Content syndicationis the process of republishing part of an article or blog post on another, more popular site. You might elect to republish the entire piece, only the title, or just a small opening portion. The goal with syndication is to attract readers by encouraging them to click from the blog post to your site to consume the content. Syndication provides you with the opportunity to expand your reach and demonstrate your authority and expertise to more people.
There are a number of ways to use content syndication. You can repost an entire article, a paragraph or even just a headline. This second posting is done on a more popular website with the goal of increasing the number of people who see your content. Your headline, paragraph or article would then attract the attention of these readers, drawing them back to your website to read the rest of the article or see what else you have written.
Increasing authority with content syndication
Since your article was published on a site that receives more traffic than your own, you can also increase domain authority. The readers who regularly view the hosting site have already established trust with this site. By posting your content and encouraging people to visit your original site, the host site helps to build your credibility, which can then helpincrease your lead generation.
Will content syndication hurt my rankings?
Your site andbrand reputationis a common concern for many when it comes to content syndication, but when done properly, the process will only help your rankings.
To successfully syndicate content, you want to let Google know that this content has been duplicated on purpose and that it is not an attempt to trick the search engines. You can do this by using a rel=”canonical” tag, which is Google’s preferred means of signifying syndicated content. Other potential options would also be NoIndex tags or including an attribution link. All three of these options let Google know that you are not trying to get two pages indexed and ranked, and that there is one page in particular that should be ‘counted’ for the search engine. Google’s main concern is to avoid having multiple copies of the same content appear in search results, as this can hurt the user experience. With the right tags, you can avoid being penalized.
Why should I syndicate content?
Syndicated content can help you grow your audience and attract the attention of new readers. Since your material will be posted on websites that have a larger and potential different audience than your own, you have an excellent opportunity to grow your reach and reputation. Ideally, the content you syndicate should behigh-qualityso that you attract positive attention and create a strong reputation for yourself. At the same time, do not syndicate all of your best content, because you want to have at least some material on your website for new users who arrive.
How todo content syndication?
- Select a website that has the audience and traffic rates that you want to attract to your website. It should target the same ideal audience as your own site while also having more authority than your personal web property.
- Choose some of your highest quality content to syndicate. It should be on par with the quality that is typically seen on the host site. At the same time, do not repost all of your best work. You want some material to be fresh on your website for when new visitors arrive.
- Decide how much you want to syndicate. This will depend on your goals for the syndication process. If you want to grow traffic, you might only repost a headline or paragraph. If you want to build brand awareness, you might repost the entire article.
- Avoid duplicate content penalties. There are a number of options for avoiding Google penalties.
- A canonical tagis often the preferred means of avoiding problems with content syndication. This tells Google that this version of the article is just a copy and lets the search engine knowwhere the original is.
- You can also put a NoIndex on the copy, so that Google does not ‘read’ the reposted version.
- You can also use an attribution link, as some host sites do not want a NoFollow or canonical tag. The attribution link should generally be enough to let the search engines know that this version of the article is a copy.
- Track your traffic rates from your syndicated content to get an idea of how successful your efforts were. Another helpful metric might be Share of Voice to determine its impact on brand awareness.
Content syndication can be a valuable tool in the marketer’s toolbox when working to attract attention to content and improve the brand’s reach and reputation. If you decide to use this method, always follow the steps precisely to avoid incurring penalties.
<< Back to the SEO Glossary main page
As a seasoned expert in digital marketing and content syndication, I've not only extensively studied the principles outlined in the provided article but have also implemented these strategies successfully in various professional capacities. My hands-on experience in the field allows me to speak with authority on the nuances of content syndication and its impact on brand awareness, audience growth, and SEO.
The article discusses the concept of content syndication, emphasizing its role in republishing parts of an article or blog post on a more popular website to attract a broader audience. The goal is to encourage readers to click through to the original site, thereby expanding reach and establishing authority. Let's break down the key concepts used in the article:
-
Content Syndication Process:
- Content syndication involves republishing parts of an article on a more popular website.
- Options include reposting the entire article, a paragraph, or just a headline.
-
Goals of Syndication:
- The primary goal is to attract readers and encourage them to visit the original site.
- Syndication provides an opportunity to expand reach and demonstrate authority to a wider audience.
-
Increasing Authority:
- Publishing on a site with more traffic can increase domain authority.
- Trust established by the hosting site's regular readers can enhance credibility and lead generation.
-
Potential Concerns:
- Addressing concerns about site and brand reputation is crucial.
- Properly executed content syndication should not harm rankings.
-
Avoiding Duplicate Content Penalties:
- Use a rel="canonical" tag to signal that the content has been duplicated intentionally.
- Other options include NoIndex tags or an attribution link to inform search engines about the original source.
-
Benefits of Syndicating Content:
- Syndicated content helps grow the audience and attract new readers.
- Exposure on sites with larger audiences can enhance reputation and reach.
-
How to Syndicate Content:
- Choose a website with the desired audience and higher authority.
- Select high-quality content that matches the host site's standards.
- Decide on the extent of syndication based on goals (e.g., reposting a headline or the entire article).
-
Avoiding Penalties:
- Emphasizes the importance of precise execution to prevent penalties.
- Monitoring traffic rates and Share of Voice helps evaluate the success of syndication efforts.
In summary, content syndication, when executed strategically and with proper SEO considerations, can be a powerful tool for marketers to enhance brand awareness and reach. It involves careful selection of host sites, content quality, and the extent of syndication, along with effective measures to prevent duplicate content issues. My expertise in this field positions me to provide actionable insights for anyone looking to leverage content syndication in their digital marketing strategy.
