If you buy guest posts, sponsored articles or any placement that involves payment, the rel attribute on your link matters more than most sellers admit. It decides whether that link is within Google’s rules or counts as link spam.
The short answer: use rel="sponsored" for any link you paid for. rel="nofollow" is also acceptable for paid links. rel="ugc" is for links in comments and forum posts. A paid link with no attribute at all is the one that breaks Google’s policy.
The three link attributes, in plain English
| Attribute | Use it for | Typical examples |
|---|---|---|
rel="sponsored" | Links that are paid, sponsored or part of any compensation deal | Sponsored posts, paid guest posts, advertorials, affiliate links |
rel="ugc" | Links inside user-generated content | Blog comments, forum posts, community Q&A |
rel="nofollow" | Links you don’t want to vouch for, when the other two don’t fit | Untrusted sources; also accepted for paid links |
Google introduced sponsored and ugc in 2019 so site owners could describe links more precisely than the older catch-all nofollow. You can combine values when more than one applies, for example a paid link inside a comment.
<a href="https://example.com/" rel="sponsored">Example</a>
<a href="https://example.com/" rel="ugc">Example</a>
<a href="https://example.com/" rel="sponsored ugc">Example</a>What Google’s spam policies actually say about paid links
Google’s spam policies treat links created mainly to manipulate rankings as link spam, and buying or selling links that pass ranking credit is one of the listed examples. The same policy states that links bought for advertising or sponsorship are fine as long as they carry rel="nofollow" or rel="sponsored".
So the rule isn’t “never pay for a placement”. It’s “if you paid, label it”.
Is rel=”sponsored” better than nofollow for paid links?
Google recommends sponsored for paid links because it is more specific, but it also accepts nofollow. If a publisher already uses nofollow on paid content, you don’t need to ask them to change it.
Do sponsored or nofollow links still help SEO?
Google treats these attributes as hints rather than strict commands, but you should assume a labelled paid link will not pass ranking credit the way an editorial link does. That doesn’t make it worthless. A well-placed sponsored article on a relevant site with real readers can still bring:
- Referral traffic from people who actually click
- Brand visibility in front of the right audience
- Mentions and context that support how people and search engines understand your brand
- Content that ranks on the publisher’s site and keeps sending visitors
The links that pass the most value are the ones editors give freely, because your content, data or expertise is worth citing.
What this means when you buy guest posts
1. Ask about link labelling before you pay
A trustworthy publisher will tell you whether paid posts are marked as sponsored and which rel value the link will carry. If the answer is vague, treat it as a warning sign.
2. Be wary of “guaranteed permanent dofollow” offers
A seller promising followed links on paid posts is describing exactly what Google’s link spam policy prohibits. The risk falls on your site as much as theirs.
3. Judge the site, not just the attribute
Real organic traffic, a clear topic and relevant readers matter more than the attribute alone. We cover how to check that in How to Tell if a Guest Post Site Is Legit: 12 Checks We Run.
4. Keep a record
For every placement, note the live URL, the date and the rel value you found on the live link. If a publisher changes a link later, you will notice.
Quick checklist
- Paid or sponsored link →
rel="sponsored"(ornofollow) - Link in a comment or forum →
rel="ugc" - Editorial link given on merit → no attribute needed
- Never accept “dofollow guaranteed” on a paid placement
Want placements that are labelled honestly?
We tell you the link type for every site before you pay, and you approve each one before anything is published. Tell us your niche and get 10 matching sites for free, or see how our guest posting service works.