Building Links using Great Content – Natural Syndication Networks


It’s over and the result is clear that earning lots of earned links from high-authority webmasters is the best method to boost domain authority.

These links aren’t accessible via:

  • Link exchanges
  • Buy links
  • Private Blog Networks (or PBNs)
  • Comment links
  • Posts sponsored by sponsors or native content that is paid for
  • Additional methods that you could have tried

There isn’t a shortcut. There is no shortcut.

The secret to success is to do three things extremely well.

  1. A method of creating content that is newsworthy (typically it means the content is driven by data).
  2. To have the greatest chance of success as well as natural syndication, you must essential to identify who should pitch to.
  3. Effectively writing and sending pitching pitches

We’ve discussed points 1 and 3 previously in our previous Moz blog posts. Today we’ll dig into the second point and discuss ways to better understand and determine the best place to promote your content. We’ll be sharing the secrets of the news syndicating networks, which could be the difference between obtaining just a handful of links or thousands generated by data-driven information.

Understanding News Syndication Networks

There are numerous news media outlets that are not identical. Some publishers serve as “hubs” and influencers creating stories and content that is later “picked by and documented” in other news media.

CNN, The New York Times and BBC are only some of the most well-known sites. They are recognized for their authority as brands and their ability to publish news, which makes them the top news sources. It’s likely the content you post will get distributed to other sites without your input when it’s accepted from one of the sites.

However, apart from the main players, it’s often difficult to find out the other websites that have “Hub Status” which is an important source for the news articles on any specific topic and beat.

Fractl’s experience pitching top publishers has provided him with an intimate understanding of the domains that are best for syndication to the content we produce to our customers. However, we wanted to take it one step further by applying information to the issue. Which publishers are the most significant centers for distribution of content?

We examined the hyperlinks of the most popular 400 American publishers to solve this problem. To understand the huge network of hyperlinks, we utilized Gephi to visualise the network. Here’s an example of the network.

Let’s first explain how visualization works.

  • The word “node” is circle that has a color. One publisher/website is represented by the node.
  • Domain Authority is related to the size of a node. Domain authority is related to the size of the node.
  • The edge is lines which connect the nodes. They represent the hyperlinks between the publishers.
  • Link count between one publisher and another is a measure of the quality of the edges or links. The stronger edges and the more powerful the pull between nodes the more links there are between one publisher and one another.
  • The display is comparable to the epic game of”tornado” in which nodes that have similar link networks are grouped adjacent to one another.
  • Modularity algorithm is used to determine the hues of nodes taking a look at the overall similarities between link networks, and then looking at all the Nodes. The most similarities are found in nodes with the similar colour. Gephi’s modularity algorithm searches for nodes that are closer linked to each other than the other nodes in the networks.

Once you’ve grasped the key points You can then move forward.

  1. The nodes with the highest number of links from various sites are called to be the “central” or the ones which are at the center in the graph. The central is home to the major media players, including CNN, Reuters and NYTimes. The area is flooded with a lot of hyperlinks from all over the internet.
  2. Publishers close to one another, and often have an intense attraction, and maintain their proximity. They are typically controlled through the parent organization or have established automated link syndication partnerships. Gawker Network, at the 10 PM time slot is an excellent illustration. The network’s proximity is due to a lot of interlinking and story syndicating. A similar cluster could be observed at the 7PM position, where there are major NBC owned media outlets ( and others. ).> There are also many huge NBC regional publishers close by and this indicates a lot of stories syndication to these sites.
  3. It is also possible to find some non-sensical similarities between the two publishers. It is evident that is in close proximity to which has extremely similar links profiles. They also connect to one another frequently. Another interesting cluster to be aware of is the Buzzfeed/Vice cluster. Their main focus lies between serious and lifestyle news, with links that extend across both.
  4. Sites with similar beats/themes typically appear together in the graph. The top lifestyle publications are as a group around the 1PM slot. News publishers in clusters were discovered near other news outlets with similar political opinions. The visualization shows the closeness between Politico and Salon, The Atlantic and The Washington Post. Notice that they are also close of Breitbart as well as The Daily Caller as well as BizPacReview. These connections point to hidden biases in how these publications choose their stories.

A Global Perspective

In the year 2000 an intriguing project led by Kalev Letaru from Forbes explored the changing dynamics that are affecting Google News publishers in the US and around the world. The project utilized GDelt’s massive news articles database and visualised the network using Gephi similar to the one described in the preceding paragraph.

The graph in this section is different by focusing on contextual hyperlinks. This provides a more precise depiction of the news networks because it contains site-wide as well as navigation links. Also, it includes other hyperlinks that influence in the diagram. The graph, which includes nearly three-quarters of a billion hyperlinks, was created by analyzing more than 121 million news articles from nearly every nation. The graph provides the most accurate image of the world’s news landscape.

Links between a node and another determines the edge’s weight. The edge is more pronounced if it has more hyperlinks. Although they do not have the identical measures, Pagerank was used to calculate the size of nodes.

This visualization has allowed the Mr. Leetaru to create several very intriguing and potentially significant relationships, which could be relevant to anyone who pitches traditional publishing houses. The most important ones are:

  1. There is a huge cluster at the center of the graph. This cluster might be called”the “Global Media Core” according to what Mr. Leetaru describes the cluster. The American media outlets can be seen as green nodes. Similar to the previous example , it illustrates the frequency at which major news outlets connect and report on stories of each other. It also illustrates how often they use news sources that are smaller as well as local and regional media.
  2. CNN has an unique role to play in regional and local information dissemination. It is evident that you can find hyperlinks for CNN on the blue round to the left. Mr. Leetaru suggests that this could be due to paywalls being utilized by other major media outlets including The NYTimes and The Washington Post. Anyone who is pitching content must know this. Paywalls should be taken into consideration, since they are a significant factor in reducing the syndication of content elsewhere.
  3. Another interesting group is that of the NPR cluster. It indicates that there’s lots of interlinking among NPR stories, as and among NPR, Washington Post and NYTimes. An increase in traffic to NPR’s website may result in syndicating to other affiliates.
  4. There are a variety of alternatives for international syndicating. Websites like offer news coverage from both China and the United States. They do not just offer English versions however, they are also published in Chinese. These websites might not be appealing pitch targets however they can be well-targeted because they cover the same types of stories that are reported in English-language English publication in the English language.
  5. The websites from the Ukrainian as well as the Russian press are shown by the blue and pink clusters in the lower part of the page. While the majority of their links appear to be self-contained, you can find three bridges connecting to global media outlets, specifically through those of the BBC as well as Reuters. This could suggest that greater international media syndication is likely, at most to Eastern Europe and Russia.
  6. In addition, it’s extremely difficult to obtain English stories picked up worldwide due to the inability of interlinking between languages.
  7. Sites like frequently have international counterparts, and they adapt their content to their international offerings. They offer unique opportunities to connect to remote areas of publications from abroad impossible to reach without them.

The interactive feature is definitely worth investigating. The ability to identify individual publications can give valuable insights into the possibility of syndication of every tale. There are numerous factors that affect the way stories are distributed through those web-based networks. The general rule is that the bigger the syndication network and the wider the opportunities are.

Practice Link Syndication

Fractl has successfully implemented more than 1500 content marketing campaigns over the course of the six years that it has been in existence. The campaigns were promoted via individual outreach and high-touch communication to large newspapers. Two examples are of content distribution we’ve observed through our marketing and production work.

Let’s look at one of the campaigns.

Fractl recently scored a significant victory for’s “Branded In Memory” campaign. It was a great and engaging way to observe how people are able to remember logos. The crowd was asked to think of logos that are well-known and then conducted a analyses of data to discover what brands had the best recall overall.

The project was extensively covered by major publications because of its strategic pitching and its appeal to the general public. The project also received extensive distribution.

It is the way that syndication was viewed in the form of a graph graph for networks throughout time:

Below are some key tips to be aware of:

  •’s homepage is connected to the cluster of orange nodes that surround the central node.
  • Multiple pickups resulted in nodes (publications) that resulted in a number of hyperlinks directly to article. This is an excellent example. It was the result of a purchase.
  • Secondary syndications refer to nodes which don’t connect with These secondary syndications transfer the value of a link through’s node and also offer the possibility of linking renewal. Fractl monitors each of these possibilities to ensure that the secondary syndications are follow-through links that direct to the domain of the client.
  • This animated representation offers a fascinating view of the pace of link accumulation to both the main article on as well as to those nodes which earned their own syndications. GIFs represent an entire year of clicks. My previous Moz article on the acquisition of links over time revealed that approximately 50% of the links were acquired within the first month , and 50% within the following one year.

Let’s look at the way syndication networks appear when combined over three months worth of Fractl customer campaigns. (Not all-encompassing ).

Visit this link to learn more about the interactive. Similar to the previous examples, the size of nodes are correlated with the authority of the domain.

These are key tips to be aware of:

  1. Links to landing pages of clients websites are identified with the yellow cluster that is in the center. These links usually result from requests to writers and editors at these publications, and are not part of natural syndicating.
  2. Numerous major hubs can be observed with their own orbits of linking hubs. We see at 9PM, at 12PM, at 10PM, etc.
  3. publications that contain many linking nodes within them are the ideal targets to pitch, since syndications are able to link back stories within these newspapers.


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