The SHE Media Partner Network and PubExchange Launch Content Recirculation Program

Content recirculation refers to the strategy in which you move users through your web pages and to the next web page. You circulate your reader via links on your page, either to another page on your own site or to another site. Whatever your linking strategy is, it’s important to have a process in place to guide your users to other related content.

Now available, the SHE Media Partner Network has joined with PubExchange to create a program allowing partners to share traffic with one another. Exclusive to SHE Media Partners, our content recirculation program sets up a traffic exchange with partners of your choice across the network. SHE Media Partners can expect to receive an e-mail today with more information on the program and a direct link to join. If you have questions, please reach out to support@shemedia.com today!

The benefits of content recirculation modules

• More traffic – By including your content in recirculation modules, especially one like PubExchange, you will get additional pageviews to your content. You’ll want to make sure with whatever platform you use, that something is in place to balance out the traffic you send to the traffic you receive.

• Exposure to users who may never see your brand otherwise – People who first discover your content through a recirculation module on another site, may never have known about you otherwise. This new user that first found your content can turn into a more loyal user who then signs up for your newsletter, links to your content from their own and shares it on social media.

• Provides a better user experience – Readers on your site will appreciate suggestions you trust for other relevant content, especially when it’s placed at the bottom of a post they just finished. Not offering content ideas for your readers to link to is a missed opportunity to enhance their experience on your site.

• Increases engagement metrics – When users click to another page, the exit rate of the page goes down. Exit rates should be as low as possible (similar to bounce rate), indicating that the user did not leave after reading the article they were on. Other engagement metrics that potentially benefit from content recirculation are time on site and pages per session. These metrics are incorporated into Google’s algorithm.

linking strategy tips

Recommending additional content to your audience can come in the form of internal links (links to other pages on your own site) and outbound links (takes the user to another site). Here are our tips for each:

Internal Linking

1. For SEO purposes, the best way to link internally throughout your content is to add them directly into the body of the post, using optimized anchor text. The anchor text should be word that are relevant to the URL they’re linking to. These are also referred to as in-body links.

2. Another common way you’ll see internal linking on publisher sites is at the bottom of the post, under a ‘Related Posts’ section. This strategy is typically done manually, but finding related content from your own site and then adding the hyperlinks in. One plus about this strategy is that when the links are at the bottom of the page, the user doesn’t have the chance to jump ship to the next until they’ve already read or scrolled through the page they’re on.

Outbound Linking

1. If you’re citing a data point or research quote, you should link out to the source. You can either do that by linking to the other site through the body of the text or you can add some sort of asterisk (*) and link to the site at the bottom of the piece. In the latter option, your chances of keeping the reader on the page is higher.

2. Another common outbound linking tactic is content recirculation modules.

This is when, at the bottom of your post, you have a module or widget that recommends stories from other websites. This works best when the stories within the module are high-quality and similar in topic as the page the user is on. There are different platforms you can use for this method but our favorite one is PubExchange. PubExchange is a traffic exchange network that allows the publishers to hand select the sites that appear in their content module. The best part about the PubExchange platform is that their algorithm works to balances out the amount of traffic you send with the amount you receive.

The benefits of content recirculation modules

• More traffic – By including your content in recirculation modules, especially one like PubExchange, you will get additional pageviews to your content. You’ll want to make sure with whatever platform you use, that something is in place to balance out the traffic you send to the traffic you receive.

• Exposure to users who may never see your brand otherwise – People who first discover your content through a recirculation module on another site, may never have known about you otherwise. This new user that first found your content can turn into a more loyal user who then signs up for your newsletter, links to your content from their own and shares it on social media.

• Provides a better user experience – Readers on your site will appreciate suggestions you trust for other relevant content, especially when it’s placed at the bottom of a post they just finished. Not offering content ideas for your readers to link to is a missed opportunity to enhance their experience on your site.

• Increases engagement metrics – When users click to another page, the exit rate of the page goes down. Exit rates should be as low as possible (similar to bounce rate), indicating that the user did not leave after reading the article they were on. Other engagement metrics that potentially benefit from content recirculation are time on site and pages per session. These metrics are incorporated into Google’s algorithm.

If you’re looking for a new audience and incremental pageviews to your site, consider adding a content recirculation module to your web pages.

If you are a SHE Media Partner who is interested in being a part of our content recirculation program, e-mail support@shemedia.com today!