Paid link exception?

[kenroar]

There is an advertiser who is anxious to have paid links on my site. I've told him that all links much have "nofollow" on them. He tells me that Google accepts followed paid links under the following conditions:

"I know some sites allow dofollow but the link archor text must be the brand or domain name or 'click here' where it's not keyword specific."

I told him I didn't think this would fly but would check with you all.

[Robert Charlton]

You've got it right, Ken. You must nofollow paid links to stay within Google's guidelines.

The advertiser is confusing a bunch of stuff having to do with the kind of anchor text some SEOs think will keep them under Google's radar.

Here are Google's linking guidelines...

Link schemes
https://support.google.com/webmasters/answer/66356?hl=en [support.google.com]

Note that while these guidelines do single out links with optimized anchor text, they also make it clear that their prohibitions go beyond anchor text. With regard to advertisements, it is about passing PageRank. Partial list below, my emphasis added....

Additionally, creating links that weren't editorially placed or vouched for by the site’s owner on a page, otherwise known as unnatural links, can be considered a violation of our guidelines. Here are a few common examples of unnatural links that may violate our guidelines:

Text advertisements that pass PageRank

Advertorials or native advertising where payment is received for articles that include links that pass PageRank

Links with optimized anchor text in articles or press releases distributed on other sites....