For news or media publishers syndicating content, or thinking about syndicating content, it's important to understand the visibility impact across Google surfaces and AI Search (like ChatGPT, Perplexity, Gemini, and Claude). For example, does the original content rank or does the syndication partner rank instead? In 2023 I wrote a case study analyzing the ranking impact of syndicating content to third-party sites across Google surfaces. Now that AI Search is here, and growing, I decided to run a new study but for AI Search tools like ChatGPT, Perplexity, Claude, and Gemini. The results were super interesting... In this video, I cover four different cases of publishers syndicating content and how that impacted visibility across both Google and AI Search tools.
Like traditional search, rankings and visibility were all over the place. So once again, it's important to control what you can control. Noindexing the syndicated content is still the path forward in my opinion. That's easier said than done, but the results were clear -- you can't guarantee that your content will be more visible in AI Search than your syndication partners. There was one unicorn, though, and you can read more about that in my post.
Blog post covering my case study:
https://www.gsqi.com/marketing-blog/ai-search-and-syndicated-content/
Chapters:
00:00 AI Search and Syndicating Content
01:15 An introduction to the case study.
02:14 The influence of traditional search rankings on AI search visibility.
03:00 Case 1: Mixed results.
05:05 Case 2: A ranking mess.
07:21 Case 3: Even more confusion across surfaces and AI tools.
09:58 Case 4: A unicorn for AI Search and syndicated content.
11:24 Recommendations for news and media publishers syndicating content.
13:14 Summary: Control what you can control when syndicating content.
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