Sponsored links in press releases should be marked so search engines can understand that money or another benefit changed hands. Google’s guidance says paid links should use rel="sponsored". The older nofollow value remains acceptable, although Google prefers sponsored for paid placements.

This is about link qualification, not whether a release can be published or indexed.

What rel=“sponsored” tells Google

Google’s outbound link guidance describes three values:

  • sponsored for ads, sponsorships and compensated links;
  • ugc for links in user-generated content;
  • nofollow when the publisher does not want to associate its site with the destination or the other values do not apply.

For paid distribution, sponsored is the clearest signal. If a publisher already uses nofollow, Google says that remains acceptable. A link may carry both values.

Why anchor text matters

Google’s spam policies list links with optimised anchor text in articles or press releases distributed on other sites as an example of link spam. The risk is using distribution to place keyword-rich links intended to manipulate rankings.

“Read the company’s Q3 results” points to the document being discussed. Repeating “best crypto press release distribution service” across paid copies embeds a commercial search phrase.

A factual destination label, company name or plain URL is easier to defend editorially than stacked search keywords.

Who controls the markup?

The platform or publisher controls HTML on its domain. A sender can ask how paid links are qualified, but cannot assume every pickup matches the preview.

Before buying distribution, request a live example and inspect the published HTML. Ask a concrete question: does the outlet add sponsored, nofollow, both or neither?

Our guide to what to verify in a distribution report applies the same evidence-first approach to pickup claims.

What to audit

Payment relationship

Was the placement, distribution or link part of a paid package, reciprocal arrangement, affiliate agreement or product consideration? If yes, treat it as sponsored.

Destination

Link to the page that supports the sentence: a filing, product page, research report, registration page or contact page.

Anchor text

Use the company, document or destination name. Remove repeated exact-match commercial phrases. A release should read naturally when links are stripped.

Quantity

One useful source link can do more for a reader than five links to the same landing page.

Publisher implementation

Inspect a live page after publication. Check destination, redirect chain and rel attribute. Save the URL and date in the campaign record.

Does qualification block traffic?

No. Readers can still click. Analytics can still record visits when the destination and privacy setup allow it.

The attribute also does not make a release invisible. A useful announcement can be discovered and quoted for its facts. What it should not do is present a paid placement as an independent endorsement.

A safe linking pattern

For a product announcement, use a small set of destinations:

  1. the product or documentation page for specifications;
  2. the primary research or filing behind any material number;
  3. the media or contact page for follow-up.

Label links by what readers will find. If distribution is paid, qualify them. Make sure the facts stand without an assumed ranking benefit.

A buyer should evaluate distribution by relevant pickup, referral visits, brand accuracy, journalist access and measurable responses. Treat link attributes as compliance data, not the product. See also what press release links really provide. Google’s documentation was checked on 9 October 2026.