Really Simple Syndication feeds have been growing in popularity with Web sites that produce written, audio and video content. Even if your Web site isn't in the business of publishing, RSS feeds offer a convenient way for readers to subscribe to corporate blogs, press releases, forum posts or newsletters, delivering any updates you publish almost immediately and maintaining traffic and stickiness to your site.
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An RSS feed's function can be compared to a newspaper or magazine subscription, in the regularity of its delivery. But virtual subscribers don't need to fill out subscription forms with personal information, and content is often free. Once you have the RSS infrastructure set up on your end, a reader has to put forth very little effort to subscribe. Usually, it's a matter of clicking a button in their feed reader.
RSS feeds are created in XML. If you're uncomfortable with the idea of doing any kind of coding, Web sites like RSS Creator (create-rss.com) and Free RSS Tools (free-rss.page2go2.com), or software like FeedForAll (feedforall.com), can create the XML file for you, requiring little to no coding work on your part; you just input the necessary information in the empty fields. FeedForAll offers a version for Windows and Mac users and can be purchased for $39.95.
If you're a little more daring, you can use Dreamweaver or Notepad to create XML file yourself. Web sites like Make RSS Feeds or this Web developer's blog offer step-by-step instructions including examples of how your RSS feed XML file should look.
Once your feed has been created, you need to make sure that it doesn't have any serious coding mistakes. FeedValidator (feedvalidator.org) is a reliable tool that specifically points out any sections in the feed that need to be altered prior to publication.
With a validated feed, you can go to FeedBurner (feedburner.com) and publish your XML file, which aggregates your feed and provides you with icons or "chicklets" you can paste into your site. These icons are what future subscribers click on to subscribe to your Web site's RSS feed.
Some quick tips to keep in mind to optimize your feeds are to keep headlines for each item short; they shouldn't exceed 10 to 12 words. Each item in the feed should also contain a unique link that provides the subscriber with additional information or content. You should also provide a description of each item that provides enough data to convey what the content is about, but not enough that readers won't be enticed to get more information. And make sure you create a schedule of when to update your content and adhere to it. Like a magazine or newspaper, people want to know when they can expect new content.
