The SEO Value of Branded Content — and What to Know About Nofollow Links

Search engine optimization (SEO) is one of the most overlooked benefits of branded content — and one of the most misunderstood. When a client invests in branded content with a trusted media company, they’re not just getting exposure on your site or social channels. They’re earning credibility, authority, and potential long-term traffic through association with your brand.

But how you handle linking — specifically whether or not you use nofollow tags — plays a major role in how much SEO value a client receives. Let’s unpack why it matters and how to make informed choices for your publication.

Why SEO Matters in Branded Content

Branded content does more than tell a story — it builds digital equity for your advertisers. When optimized correctly, it can boost a client’s search visibility and deliver measurable ROI long after a campaign ends.

Here’s how branded content supports SEO value:

• Authority transfer: Links from high-authority domains like news outlets can signal credibility to Google, potentially improving a client’s organic rankings.

• Referral traffic: Even if a link doesn’t pass SEO “juice,” users clicking through deliver meaningful, trackable traffic.

• Relevance and indexing: Optimized articles help Google associate the client’s brand with key topics, improving discoverability across search results.

  
  

For advertisers, this is a lasting benefit — one that differentiates branded content from traditional ad placements.

Understanding Google’s Paid Content Guidelines

Google’s official guidelines require that any paid link or sponsored content include a “nofollow” or “sponsored” attribute to prevent the perception of buying influence in search rankings. In other words, if a link exists as part of a paid relationship — even within high-quality branded content — Google asks that it not pass ranking authority.

Does that mean media companies are violating the rules if they don’t use nofollow? Not necessarily, but there’s nuance. If your branded content is editorially produced, transparently labeled, and provides genuine informational value, it’s less likely to be flagged as manipulative. The risk increases only when paid links appear in low-quality or deceptive content, or when they’re used primarily to manipulate rankings rather than inform readers.

The Case for and Against Nofollow Links

Why some media companies use them:

• Aligns with Google’s paid link guidelines.

• Maintains editorial integrity and transparency.

• Reduces risk of SEO penalties if an advertiser’s website quality changes.

  
  

Why some choose to allow standard links:

• Passes tangible SEO value to clients, a clear differentiator.

• Strengthens partnerships by demonstrating trust in reputable advertisers.

• Drives long-term referral traffic and boosts campaign ROI.

  
  

Ultimately, the decision should align with your editorial policy, the quality of the advertiser, and your organization’s risk tolerance. Some companies that we’ve featured on this blog and/or on our calls have differing levels of risk tolerance based on past experience. Ultimately, we recommend that you clearly label your content as sponsored, and focus on quality content. This way, you do not need to use the nofollow and your clients can benefit from your high quality backlinking for their SEO, and your readers can discover new businesses. 

A Balanced Approach

Here’s how to protect your brand while maximizing client value:

1. Prioritize quality and transparency. Clearly label branded content and ensure it meets your editorial standards.

2. Vet client sites. Only link to reputable, relevant businesses.

3. Track both SEO and engagement metrics. Even if links are nofollowed, referral traffic, dwell time, and conversions prove the campaign’s worth.

   
   

Key Takeaways

📌 SEO adds long-term value to branded content beyond impressions. 

📌 Google prefers “nofollow” or “sponsored” tags for paid content — but context and quality matter A LOT. 

📌 Transparency and quality protect your domain and maintain reader trust. 

📌 Nofollow links still drive referral traffic and engagement. 

📌 Offer flexibility — compliance and value can coexist when handled thoughtfully.

The Bottom Line

For media companies, the SEO component of branded content is a hidden gem — one that, when communicated clearly, enhances your product’s value. Thoughtful linking policies can balance compliance with Google’s rules, editorial integrity, and advertiser results.

Whether you use nofollow tags or not, the goal is the same: create high-quality branded content that informs, engages, and earns trust. Because in the end, trust is the most valuable link of all.

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About the Author:

Shannon Kinney is a seasoned startup Founder and Executive with over 30 years of experience in digital marketing. She has been at the forefront of digital transformation for media companies since 1995, and has consulted with and presented to media companies large and small worldwide. She is considered a thought leader in the online space, and is a highly sought after keynote speaker, advisor and consultant. With deep experience in sales, marketing, online product development and leadership, Dream Local Digital is her third nationally-scaled digital marketing solution company. She founded the company in 2009 “to bring the power of online marketing to small and medium sized businesses ”. She has a wide and highly engaged network of leaders in media, technology, and startups worldwide, and has developed Dream Local Digital to be a widely recognized brand as best of breed in online marketing. She has helped more than 75,000 small and medium sized businesses and media companies through her work with Dream Local Digital. She spent many years on the Local Media Foundation and Local Media Association boards and is passionate about their mission to create sustainable business models online. 

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The Branded Content Project is designed through a strategic partnership between Local Media Association and the Local Media Consortium with funding from the Knight Foundation to help facilitate additional growth, engagement, and revenue success for more publishers of all shapes and sizes.