no compensation is involved, the link is editorial and no attribute is required. See Dofollow vs. Nofollow vs. Sponsored.
Primary sources
- Link spam policies — Google Search Central (accessed 2025-01-15)
- FTC endorsement guides — FTC (accessed 2025-01-15)