What is third party content?

Third party content is content that is created by a third party and then embedded or used on someone else’s website. It does not come from the operator of the website but from external sources such as other companies, content creators or users. Third party content lets website operators enrich their own content with additional perspectives and expertise without having to produce it themselves.

Examples of third party content

Third party content comes in many forms and can include guest articles, sponsored posts, product reviews, infographics, videos, podcasts and social media feeds. Affiliate links, ad banners and widgets belong in the same category. This content can be informative as well as entertaining, and it often serves to improve the user experience on a website or to offer a specific piece of information that the website operator cannot provide alone.

It is important, however, to consider the consequences of using third party content. Risks such as backlash, criticism or boycotts can come up when content from third parties is not used ethically and responsibly. The context and the purpose of the content should therefore be checked carefully. Transparency about the source and the nature of the content is decisive for keeping the trust of your audience.

Bringing third party content into a content strategy calls for a balanced ratio between external and your own content. The external content has to match the values and the messages of your brand. On top of that, the performance of the content should be monitored and evaluated regularly, so that it keeps meeting your strategic goals and the needs of your audience.

How is third party content embedded on a website?

Third party content can be embedded on a website in several ways. External content plays an important role here, because it can increase the reach and the visibility of a website. Most often it is integrated through embedding tools, APIs or widgets. YouTube videos, for example, can be embedded directly in a blog post, or social media feeds can be shown on the home page. What matters is that the embedded content fits seamlessly into the design and the topic of the website and that it adds real value.

Do I have to disclose third party content?

Yes, disclosing third party content on your website matters, both for transparency and for staying within the legal rules. Here are some of the reasons and the ways to do it:

Copyright

When you use content from third parties, you have to make sure that you hold the right to do so and that you credit the source appropriately. That can be done by naming the author or the source of the content.

Promotional content

If the third party content is promotional in nature, such as sponsored posts or affiliate links, many countries require it to be marked as advertising. The point is to let users know that they are looking at paid or sponsored content.

Trust and credibility

Disclosing third party content can also increase trust and credibility among your users. People like to know where information comes from and whether it originates with an independent source or with an advertising partner.

SEO practice

For search engine optimization it can make sense to mark third party content as such as well. Search engines favor original content, so labeling content from third parties helps to make sure that your own original work gets the credit it deserves.

Legal compliance

Depending on your location and on the type of content, there may be specific legal requirements for how you have to disclose third party content. These can range from copyright notices through to specific disclosure obligations for advertising content.

Google has announced specific measures against third party content on websites, particularly in the context of the Helpful Content Update. Those measures and the changes that come with them could affect how websites are assessed when they rely on parasite SEO techniques. Understanding and following the Google guidelines matters here, so that you avoid negative consequences for the ranking and the performance of your website.

Why does third party content matter for SEO?

Third party content matters for search engine optimization because it can increase the variety of content on a website, which in turn has a positive effect on search rankings. The effects of third party content on websites are especially relevant because Google plans to take action against low quality content from third parties. High quality, relevant third party content can increase time on page, encourage user interaction and generate backlinks. All of these are important parts of an effective SEO strategy. It is decisive, though, to monitor the quality and the relevance of third party content closely, to make sure it stays in line with your own guidelines and goals.

Third party content as part of your content strategy

In today’s digital landscape a well considered content strategy is decisive for improving the visibility and the authority of a website. Bringing in third party content, such as specialist articles and videos from external experts, can play a key role in that strategy. This kind of content not only widens the range of information on a website, it also helps to influence rankings in search engines such as Google in a positive way. What matters is selecting content carefully, content that is relevant for your target audience and that underlines the credibility and the expertise of your own brand. Regular checks, such as looking at user interactions and SEO performance, help to measure how well that content works and to adjust the strategy accordingly. The right balance and transparency in handling third party content build user trust and strengthen the authority of a website in the digital space.

Which mix of external and your own content actually pays off depends on the market and the competition, which is exactly what we work out with clients in our SEO services. Related terms such as cornerstone content and more are collected in the SEO glossary.