How Content Syndication and SEO Can Work Well Together
Some B2B brands have resisted the benefits of content syndication, fearing its influence on their SEO. In fact, only 30 percent of B2B marketers currently consider content syndication as their most successful lead generation tactic.
Did you know that, done correctly, content syndication can actually help, not hurt your SEO results?
We work with B2B teams to bring content syndication and SEO together for brand success. This article explains three strategies you might want to consider.
Does Content Syndication Impact SEO?
So let’s get to the elephant in the room. No, you will not cause any damage from content syndication if you carry out your SEO strategies appropriately.
Although content syndication is about republishing blog posts, video and other digital content on other sites, it won’t harm your reputation when you make careful SEO decisions.
Benefits and Risks of Content Syndication on SEO
First, let’s start with the benefits and take a look at powerful reasons to get past any fears of being penalized for republished content. Content syndication actually benefits your SEO in three ways:
- Earn more pageviews, backlinks and referral traffic if readers enjoy your content. [Read Anna Crowe’s experiment on content syndication]
- Get an uptick in new subscribers to blogs and feeds.
- Give republished pieces new life on social media and other channels of syndication partners.
Sounds good, right?
While content syndication gives you benefits like these, it can have some drawbacks, and that’s what rightfully concerns B2B marketers. Here’s how to avoid any issues.
How to Syndicate B2B Content in an SEO-Friendly Way
Some B2B marketers fear that content syndication may lead to penalties for duplication. Others fear high-domain websites outranking their original pieces in SERPs. Luckily, we’re here to help ensure this doesn’t happen.
1. Pitch to the Right Publisher
Some say the simplest way to start is with Google search. Use keywords like “originally appeared on,” “originally published in,” “republished with permission” to find relevant syndicates for your content assets.
The above results show some possible syndicates. Try a search like this, for example, for a site to syndicate content about data: “data articles originally published on the internet”
Once you’ve identified sites that credit content properly, how to narrow down to the right syndication partner from that list?
- Go for a site with similar or better domain authority than yours
- Check if they offer canonical links to your original piece
- Make sure their target readers match your buyer personas
- Ask if they provide intent-led content syndication services
So before you pitch your content to third-party sites, learn more about them. And if this sounds overwhelming, know that some experienced content syndication partners can help you through every step.
2. Get Proper Backlinks
Set up your content partnership appropriately for SEO from the start. This means getting relevant backlinks throughout the blog to drive traffic back to your site. This is important for brand awareness. If the syndication site doesn’t provide proper backlinks, search engines may identify the publisher as the source/origin of content, giving them the SEO boost and organic growth. This could even result in you being penalized for duplicate content issues.
3. Use the Right Tags
The best SEO practice for content syndication is use of a canonical tag, “rel canonical,” when syndicating content.Setting up a canonical URL instructs search engines that this specific URL has original content, resolving duplicate issues. It gives proper SEO credit for the article to the provider. The publishers must also include a “meta noindex tag”, which tells search engines to remove the page from indexing. It helps rank your original or master copy on SERP.
Now you know how to better syndicate B2B content that benefits your SEO strategy as well as drives engagement. Leverage these best practices to increase brand awareness, referral traffic and leads.To learn more, have a look around our other blogs and resources on content syndication.