Post by account_disabled on Jan 27, 2024 3:42:58 GMT
Hosting third-party content: How to do it correctly
I’d like to reiterate that there’s nothing inherently bad about hosting third-party content and it’s not against Google’s guidelines.
There are ways to do it correctly where you actually provide value to users. Here are my top tips to do it correctly.
Stay on-brand
Your content must stay on-brand with the parent theme. So, if you’re partnering DB to Data with a media publisher that focuses on home decor, make sure any content you’re producing fits within that niche.
This, unfortunately, makes it difficult for news sites, but you might be able to creatively find a way to produce meaningful content for news sites.
Get qualified experts
Especially when it comes to YMYL content, getting qualified subject matter experts is vital to maintaining E-E-A-T. You’d be surprised how many experts would love to review or even write content for you if it means they get featured somewhere notable.
Make sure to create meaningful author bio pages to demonstrate why users should trust them.
If your content is staying on-brand with the parent site, then you should have no problem finding natural internal linking opportunities.
If none exists, work with your team to create meaningful content that may naturally link to your third-party content.
Work closely with the parent company
It’s critical to work closely with your parent company to ensure your content is on-brand with the rest of the site.
Because the helpful content update is a site-wide signal, all content on the site must be consistent in tone and messaging.
I’d like to reiterate that there’s nothing inherently bad about hosting third-party content and it’s not against Google’s guidelines.
There are ways to do it correctly where you actually provide value to users. Here are my top tips to do it correctly.
Stay on-brand
Your content must stay on-brand with the parent theme. So, if you’re partnering DB to Data with a media publisher that focuses on home decor, make sure any content you’re producing fits within that niche.
This, unfortunately, makes it difficult for news sites, but you might be able to creatively find a way to produce meaningful content for news sites.
Get qualified experts
Especially when it comes to YMYL content, getting qualified subject matter experts is vital to maintaining E-E-A-T. You’d be surprised how many experts would love to review or even write content for you if it means they get featured somewhere notable.
Make sure to create meaningful author bio pages to demonstrate why users should trust them.
If your content is staying on-brand with the parent site, then you should have no problem finding natural internal linking opportunities.
If none exists, work with your team to create meaningful content that may naturally link to your third-party content.
Work closely with the parent company
It’s critical to work closely with your parent company to ensure your content is on-brand with the rest of the site.
Because the helpful content update is a site-wide signal, all content on the site must be consistent in tone and messaging.