What is Web Syndication?

Syndication refers to the transfer, sale or licensing of materials for publication by a set of individuals. Web syndication refers to a method used by websites to share contents and material from a site to another site. It is a strategy used to market content and materials from one site to another. In a web syndication, there is an agreement between the syndicates (websites) that the contents will be shared or exchanged between them, the content will be marketed and promoted on the other party's website, vice versa. Web syndication increase the coverage and traffic that a website attracts. A larger audience is reached through web syndication.

How does Web Syndication Work?

Web syndication entails that websites go into agreement to promote contents released by a site on another site. This means that a new post on site A can be promoted on site B if they have embraced web syndication as a market strategy. The main objective of web syndication is a broader coverage and wider exposure of partnering websites. In this type of marketing arrangement, the content of a site published and promoted on another site drives traffic to both sites, thereby increasing their profitability. For content-producing websites, web syndication is used as a strategy to improve visibility on their website, as well as ranking of search engines.

Web Syndication: Paid Traffic

While it is possible for web syndication to occur without any of the websites paying any charge, some websites engage in paid syndication or paid traffic. When a website pay for syndication, it means all their contents and materials that are promoted by the other website are done solely to drive traffic to the site. This is often more effective and achieves greater result that an ordinary web syndication. Quite a number of distributors site exist, while some of them are host websites, some are social media outlets. The bigger the site, the bigger the fee that is paid for web syndication.

Web Syndication History

Before the advent of technology and creation of multiple websites, content sharing was common in the broadcast industry. Media and broadcast houses such as print, radio and television stations share content among themselves for promotional purposes. Web syndication is just like content sharing but done online and not physically like the traditional content sharing. Many websites use web syndication as a strategy to reach a wider audience, drive more traffic to their site and also make more profit.