Content syndication may be an excellent way for a publisher to showcase its expertise to a larger audience, but it does carry the risk of compromising the SEO of its own site.
With the amount of time that the average internet user spends online increasing to almost 7 hours per day by the end of 2021, publishers have sought to cash in on the spike in demand for content.1 The news content syndication market is projected to grow from an estimated $4.5 billion in the first year of the pandemic to $5.2 billion by 2026.2
Syndication continues to evolve, especially in the methods that content producers and marketers use to increase visibility to a global audience.3
Real simple syndication (RSS) feeds, for instance, became popular in the early 2000s for content to be quickly distributed to subscribers.
These have given way to app-based content syndicators (PDF download).4 These platforms are driven by algorithms that aggregate videos, marketing and digital technology content, as well as news and social media network information.
Given this evolution, this article explores the significance of content syndication and how businesses that originate content can adopt a revised approach to accelerate discovery and improve their search result rankings.