Content Syndication is an attractive strategy for digital marketing specialists. It allows content to reach a wider audience with minimal effort.
Additionally, it can generate backlinks from third-party sites, which, in theory, should benefit SEO. However, its impact on organic rankings is not always positive.
When the same content is published on multiple platforms, search engines must determine which version is the original and which should appear in search results. If tags like canonical or nofollow are not properly implemented, syndicated content may compete with the original, diluting its authority and affecting organic traffic. So, how can you ensure that syndication benefits SEO rather than harming it?
How to Syndicate Content Without Harming SEO?
One of the main challenges of Content Syndication is ensuring that search engines do not interpret it as duplicate content. Although syndication is not the same as duplication, it is essential that Google recognises it correctly. To achieve this, it is advisable for third-party sites to include a link to the original content and a clear reference stating that it has been republished with consent.
Additionally, the site syndicating the content should implement a canonical tag pointing to the original version. This tells Google which version to prioritise in search results, reducing the risk of the syndicated content outranking the original. If these measures are correctly applied, syndication can be an effective strategy to increase visibility without negatively impacting SEO.
How to Syndicate Content?
Now that you understand Content Syndication and the key SEO practices to avoid issues, here’s a step-by-step guide on how to syndicate content easily:
1.- Create High-Quality Content
For Content Syndication to be effective, the content must be high-quality, engaging, and well-structured. Since it will be seen by a wider audience, it should be polished and compelling.
Including elements such as infographics, research findings, and expert analyses can help capture attention and add value. Additionally, it is not always necessary to syndicate the entire content; sometimes, sharing only the most relevant or visually impactful information is enough.
To maximise its reach and authority, it is advisable to optimise the content with strategic keywords that align with industry trends and relevant searches.
2.- Choose Between Free, Paid, or Owned Syndication
There are three main ways to syndicate content: free, paid, or owned.
Free syndication involves finding publications willing to share your content at no cost. To do this, look for terms like "originally appeared in" and reach out to editors to request syndication, ensuring the correct use of canonical tags and references.
Paid syndication is done through services designed for this purpose, such as Outbrain or Taboola, which allow your content to be published on high-traffic sites like CNN for a fee. This option is ideal if you seek a broader reach and are willing to invest in the process.
Owned syndication allows you to republish your content on platforms such as LinkedIn or Medium without needing to negotiate with editors. In this case, you handle everything yourself, but it is crucial to include links to your original content to preserve its authority in search engines.
Content Syndication is an excellent way to increase the visibility of your content, provided that proper SEO precautions—such as canonical tags and references—are taken. Make sure to establish a clear agreement with your syndication partner to protect your SEO and maximise the impact of your content.
Do you want to start a Content Syndication strategy? At PGR Marketing & Technology, we guide you through the entire process.
