RSS, or “Real Simple Syndication,” is a file format that allows for the streaming of text Web content. It has two primary uses in the field of marketing, and you should probably make use of both. The two uses are to stream content from other Web publishers onto your web site, and to stream your Web content onto other publishers’ web sites.

The benefit of streaming others’ content onto your web site is that it will keep your web site updated with new content. Search engines love new content, as do people. The way this process works is quite simple, although some programming may be necessary to implement the technique on your web site.

The benefit of having your content streamed to other web sites is that it results in links back to content on your site. If you have streamed content that other web sites find valuable, then it is like casting hooks into a pond. The more hooks you have out there (the more web sites there are that use your streamed content), the more likely you are to get traffic to your web site, either in the form of direct click-throughs or improved search engine rankings.

The easiest way to create streamed content is to publish a blog with a blogging platform that creates automatic RSS feeds of your blog posts. An example is Blogger, which automatically creates a URL to an Atom file, which is just a different name for an RSS file.

However you go about creating your content and RSS file, it is helpful to publish your RSS URL to RSS directories. If you publish your content in blog format, I suggest you use a web site called Pingomatic.com. It will automatically ping a number of popular blog and RSS directories about your updated blog. It is also free. There are more advanced paid options available as well.

If you could use some help implementing RSS into your search engine marketing campaign, contact Work Media at 888-299-4837. We’re here to help.