Original content systems are confirmed Google ranking systems that aim to show original content, including original reporting, ahead of pages that merely cite it. Google's ranking systems guide names them and notes support for canonical markup that identifies the primary page when content is duplicated in several places. In 2019 Google said it had changed its products to keep significant original reporting visible for longer. For a site, the useful action is making sure copies of its work elsewhere point back to the original.
What are Google's original content systems?
Original content systems are the Google ranking systems that try to show the original source of content, including original reporting, more prominently than pages that repeat or cite it. Google lists them in its ranking systems guide as a current system.
We have systems to help ensure we are showing original content prominently in search results, including original reporting, ahead of those who merely cite it.
Google, A guide to Google Search ranking systems, Google Search Central
How do original content systems work?
Google has not published the mechanics. It has described two parts. First, a technical hook: the guide says the systems support canonical markup that creators can use to indicate the primary page when content is duplicated in several places. Second, news prominence: in September 2019 Google said it had changed its products globally to highlight articles it identifies as significant original reporting, which may stay in a highly visible position longer.
The same 2019 post said Google updated its search quality rater guidelines to recognise original reporting and publishers with a reputation for it. Rater feedback, Google said, is used to evaluate algorithms rather than to change the ranking of the results rated.
While we typically show the latest and most comprehensive version of a story in news results, we've made changes to our products globally to highlight articles that we identify as significant original reporting.
Richard Gingras, Google, Elevating original reporting in Search, Google
What evidence is there that Google uses original content systems?
The evidence label is Confirmed: Google names the systems in its ranking guide and described the 2019 changes on its own blog. The limit of that evidence is also on record. Google says there is no absolute definition of original reporting, so no one outside Google can say exactly how originality is detected or weighted.
There is no absolute definition of original reporting, nor is there an absolute standard for establishing how original a given article is.
Richard Gingras, Google, Elevating original reporting in Search, Google
What should publishers do to be recognised as the original source?
Make the original easy to identify. Publish first on your own domain, show a clear first-publication date, and make sure syndicated or republished copies either carry a cross-domain canonical pointing to your URL, as the ranking systems guide describes, or are kept out of the index by the partner. A visible link back to the original helps readers and search systems alike.
Originality also has to be real. Google's helpful content questions ask whether content provides original information, reporting, research or analysis. Rewriting a competitor's scoop does not make a page original.
- Keep a register of every syndication partner and check their copies quarterly.
- Put a dated, linked source line on republished copies.
- Publish your own data, methods and interviews on the original URL.
This includes support of a special canonical markup creators can use to help us better understand what is the primary page if a page has been duplicated in several places.
Google, A guide to Google Search ranking systems, Google Search Central
Which Laurelin audit checks test for original content systems?
The new check, Syndicated copies of original articles carry no canonical or link back to the source, searches for copies of your content on other domains and inspects their canonical tags and attribution. It measures a proxy that Google documents; it cannot see how Google scores originality.
Related checks: external duplicate content finds copies of your pages elsewhere; unintended cross-domain canonical catches the reverse mistake, where your original points away from itself; internal duplicate content catches duplicates inside your own site.
Low information gain versus competitors tests whether the page adds anything original, and no publish or update date shown tests whether readers can see which version came first.
What are the key dates for Google original content systems?
- 2019-09-12: Google announces ranking and rater guideline changes to elevate original reporting (source)
Frequently asked questions about Google original content systems
Does Google always rank the original article first?
No. Google says its systems aim to show original content prominently, but it also says there is no absolute definition of original reporting, so copies can still outrank originals.
What should a syndication partner do with my article?
Google's ranking systems guide says canonical markup can help it identify the primary page when content is duplicated in several places. Ask partners to point a canonical to your original or keep their copy out of the index.