How to Fix Syndicated Content for Search
Search Marketers know that having a blog is important to bring searchers to your site. But it’s tough to do. It takes time. What do you write about? How do you create content that people are searching for?
The answer for many small businesses is to sign on with a web marketing company that specializes in your vertical, and along with a website you may get syndicated blog posts on a regular basis. Which can be good for conversions, but doesn’t help you for search. Why?
You’re getting the same content that hundreds of other websites have, word-for-word. It’s not unique or first, so Google likely won't push it up very high in search results. They'll index it, but you'll be in a search toss-up with competitors with only the local search component (proximity, or the distance between you and the person searching) to separate you. It can be good information for viewers already on your website, but it likely won’t bring in fresh, new traffic.
The Solution - Change It!
Hopefully your blog source came up with a good content idea. Verify that they provide you with permissions to make content changes (not all do). Then:
- Give it a different title and add your own voice and opinion. Make some significant wording changes. You don’t have to agree with their post; ideally you can just use the original post as inspiration, and present another perspective or even disagree. Changing to your opinion or take on a subject will prevent someone accusing you of "content spinning". If your post can be a response to the original idea, reference the original article with a link. That way you have a chance of responding to searches for their original article as well as your response.
- Change the flow of the article by adding, removing and moving thoughts around to reflect how you think it would make better sense to YOUR clients. Try not to remove key terms. If you know your best-performing keywords and can weave them in, it will help increase traffic in that subject.
- Assuming the post has something to do with a service or product you offer, add text links to those pages in your website from words or phrases in the article. That prevents “orphaned content”.
- Localize the post to improve your performance in local search like we do by including your town in the post (for us, Frisco, TX) in the text. Cite an example of a local customer who used your product or your team to solve their problem. If you can’t mention names, be sure that you include the city, the type of business and other details that would help the search engines know where you are.
- If you can change or add a photo to the post, do it. Take a shot of a local business, or the customer, and make sure that when you add it to your image library, you give it an alt tag and description.
- It’s important to make sure you have an agreement with your provider so that you can modify the syndicated content. In some cases their original blog may override your edits, and that can be solved.
Voila, you have a unique blog post that will have a better chance of pulling in viewers, and it took less effort than writing something from scratch. Give us a shout with questions!