rss_3.ppt 2278KB Jun 23 2011 09:25:16 AM

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RSS, A “Killer App”

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Better than the Inbox

– Unspammable content delivery channel to

individuals

– Viable replacement for enewsletters

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Web-wide Syndication

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Slashdot

headlines

syndicated

on

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Client-side vs. Hosted App

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Web-based aggregator

– Bloglines (owned by Ask Jeeves), My Yahoo!,

MyMSN, Google Reader, MyFeedster, etc.

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Installed application

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Work RSS to the limit

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Give it away

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Give It Away

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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, …

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Give It Away

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Full text, not just summaries

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Watch out for SEOs using your feed

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Subscribe to

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Make It Easy to Subscribe

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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" />

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“Add to My Yahoo!” link in SERPs

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Add your feed to your My Yahoo! Page

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Ping Yahoo! with your updates

– e.g. http://api.my.yahoo.com/rss/ping?

u=http://www.whatever.com/rss)

– Or just use Pingomatic

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More info at

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Track Subscriber Behavior

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Subscribers

from User-Agent field in log files

– e.g. User-Agent: Bloglines 2.0 (182 Subscribers)

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Reads

through “web bugs”

– e.g. <img

src="http:www.company.com/cp/.5424Cafaa903cf

09ecafb231662ca053c4c56” border=0 size=1

width=1>

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Clickthroughs

through clicktracked URLs

– e.g. http://www.company.com/rss.php?

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Personalize the Content

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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

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Personalized feeds not ideal from an SEO

standpoint

– Because you’re not reinforcing the same items across

multiple sites.

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Subscribe to

a feed

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Capture the Link Gain

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Encourage links through RSS directories/engines

submission (www.masternewmedia.org/rss/top55/),

trackbacks, pings (Technorati, Pingomatic,…),

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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

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Pay attention to each item title; it’ll become link

text

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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:

[email protected]



Download the Powerpoint from