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Content marketing tips: SEO implications for rebroadcast articles

By Alexandra Reid

My colleague Leo Valiquette came to me with a thoughtful question the other day: When the same article is being syndicated across the web, does that have negative consequences for search? While I have some basic knowledge in search engine optimization I was eager to learn more and so I turned to Chris Biber, president and CEO of SearchingWorks and our SEO advisor, for answers.

Generally speaking, thoughtful content syndication is a great way to increase online visibility for a company, said Biber. But he also drew the distinction between content syndication and article marketing. All too often marketers fall off the tracks by not following best practices and resorting to black hat content distribution (aka article marketing) methods that can ultimately damage a company’s search engine ranking and online reputation.

Google’s goal is to find the most authoritative and relevant results for your search query. For content syndication purposes, Biber says it’s best to work with Google, not against it, to help it identify you as the original content creator.

“There are no short cuts to online authority and you don’t do yourself any favours by trying to trick Google into thinking your site is authoritative,” said Biber.

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