© 2005 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com
CONFIDENTIAL © 2005 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com
RSS, A “Killer App”
Better than the Inbox
– Unspammable content delivery channel to
individuals
– Viable replacement for enewsletters
Web-wide Syndication
Slashdot
headlines
syndicated
on
CONFIDENTIAL © 2005 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com
Client-side vs. Hosted App
Web-based aggregator
– Bloglines (owned by Ask Jeeves), My Yahoo!,
MyMSN, Google Reader, MyFeedster, etc.
Installed application
CONFIDENTIAL © 2005 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com
Work RSS to the limit
Give it away
Give It Away
What will help subscribers keep their finger on
the pulse of your business/industry and
compel webmasters to disseminate to their
visitors?
– News alerts, latest specials, clearance items,
upcoming events, new arrivals, new articles, new
tools & resources, search results, a book’s revision
history, top 10 best sellers, project management
activities, forum/listserve posts, recently added
downloads, …
CONFIDENTIAL © 2005 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com
Give It Away
Full text, not just summaries
Watch out for SEOs using your feed
CONFIDENTIAL © 2005 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com
Subscribe to
CONFIDENTIAL © 2005 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com
Make It Easy to Subscribe
1-click add to your favorite aggregator
– “Add to ____” buttons
– Link tags for autodiscovery
• e.g. <link rel="alternate"
type="application/atom+xml" title="Atom 0.3"
href="http://feeds.stephanspencer.com/scattering
s" />
CONFIDENTIAL © 2005 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com
“Add to My Yahoo!” link in SERPs
Add your feed to your My Yahoo! Page
Ping Yahoo! with your updates
– e.g. http://api.my.yahoo.com/rss/ping?
u=http://www.whatever.com/rss)
– Or just use Pingomatic
More info at
Track Subscriber Behavior
Subscribers
from User-Agent field in log files
– e.g. User-Agent: Bloglines 2.0 (182 Subscribers)
Reads
through “web bugs”
– e.g. <img
src="http:www.company.com/cp/.5424Cafaa903cf
09ecafb231662ca053c4c56” border=0 size=1
width=1>
Clickthroughs
through clicktracked URLs
– e.g. http://www.company.com/rss.php?
CONFIDENTIAL © 2005 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com
Personalize the Content
Best practice for users
– Subscription form with interests tickboxes
– Allow the user to stay anonymous if they so choose
– Give them the option of subscribing via RSS, or email,
or both
Personalized feeds not ideal from an SEO
standpoint
– Because you’re not reinforcing the same items across
multiple sites.
Subscribe to
a feed
CONFIDENTIAL © 2005 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com
Capture the Link Gain
Encourage links through RSS directories/engines
submission (www.masternewmedia.org/rss/top55/),
trackbacks, pings (Technorati, Pingomatic,…),
Clicktrack your links
and
pass the link gain
– 301 (“permanent”) redirect, not 302, or link gain may not
flow
– Most ads and affiliate links suffer this fate
– Warning: Feedburner and Simplefeed use 302, not 301
Pay attention to each item title; it’ll become link
text
Taking It Further
Great ebook:
Unleash the Marketing &
Publishing Power of RSS
(Marketingstudies.net)
MarketingProfs.com’ Thought Leaders Summit
on blogs for marketing
– email me for a free copy of the executive
summary, podcast, and transcript:
sspencer@netconcepts.com
Download the Powerpoint from