Content Syndication: What It Is and How It Impacts SEO

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By Laia Cardona, on 27 February 2024

Content syndication is a fascinating practice within a content marketing strategy. Surprisingly, not many people leverage it—either due to lack of awareness or concerns about potential negative impacts on SEO positioning. So, what exactly is content syndication, and does it truly hinder your efforts? In this article, we aim to dispel any doubts you may have about this process and highlight the valuable opportunities it can bring to the table.

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Content Syndication_ What It Is and How It Impacts SEO

What Is Content Syndication?

Content syndication involves republishing content on a webpage that has previously appeared on the Internet, be it your own site or a third party's, without any alterations while respecting copyright and providing a link to the original article.

The primary goal of this practice is to extend the reach of the content to a broader audience. The benefits extend to both the original author of the article and the one republishing it on their website, as well as the audience.

  • Increased authority: When an author's content is republished on a reference website in a particular sector, the public will automatically give credibility to that person. In addition, if this is done frequently, consumers will become familiar with the author and he/she will start to increase his/her brand awareness.
  • Greater reach: The internet is saturated with information and, as an author, it may be difficult to carve out a niche for your website in the sector you want to work in. Syndicating your content on websites that are already consolidated is a way to make yourself known and reach a much wider audience.
  • Boosting quality: Website owners can find in this practice a great ally to show their audience quality and honest content.
  • Increased conversion and consumers: If you offer users quality content on your blog, they are more likely to leave their email addresses to subscribe to your newsletter and continue getting valuable information. Syndicating content from key authors in your industry is a great marketing action to increase your database and increase your sales.
  • Good way to get backlinks: As when syndicating content you have to name the original author and a common practice is to indicate which is the original link, the author can get very good backlinks that will favor the SEO positioning of your page.

When we talk about content syndication, we generally refer to written content, but syndication can be done with any type of format: video, infographics, podcast... Any type of content that you use in your content marketing strategy can be used in this procedure.

Differences Between Content Syndication, Guest Author and Content Reuse

Before we delve deeper into content syndication, it's crucial to grasp the distinctions and avoid confusion with terms that may seem similar at first glance.

Guest blogging or guest posts, for instance, are often mistaken for syndication practices. However, they are essentially original publications crafted by an author or brand on a third-party domain. The aim is to boost the authority of either the guest author or the hosting brand, depending on who is better known. This collaboration can be either paid or unpaid, and typically, the guest author includes links to their own pages within the article to generate quality backlinks.

On the other hand, content reuse involves drawing inspiration from one or multiple texts and completely reshaping their structure to create fresh content. For instance, when you compile different articles into a comprehensive ebook or transform a video webinar into a blog article, you're engaging in content reuse. It's important not to mistake content reuse for simple copy and paste, as the two are entirely distinct. One benefits SEO, while the other, considered duplicate content, does not.

In summary:

  • Content Syndication: Involves republishing original content from the internet on another website.
  • Guest Blogging: Entails creating original content on a website by an individual or a guest brand.
  • Content Reuse: Encompasses crafting original content derived from or inspired by previously published material, often in different formats.

How It Affects SEO and How To Avoid Being Considered Plagiarism

I'm sure you're wondering, "Why should I syndicate content on my website if it's just copying and pasting from another page? Won't search engines like Google penalize that?" It's a common concern, but rest assured, this can only become an issue if you don't handle syndication properly.

Step by Step to Syndicate Content Correctly

To ensure you know the correct way to syndicate content on your website and avoid any concerns about plagiarism, we'll outline three straightforward steps for you to follow.

1. Choose the Right Content to Syndicate

Optimal syndication candidates strike a balance between aligning with your brand's style, having a strong position, and maintaining high quality. Pick a topic, browse through search results, and choose pieces that embody these characteristics.

However, exercise caution with recently published content. Syndicating it may risk search engines mistaking it as original, potentially causing issues with the author and tarnishing your brand image.

2. Link to the Original Link

To avoid plagiarism concerns, it's crucial to clearly indicate the source from which you extracted information. A common approach is to include an introduction specifying the text's origin.

3. Use the Canonical Tag

While users may already perceive your compliance with anti-plagiarism measures, it's time to ensure search engines like Google acknowledge it too. Use the canonical tag, signaling to Google the rightful owner of the content. Place the rel=canonical attribute on the link to the original content, and the algorithm will correctly attribute the content's merits.

How To Get Other Websites to Syndicate Your Content

If you're someone looking to carve out a niche in a specific field and believe that content can be a powerful tool in achieving that goal, syndication can be a valuable strategy. We recommend starting by creating high-quality content on your website to establish a robust content history. Once you have a solid foundation, it's time to identify authoritative domains relevant to your niche. After selecting a few, reach out to the individuals managing those domains and propose a collaboration. While some may request compensation, it's not always necessary, as they may find value in featuring your content.

It's essential to understand that the success of syndication collaborations is often linked to the quantity and quality of your content, as well as its positioning. Consequently, this process requires substantial upfront effort.

If you're struggling to find brands for collaboration, consider exploring platforms where you can independently syndicate your content. Websites like LinkedIn or Reddit provide common spaces for expanding the reach of your texts and connecting with a broader audience.

Google’s Extra Recommendation for Content Syndication

Are you familiar with the NoIndex tag? When you add this tag to a page, it signals to Google that you prefer not to have it displayed in search results. This can be particularly useful for entries generated through content syndication. By employing the NoIndex tag, you not only safeguard against penalties for syndicated content but also enhance the user experience by avoiding duplicate results with identical content.

To implement this, simply insert `` within the page's head section using the code version.

We hope this insight provides you with another effective tactic to bolster your content marketing strategy, whether you're managing a blog aiming to expand your content or you're a creator looking to reach a broader audience. However, it's crucial not to overlook the various tips and recommendations we've shared throughout the text to ensure proper execution of content syndication and maximize its potential benefits.

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Laia Cardona

Responsable de la estrategia de inbound marketing en Cyberclick. Gestión del CRM con Hubspot, de la base de datos y creación de la estrategia global de contenidos, workflows y lead nurturing. Experiencia en marketing digital, comunicación digital y periodismo en medios de comunicación.

Responsible for the inbound marketing strategy at Cyberclick. Experience in digital marketing, digital communication, media journalism, CRM management with Hubspot, creation of global content strategy, workflows and lead nurturing.