We explored Sponsored Links – what you need to know and whether they work for SEO

Helpful summary

Overview: We explore the role of sponsored links in digital marketing, particularly their impact on brand awareness, client reach, and conversions. While not directly boosting search rankings, these links enhance SEO by driving traffic and user engagement.

Why you can trust us: Our proven track record includes boosting a client's traffic and conversions through strategic sponsored link campaigns, showcasing our skill in integrating these tools into broader marketing strategies.

Why is this important: Sponsored links are important for building brand awareness and driving traffic. This indirectly aids SEO, as search engines consider user metrics like click-through rates and time on site as quality signals.

Action points: We recommend businesses use sponsored links alongside their SEO efforts. A balanced strategy of paid promotions and organic content optimizes reach and effectiveness.

Further research: To effectively use sponsored links, we recommend researching their impact on your industry and audience. Experiment with different approaches to find the best balance for your marketing goals.

At Embarque, we get asked a lot what are Google's new sponsored links, their benefits for businesses, and how they differ from links with follow and nofollow attributes.

At Embarque, an SEO agency for online startups, including SaaS, marketplaces, and job boards, we get asked a lot about Google’s new sponsored links, their benefits for businesses, and how they differ from links with follow and nofollow attributes.

Simply put, Google’s new sponsored links are links that are being promoted through paid means. The goal in using sponsored links is to increase brand awareness, reach more clients, and boost conversion.

Note, that much like nofollow links, sponsored links normally don’t help you increase your search rankings. For ranking purposes, editorial links are still the best way to gain SEO traction. Businesses should have this clearly in mind when paying for links. And even when they’re masking sponsored links as editorial links, these links will most likely still not give you SEO juice.

So what’s the benefit of using them?

Why listen to us about sponsored links for SEO?

At Embarque, we often address questions about Google's new sponsored links and their role in SEO. Sponsored links are paid promotions aimed at increasing brand visibility and conversions. 

However, they generally don't contribute directly to search rankings like editorial links do. Businesses must understand that while sponsored links can enhance brand exposure, they don't replace the need for high-quality, organic link-building strategies, such as niche edits, in SEO​​.

What are sponsored links?

Sponsored links are paid links or listings allowed to either feature on the search engine result page or refer visitors to another website. They are sometimes referred to as paid ads or partner links.

For example, when you enter a phrase or term into the search engine box, at the top or middle of the list you’ll find some results having the ads inscription, those are paid ads.

On the other hand, an advertisement or paid links on a web page leading to another web page are also categorized as sponsored links.

How do sponsored links work?

They work in 2 main ways:

• Paid search
• Sponsored placements

Sponsored links through Google Adwords are focused around keyword targeting.

Advertisers simply choose a list of keywords that are relevant to their business and the ones their customers are using to search for their product or service.

Afterward, they bid on these keywords based on how much they are willing to pay for each click. The bid combined with their quality score will determine their position on the search result page whenever users search using the keywords.

On the other hand, companies and websites reach out to authority website owners and offer to pay money in exchange for advertisement on their web pages. As such, paid ad placements or sponsored articles need to have the sponsored links attribute attached to them. Otherwise, these domains risk getting penalized by Google. And Google can detect unnatural linking patterns quite effectively.

These sponsored placements can also be affiliate links, whereby the sponsor gets paid for succesful conversions (e.g. website clicks, commission from purchases, etc.)

Paid search vs sponsored placements

Both paid search and sponsored placements offer unique advantages and disadvantages when it comes to online advertising. 

Paid search shines in its targeted reach, allowing you to directly connect with individuals actively searching for your products or services. It also boasts measurable results, giving you valuable insights for campaign optimization and resource allocation. However, competitive bidding can drive up costs, and success requires technical expertise in keyword research and ad management. Additionally, limited control over organic search results can hinder long-term visibility.

Sponsored placements offer a different set of benefits. By partnering with established websites, you can tap into their existing audience and gain valuable brand awareness. These placements can remain online for extended periods, offering long-term visibility and brand recognition. However, the reach is limited to the website's audience, and control over design and targeting is less than with paid search. Additionally, relying on another website's traffic can be risky, and overly promotional content can damage brand trust. You may also find it challenging to accurately measure your campaign performance with this method. 

Which is better?

Deciding between paid search and sponsored placements can be a tricky proposition, as both offer distinct advantages and disadvantages depending on your marketing goals and budget.

Ultimately, the "better" option depends on your specific goals and resources. Here's a quick breakdown:

Choose paid search if:

• You prioritize high-intent leads and immediate conversions.
• You have a well-defined target audience and budget for bidding.
• You want precise control over your ad message and targeting.

Choose sponsored placements if:

• You want to build brand awareness and trust.
• You prioritize long-term visibility and association with established platforms.
• You have a larger budget and less need for immediate conversions.

Remember, a hybrid approach can also be effective. Combining paid search with strategic sponsored placements can leverage the strengths of both, generating high-intent leads while building brand awareness and establishing authority in your niche.

Relevance of sponsored links to SEO and digital marketing

Sponsored links do have some benefits in an overall marketing strategy:

• Building brand awareness: Think about it, every brand wants to be recognized so they can attract qualified visitors and gain brand exposure and that’s what motivates them to run paid ads and use sponsored posts. The sponsor can be a big-name brand that can generate a lot of buzz for the sponsor.
• To drive more traffic: When a user clicks on a link it automatically directs them to another web page which eventually results in more traffic at the receiving end. To do this, they sponsor relevant publications in their niche to attract quality customers.
• To create an affiliate process. This can incentivize people to market a product and get a commission from them on a per-click or per-purchase basis.
• Enhancing search engine visibility: While they may not directly impact organic search results, the increased traffic and engagement generated through sponsored links can indirectly influence SEO. Aside from relevant SEO keywords, search engines also often consider user behavior, such as click-through rates and time spent on a website, as indicators of content relevance and quality. Therefore, strategically placed sponsored links, along with quality SEO content writing, can positively influence a website's SEO performance.
• Geo-targeted marketing strategies: By sponsoring links on platforms that cater to local audiences or targeting ads to specific locations, you can connect with your target demographic more effectively, leading to increased brand visibility and engagement within your desired geographic markets. This localized approach can complement broader digital marketing efforts and enhance the overall effectiveness of a campaign.

The Google penalty: “follow” vs “nofollow” vs sponsored links

Link attribute is an important aspect of SEO, as it helps Google understand your web pages.

Over the years, publishers and B2B SaaS writers continued to use nofollow and dofollow links to distinguish sponsored links from editorial links until Google recently stated new changes to how publishers should mark these links.

Usually editorial links or follow links are supposed to include the attribute “Dofollow” while every other untrusted links should have the “nofollow” attributes included on their web pages. But a recent modification from Google has rendered some of these rules as outdated and new set of attributes has been introduced.

Some of these new rules goes like this:

• Google announced that all nofollow attributes will be treated as “hints” which simply means they may be used for crawling and indexing purposes, depending on their purpose. This hint model may change the way nofollow links work in the future.
• Sponsored links must either contain nofollow or sponsored attribute or a combination of both to avoid penalty.
• User-generated content should be spilled out using the attribute “Ugc”
• Describing paid links as UGC links can lead to a penalty.

So yeah don’t try to cheat your way to top search engine rankings through creative link schemes. It most porbably won’t work.

Types of link attributes

A quick summary of the new link attributes includes:

• Paid or sponsored links - rel=”sponsored”
• Editorial links or follow links – rel=”Dofollow” (nothing changed)
• Spam or shady links from user-generated content - rel=”ugc”
• All nofollow links - rel=”nofollow”

Why you shouldn’t pay for sponsored links to go up the search rankings

Don’t pay for sponsored links on Fiverr. For many different reasons:

• If your paid link has been included in their website in the press release section, this most probably won’t get indexed by Google if the whole page has been blocked for indexing. Yes, they can still make your links dofollow but not get indexed or crawled by Google.
• Website owners can also block sections of websites from Google with these sponsored links to not get penalized.
• If your paid link has a sponsored attribute, then you most probably won’t get SEO benefits for the reasons stated above.
• Google has a way of sniffing out spammy UGC content or links that may seem too commercial to be an editorial one through language processing. This goes the same for unnatural links.

Different types of sponsored links

There are certain types of sponsored links depending on their usage and relevance

Sponsored links on websites

Many websites with high domain scores, credibility, and a greater number of monthly visitors help other companies to run adverts on their websites in exchange for paychecks.

Basically, the companies or websites that need exposure and more conversion reach out to the authority website to request a link back to their website.

The publishers (authority website) will simply mark these links as either nofollow or sponsored so search engines can understand their intentions.

Sponsored links through paid search engine marketing

The sponsored links in Google Adwords allow you to reach new customers just at the precise moment they are looking for the products or services you sell.

You choose the keywords in whose searches you want your sponsored link to appear, then create your ads and analyze the return or ROI of your investment.

You will only pay per click when a user clicks on your ad and there is a real visit to your website. Advertising links on Google Adwords and marketing in other search engines suits businesses of any size, sector, and any budget.

Google’s sponsored links auction

To determine which ads should be displayed on the search result for a particular search query Google uses an auction.

This auction is performed millions of times per day and takes place every time someone searches Google or visits a site that displays ads.

The primary factors in the ad auction that determines the order and position of the ad are:

• Your Bid: Publishers will need to set an amount they are willing to pay for a click on their ads. The amount is often lesser and the bid can be modified at any time.
• The quality score of the ads: The relevance of your ad to the website it links to and to the person who is seeing it is summarized in the quality score. The higher your quality score, the higher your ad positioning. You can always work to improve your quality score.
• Expected click-through rate (CTR): This is the estimated likelihood that someone will click on your ad when they see it. Google Ads uses historical data and other factors to predict CTR.
• Ad Rank: This is a score that Google Ads assigns to your ad based on your bid, your quality score, and the expected CTR. The higher your ad rank, the higher your ad will appear on the search results page.
• Ads extension and formats: The ad extensions which involve your phone number, specific links, and the additional information along with your format can significantly determine the placement and performance of your ads.

How much do sponsored links cost?

Google ads cost varies depending on your industry, business, and a lot of other factors, so it’s not a fixed amount.

On the Google search network, for example, the average cost per click is around $1-$2, while you’ll find the price to be below $1 for the display network.

However, competitive keywords in industries such as law and insurance will attract a higher cost per click because of their high customer lifetime values.

The average small business using AdWords spends around $9,000 while big organizations may lavishly spend over $60 million in a bit to strengthen their business.

On the other hand, publishers are being offered varying amounts of money, from $50 to $5000 depending on many different patterns.

Similarities between sponsored and “nofollow” links

As mentioned above, every sponsored or paid link should be treated as nofollow to avoid the risk of being penalized.

Using a no-follow link is a way of telling the search engine spider not to follow any untrusted or paid links found on your site. It also helps increase crawl budget, the number of times Google goes through your website daily.

Before this time, publishers are required to add nofollow to any links that are either the result of user-generated content, spam, or paid adverts.

However, a recent change in March 2020 implies that all no-follow links will be treated as “Hints” which simply means Google may decide to crawl or index no-follow links whilst still devaluing them.

Also, all sponsored or paid links should be marked with the “sponsored” and “no follow” attribute to help search engines understand that you’ve been paid to put the link on your site.

While you may decide to use the “sponsored” attribute alone, it’s advisable to add a nofollow to avoid any unfortunate consequences.

You should simply use:

<a href=”https://www.example.com” rel=”nofollow sponsored”>example link</a>.

Sponsored links for bloggers

As you continue providing your readers with high-quality content your monthly and weekly estimated visit will skyrocket, your domain score will increase, people will want to link to your web pages and most likely want to pay you to place adverts on your website or even recommend their products.

While this may sound like a great idea and reasonable, not all these people willing to pay you for ads placed on your site will come with reasonable and honest reasons.

In other words, they might be link spammers with harmful links. So how do you them?

How to identify link spam?

First off, you should understand that any company who is coming out blatantly to request a do-follow link on your website comes with hidden motives and may want to bring a downfall to your blogging business.

Understand this, a legal organization will never ask you to break any search engine rule.

Other indicators about spammy links could be:

• Inaccurate research about your website: Anyone with legitimate reasons will carry out appropriate research about you and your blog. They may even go to the extent of knowing your name when you started your blog and your recent posts.
• Offering to pay without even engaging you in a conversation: When a company reaches out to ask if you could help them post a piece of content on your site in exchange for a payment without following the appropriate order, please run, they are all for spamming.
• Unusual payment methods: Companies offering unconventional payment methods, like cryptocurrency or prepaid cards, may be trying to avoid detection or anonymity. Avoid such offers to protect yourself from potential fraud.
• Unprofessional communication: Watch out for poorly written emails with grammatical errors or unprofessional language. Legitimate companies typically maintain a high level of professionalism in their communication.
• Vague and generic content: Sponsored content should be tailored to your specific audience and offer valuable information or insights. Generic content with little substance is likely a sign of spam.
• Unclear contact information: Difficulty finding clear contact information, such as a legitimate website or phone number, should raise concerns. Opt for companies with transparent contact details to ensure accountability.

How to identify legitimate links?

Can I find anyone with a legitimate pitch?

Yes of course, if that’s what you long for.

Companies who reach out to add more value to your website are those I think you should consider fit for a link.

For instance, anyone who reaches out to you with these lines are probably not going to spam your website:

“…I thought it would also make an excellent addition to your article and a great reference for your readers”

That said, these are not sponsored links, if they’re added to a well-ranking listicle.

Here are some signs of a genuine pitch:

• Value-addition: companies reaching out to add value to your website are a good indication. Look for offers that provide relevant content or resources for your audience, enhancing their experience. Phrases like "This could be a valuable reference for your readers" suggest genuine intent.
• Contextual relevance: pay attention to contextual relevance. Companies with legitimate propositions will understand your blog's theme and audience. They should tailor their offers to seamlessly integrate with your existing content, not appear as forced insertions.
• Transparency and communication: genuine companies prioritize transparency and communication. They will openly discuss their goals, expectations, and payment terms. They should also be readily available to answer any questions you have and address any concerns.
• Professionalism: look for professionalism in communication and presentation. Companies with legitimate offers will typically maintain a high standard of professionalism in their emails, website, and overall brand image.
• Positive reputation: research the company's reputation online. Look for reviews, testimonials, and industry recognition to gauge their legitimacy and trustworthiness.

Why are editorial links better than sponsored links?

Editorial links, links are quite prioritized by search engines over sponsored links. They’re the best backlinks for SEO and will lead you to rank up.

The reason behind this lies in the fact these editorial links as backlinks are organically attracted and are the result of producing high-quality content that is shared on various social platforms.

If people link to you to cite or reference your high-quality content, then Google can trust your website and in turn increase your ranking on search results.

More so, editorial links are often attributed with the “Dofollow” backlinks which often tell search engines that your website is offering unique value to users.

On the other hand, paying for sponsored links on other article distribution portals or through paid advertisement is not a legitimate method of earning links and may sometimes lead to unfortunate circumstances.

While sponsored links can offer a temporary boost, editorial links hold the key to long-term SEO success. Here are some more reasons why:

• Sustainable growth: Unlike sponsored links, which can lose their impact once the paid period ends, editorial links offer a more sustainable growth trajectory. These links remain active and continue to contribute to your website's SEO performance for the long term.
• Enhanced credibility: Editorial links act as a vote of confidence, validating your website's expertise and trustworthiness in the eyes of both users and search engines. This increased credibility translates to higher click-through rates, user engagement, and ultimately, conversions.
• Dofollow advantage: Editorial links are often awarded the coveted "dofollow" attribute, explicitly instructing search engines to crawl and index your website, further boosting your ranking potential. Sponsored links, on the other hand, may not carry this attribute, limiting their effectiveness.
• Avoiding penalties: Engaging in manipulative tactics like buying sponsored links can trigger penalties from search engines, negatively impacting your website's visibility. Focusing on earning editorial links through high-quality content creation ensures ethical and sustainable growth.

Create high-quality content with Embarque

You now have everything that there is to know about sponsored links, when to buy them, and about other types of link attributes!

As we’ve indicated, ultimately, if your goal is to increase your search engine rankings, purchasing sponsored and nofollow links is not the way to go. Scratch that, purchasing cheap links from Fiverr or other websites may have no effect or adversely lead to you getting penalized by Google.

Ultimately, for SEO, you need to create content that is just darn good to acquire links in the long run. If you need help on that, Embarque offers SEO content creation services at unrivalled prices.

Hope you’ve enjoyed this article. If you have any questions, feel free to email the founder: julian@embarque.io.