Seo strategy

Is Syndicated Content Harming Your SEO Strategy?


With the high cost of content, many businesses are looking for ways to increase the ROI of their content creation efforts. And yet, while syndicated content isn’t new, only 27% of B2B marketers currently use syndicated content and promotional tools. Many companies are probably overlooking the benefits of syndicated content because they are concerned that the method will negatively impact SEO. After all, posting the same content in multiple places is duplicate content, right?

We turned to SEO and content marketing experts to find out what syndicated content is and how it affects SEO. They also offer some tips on how to use syndicated content effectively.

What is syndicated content?

“Content syndication republishes existing content on other websites to reach a wider audience,” said James Nuttall, Content and Outreach Manager at Healing vacation. This can include truncating content, reposting the entire content, or selecting snippets of content for reuse.

Louis Watton, Marketing Manager at Ship, believes that it is crucial to distinguish syndicated content from guest posting. He explained, “Guest posting involves creating unique content for another site, while syndicated content is taking content already posted on your own site and allowing another site to post that same content, by part or all. Unlike guest posting, syndicated content is a strategy for reusing content to maximize long-term ROI.

How does syndicated content affect SEO?

Noy Atias, Senior Director of Partnerships at Media Minutes, said syndicated content is useful “to increase the amount of exposure of a particular piece of content”. Along with greater brand awareness, syndicated content is a valuable tool for redirecting organic traffic to the company’s website.

While syndicated content can be a great content marketing strategy, there are SEO risks. “Content syndication, when used with care, can be very beneficial and not negatively impact SEO,” Nuttall said. But he believes there is a fine line between syndicated content and duplicate content that marketers should be aware of.

How to properly use syndicated content

Syndicated content can be a great strategy for some organizations to use, but you need to do it with caution. Here are some tips from the experts.

Use canonical tags

First of all, it is basic SEO practice to use a canonical tag, commonly known as the “canonical rel” tag.

Atias told CMSWire that “It’s best to configure a canonical URL so that the content provider gets SEO credit for the article. It is also important that the syndication partner clearly identifies the content provider in the article (ie. “

By using a canonical tag, you are essentially telling search engines that a specific URL contains the original or primary copy of a piece of content, thereby resolving any issues with duplicate or identical content.

Avoid malicious duplicates

“Even Google says 30% of content is duplicated; However, they usually don’t penalize unless the content is duplicated with malicious intent, ”Nuttall noted. If you copy and paste content for no good reason, Google will recognize it as duplicate content and won’t hesitate to penalize your website for it.

Cite sources

“Whenever you use content from another website, be sure to always link to the original article, citing the source it came from,” Nuttall said. This will show that you haven’t stolen the content and is also great for your SEO backlinking strategy. Citing sources is therefore a crucial step to avoid plagiarism and malicious duplication.

Get appropriate back links

“If the content partnership isn’t set up correctly,” Atias explained, “search engines can identify the content syndication partner as the source / origin of the content so they get the SEO boost. and organic growth. ” So the original content provider does not get any SEO advantage unless the content properly links to the content creator’s website and might even risk being penalized for posting duplicate content. This means that marketers should also add relevant back links throughout the article to redirect traffic to the original website.

Do not cede authority

Nuttall said, “There is a risk on the author’s side that sites that syndicate your content may end up ranking higher than you, because of your work.” If the syndicator’s site is better in terms of SEO, your content could increase its rankings even more. It suggests that you make sure that your site gets the proper credit for the content you create by having the syndicator accepted up front, otherwise Google may by default use the higher authority website as the original source of the content.

Keep it relevant

“Content should also only be syndicated to sites that have a reason to share it,” Nuttall said. There is no point in syndicating content on websites belonging to unrelated industries. If you post irrelevant content, you are unlikely to drive any traffic to your site and put your brand at risk in terms of SEO.

Weigh the risks

“It’s up to you to decide whether the risk of duplicate content is worth the new public exposure,” Watton said. If you manage to get the right syndication partnership deal, the strategy can drive organic traffic to your site, but a bad deal could result in Google being penalized. Syndicated content may not therefore be ideal for all organizations and you will need to carefully weigh the pros and cons before you get started.