Content syndication represents the multiple use or exchange of content. This includes text or image material as well as graphics, videos or software.
With content syndication, you make your content, of which you are the creator, available to third parties for reuse or further exploitation.
Example: You write and publish an article first on your own blog, to publish it later on another website that might reach a different or larger target audience.
Content Syndication as SEO Strategy
You can share your own content with a wider audience through content syndication. Properly implemented, this represents a good SEO strategy. Often you can kill two birds with one stone:
– On the one hand you strengthen the reputation ofyour own domain or that of the originator and
– on the other hand, it’s a proven way to do link building.
For SEOs it has long been a good way to use RSS feeds to direct backlinks to their own projects. Also, you can get traffic to your own site by using content multiple times. However, you should usethis tactic with cautionespecially in regards to “spamming” and “duplicate content” !
The focus of content syndication should therefore be on the benefit for the user and the relevance for your own site.
The benefit of content syndication: readers discuss an article of yours that has been republished on another website. The website that publishes the article thereby bequeaths authority to your website. Some readers of the syndicated article will then visit your website out of interest, which in turn will get you traffic.
Dangers and problems
Legal problems: Publishers initially face a copyright problem with content syndication, as content providers must consent to the inclusion of third-party content on their own site. Therefore, it is not recommended to include the contents of an RSS feed on your page without being asked.
One-sided content: If many websites benefit from the distributed content of one content provider, the uniqueness of your website may suffer. Google, as well as users, see the mass use of content syndication as spam rather than a useful source of information in the long run.
Danger of Duplicate Content: If you include RSS feeds or other syndicated content on your website, you should be aware of the danger of duplicate content. You could remedy this by marking the outbound links as rel=”nofollow”.
The targeted use of content syndication, which is especially rewarding for visitors to your website, can add value to yoursite.
In the end, the publishing side, the author and the readership profit from this. At the same time, however, some restraint in content syndication is advisable!
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