An editorial link is a link that an editor or site owner places in an article on their own initiative because the linked content helps readers. There is no payment and no request behind it. In SEO the term stands for earned links, as opposed to bought or traded ones. Google does not define it.
How does it differ from paid links?
Google lists buying and selling links for ranking purposes under link spam, including articles that are paid for and contain links. Ads and paid placements are allowed when the link carries rel="sponsored" or rel="nofollow". A paid link that looks editorial and is not qualified breaks that rule.
The word “editorial” is also used for editorial-style advertising. This entry covers only the SEO meaning.
Example
A trade magazine reports on an industry study and links the study page in the article text. The publisher of the study neither paid nor asked for the link. That is an editorial link.
FAQ
Are editorial links better than other links? Many SEOs assume so. Google has not documented a ranking advantage for them.
Can you ask for an editorial link? Outreach with a useful resource is common. Once something of value is offered in return for the link, Google’s link spam rules apply.
Sources
- Spam policies for Google web search (link spam) – Google Search Centraldevelopers.google.com
- Qualify your outbound links to Google – Google Search Centraldevelopers.google.com
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