Sponsored Attribute

The sponsored attribute is an HTML attribute that you add to links that are paid or sponsored, in the form rel="sponsored". It signals to search engines such as Google that the link is part of a commercial arrangement, advertisement or sponsorship relationship. This prevents Google from seeing the link as an organic recommendation and penalizing your site for selling link value. The attribute was introduced by Google in 2019 as an addition to the existing nofollow attribute to provide more nuance in how links are classified.

How the sponsored attribute technically works

You add the attribute in the HTML code of a link, for example: <a href="https://example.com" rel="sponsored">View product</a>. Google's crawler reads this attribute and knows that the link does not count for PageRank calculations. Unlike a regular link, which counts as a "vote" for the target site, a sponsored link does not contribute to the authority of the receiving page. You can combine the attribute with other rel values, such as rel="sponsored nofollow," but in practice rel="sponsored" suffices for paid links. The attribute does not affect the visibility of the link to visitors, only how search engines interpret it. According to Google's guidelines, correctly marking paid links is a requirement for compliance with webmaster guidelines.

Why Google introduced the sponsored attribute

Before 2019, webmasters used the nofollow attribute for all links they did not want to "endorse": paid links, user-generated content and untrusted sources. That made it difficult for Google to distinguish between an ad and, say, a forum comment. By introducing the sponsored attribute, Google gained more insight into the nature of links. That helps the search engine better understand link patterns and detect manipulation. For you as a site administrator, it provides clarity: you transparently mark what is paid for without having to screen out all outbound links. In practice, we see with SME clients that correct use of the attribute builds trust with Google, especially if you regularly work with partners or run affiliate programs.

What the sponsored attribute brings to your SEO

If you don't mark paid links correctly, you run the risk of a manual action or algorithmic penalty from Google. That can result in lower rankings or even exclusion from search results. Applying the sponsored attribute consistently shows that you work transparently and follow the guidelines. This protects your position in search results and prevents your reputation from being damaged by link schemes. Moreover, it helps Google better understand the context of your site: for example, if you run a review site with affiliate links, the search engine knows that those links are commercial and not intended as editorial recommendations. Want to set up your linking strategy professionally and eliminate risk? A thoughtful SEO approach takes into account technical details like link attributes, so you can grow safely without penalties. In our projects, we ensure that all paid collaborations are implemented correctly, from affiliate marketing to sponsored content.

The sponsored attribute is especially relevant if you generate revenue through links on your website or collaborate with advertisers. In practice, you come across it in affiliate programs, sponsored articles, banner ads and partner links. Below you can read in which situations you should apply the attribute and how to use it correctly without losing your SEO value.

Affiliate links and commission programs highlight

When you participate in an affiliate program, for example through Bol.com Partner, Daisycon or Awin, you receive commission for sales that come in through your link. By definition, those links are commercial and must be given the sponsored attribute. Many SMEs running a blog or knowledge base forget to do this and use regular links or even dofollow links. Google sees this as an attempt to manipulate PageRank and may penalize your site. By adding rel="sponsored," you indicate that the link is paid for, without losing the visibility of the link to your readers. In practice, we find that ecommerce stores and content platforms in particular benefit from this: you can continue to earn affiliate revenue without the risk of a penalty. A good link building strategy takes this into account from day one.

Correctly label sponsored content and advertorials

If you are paid to publish an article, review or case study that includes a link to the client, that is sponsored content. Consider a partnership with a software vendor who pays you for a comparison article, or a local business owner who sponsors in exchange for a listing on your site. Again, the link must be given rel="sponsored." This applies both to the main link in the text and to any banners or CTA buttons. Many Dutch SME companies working with influencers or content partners run into this problem: they don't know that even an "editorial-looking" link falls under the sponsored rule as soon as there is money or other compensation in return. Google is strict about this and actively checks for unmarked paid links. Want to work safely with partners and advertisers? Make sure your outbound links are configured correctly.

Banners, widgets and external ads on your site

If you sell ad space on your website, for example through Google AdSense, a proprietary banner program or a media agency, those ads often contain clickable links. All those links must be given the sponsored attribute, even if they are dynamically loaded through an ad network. In practice, AdSense handles this automatically, but if you place banners yourself or work through a custom script, you have to add the attribute manually. A common mistake: companies place a widget from a partner (for example, an event calendar or job module) without checking whether the links in it are properly tagged. If that widget contains dofollow links to the partner, Google can see that as paid link exchange. Therefore, always check the source code of external widgets and add rel="sponsored" where necessary. This is also relevant when using custom web development, where you have full control over how links are generated.

When the sponsored attribute is the right choice and when it is not

Use the sponsored attribute only for links that are part of a commercial relationship: payment, exchange, commission or other consideration. Do not use it for editorial links that you post of your own accord because you find a source valuable. Nor for internal links or navigational elements. A common mistake is for companies to mark all outbound links with rel="sponsored" as a precaution, but that actually undermines the value of your site: Google then sees that you never link organically to external sources, which can damage your credibility. Use rel="ugc" for user-generated content such as comments and forum posts, and rel="nofollow" only now for links that you don't want to endorse but are not paid for. So the sponsored attribute is specific and should be used intentionally, not as a default for all external links.