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Är det en Google Ranking Factor?

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Is It A Google Ranking Factor?


Does syndicated content affect organic search rankings?

In some cases, syndicated content is viewed as spam.

In others, it can outrank the original content.

And yet syndication is a widely accepted practice in journalism and content marketing alike.

But is it a ranking factor in search ranking algorithms?

In this chapter, we’ll determine if syndicated content is a Google ranking factor.

The Claim: Syndicated Content is A Ranking Factor

Content syndication happens in a number of ways.

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Individual content authors may choose to syndicate their content in an attempt to reach larger audiences.

For example, a CEO may publish a blog on their company website.

They may then syndicate the same blog post to LinkedIn, Medium, or elsewhere.

This enables them to tap into the audiences of each network and possibly link back to the main company website.

Publications and blogs can also choose to syndicate content.

This happens when a publisher (content creator) agrees to share their content with a partner (the syndicator) – or even multiple partners, with the goal of further expanding the reach of that piece of content and the brand behind its creation.

The syndicated content piece, when it appears on the third-party site, could end up being:

  • Identical (all content is the same except for the URL where it lives).
  • Condensed (e.g., perhaps only the first paragraph or some portion of the article appears).
  • Edited significantly (e.g., it has a different headline, or has had portions edited, removed, or rearranged).

When syndication happens without the creator’s consent, this piracy can result in duplicate content rather than syndicated content.

Let’s call this what it really is: Content theft.

Annons

Some websites use software to scrape content from other websites.

These websites may only scrape content about a particular topic to syndicate.

Others may scrape anything that is popular in an attempt to attract search traffic.

The Evidence Against Syndicated Content As A Ranking Factor

Google Search Central has specific quality guidelines for webmasters. In the Advanced SEO section, they specify two scenarios related to syndicated content that constitute webspam:

  • Publishing auto-generated content created by scraping RSS feeds or search results.
  • Publishing scraped content using automated techniques that add no additional value to or modify the original content.

In either scenario, your content is unlikely to rank in search results.

The authors of the original content may also be able to file for copyright infringement.

I 2012, Google Search Central released a video on webspam content violations.

This video reiterates the use of automation and scraping to create syndicated content as spam.

I 2018, John Mueller, Google Search Advocate, talked about how syndicated content had the potential to outrank original content.

Annons

This happens when the syndicate site has additional valuable content surrounding the pirated content.

I 2021, in an article published on Google Search Central for developers, Google discussed how to handle duplicate content.

In regards to syndicated content, they suggest the following:

“If you syndicate your content on other sites, Google will always show the version we think is most appropriate for users in each given search, which may or may not be the version you’d prefer.

However, it is helpful to ensure that each site on which your content is syndicated includes a link back to your original article. You can also ask those who use your syndicated material to use the noindex tag to prevent search engines from indexing their version of the content.”

Syndicated Content As A Ranking Factor: Our Verdict

If you are using content syndication to reach new audiences on popular networks with high-quality content, you can boost your visibility in search by ranking on other networks.

But simply syndicating content will not help the rankings of the original content in search results.

Therefore, we’ve classified it as unlikely to be a ranking factor.

Annons

Featured Image: Robin Biong/Search Engine Journal





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SEO

Tips To Improve Your Relationship

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Tips To Improve Your Relationship

Historically, the tension between chief financial officers (CFOs) and marketing heads has often resulted from misalignment around long-term vs. short-term goals.

While CFOs are required to submit quarterly financial reports to shareholders, marketers are more often fixed on long-term objectives, such as brand value – which can be abstract.

Thankfully, the role of the CFO has evolved over the past few years, as most CFOs are no longer business hall monitors concerned with cost-cutting and oversight.

Rather, many CFOs now actively participate in organizational growth strategies designed to counteract losses in any economic environment.

Ideally, this shared goal should naturally align with many marketers’ objectives and create synergy down the road.

However, many organizations struggle to create proper symmetry between C-suite executives and keep data in silos.

What’s more, I’ve dealt with many CFOs in the past who simply didn’t understand the merits of SEO and how it differed from traditional marketing.

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Unfortunately, for many agencies, this has caused their fair share of frustration when renewing clients and getting proper budget allocation for projects.

Therefore, educating CFOs and SEO pros about each other’s roles and processes is important to break the disconnect that prevents them from aligning around the same business goals and objectives.

The Importance Of CFO And SEO Alignment

According to a study by Deloitte, at least 73% of organizations that report C-suite alignment around marketing performance metrics received positive revenue growth in the past year.

The data shows that clear CFO and marketing alignment around goals, key performance indicators (KPIs), and language leads to greater business growth.

As CFOs begin to prioritize long-term growth over cost-cutting, this creates an opportunity for SEO pros to educate them about their goals and strategies and plead their cases for higher budget allocation.

With this in mind, we need to identify obstacles that inhibit this natural pairing and explore ways to overcome these pitfalls for better symmetry.

How To Improve The Relationship Between SEO And CFO

Create A Shared Language

Som SEO pros, we understand that marketing offers better long-term stability to any organization over short-term, one-time sales.

However, qualitatively communicating brand value and loyalty to a CFO is like explaining how your favorite football team will win the Super Bowl next year.

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Without real numbers or a shared understanding of marketing performance metrics and terminology, CFOs cannot comprehend the SEO team’s objectives.

Further, it can be impossible for SEO pros to translate these strategies into results without tangible financial metrics to present to CFOs.

Ultimately, it’s up to the SEO team to educate CFOs about their strategies and how this benefits their business financially.

Otherwise, CFOs might be reluctant to pour money into campaigns that are abstract in their view.

SEO professionals need to find ways to translate broad metrics from customer acquisition and lead generation into value-based business impact.

For example, assigning values to leads and forecasting their revenue allows CFOs to plan budgets. SEO pros can also assign value to intangible assets like brand equity to better convey their value in terms CFOs understand.

Another way SEO pros need to educate CFOs is around budget processes.

For example, marketing budgets are often used throughout multiple campaigns, which amortize over time. However, this is not often reflected in profit and loss statements from CFOs.

Annons

In this example, SEO pros must clearly outline these considerations to CFOs to avoid budget cuts because of unused or misallocated funds.

Nevertheless, if SEO pros and CFOs want to speak the same language, they must start tracking the same goals and KPIs.

Create Shared Goals

If you truly want to create alignment around shared goals and language, coordinate with your CFO by using the same metrics and KPIs to track performance data.

While marketers are free to get as granular as they wish, ultimately, it’s up to department heads to agree on a few key metrics.

For example, these key metrics can be translated directly into financial terms that create a shared language between SEOs and CFOs:

  • Return on investment (ROI): The overall profit generated from an SEO marketing campaign.
  • Customer lifetime value (CLV): The estimated net profit a customer will contribute throughout its relationship with a company. This roughly tells CFOs the values of a brand’s loyalty.
  • Conversion Rate: The number of people who visit a website and complete a sale. This number estimates the efficiency of a marketing campaign.

However, as CFOs look to extract more insights from data, adding quantitative value to KPIs will also greatly help both teams align on common goals – namely, long-term growth. These KPIs may include market penetration, lead acquisition, and brand exposure.

Connecting The Data

Unfortunately, one of the biggest stumbling blocks for CFOs and SEO pros is that financial officers often don’t view SEOs as the top money-makers in an organization.

Additionally, many CFOs simply don’t understand how SEO makes money or connects to their long-term goals.

Thankfully, analytics software has made it easier than ever to physically assign a quantitative value to campaigns that prove the marketing team’s value.

Annons

For example, by assigning sales to individual marketing campaigns at the top of sales funnels, marketers can show how they physically add value to a business.

Further, to assist with communicating ROI to CFOs, marketers can incorporate dotted line reporting that shares the financial performance of the SEO team directly to the financial team.

Look At Campaigns As A Financial Portfolio

Finally, our focus tends to skew toward changing how CFOs think – not how we act or distribute information.

Since financial experts tend to think in investment terms, why not present marketing campaigns like an investment portfolio?

With this approach, SEO pros can tie individual campaigns to investments in a portfolio and report any profits and losses from each investment directly in a statement to CFOs.

SEO pros would also be wise to illustrate how these investments contribute to long-term financial goals and feed their business.

Again, most of these considerations hinge upon resolving differences in perspectives.

By assigning financial value to individual campaigns and metrics, SEO pros can better align around shared business goals and growth strategies that increase their business.

Annons

And by proving the growth potential of the SEO team, they can acquire the necessary budget they need to perform their best and thus make the CFO look good.

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Utvald bild: fizkes/Shutterstock

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