Worried about syndicated content outperforming your news content?
Google reiterated its longstanding recommendation that publishers require syndication partners not to index syndicated news content.
The Twitter discussion started with data compiled by Newzdash CEO John Shehata.
https://t.co/3tIbivNpDv
Here is a complete data analysis of the impact of content syndication on Google searches for news publishers, with a list of the most affected sites and estimated traffic share for syndicated Yahoo content compared to original content. Data from NewzDash based on millions… pic.twitter.com/d4aFlaQMJ2
— John Shehata (@JShehata) July 7, 2023
Key Finding: Yahoo News consistently receives a high percentage of traffic for syndicated news content compared to original publisher sites.
When Yahoo syndicates content from publishers, that syndicated version often ranks higher or similar to the original content in Google search and news results.
As a result, Yahoo News is likely getting a significant portion of the traffic that could have gone to the original publisher sites.
Google confirms: Noindex Syndicated Content
Google SearchLiasion joined the discussion, tweeting several replies with slides from a recent event discussing updates with advice on syndication, canonicals and noindex.
I spoke at an AOP event in London in May and reviewed our syndication guidelines. Maybe these slides I used there will help you. Our main change to the help page was to focus on your goal, rather than the mechanism, with syndicated content… https://t.co/YcEzsdBv82 pic.twitter.com/FFhA7doHTS
– Google SearchLiaison (@searchliaison) July 7, 2023
Here’s the exact recommendation for syndication partners to use the noindex tag, which could help Google’s automated systems better recognize the original article.
For Google News, our advice on syndicated content outside of your network hasn’t changed. Use noindex. Wasn’t used canonically before. noindex was used. And since it’s your syndication agreement, it’s entirely possible to ask about it. https://t.co/YcEzsdBv82
Some publishers… pic.twitter.com/N5HIHnUqHC
– Google SearchLiaison (@searchliaison) July 7, 2023
Google claims that it only recommends noindex and no canonicals.
We’ve also updated the guidelines for those using syndicated content to consider recommending only noindex. Of course, if the agreement of the partners requires it, they should abide by the agreement. We made the change so that this advice is fully in line with what publishers want. pic.twitter.com/rtTyQTG2xI
– Google SearchLiaison (@searchliaison) July 7, 2023
Ultimately, Google doesn’t blame its policy syndication partners for outranking original publisher content.
We also modified our Google Search guide to match the length for Google News: use noindex. Of course, if publishers had required noindex in full as part of their agreements, they would have done so already. But it does everything consistently https://t.co/P9ajQ6XWoC pic.twitter.com/pTYG773ACY
– Google SearchLiaison (@searchliaison) July 7, 2023
This recommendation doesn’t mean that Google can’t tell which content is original and which is duplicated.
At this point, the question sometimes arises, “What? Google believes that everyone in the world doesn’t need to index content because they can’t recognize the original content!” Reaction. No. We find original content all the time. But when content is deliberately allowed to be published by someone else… pic.twitter.com/jUhAF01UWz
– Google SearchLiaison (@searchliaison) July 7, 2023
Canonical tags do not work because the content on a syndication publisher’s website may differ from the original content due to the unique website templates and surrounding related content.
Syndicated content, in particular, may differ from original content with many other materials on the site. Canonical is primarily designed to deal with near-duplicate pages. For this reason we do not recommend it for syndication within a network (e.g. two newspapers owned by the… pic.twitter.com/9Jqo8u4jmT
– Google SearchLiaison (@searchliaison) July 7, 2023
Some Twitter users misinterpreted the advice, leading to the following clarification:
We’re not saying to stop syndicating. We say, if you care that the content you voluntarily choose to publish might exceed your own, let the partner use noindex – which has long been our advice. https://t.co/IP5eAHSL53 pic.twitter.com/j6O8LowWnL
– Google SearchLiaison (@searchliaison) July 10, 2023
Google also offered three options for publishers using syndicated content partners.
There are basically three choices when someone is syndicating through a deal with a partner. Do nothing and expect to compete with your partner in ranking. Use noindex and guarantee that the partner does not compete. Try Canonical, which basically has the same goal as Noindex and keeps the partner from competing…
– Google SearchLiaison (@searchliaison) July 10, 2023
SEO experts advise publishers to ensure original content outperforms the rest.
Something people might want to remember…
(since it still seems confusing to some)#SEO #syndication #Remember #DarthAutocrat pic.twitter.com/KGTPlbrNUQ— Darth Autocrat (Lyndon NA) (@darth_na) July 10, 2023
Publishers have to decide
The complex issue of syndicated content potentially outperforming original content has drawn renewed attention.
Despite some confusion and misinterpretation, Google is sticking to its longstanding advice, emphasizing that publishers should require their syndication partners to use the noindex tag.
Ultimately, Google leaves it up to news publishers and syndication partners to determine the right way to handle content to ensure both meet their publishing goals.
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