Many websites and businesses operate on a distribution business model in which their sales come from other websites listing their products. These businesses sell their white label products into other businesses, and then the business utilize their own websites to sell the products through to the consumer. This business model has been around for many years, and in a world that operates offline this model can be very effective for increasing sales and growing a small business.
The issue arises when these companies try to compete in the organic search results with an SEO campaign. Below are a few of the primary ranking and brand concerns that arise when undertaking a traditional distribution model in an online world.
Issues with the distribution Model and SEO
- Duplicate content across multiple domains causing a loss in value for the primary domain.
- Content quality and accuracy across domains suffers when resellers are uninformed about SEO and thus try shady tactics such as keyword stuffing.
- The primary manufactures website is filtered from the search results in favor of less valuable product pages from the resellers.
- The splintering of brand across multiple low quality websites who have very little to lose if they partake in shady marketing tactics.
- Links are spread out across multiple websites instead of being focused on the primary brand website.
- Conversion rate and traffic for the primary manufacture website suffers.
Higher cost for maintaining your business with lower profit margins.
We understand that there are positives to embarking on a reseller model, but most of these are anchored in a traditional business model mindset and fail to take into account the online rules for SEO. A couple benefits of a traditional reseller model could be.
- Increase reach for product set
- Increase sales through other companies marketing channels and storefronts.
- Capitalize on the traffic to other businesses stores and websites.
There is a delicate balance between the business case for syndicating your content to distributors, resellers, or affiliate websites and the SEO case against syndication. We understand that ecommerce websites are one of the primary types of sites that embark on this reseller model, thus are one of the primary sites who are hurt by content syndication. If an ecommerce website is going to be successful with this type of business model while trying to play in the SEO bucket, there are some rules that will need to be followed and agreed on by both the manufacturer and the reseller for all sites involved to benefit. Below are some tips or syndicating product descriptions, content, and other forms of media to increase marketing reach, without hurting your own website.
10 Tips For Syndication of Content While Protecting Your Own Rankings
- Don’t give it all away: Many companies have product release kits that are put together by their PR department or their marketing teams. Most of these product kits include videos, press releases, product copy, product research, etc.) Provide your resellers with as little of this content as possible (maybe give your best resellers more of this content and new resellers less). Your resellers should take it on themselves (which will force them to think outside the box) to be creative with the content sets that you provide to them, thus creating some additional unique content that is valuable to their visitors.
- Rewrite it: This is probably the most time extensive, but can have the highest value for everyone involved. Enlist your content team or digital agency to rewrite the content in a new and valuable way.
- I am not suggesting writing new copy for each of your resellers, but instead suggesting writing 1 piece of content that all your resellers can use. This will position your website as the most valuable for content and research about your products, and position your resellers as resellers.
- This tactic is not about spinning articles or sending your content off to a low quality content writing service.
- This is about positioning your resellers as resellers of your product and not “experts” or the manufacture of the product.
- Let your distributors fight for rankings: This goes with the above tactic about writing new content for your resellers to use. Make sure it is built into their reseller agreement that they can not utilize or repurpose any content that is on your primary website. They must use the content that you provide for them (either sent to them in the product feed, or giving them an area to download content from) and add to it with their own product ideas for adding value.
- Keep the data close to your chest: I have been in conversations with manufacturer websites we do SEO for, and they have said that their resellers are asking for insider information about keyword ideas or the highest converting keywords. I would suggest keeping this data close to your chest and not being to open with what data you share with your resellers.
- Get a link back: This is an older tactic but something that is a no-brainer when it comes to content syndication. Built into every reseller agreement there needs to be a section that mandates they add a followed link back to your product page from the corresponding product page on their website. This will help Google determine the original source for the content if it comes into question in their algorithmic process.
- Canonicalize across domains: Cross domain canonicalization is an aggressive/powerful tactic that was launched by Google a couple years back to help eliminate duplicate content across domains. This allows a primary website to add a canonical tag into the header of the content they send to resellers. This tag is a directive to Google that the primary content is located on the manufactures website; and to not index or use the content on the resellers website in the search results. This gives the manufacturer complete control over which site is indexed in the search results. Basically it will eliminate (in almost all cases) the product pages that you have provided to the reseller, from showing up in the search results. This effectively will eliminate the opportunity for a reseller to SEO the content (they still can use PPC), which might not be well liked by the reseller, but its an aggressive tactic to keep the primary manufacturer website safe in the search results.
- Build up your own pages: If you are going to ignore the above rules for syndicating content then the other option is to build up your own pages by creating an experience that your users will engage with, link to, and socialize. This tactic will help Google pick your website to be shown in the search results.
- Add additional value with reviews: As mentioned above you can build up your own page. One valuable way to do this is to add client reviews to your product pages.
- Utilize a service like BazaarVoice. The key to this is to use their advanced SEO review process so that the reviews can be seen by the search engines.
- Give away product for reviews. This is a great way to build value or your own website. The data you get from your resellers can be used to build other marketing strategies such as email lists or mobile marketing lists to re-market to at a later date.
- Mandate customer service rules: As mentioned as one of the issues with a distribution model is when a product is sold through one of your resellers websites you have little control over when happens after the sale. I would suggest implementing a set of rules that all resellers must abide by when dealing directly with customers who purchased your product.
- Create a reputation management guide: This rules goes along with the above rule but addresses the online component. Your reputation online is one of the most valuable reputations you have. A great reputation can spread just as fast as a bad reputation. Sites like Rip-off Report have value only when companies default on their social responsibility to be a valued business to their customers. These sites also seem to rank very well in the search results for brand related terms, so it’s best not to get listed on these sites.
All these tactics probably come across as selfish but…
- The first rule is to do no harm to your own website in the search results when undertaking a syndication strategy.
- There are increased overhead cost associated with your reseller network pulling traffic and sales away from your primary website which in turn lowers profit margins for your company.
- Sending traffic away from your website are missed opportunities to build brand.
- Sending traffic to other sites to buy your product can hurt your brand since you have little-to-no control over how your resellers handle their customers after the sale
- With the recent Panda Update content value and uniqueness is becoming more important to driving traffic and rankings, and content duplication will hurt your site
Overall we understand there is value when it comes to embarking on a reseller model online, but it is important that the above rules are followed to lower the risk of brand value being hurt and traffic and sales to your website suffering at the hand of lower quality websites.