Web syndication

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Web syndication is making content available from one website 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.

Contents

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 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[ clarification needed ] 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) and expect the ability to subscribe to a feed instead. Although the format could be anything transported over HTTP, such as HTML or JavaScript, it is more commonly XML. Web syndication formats include RSS, Atom, [1] and JSON Feed.

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. [2] In the case of television, it is often said that "Syndication is where the real money is." [3] Additionally, syndication accounts for the bulk of TV programming. [4]

One predecessor of web syndication is the Meta Content Framework (MCF), developed in 1996 by Ramanathan V. Guha and others in Apple Computer's Advanced Technology Group. [5]

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 and Associated Press thrive on the internet by offering their content to media partners on a subscription basis, [6] using business models established in earlier media forms.

Commercial web syndication can be categorized in three ways:

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 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—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 [7] 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. [8] Such web syndication has been shown to increase sales. [9]

Web syndication has also been found effective as a search engine optimization technique. [10]

See also

Related Research Articles

<span class="mw-page-title-main">RSS</span> Family of web feed formats

RSS is a web feed that allows users and applications to access updates to websites in a standardized, computer-readable format. Subscribing to RSS feeds can allow a user to keep track of many different websites in a single news aggregator, which constantly monitors sites for new content, removing the need for the user to manually check them. News aggregators can be built into a browser, installed on a desktop computer, or installed on a mobile device.

<span class="mw-page-title-main">Atom (web standard)</span> Web standards

The name Atom applies to a pair of related Web standards. The Atom Syndication Format is an XML language used for web feeds, while the Atom Publishing Protocol is a simple HTTP-based protocol for creating and updating web resources.

Affiliate marketing is a marketing arrangement in which affiliates receive a commission for each visit, signup or sale they generate for a merchant. This arrangement allows businesses to outsource part of the sales process. It is a form of performance-based marketing where the commission acts as an incentive for the affiliate; this commission is usually a percentage of the price of the product being sold, but can also be a flat rate per referral.

<span class="mw-page-title-main">Web feed</span> Data format

On the World Wide Web, a web feed is a data format used for providing users with frequently updated content. Content distributors syndicate a web feed, thereby allowing users to subscribe a channel to it by adding the feed resource address to a news aggregator client. Users typically subscribe to a feed by manually entering the URL of a feed or clicking a link in a web browser or by dragging the link from the web browser to the aggregator, thus "RSS and Atom files provide news updates from a website in a simple form for your computer."

Google AdSense is a program run by Google through which website publishers in the Google Network of content sites serve text, images, video, or interactive media advertisements that are targeted to the site content and audience. These advertisements are administered, sorted, and maintained by Google. They can generate revenue on either a per-click or per-impression basis. Google beta-tested a cost-per-action service, but discontinued it in October 2008 in favor of a DoubleClick offering. In Q1 2014, Google earned US$3.4 billion, or 22% of total revenue, through Google AdSense. In 2021, more than 38 million websites used AdSense. It is a participant in the AdChoices program, so AdSense ads typically include the triangle-shaped AdChoices icon. This program also operates on HTTP cookies.

Broadcatching is the downloading of digital content that has been made available over the Internet using RSS.

In software architecture, publish–subscribe is a messaging pattern where publishers categorize messages into classes that are received by subscribers. This is contrasted to the typical messaging pattern model where publishers send messages directly to subscribers.

An online advertising network or ad network is a company that connects advertisers to websites that want to host advertisements. The key function of an ad network is an aggregation of ad supply from publishers and matching it with the advertiser's demand. The phrase "ad network" by itself is media-neutral in the sense that there can be a "Television Ad Network" or a "Print Ad Network", but is increasingly used to mean "online ad network" as the effect of aggregation of publisher ad space and sale to advertisers is most commonly seen in the online space. The fundamental difference between traditional media ad networks and online ad networks is that online ad networks use a central ad server to deliver advertisements to consumers, which enables targeting, tracking and reporting of impressions in ways not possible with analog media alternatives.

Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising that uses the Internet to promote products and services to audiences and platform users. Online advertising includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising, and mobile advertising. Advertisements are increasingly being delivered via automated software systems operating across multiple websites, media services and platforms, known as programmatic advertising.

A web content management system is a software content management system (CMS) specifically for web content. It provides website authoring, collaboration, and administration tools that help users with little knowledge of web programming languages or markup languages create and manage website content. A WCMS provides the foundation for collaboration, providing users the ability to manage documents and output for multiple author editing and participation. Most systems use a content repository or a database to store page content, metadata, and other information assets the system needs.

<span class="mw-page-title-main">News aggregator</span> Client software that aggregates syndicated web content

In computing, a news aggregator, also termed a feed aggregator, content aggregator, feed reader, news reader, or simply an aggregator, is client software or a web application that aggregates digital content such as online newspapers, blogs, podcasts, and video blogs (vlogs) in one location for easy viewing. The updates distributed may include journal tables of contents, podcasts, videos, and news items.

This is a list of blogging terms. Blogging, like any hobby, has developed something of a specialized vocabulary. The following is an attempt to explain a few of the more common phrases and words, including etymologies when not obvious.

A scraper site is a website that copies content from other websites using web scraping. The content is then mirrored with the goal of creating revenue, usually through advertising and sometimes by selling user data.

Social media optimization (SMO) is the use of online platforms to generate income or publicity to increase the awareness of a brand, event, product or service. Types of social media involved include RSS feeds, blogging sites, social bookmarking sites, social news websites, video sharing websites such as Youtube and social networking sites such as Facebook, Instagram, Tiktok and X(Twitter). SMO is similar to search engine optimization (SEO) in that the goal is to drive web traffic, and draw attention to a company or creator. SMO's focal point is on gaining organic links to social media content. In contrast, SEO's core is about reaching the top of the search engine hierarchy. In general, social media optimization refers to optimizing a website and its content to encourage more users to use and share links to the website across social media and networking sites.

Web syndication technologies were preceded by metadata standards such as the Meta Content Framework (MCF) and the Resource Description Framework (RDF), as well as by 'push' specifications such as Channel Definition Format (CDF). Early web syndication standards included Information and Content Exchange (ICE) and RSS. More recent specifications include Atom and GData.

RSS tracking is a methodology for tracking RSS feeds.

Customer engagement is an interaction between an external consumer/customer and an organization through various online or offline channels. According to Hollebeek, Srivastava and Chen, customer engagement is "a customer’s motivationally driven, volitional investment of operant resources, and operand resources into brand interactions," which applies to online and offline engagement.

Microblogging is a form of blogging using short posts without titles known as microposts. Microblogs "allow users to exchange small elements of content such as short sentences, individual images, or video links", which may be the major reason for their popularity. Some popular social networks such as X (Twitter), Threads, Tumblr, Mastodon and Instagram can be viewed as collections of microblogs.

Social network aggregation is the process of collecting content from multiple social network services into a unified presentation. Examples of social network aggregators include Hootsuite or FriendFeed, which may pull together information into a single location or help a user consolidate multiple social networking profiles into a single profile.

The Publishing Requirements for Industry Standard Metadata (PRISM) for the Internet, computing, and computer science, is a specification that defines a set of XML metadata vocabularies for syndicating, aggregating, post-processing and multi-purposing content.

References

  1. ↑ Hammersley, Ben (2005). Developing Feeds with RSS and Atom . Sebastopol: O’Reilly. ISBN   0-596-00881-3.
  2. ↑ "Offers Plan to Syndicate Programs." The New York Times. 12 Oct 1924: Special Features Radio Automobiles Page 14
  3. ↑ Broadcast syndication
  4. ↑ Museum of Broadcast Communications Syndication Archived 9 October 2009 at the Wayback Machine
  5. ↑ Lash, Alex (3 October 1997). "W3C takes first step toward RDF spec". Archived from the original on 13 July 2012. Retrieved 16 February 2007.
  6. ↑ "Internet Content Syndication: Content Creation and Distribution in an Expanding Internet Universe" (PDF). Internet Content Syndication Council. May 2008.
  7. ↑ Netcraft.com "Web Server Survey."
  8. ↑ Forrester Research "Must Haves for Manufacturer Web Sites"
  9. ↑ Internet Retailer More product content equals more sales at eCost.com
  10. ↑ How to Increase Your Search Ranking Fresh Business Thinking

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