Search Engine Journal published an article by staff writer Roger Montti introducing "Quid Pro No," a negotiation framework for link outreach that avoids paying for links while aligning with Google and FTC rules.
Key details
The "Quid Pro No" approach outlines how to decline payment requests for links and propose compliant alternatives that can still secure visibility or placements.
- Politely decline paid link requests while keeping the conversation open for compliant collaboration.
- Offer alternatives such as clearly labeled sponsored content using rel="sponsored" or rel="nofollow."
- Propose cross promotion or brand mentions that do not exchange money for links.
- Vet sites that sell links for potential quality issues.
- Note that unlabeled paid links risk violating regulations and search policies.
Quick facts
- Author: Roger Montti, Search Engine Journal staff
- Format: Online article
- Topic: Ways to avoid paying for links during outreach
- References: FTC disclosure rules and Google link policies
Policy context
Google prohibits link spam and paid link practices intended to manipulate PageRank. When compensation or value exchange is involved, publishers should qualify outbound links with rel="sponsored" or rel="nofollow." The FTC requires clear and conspicuous disclosure of material connections in endorsements and proper labeling for native ads.
Why it matters
For marketers, "Quid Pro No" offers a practical script to preserve relationships during outreach while staying compliant. It reduces risk from unlabeled paid links and reinforces transparent, sustainable link acquisition.
Bottom line
Montti's framework provides a compliant path to negotiate visibility without buying links, in line with Google and FTC expectations.
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