Web Syndication What It is How It Works
Web Syndication: What It is, How It Works
What Is Web Syndication?
Web syndication is a marketing strategy for websites that licenses the broadcast or distribution of content from one site to another. The most common example is a content licensing arrangement between Internet companies where one company provides content to be published and promoted on another’s website.
Key Takeaways
– Web syndication is a marketing strategy that licenses the broadcasting or distribution of content between Internet sites.
– It usually occurs between content-producing sites and larger websites with built-in audiences.
– The content site increases exposure and traffic, while the distributing site attracts more users by providing additional content.
– Search engine optimization (SEO) benefits from web syndication by driving traffic through embedded links and codes in the files.
– Content-producing websites may pay for syndication to showcase their material in high-traffic areas like Facebook, Instagram, and top search results.
Understanding Web Syndication
Web syndication is a mutually beneficial arrangement between two parties. It increases the exposure of the content provider’s website, attracts more traffic at little to no cost, and offers more in-depth information to users. This arrangement is common between niche, low-traffic content producers and larger websites that lack specialized content.
Web syndication is an online version of content sharing that has existed since the early days of print, radio, and television. Just like syndicated television shows, web syndication allows access to a larger audience for syndicated content.
Web Syndication and Link Building
Web syndication plays a crucial role in link building. The embedded links in syndicated content drive traffic back to the original website, improving its search results and overall site ranking. It can also earn the content provider additional page views and exposure.
Web Syndication and Paid Traffic
In certain cases, websites pay for syndication to have their content placed in specific high-traffic locations. Distributors like Yahoo, Google, and social media platforms offer such services. Content syndication networks, such as Outbrain, Nativo, Zemanta, and Taboola, can help bloggers spread their content.
Paid traffic costs significantly less than traditional advertising space on radio or television. Facebook and Instagram allow advertising content for just a few dollars, but this differs from true web syndication that relies on licensing agreements.
What Do Sites Gain From Web Syndication?
Web syndication helps distributing sites attract more users by providing additional content and increases the content site’s traffic and exposure.
Do Sites Have to Pay For Syndication?
While web syndication is often free, high-traffic sites may charge a fee. The fee typically depends on the size of the distributor’s site because it covers the cost of traffic. Paying for syndication can ensure premium placement and is often less expensive than traditional advertising.
Are There Any Limits to the Types of Content That Can Be Syndicated?
The acceptance of content depends on the distributor. Typically, product videos, images, and descriptions are accepted. The distributor should inform you of its requirements or make adjustments to your copy and images.
The Bottom Line
Web syndication is a content licensing agreement between Internet companies. One company provides content to be published and promoted on another’s website, sometimes in exchange for a fee. This arrangement benefits both parties, and the cost is often much lower than standard advertising in other media formats.