While inbound links can increase search rankings, a new API Repost would allow publishers to embed articles into web pages, much like embedding a YouTube video, thereby solving the age-old aggregation dilemma. After all, mentions and summaries that link back to original articles are favorable, but not as favorable as direct traffic. But, with Repost, aggregators could embed original articles in their own posts (see an example here from TechCrunch).The advantage for aggregators is that they can save the time of re-writing and summarizing by just reposting the original content, which will also be updated automatically. And original publishers get their content republished with clear attribution and their own advertising. Plus, analytics will count the embedded content as traffic to the original publisher’s site.Repost says it already enables embedding for 3 million articles from more than 4,000 publishers, joining other growing content discovery platforms like Outbrain and Taboola. And Repost CEO John Pettit says the company is already working with one paywalled site. In fact, content discover is a growing traffic-driving and acquisition tool for a number of subscription sites, although the ambiguous regulations regarding acceptable content can frustrate some paid content publishers.
Online Publishers Can Boost Analytics and Advertising through Article Embedding
While inbound links can increase search rankings, a new API Repost would allow publishers to embed articles into web pages, much like embedding a