Quality Content + RSS Syndication = Increased Exposure
Posted by Kim Roach on: 2006-07-04 03:20:50
Self SEO > RSS Articles
According to DoubleClick, one of the nations largest email
marketing companies, the average open rate for an electronic
newsletter is 27.5%, while the average click-through rate is
Email is not the dependable content delivery mechanism that it
once was. Spam filters, blacklists and content overload have
plummeted email delivery rates. Chances are that more than half
of your email subscribers aren’t reading your messages. In fact,
your message may not even make it to their inbox.
What is a web master to do? Well, email is still the primary
content delivery standard for most Internet users. However, you
can start complementing your email marketing with other content
delivery channels to increase your delivery rate. RSS is one
When LockerGnome.com began to promote their own RSS feeds, they
began seeing 5 times the number of RSS subscribers against email
subscribers. Even more interesting, they also began receiving a
500% better clickthrough ratio with RSS than with traditional
You can add RSS to your marketing mix in order to increase your
readership, increase the response to your marketing messages, and
improve your search engine placement.
What is Possible
There are so many options when it comes to content delivery with
RSS. Many web masters online today are limiting themselves merely
to what they’ve seen others do. However, the possibilities extend
One of the basic uses of RSS is to deliver content updates. Your
RSS subscribers can receive updates that you have made to your
website, including new articles, downloads, coupons, etc. This
was not possible with email because most subscribers would go
hysterical if they found 5 emails in their inbox one day talking
about the different updates to your site.
RSS solves this problem, enabling people to use aggregators to
access information at their convenience. You can also use RSS to
deliver news updates, quick tips, quotes, new coupons, job
listings, classifieds, real estate listings, and new forum
RSS Marketing Techniques - From Basic to Advanced
Once you have created your RSS feed, it’s time to start marketing
it. Marketing your RSS feed is completely different from
marketing an email-based newsletter. However, similar to
newsletter promotion, promoting your RSS feed begins on your web
site and with your existing audience.
To let people know that you are offering an RSS feed, you will
need to display an RSS image on a high-profile space of your web
site. Your visitors will be much more likely to see your RSS
image if you use one of the well-known buttons to represent your
feed. You should place this button towards the top of your page
for best exposure.
To see some good examples of web sites that are promoting their
RSS feeds, go to www.sitepoint.com and
Just like your ezine subscription box, your RSS feed should be
noticeable and available from every page of your web site.
RSS Presentation Page
You must also have a page on your web site that explains exactly
what RSS is. Many of your visitors may not know about this new
technology. This is especially true if your website does not
pertain to internet marketing or some other tech field.
Take your visitors step-by-step through the process of locating,
subscribing and reading an RSS feed. By doing this, you are
informing your website visitors and helping to promote the use of
your own RSS feed.
To see a really good example of this, go to
If you have different categories of RSS feeds, Provide a link to
each of these feeds right next to the content category to which
it belongs. For example, you could create a different RSS feed
for different categorical topics. Not only does this provide more
options for your visitors, but it also provides additional
If you have an RSS feed, then you should definitely enable
Auto-Discovery aggregation. Some RSS aggregators have the
capability of quickly finding an RSS feed on your web site by
placing a simple piece of code in the head section of your html.
Here’s the code:
<*link rel="alternate" type="application/rss+xml" title="RSS"
Simply replace the RSS feed URL and place this above code into
the head section of your web site on each page.
Submit Your RSS Feed to Search Engines and Directories
Having an RSS feed opens up entirely new marketing possibilities.
You can now submit your rss feeds to a variety of specialized
search engines and directories. For a complete list, go to
Syndicating Rich Media Content
RSS is not just about text. You can also use it to syndicate
audio and video content. For example, you can now submit media
RSS feeds to Yahoo. They are using these feeds to make it easier
for visitors to find rich media content at Yahoo search.
To get started, go to the Media RSS feed submission page.
Exchanging RSS Feeds
As you know, link exchanges have lost much of their ranking
power. However, there is an advance form of link exchange that
everyone can take advantage of.
This is the RSS feed exchange. By exchanging feeds with other
quality sites in your industry, you gain additional content,
about 5 incoming links, and some direct traffic as well.
Link directories are not beneficial to either partner. Each
partner should put each other’s content in a high-traffic area on
your site.This allows both partners to increase their web site
exposure, which is much more effective than a link exchange that
is often buried on unknown pages.
Customized RSS Aggregators
Another advanced RSS marketing strategy is to offer your own
customized RSS aggregator to your web site visitors. This will
allow you to enforce your brand and provide an additional point
of contact with your subscribers.
Hotmail did the same thing with email. Unfortunately, that kind
of opportunity is long gone. RSS, on the other hand, is still a
fairly new technology that you can use to create an effective
viral marketing campaign.
If you have a large enough audience, you could certainly
encourage them to start using your RSS aggregator. If executed
correctly, your name could soon be branded all over the
Internet because of this new communication model.
To start creating your own branded RSS aggregator, go to
www.deskshare.com/awrc.aspx or www.customreader.com.
Get Your Blog in the News
If your blog reports on the latest news in your industry, then
you may be the perfect candidate for news sites. If you're not
reporting on the latest news in your industry, then I would
strongly suggest that you start. News is one of the hottest
topics on the Internet.
By delivering the latest news to your visitors, you can submit
your site for inclusion in large online news sites such as
NewsNow. Once you have become a publisher in their news network,
your articles will be exposed to an audience of more than 750,000
If you think your site could make the cut, go to
One of the most exciting developments among the blogoshpere is
the release of a new service for bloggers at BlogBurst.com.
BlogBurst is the industry’s first blog syndication network,
delivering content to several newspaper sites, including SF Gate
(www.sfgate.com), the Washington Post (www.washingtonpost.com),
and the Houston Chronicle (www.chron.com).
To be accepted into the BlogBurst network, you must have a full
text syndication feed in RSS or Atom, make weekly posts, and have
good writing style.
If you think your web site could benefit from some increased news
exposure, check out blogburst.com.
To be truly successful with your marketing campaigns, start
combining your contact methods. By using RSS in addition to email
marketing, you will reach a much larger audience.
Kim Roach is a staff writer and editor for the SiteProNews
) and SEO-News (http://www.seo-news.com
) newsletters. You can contact Kim at: kim @ seo-news.com
This article may be freely distributed without modification and
provided that the copyright notice and author information remain
Print this article Tell a friend