RSS - The What, Why & How

While RSS has been around since 1999, the format remained largely unknown until 2004 when increased bandwidth and a surge in the number of information-related websites caused its popularity to sky-rocket. If you’ve been running a commercial website for a while, then you probably know a million different ways to increase web traffic and drive targeted visitors to your site. But, if you don’t already have one, consider enabling an RSS feed on your web platform.

The WHAT
Simply put, RSS is a group of web-based formats that enable you to publish and update content (including audio and video) on a near continuous basis. Users can subscribe to the RSS feed on their favorite websites to automatically receive fresh information. Ideal for bloggers, social media, news distributers, podcasters and virtually any online media platform that frequently releases updates and information, RSS feeds are a common feature across the web.

An RSS reader or an aggregator is, essentially, a program that lets users integrate multiple RSS feeds from several websites into a single interface, thus eliminating the need to visit each website individually and providing for increased ease of accessibility. Note, that while RSS isn’t the only web feed format available, it is by far the most frequently encountered one.

The WHY
For webmasters - There’s a reason RSS stands for Really Simple Syndication. If you’re publishing a feed, it allows you to link the latest information from multiple other websites (like news sites and blogs) on to your own site while automatically updating that information. Plus, RSS makes it much, much easier for users to keep track of your content.

For users - If you’re on the receiving end of content, RSS is even better since it functions without the use of email addresses, thus keeping you safe from viruses, spam and any kind of malicious email activity. Also, most RSS readers automatically categorize content under the appropriate URL, removing the need to sort out a cluttered inbox. Additionally, all you really need to do to unsubscribe from any given feed is to remove it from your RSS reader. Simple and effective.

The HOW
This section details how to get RSS working for you.
Content - RSS works best when the information being supplied is directed at a targeted audience. That means you don’t want to choose random topics to post about (unless random topics are what your site is about). Instead, depending on the kind of website you have, post about a general topic like sports or technology or baking. Feed content typically consists of recurring information that changes on a frequent basis, examples include news and events, blog posts, hobbies and interests, industry information, etc.

RSS is about clear content that’s packed into a nutshell – a powerfully attractive nutshell. People seldom like reading about the exact same topic over and over again, neither do they admire lengthy feed posts. Whatever you decide to post, remember to keep it simple, engaging and concise.

The BUTTON - An RSS button, much like a subscription link, is what connects your feed to a user’s aggregator. The universal RSS icon is usually represented by a motif of radio waves on an orange backdrop. Experiment with different styles, colors and graphics to see what works best for your website’s theme and layout.

Placing the BUTTON - This is critical. In terms of subscriber volume, where you place your RSS button could mean the difference between a rushing flow and a tiny trickle. A lot about placing the RSS button depends on the layout and graphical flow of your website. Place your button in the sidebar, above the fold, near the logo, at the bottom of posts and anywhere else you think attracts attention, but do not over do it. A maximum of 3 buttons on a single page should be more than sufficient, provided that your content is actually engaging enough.

Segregate and offer a selection – Make sure your readers aren’t plied with every single piece of information on your feed. This can clutter up even the most organized aggregators, moving against the spirit of RSS. Segregate your content into say, articles, news and events. Then try extending different subscription offers that include progressively increased amounts of information.

Remember to take the time to research how RSS works for other sites and to study successful RSS feeds in terms of content and graphics and you should have no problem setting up your own. Happy feeding!

Resources
www.rssboard.org
www.esalesdata.com
www.advmediaproductions.com
www.therssweblog.com