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How to Syndicate Your Content the Right Way

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For blog owners, syndication is double-edged sword. On one hand, it is an effective way to re-use existing blog material.

On the other, it’s a scary tactic that, if used improperly, may bring about the wrath of the Google Gods or the Big Panda.

In the end, both of these viewpoints hold some truth.

The fact remains, however, that syndication is a valuable tool in a blogger’s tool belt. The secret is simply learning to do it well.

What is Syndication?

Syndication is the process of publishing one blog in multiple places. It looks an awful lot like duplicate content except for the fact that bloggers who utilize syndication also utilize certain precautionary measures that protect them from getting dinged by search engines.

For example, good syndicated content is a recap of a published blog. Duplicate content is simply the same blog copied and pasted onto a different site.

Although it might seem scary, learning good syndication practices is as simple as learning when, where, why and how to syndicate your content.

When Should You Syndicate Content?

This depends largely upon what your goals are as a blogger. If you’re just getting started, you may choose to syndicate content more often than a blogger with a higher profile. This will allow you to attain a broader reach and more visibility. No matter how often you choose to syndicate, though, the rules are always the same: you only want to syndicate your best content. Don’t syndicate content that is just so-so or isn’t interesting to your audience.

It’s important to avoid syndicating all of your best content. By ensuring that your blog features several pieces of high-quality, original work that isn’t found anywhere else, you’ll boost your SEO rankings and build authority in your niche. Plus, refusing to syndicate all the great stuff you write leaves some of your greatest work specifically for your organic audience.

Where to Syndicate Content?

Focus on high-quality blog platforms that write for value, clarity and understanding. When it comes to syndication, quality is more important than quantity. By choosing to syndicate content on a few carefully-picked sites and then spending time and effort promoting that syndicated content, you are going to reap the largest possible benefits from your syndicated content.

Why Should You Syndicate Content?

Believe it or not – letting someone else publish your work is an ideal way to boost visibility and build authority. When your syndicated work appears on an external site, you reach a new group of readers, promote traffic to your blog and encourage increased views. Additionally, you provide the owner of the external blog with some great content and build relationships in the blogging community.

3 Tips for Syndicating Content The Right Way

Again, there is a right way and a wrong way to syndicate content. Syndicating content correctly involves inserting tags that alert Google to the syndication, writing recaps or using good linking practices to avoid it being taken as duplicate content. Use these 3 tactics to ensure that you’re syndicating your content safely:

1. Write Recaps: One of the easiest and safest ways to syndicate your content is to write recaps. Recap blogs need to contain the name of the piece, the platform on which it was originally published, some filler text, a nice image and a hyperlink to the post’s original location. Finish the post with a call-to-action and you’ve got an easy piece of syndicated content that won’t bring about the wrath of Panda 4.2.

2. Use a Cross-Domain Canonical Tag: A cross-domain canonical tag signals to Google which copy of an article is the original. The tag looks like this <link rel=”canonical” href=”http://www.yourdomain.com/original-article.html” /> and, when inserted into the head section of a page, makes it safe to have the same content in two different places.

3. Use No-Index Meta Tags: No-index meta tags are a handy way to communicate to Google that it should keep the original copy but exclude the syndicated copy from its index. It still allows linking between the two pieces and can be a helpful tool for bloggers who syndicate often.

Balancing Your Syndication Practices

Although syndication is an important tool, it is equally important to continue creating high-quality, original content. Sites that rely too heavily on syndication are in danger of Google penalties. In fact, when the Panda 4.0 update was released in 2014, many sites that relied heavily upon syndicated content saw a 60% decrease in organic traffic. In order to avoid this pitfall, ensure you’re not syndicating everything and that your original content always outweighs your re-purposed content.

In the end, although syndication is an effective way to boost traffic and re-purpose your content, there is no substitute for creating high-quality, original pieces that are unique to your site. When you combine this with some carefully placed and well-executed syndication, the blogosphere will be yours for the taking.

To learn more about boosting your traffic and visibility, visit the Express Writers blog today.

About the author

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Julia McCoy

Julia Spence-McCoy is the CEO of Express Writers, an online copywriting agency that began in 2011 with thousands of web content pages written to date and more than 50 talented writers on the team. Her passion is copywriting and all that pertains, including the ever-changing game of Google algorithm updates.

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