How to implement syndicated content properly

How to implement syndicated content properly

Updated July 6, 2021

Duplicate content has been an issue since Google started working on it years ago (almost 10, holy cow!) If you’re an internet veteran like me, you’re extremely careful about pages. web is penalized in search ranking for anything.

Duplicate content is the easiest penalty to explain: Don’t copy content from others; do not create multiple pages with the same copy. If you do, Google will penalize you in search rankings. Simple isn’t it?

When providing content that works for both our sales and public relations efforts. The old developer in me was immediately like, “RED FLAG, RED FLAG, DON’T STAY THAT POST ON OUR BLOG!!! I’m sure this will lower our search rankings. ”

Then I started to think that marketers must adopt this kind of oversimplified “strategic” thinking that is so commonplace – which, ironically, guarantees they will miss out on SEO opportunities. My PR people were screaming, “How will we be visible if we don’t give information?”

Since we need to be found through search and we need information to show up, I’ve included a few research-backed protocols. Let’s start with the basics.

What is duplicate content?

Content blocks that are the same or match across domains or on the same domain qualify as duplicate content. Let’s call it conccon, for short, because lately I’ve been very fond of cons.

#content blocks that are the same across domains or on the same domain qualify as duplicates, @RandyApuzzo via @ indicates CMIContent @Conductor. #SEO Click to Tweet Dupcon may be flagged as phishing and not malicious. The deception comes from the days when people appropriated content to rank higher on search engines to sell whatever they could. Years ago, you could take advantage of Google’s search algorithm to quickly rank for search keywords ; people did this (I was at fault) and Google started cracking down. Non-malicious duplicate content is essentially citation distribution or pulling. This content comes mainly from marketing and press releases.

What is informative content?

The process of pushing your article, website or video content to third-party websites is called content syndication. This type of content can be published as a full article, excerpt, link, or thumbnail. Since I call it duplicate content, I call it synchronizing syndication (dang, that sounds great). I won’t explain how to provide content, but if you want to learn more check out Eric Enge’s article about why, when and how to deliver.

The big questions are: can a syncon be considered a conccon? And, how do the search engines know which one it is? That’s when the research starts to be done and I’ll go directly to the search agency, Google, which says “CHECKLY CORRECTED.” This reminds me of the “drink responsibly” campaign. We know you’ll do it, but be safe; After all, it’s the internet. When you make content available, attribution is your designated driver.

When you provide #content, the allocation is your specified driver, @RandyApuzzo via @CMIContent @Conductor said. #SEO Click to Tweet This is advice straight from the support page by Google About duplicate content:

If you make your content available on other websites, Google will always show the version that we think is most relevant to users in each given search, which may or may not be is the version you want. However, it is helpful to ensure that each site where your content is syndicated includes a link back to your original article. You can also require people using your provided documents to use the prevent indexing meta tag to prevent search engines from indexing their version of the content.

Note that I copied the exact Google stuff and assigned it to them. Google instructs us to always link to the original article. Once your PR team publishes an article on a particular website and its grace period for sole use ends, it’s time to provide and link to the original article. That’s how you make great syncons, not repeats.


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Dive a little deeper


There are exceptions. Three types of content will not be flagged as duplicate even without attribution: shops (products), discussion forums, and the printer-only version of the site – the product page is important. most important. Google says, “In-store items displayed or linked via multiple separate URLs” are considered non-malicious. Forums are a fixture because they take place as a natural discussion.


Always a hot topic for large, multi-site deployments, localized content is explicitly addressed by Google . For example, if you’re creating a German-based website (“de” stands for country), don’t use or Use country top-level domains like Doing so allows localization of each language. Let’s say you have a Canadian site and a French site. The Canadian site can have and, and the French site can only have

Quick tips for technical folk

Standard attribute

If you want to make content available, be sure to let Google know the source of the content.

Using the `rel=”canonical”` attribute on the link tag links back to the original article, internally or externally. Eg Link to the original . This marks content as duplicate, telling Google and other search engines not to flag it. At the same time, the canonical tag acts as a requirement for search engines to rank the original content higher than its copies.

The canonical tag acts as a requirement for search engines to rank the original #content higher than its duplicates, @RandyApuzzo via @CMIContent @Conductor said. #SEO Click to Tweet Note: Some WordPress plugins and other webmaster tools provide a simple field to enter the canonical link that saves you from having to go through the password.

301 redirects

Don’t let the same page resolve to content from different URLs. If you have two URLs for the same page, such as and (one with a slash and one without), choose the format you want to resolve and have others 301 redirect to it.

JavaScript call

One way to deliver content automatically via AJAX calls is to populate the feeds after the page is resolved. This can be done using a JSON, XML or RSS feed. After the page loads, JavaScript can be used to make a request to load the content on the page. That content can be wrapped in an iframe to seamlessly show the current page navigation without taking the user to a new site.

Recognition of motherhood

In a multisite setup, use one site as the base for all global content. Post new content there first. When syndicating content on subsites, use canonical links to the original published article (as described above). This is great in a franchise or sub-brand scenario.

Practice safe content delivery

Even if you don’t deal with the tech side (in which case, feel free to share this post with your tech lovers), you need to understand how the content provided can work without does not cause Google and other search engines to penalize it as duplicate content.

Biggest lesson: Always attribute by linking to the origin.

With the awareness and knowledge described in this article, you no longer have to raise red flags when your sales, PR, or other teams scream that they want the benefits of content syndicated.

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Cover photo by Joseph Kalinowski / Content Marketing Institute

By Nguyen Manh Cuong

Nguyen Manh Cuong is the author and founder of the nguyendiep blog. With over 14 years of experience in Online Marketing, he now runs a number of successful websites, and occasionally shares his experience & knowledge on this blog.

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