Similar to syndication of proprietary content, web syndication has been used to distribute product content (feature descriptions, images, specifications etc.). Given that manufacturers are regarded as authorities and that most sales do not happen on manufacturer Web sites, best-in-class manufacturers take their best content and enable other retailers or dealers to publish the information on their sites. By syndicating content, a manufacturer is more likely to pass consistent and often comprehensive information to channel partners.[8] Such web syndication has been shown to generate an increase in sales.[9]
Web syndication has been increasingly used as a way to syndicate online news content to websites, too as part of Search Engine Optimisation techniques. Adding news content lets websites target specific keywords that could cost a fortune in PPC campaigns absolutely free. Also, by the very nature of writing about a topic - for example the UK housing market - you naturally cover other keyword variations in the same page, eg. house prices, mortgages, first-time buyers - all in one page: all keywords that someone interested in the UK housing market could type into a search engine also. Done on a daily basis, over time, news content will improve your search engine ranking considerably.[10]
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