Ranking As The Original Source For Content You Syndicate

When you write content on your site, whether it’s a blog post, product description, or an article, you likely want to rank well for it. I’m often asked how best to ensure this when you’re also syndicating that content.

Why Syndicate?
There are good reasons for syndicating content. Syndication can bring traffic, exposure, and sales.

If you’re a blogger, you might syndicate your posts to get wider distribution. If your posts are seen by a bigger audience, you might gain some of those readers for yourself. If your site provides authoritative resources, you might have a partnership with other sites that want to include that content. And if you sell products, you might provide affiliates with content feeds, which in turn brings in additional revenue.

But What Should Rank?
But from a search engine perspective, syndication can cause a bit of a conundrum. If what you wrote is a relevant result for a search, the search engine wants to show it to the searcher. But not show it twice (or three times, or maybe even a thousand times in the case of an affiliate feed). And that makes sense. If you’re searching for something, you don’t want multiple results that all lead to the same content even if that content is on different sites.

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