Web syndication is a form of
syndication in which content is made available from one
website
A website (also written as a web site) is a collection of web pages and related content that is identified by a common domain name and published on at least one web server. Examples of notable websites are Google, Facebook, Amazon, and W ...
to other sites. Most commonly, websites are made available to provide either summaries or full renditions of a website's recently added content. The term may also describe other kinds of content
licensing for reuse.
Motivation
For the subscribing sites, syndication is an effective way of adding greater depth and immediacy of information to their pages, making them more attractive to users. For the provider site, syndication increases exposure. This generates new traffic for the provider site—making syndication an easy and relatively cheap, or even free, form of advertisement.
Content syndication has become an effective strategy for link building, as
search engine optimization
Search engine optimization (SEO) is the process of improving the quality and quantity of website traffic to a website or a web page from search engines. SEO targets unpaid traffic (known as "natural" or "organic" results) rather than dire ...
has become an increasingly important topic among website owners and online marketers. Links embedded within the syndicated content are typically optimized around anchor terms that will point an optimized link back to the website that the content author is trying to promote. These links tell the algorithms of the search engines that the website being linked to is an authority for the keyword that is being used as the anchor text. However the rollout of
Google Panda's algorithm may not reflect this authority in its
SERP rankings based on quality scores generated by the sites linking to the authority.
The prevalence of web syndication is also of note to
online marketers, since web surfers are becoming increasingly wary of providing personal information for marketing materials (such as signing up for a
newsletter
A newsletter is a printed or electronic report containing news concerning the activities of a business or an organization that is sent to its members, customers, employees or other subscribers. Newsletters generally contain one main topic of ...
) and expect the ability to subscribe to a feed instead. Although the format could be anything transported over
HTTP
The Hypertext Transfer Protocol (HTTP) is an application layer protocol in the Internet protocol suite model for distributed, collaborative, hypermedia information systems. HTTP is the foundation of data communication for the World Wide We ...
, such as
HTML
The HyperText Markup Language or HTML is the standard markup language for documents designed to be displayed in a web browser. It can be assisted by technologies such as Cascading Style Sheets (CSS) and scripting languages such as JavaS ...
or
JavaScript
JavaScript (), often abbreviated as JS, is a programming language that is one of the core technologies of the World Wide Web, alongside HTML and CSS. As of 2022, 98% of websites use JavaScript on the client side for webpage behavior, of ...
, it is more commonly
XML
Extensible Markup Language (XML) is a markup language and file format for storing, transmitting, and reconstructing arbitrary data. It defines a set of rules for encoding documents in a format that is both human-readable and machine-readable. T ...
.
Web syndication formats
Web most often refers to:
* Spider web, a silken structure created by the animal
* World Wide Web or the Web, an Internet-based hypertext system
Web, WEB, or the Web may also refer to:
Computing
* WEB, a literate programming system created by ...
include
RSS,
Atom
Every atom is composed of a nucleus and one or more electrons bound to the nucleus. The nucleus is made of one or more protons and a number of neutrons. Only the most common variety of hydrogen has no neutrons.
Every solid, liquid, gas, a ...
, and
JSON Feed
JSON Feed is a Web feed file format for Web syndication in JSON instead of XML as used by RSS and Atom
Every atom is composed of a nucleus and one or more electrons bound to the nucleus. The nucleus is made of one or more protons and a n ...
.
History
Syndication first arose in earlier media such as
print,
radio, and television, allowing content creators to reach a wider audience. In the case of radio, the United States Federal government proposed a syndicate in 1924 so that the country's executives could quickly and efficiently reach the entire population. In the case of television, it is often said that "Syndication is where the real money is." Additionally, syndication accounts for the bulk of TV programming.
One predecessor of web syndication is the
Meta Content Framework (MCF), developed in 1996 by
Ramanathan V. Guha
Ramanathan V. Guha (born 1965) is the creator of widely used web standards such as RSS, RDF and Schema.org. He is also responsible for products such as Google Custom Search. He was a co-founder of Epinions and Alpiri. He currently works at Googl ...
and others in
Apple Computer
Apple Inc. is an American multinational technology company headquartered in Cupertino, California, United States. Apple is the largest technology company by revenue (totaling in 2021) and, as of June 2022, is the world's biggest company ...
's Advanced Technology Group.
Today, millions of online publishers, including newspapers, commercial websites, and blogs, distribute their news headlines, product offers, and blog postings in the news feed.
As a commercial model
Conventional syndication businesses such as
Reuters
Reuters ( ) is a news agency owned by Thomson Reuters Corporation. It employs around 2,500 journalists and 600 photojournalists in about 200 locations worldwide. Reuters is one of the largest news agencies in the world.
The agency was est ...
and
Associated Press
The Associated Press (AP) is an American non-profit news agency headquartered in New York City. Founded in 1846, it operates as a cooperative, unincorporated association. It produces news reports that are distributed to its members, U.S. new ...
thrive on the internet by offering their content to media partners on a subscription basis, using business models established in earlier media forms.
Commercial web syndication can be categorized in three ways:
* by ''business models''
* by ''types of content''
* by ''methods for selecting distribution partners''
Commercial web syndication involves partnerships between content producers and distribution outlets. There are different structures of partnership agreements. One such structure is
licensing content, in which distribution partners pay a fee to the content creators for the right to publish the content. Another structure is ad-supported content, in which publishers share revenues derived from advertising on syndicated content with that content's producer. A third structure is free, or barter syndication, in which no currency changes hands between publishers and content producers. This requires the content producers to generate revenue from another source, such as embedded advertising or subscriptions. Alternatively, they could distribute content without remuneration. Typically, those who create and distribute content free are promotional entities, vanity publishers, or government entities.
Types of content syndicated include
RSS or
Atom
Every atom is composed of a nucleus and one or more electrons bound to the nucleus. The nucleus is made of one or more protons and a number of neutrons. Only the most common variety of hydrogen has no neutrons.
Every solid, liquid, gas, a ...
Feeds and full content. With RSS feeds, headlines, summaries, and sometimes a modified version of the original full content is displayed on users' feed readers. With full content, the entire content—which might be text, audio, video, applications/widgets, or
user-generated content
User-generated content (UGC), alternatively known as user-created content (UCC), is any form of content, such as images, videos, text, testimonials, and audio, that has been posted by users on online platforms such as social media, discussion f ...
—appears unaltered on the publisher's site.
There are two methods for selecting distribution partners. The content creator can hand-pick syndication partners based on specific criteria, such as the size or quality of their audiences. Alternatively, the content creator can allow publisher sites or users to opt into carrying the content through an automated system. Some of these automated "content marketplace" systems involve careful screening of potential publishers by the content creator to ensure that the material does not end up in an inappropriate environment.
Just as syndication is a source of profit for TV producers and radio producers, it also functions to maximize profit for Internet content producers. As the Internet has increased in size it has become increasingly difficult for content producers to aggregate a sufficiently large audience to support the creation of high-quality content. Syndication enables content creators to
amortize the cost of producing content by licensing it across multiple publishers or by maximizing the distribution of advertising-supported content. A potential drawback for content creators, however, is that they can lose control over the presentation of their content when they syndicate it to other parties.
Distribution partners benefit by receiving content either at a discounted price, or free. One potential drawback for publishers, however, is that because the content is duplicated at other publisher sites, they cannot have an "exclusive" on the content.
For users, the fact that syndication enables the production and maintenance of content allows them to find and consume content on the Internet. One potential drawback for them is that they may run into duplicate content, which could be an annoyance.
E-commerce
Web syndication has been used to distribute product content such as feature descriptions, images, and specifications. As manufacturers are regarded as authorities and most sales are not achieved on manufacturer websites, manufacturers allow retailers or dealers to publish the information on their sites. Through syndication, manufacturers may pass relevant information to
channel partners. Such web syndication has been shown to increase sales.
Web syndication has also been found effective as a
search engine optimization
Search engine optimization (SEO) is the process of improving the quality and quantity of website traffic to a website or a web page from search engines. SEO targets unpaid traffic (known as "natural" or "organic" results) rather than dire ...
technique.
[How to Increase Your Search Rankin]
Fresh Business Thinking
/ref>
See also
* RSS
* Atom (Web standard)
* Broadcast syndication
Broadcast syndication is the practice of leasing the right to broadcasting television shows and radio programs to multiple television stations and radio stations, without going through a broadcast network. It is common in the United States wher ...
* Content delivery platform
* Feed icon
* hAtom
* List of comic strip syndicates
* List of streaming media systems
* Open ICEcat
Open or OPEN may refer to:
Music
* Open (band), Australian pop/rock band
* The Open (band), English indie rock band
* ''Open'' (Blues Image album), 1969
* ''Open'' (Gotthard album), 1999
* ''Open'' (Cowboy Junkies album), 2001
* ''Open'' (YF ...
* Print syndication
Print syndication distributes news articles, columns, political cartoons, comic strips and other features to newspapers, magazines and websites. The syndicates offer reprint rights and grant permissions to other parties for republishing cont ...
* Protection of Broadcasts and Broadcasting Organizations Treaty
* Push technology
* Software as a service
Software as a service (SaaS ) is a software licensing and delivery model in which software is licensed on a subscription basis and is centrally hosted. SaaS is also known as "on-demand software" and Web-based/Web-hosted software.
SaaS is co ...
* Usenet
Usenet () is a worldwide distributed discussion system available on computers. It was developed from the general-purpose Unix-to-Unix Copy (UUCP) dial-up network architecture. Tom Truscott and Jim Ellis conceived the idea in 1979, and it wa ...
References
External links
*
{{DEFAULTSORT:Web Syndication
Web development