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

RSS, Blogs and Search Marketing:
Leveraging the Power of RSS

© 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
– Propagate deep links that drive traffic and
link gain

CONFIDENTIAL © 2005 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

Slashdot
headlines
syndicated
on

Nanodot.org

CONFIDENTIAL © 2005 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

The top
result was
thanks to
syndicatio
n via RSS

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
– NewsGator (Outlook plug-in), Sage (Firefox
plug-in), Pluck (IE plug-in), FeedReader, etc.

– IE7 supports RSS natively

CONFIDENTIAL © 2005 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

CONFIDENTIAL © 2005 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

CONFIDENTIAL © 2005 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

Work RSS to the limit






Give it away
Make it easy to subscribe
Track subscriber behavior
Personalize the content
Capture the link gain

CONFIDENTIAL © 2005 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

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, …
– For blogs: latest posts, latest posts by category,
latest comments per post, …
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
content as search engine fodder and
hoarding the link gain (through href
rel=nofollow or by stripping out your
links)

CONFIDENTIAL © 2005 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

Subscribe to
search results
on MSN Search
CONFIDENTIAL © 2005 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

Subscribe to
search results
on Yahoo! News

CONFIDENTIAL © 2005 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

Subscribe to

deals with online
retailers

CONFIDENTIAL © 2005 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

Subscribe to
articles

CONFIDENTIAL © 2005 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

Subscri
be to
podcast
s
CONFIDENTIAL © 2005 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

CONFIDENTIAL © 2005 Stephan M Spencer Netconcepts www.netconcepts.com

Blog
software

like
WordPres
s embeds
podcasts
into RSS
feeds
automati
sspencer@netconcepts.com
cally

Make It Easy to Subscribe
 1-click add to your favorite aggregator
– “Add to ____” buttons
– Link tags for autodiscovery
• e.g.

– Make your listings in the Yahoo! SERPs
display the “Add to My Yahoo!” link

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
– http://my.yahoo.com/s/publishers
.html
CONFIDENTIAL © 2005 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

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.