Particular embodiments access a search query submitted by a first user; identify one or more sponsored web pages in response to the search query, wherein each sponsored web page is associated with a hyperlink; determine whether one or more of the sponsored web pages has been accessed by one or more second users, wherein the one or more second users are connected in a graph structure to the first user within a threshold degree of separation; and send a response comprising a hyperlink for at least one of the sponsored web pages in response to the search query, wherein the response further includes a visual tag or a reference to the visual tag for the hyperlink if the sponsored web page has been accessed by at least one of the one or more second users.