RSS has been around for more than a decade but until recently "Rss Technology" started penetrating its roots deep inside the soil of the so-called E-world.

Using this standard, web publishers provide updates, such as the latest news headlines, special announcements, press releases or weblog postings through their RSS content

Really Simple Syndication (RSS) is a lightweight XML vocabulary for describing metadata about web sites, ideal for news syndication. Originated by userland software in 1997 and used by Netscape to populate Netscape's My Netscape portal with external newsfeeds ("channels") RSS has taken on a life of its own and has become perhaps the most popular XML format today. Thousands of web sites today use RSS as a "what's new" mechanism to drive traffic their way. (Including the BBC, CNET, CNN, Eweek, Forbes, Motley Fool, Wired, Red Herring, Yahoo, MSN and many more?).

As each day passes by, new websites are being launched and added to the internet bandwagon and in order to compete, webmasters & web publishers need to find different ways of producing themed-based websites. Highly focused articles are often sought by webmasters. Why? Because content on the web is still king! In order to attract search engines and site visitors, webmasters depend heavily on providing informative, creative and fresh content. If the web site content is rich, visitors will come. If the website content is updated regularly, visitors will return. When evaluating a website's traffic it is easy to see that the low cost of syndicated content can add-up considerably to a website's value.

Many webmasters & web publishers are struggling to find fresh, innovative content while other savvy webmasters have realized the ability hidden within RSS and are adopting the technology at a maddening pace. By utilizing RSS, webmasters can tap through a variety of distinctive free content sources with very little effort. RSS truly is a webmaster's key to free content.

With the help of RSS technology webmasters can also reach their potential and targeted customers directly, how this is done? Well?. typically RSS feeds contains "News Headlines" and content summaries of a particular product or service these content summaries contain just enough information without overwhelming the reader with superfluous details. If the reader is interested and wants additional information they can click on the item in the feed, accessing the website which contains additional details. RSS readers aggregate multiple feeds, making it easy for individuals to quickly scan information contained within each feed. Feeds are generally themed, allowing users to opt-in to feeds that are of their interest.

One of the major benefits to RSS is that individuals opt-in to content of interest, totally controlling the flow of information that they receive. If the quality of the content in the feed declines, users simply removes the feed from there RSS reader and they will not receive any additional updates from that source. The RSS reader acts as an aggregator, allowing users to view and scan multiple content streams in a very short period of time. With the RSS webmasters & web publishers have the advantage to update their already existing feed, so that when ever they have something new to publish or offer all they have to do is update their already published feed and the message gets updated everywhere it's subscribed. No more worrying if your subscribers got your message or not.

Thus, Rss gives you the opportunity in establishing strong relationships with your existing subscribers as well as helps in attracting new potential subscribers who are interested in what you offer.

If you really want to make a difference then RSS is the perfect tool in reaching out to your subscribers or customers throughout

Syed Ibrahim is a prominent internet strategist and also manages marketing for http://www.rapidfeeds.com

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