What is Content Syndication?

And How Does it Affect SEO?

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Content Syndication

While content writing for websites web owners generally face these two common issues 

  • Don’t have sufficient content for their website.
  • Don’t have enough access for content to achieve goals

No doubt SEO is a great strategy for getting website traffic, but it should not be the only tactic you have to get more clicks. 

One of the great ways to maximize your current content assets is Content syndication. It also helps you in providing more audience.

Things to Keep In Mind

What is Content Syndication?

Content syndication is a way of republishing existing content on other websites in order to get a huge audience.

However, we focus on textual content in a discussion of how content syndication affects SEO; any type of digital content can be syndicated: including infographics and videos. According to Search Engine Magazine, syndicated content may include full published content, articles  edited or abridge, and excerpts from the article.

  • Syndication of content benefits both parties:
  • 1) the website on which the syndication takes place receives fresh content
  • 2) the person / brand behind the original content gets exposure to a new audience.

Despite what has just been said: content syndication may not be the best strategy for getting referral traffic. If you add content from a website that has more domain authority than you, it can actually overtake your original article.

But before making any conclusions about content syndication, let’s take a closer look at the impact of content syndication on SEO.

Does Content Syndication Impact SEO?

Since content syndication is similar to duplicate content, let’s defer to what Google has to say on the topic:

“Syndicate carefully. If you syndicate your content on other sites, Google will always show the version we think is most appropriate for users in each given search, which may or may not be the version you’d prefer. However, it is helpful to ensure that each site on which your content is syndicated includes a link back to your original article.”

Google tells that 30% of the content is duplicate content, but they don’t find it unless it’s done with malicious intent.

They explain, “Duplicate content on a site is not grounds for action on that site unless it appears that the intent of the duplicate content is to be deceptive and manipulate search engine results.”

According to Search Engine Journal, “While fear over “duplicate content” penalties is exaggerated in the case of syndication, it’s also not the best SEO strategy [because of the potential for one website to outrank another].”

The key to get success; let’s analysis the merits and demerits of syndicating content on any potential outlet

Still feeling cautions? Perhaps this will help: at the Institute for Buffer and Content Marketing, there has been a steady increase in traffic, combined with a content syndication strategy.

To begin with content syndication perfectly is when the writer gives the permission to use his articles and the website gives proper regards to the writer or source

Break it Down

What Are The Different Types Of SEO?

At Syndiket, we believe four types of SEO exist – and we have an acronym to represent those 4 types of SEO. The acronym is T.R.A.P. 

“T” stands for Technical, “R” stands for Relevancy, “A” stands for Authority, and “P” stands for popularity. Search engine optimization has many smaller divisions within the 4 types, but all of them can be placed into one of these 4 buckets.

Generally, technical SEO for local businesses carry the least importance for ranking. Technical SEO has a bare minimum that is required and this usually includes things like site speed, indexation issues, crawlability, and schema. Once the core technical parts are done, minimal upkeep is required.

Relevancy is one of trivium elements of SEO. It has equal importance with popularity signals and authority signals. Relevancy signals are based on algorithmic learning principles. Bots crawl the internet every time a searcher has a search. Each search is given a relevancy score and the URLs that pop up for a query. The higher the relevancy score you attain, the greater your aggregated rating becomes in Google’s eyes. Digital marketing is a strange thing in 2020, and ranking a website requires the website to be relevant on many fronts.

Google’s Co-creator, Larry Page, had a unique idea in 1998 which has led to the modern-day Google Empire. “Page Rank”, named after Larry Page himself, was the algorithm that established Google as a search engine giant. The algorithm ranked websites by authority. 

Every page of a website has authority and the sum of all pages has another authority metric. The authority metric is largely determined by how many people link to them (backlinks). The aggregate score of all pages pointing to a domain creates the domain score, which is what Syndiket calls “Domain Rating”, per Ahrefs metrics. The more a site is referenced, the more authority it has. But, the real improvement to the algorithm came when Google began to classify authority weight. 

If Tony Hawk endorsed Syndiket for skateboarding, it would carry a lot more authority than 5 random high school kids endorsing Syndiket. This differentiation in authority happened in 2012 with the Penguin update. Authority SEO is complicated but VERY important.

Popularity signals are especially strong for GMB or local SEO, but popularity and engagement are used for all rankings. The goal of this signal is for Google to verify its own algorithm. You can check off all the boxes, but if your content is something real people hate, Google has ways to measure that. Syndiket has proprietary methods of controlling CTR (click-through rate) but we also infuse CRO methods into our work to make sure people actually like the content. Social shares and likes are also included in this bucket.

Content Syndication Best Practices

Now you are aware of what content syndication is and its potential impact on SEO. Here are some best practices to keep in mind if you plan to move forward with this tactic.

  1. Don’t Give the Other Website All the (SEO) Credit

As we already told you, the major risk in SEO with content syndication is the possibility that another website will be ranked higher and be credited for your work. To minimize this risk Elegant times proposes that you should have an agreement with a website where you are submitting the article that it should include a rel=canonical tag that will indicate to the original source of the syndicated content. 

You can also include a NoIndex tag to stop syndicated content from being indexed, to begin with.

  1. Find the Right Publishing Partner

If you are a writer and seeking for a large number of readers, the foremost step is to look for the ideal outlet to publish your content. Theme Circle is a source which offers a sortable list of over 5000+ outlets looking for guest blog posts. Just be sure that you’re clear in your pitch and that you’re specifically looking for a content syndication partnership.

Be realistic: If you are new in the market expect to start small and through continuous struggle build you way up the ranks. 

  1. Syndicate Content on Multiple Platforms

Content syndication is not just about posting articles on other websites. The following platform can also be worth exploring as part of a complete content distribution strategy:

  • Linkedln gives you a great platform to share your expertise and content writing skills. According to LinkedIn’s guidelines, LinkedIn can assign and annotate any content you share. The great thing about LinkedIn is that it shows up on search engine results pages (SERPs), though it’s unlikely to outrank your website for the same content. 
  • Medium is a great publishing outlet founded by Evan Williams, who was chairman & CEO of Twitter (and also co-founded Blogger). Medium collects content and sends personalized recommendations to subscribers based on previous articles they’ve read. Medium offers a (somewhat outdated) WordPress plugin that allows you to automatically post your blog to your Medium profile.
  • Quora is the most popular question and answer site and it provides a great opportunity to share your content. You just have to search for topics relevant to your content and answer questions using excerpts from your content, with a link back to your website.
  • Reddit is known as “the front page of the internet”. Quora has a lot of limitations, while Reddit focuses on content and community. You can think of Reddit as the uncensored version of Quora. Reddit is one of the most diverse networks on the internet and has different subreddits (or forum groups) where people discuss their interests.
  • There are also many outlets for anything WordPress related, you should also try syndicating content to LinkWP or ManageWP.org. Another popular outlet for syndicating B2B content is Business2Community.

Ideally, you will test some of these platforms and end up focusing on those that provide the most out of your time. Not every option will work for every person or brand.

  1. Pitch Perfect

Some of the largest content syndication sites are very demanding, and they also receive tons of requests, so be sure to send your best content to stand out. Read the site’s rules and take the step that is perfect for their site.

If your ideal platform won’t budge when it comes to syndicating content, consider Andy Crestodina’s tips for creating new variations of existing original content to submit instead.

How to Syndicate Content from Other Outlets

If you are interested in syndicating content on your site, here’s how to get started:

Use WordPress Plugins

If you want to flesh out contents of your website, there are several plugins available that will automatically syndicate content from other websites into your blog. These plugins usually help you get content from Atom or RSS feeds for publishing on your site. You can add as many sites as you want, and even set the interval when content is published.

One of the best plugins is Cybersyn. It’s  a powerful plugin that can get you full-text articles, moreover can add custom footers that will be displayed on your site, embed videos, and generate featured images including the thumbnails for posts. It  also gives the facility of translation, and can translate syndicated articles over  100 different languages. 

There are some other content syndication plugins that can also be worth mentioning i.e. FeedWordPress, WP Syndicate, and WP RSS Aggregator. Moreover there are plugins which allow you to republish your content from your blog to another website, like Medium plugin as mentioned above.

Manually Syndicate Content

If you want to give your words a personal touch, you can choose to syndicate content manually, No doubt this is certainly a more tedious option. To get a collection of content to retrieve, you can register with an online feed aggregator such as Feedly, which allows you to add content from RSS feeds that you like and compile it in one place.

Final Thoughts: What is Content Syndication & How Does it Impact SEO?

To promote your content, syndication can be a best solution for websites that need content to publish and brands who want to expand their audience. By properly tagging content to direct Google to the original version (or stopping it from being indexed in the first place), you shouldn’t experience any negative SEO side effects.

If you have any other questions feel free to ask; we’d love to help you.

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Syndiket Marketing 
1033 Demonbreun St, Nashville, TN 37203
(615) 551-5257

Syndiket is a Nashville based digital marketing agency with a strong emphasis on SEO, PPC, & Web Design. Your clients are searching for you. Be there with Syndiket.

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