Sharing stories, respecting voices. A guide to ethical collaboration

When republishing content, it's essential to use canonical links correctly.

If you've never heard of them, they're like a digital signal that tells search engines (like Google and Bing) and social platforms (like Facebook) which version of a piece of content is the original and which is the copy.

Even though they are not visible when browsing a web page, canonical were created to prevent confusion when the same content appears on multiple sites, telling search engines which URL they should show in search results.

However, for syndicated content, Google now explicitly recommends that partners use a noindex tag. This is because a canonical tag is a hint, not a directive; search engines may still choose to rank a high-authority site over the original creator. To prevent the larger site from "crushing" the original source's rankings, you must block search engines from indexing the syndicated version entirely.

The rel="canonical" link appears at the top of the source code of an HTML page, in the section. The noindex meta tag should be placed in the same section. They look like this:

<link rel="canonical" href="https://www.buffalosfire.com/article-original-url/" />
<meta name="robots" content="noindex"

When Site B republishes content from Site A and includes both the canonical link and the noindex tag, it tells search engines: "This content originates from Site A. Do not show this version in your search results; only show the original source on Site A."

If you publish content from Buffalo's Fire, the canonical link on your page must point back to the original article on Buffalo's Fire. Additionally, you must set the page to noindex. No exceptions!

If you are using WordPress, here's how to manage these settings:

• Yoast SEO: In the post editor, go to the Yoast SEO meta box, click "Advanced." Enter the original article's URL in the "Canonical URL" field. Then, find the setting "Allow search engines to show this Post in search results?" and select "No." Save or update.
• Rank Math: In the post editor, find the Rank Math meta box, go to the "Advanced" section. Paste the original article's URL in the "Canonical URL" field. Under "Robots Meta," check the "No Index" box. Save or update.
• Other SEO Plugins: Most reputable plugins offer "Canonical URL" and "Robots Meta" settings. Consult your plugin's documentation if needed.

We do our best to add canonical links for all the stories we publish as part of a media share agreement, and we are going through our archive to make sure that we add canonical links to each and every one we have published in the past. If you notice that something is missing, please let us know, and we will fix it right away.

Google's Official Stance

Google updated its documentation to clarify that noindex is the preferred method for partners to prevent syndicated content from outranking the original source. You can find this on their official Google Search Central page:

Google Search Central: Syndicated Content and Search To prevent your version from outranking the original, Google recommends that partners use the noindex meta tag.

When referencing another publication's work (including ours!), the most effective approach combines a concise summary with clear attribution. Start by briefly summarizing the original piece, highlighting key findings or arguments relevant to your readers. This enhances your own reporting and provides context.

Then you should give clear accreditation, including:

• Author's name: (If available)
• Publication name
• A clear hyperlink to the original source. Do not use generic phrases like "click here," "read more," or "check this." The anchor text should be concise but informative, providing context for your readers, and be respectful to the original source.

For example: As reported by Jane Doe in The Awesome Times, a recent study found that [brief summary of the key point, with a phrase describing the study's findings as the hyperlinked anchor text].

Sharing content ethically and legally is very important, in general, not only to us. Proper attribution isn't just good practice; it builds trust with your audience and protects the rights of all journalists.

• Respecting Authors: Journalists invest significant time and effort. Using their work without credit is like taking credit for their accomplishments.
• Legal Considerations: Copyright law protects original content. Unauthorized use can have legal consequences.
• Building Credibility: Transparency and honesty enhance a publication's credibility. Proper attribution demonstrates integrity.
• Enhancing User Experience: Clear attribution provides context and adds to the trustworthiness of the information.

By following these guidelines, publications share content ethically and legally, creating a more informative and trustworthy experience for all.