Let me ask you a question.
How much time does it take for you to write a good piece of content?
Orbit Media Studios recently did a research that included 1000+ bloggers. As per their findings, it takes anywhere between 2 to 8 hours to completely write and publish a blog post.
I don’t know about you, but to me, this seems quite a bit of time investment. And for that time, I’d like to see the best possible results for every blog post I write.
But here is the problem.
Unless you have an authority blog that is booming with thousands of traffic visitors on a daily basis, publishing content on your blog won’t do you a lot of good. You’ll write a fantastic post, publish it on your blog, and in the next few days, it will get buried deep in the archives.
The only way you can fully leverage your content is by publishing them in places where your target audience already is — and it does not necessarily have to be your own blog.
This is where republishing comes in.
But republishing can also have its own sets of problems. In this post, we are going to discuss the pros and cons of publishing, why republishing can be a good idea, and how to iron out those possible problems.
WHY REPUBLISHING CONTENT?
In an ideal world, you should be creating high-quality and in-depth pieces of contents day in and day out.
But it does not work that way, right?
Publishing high-quality content that sweeps your readers off their feet takes time. In fact, it takes a lot of time.
Moreover, as content marketing and search engine ranking factors have evolved over the past few years, the need for in-depth content has gone up. Those 300-word blog posts don’t work anymore.
SerpIQ did a recent study. They studied 20,000 different keywords and their search engine rankings on Google’s 1st pages.
This is what they found.
As you can see, none of the articles ranked on Google’s top 10 positions had less than 2000 words.
In other words, if you want your blog posts to rank on Google’s 1st pages, it is imperative that you write 2000+ word highly useful and in-depth blog posts.
So, to summarize:
- You need 2000+ word contents on a regular basis.
- You need content for your own blog, other blogs, and other content publishing platforms.
- And you don’t have the time or efforts to produce all that content.
This is why people republish their blog contents on the web. That’s the main reason.
But, as I mentioned earlier, republishing also has its own possible problems.
THE PROBLEM OF DUPLICATE CONTENT
The biggest problem with republishing content is that republished content seems a lot like duplicate content.
And, as you must already know, Google hates duplicate content.
As a matter of fact, all search engines hate duplicate content. They do not want that on the web.
And if they duplicate content, they often penalize the websites and demote their search engine rankings.
So, this is kind of a catch-22.
You have to republish content to expand your reach, increase traffic views, and generate new leads, but at the same time, you don’t want to piss off the search engine gods.
HOW TO SOLVE THE POSSIBLE ISSUE OF DUPLICATE CONTENT?
Fortunately, there are a few ways by which you can minimize the effect of a possible search engine penalty.
- First of all, make sure to republish your blog’s content only after 7 – 10 days.
- Use a canonical tag to ensure that search engines properly identify the original piece of content. This will make sure that your websites do not suffer any demotion on the search engine results pages (SERPs)
- Reword the content so that it becomes different. This method, however, may take some extra time. Depending on the popularity of your topic and the size of your target audience, you will have to decide if that extra work is worth the effort or not.
REPUBLISHING ISN’T THAT BAD
Despite the possible issues, republishing isn’t that bad at all. And a possible search engine penalty should not deviate you from the idea of republishing content.
For instance, Ryan Battles did a comprehensive study on republishing his blog posts on LinkedIn and Medium.
He didn’t change anything in the content at all, and the posts were absolutely identical.
Surprisingly, he didn’t get any search engine penalty for republishing content on LinkedIn and Medium. In all cases, his original articles (the ones he first published on his website) had higher search engine rankings.
Similarly, Jennifer Slegg of The SEM Post says:
Having duplicate content will not penalize a website in any way, and it does not affect pages on the site that are not duplicated. So just because we have duplicate content does not mean that your site will never see the light of the day in Google, just those duplicate pages could be hidden away.
As you can see, multiple experts believe that republishing content on other platforms does not necessarily lead to a search engine penalty.
However, it is always better to be safe than sorry, right?
So, make sure that you always take the precautionary steps, which are:
- Use canonical tags to inform search engines about your original piece of content.
- Wait at least 7 to 10 days before republishing content.
- If possible, try to reword your article and then republish it on LinkedIn and Medium.
And here is one last tip.
Always put your blog first. That is where you build your credibility and audience. The rest of the platforms, such as LinkedIn and Medium, should be only used to compliment your content marketing efforts and expand its reach.
For further reading
- Strategic Guide to Reposting Content on Medium and LinkedIn (Ryan Battles)
- Why You Should Stop Freaking Out Over Duplicate Content (Medium)
- The SEO Impact of Cross-Posting on LinkedIn and Medium (LinkedIn)
- There is no duplicate content penalty in Google (The SEM Post)