Syndicated Content and SEO: What You Need to Know

February 8, 2024
Syndicated Content | Cover Image

What is Syndicated Content?

Syndicated content is when web-based content is re-published by a third-party website. Syndication covers a range of content types including articles, blog posts, videos, and infographics among others. The primary goal of syndication is to reach a wider audience by leveraging the audience of another site.

Why is Syndicated Content Important in SEO?

Syndicated content is important in SEO for several reasons. It can greatly expand your content’s reach, introduce your brand to new audiences, and help build backlinks to your original content, which are vital for SEO. In an era where content is king, having an effective syndication strategy can differentiate between obscurity and visibility.

How Syndicated Content Affects SEO?

The effects of syndicated content on SEO can be profound, both positively and negatively, depending on how it’s implemented.

“1. Increased Visibility: By syndicating content, you can reach audiences on sites that may have much higher traffic than your own. This increased visibility can lead to more traffic, higher engagement, and more inbound links back to your site.

2. Backlink Building: If the syndicating party includes a link back to your original content, this can help build your site’s backlink profile, which is a critical factor in Google’s ranking algorithm.”

3. Potential for Duplication Issues: When not correctly managed, content syndication can lead to duplication issues, where search engines face multiple versions of the same content. This can potentially dilute search visibility or cause search engines to rank the syndicated piece over the original content. It is crucial to use canonical tags correctly to point search engines to the original content source.

– A study by Ahrefs found that 90% of content does not receive traffic from Google, highlighting the need for strategies like syndication to boost visibility.


How do you ensure that syndicated content benefits your SEO?

To ensure syndicated content benefits your SEO strategy, always use a canonical tag that points back to the original content. This tag tells search engines which version of the content to consider as the original, helping prevent duplicate content issues.

Can syndicated content rank higher than the original content?

Yes, it’s possible for syndicated content to rank higher than the original content if the syndicating website has higher authority and SEO strength. However, using canonical tags and choosing reputable syndication partners can mitigate this risk.

Is syndicated content considered duplicate content by search engines?

Not necessarily. While syndicated content does appear as duplicate across different sites, search engines like Google have algorithms to determine the content’s origins. Proper use of canonical links and coordination with syndication partners can ensure that the original source gets the credit and avoids penalties associated with duplicate content.


In the complex landscape of SEO, syndicated content stands out as a powerful tool for expanding reach, building brand recognition, and enhancing your site’s backlink profile. However, it requires a strategic approach to avoid potential pitfalls, such as duplication issues and loss of traffic to syndicating sites. By carefully selecting syndication partners, using canonical tags, and continually monitoring the impact on your SEO, you can leverage syndicated content to its full advantage. Remember, the goal is not just visibility, but maintaining the quality and credibility of your content, ensuring it works to support your overall SEO strategy.

February 8, 2024

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