How RSS Makes Your Site Attractive to Search Engines: Deeper Look at Using RSS - Corporate Communications

Blogs have virtually catapulted RSS into the spotlight; however, they are unlikely to drive RSS as a communication instrument. Where RSS is blossoming quickly is in the corporate arena as a valid and advertisement-free communication channel. Businesses that were at first disinclined to use RSS as an information tool are re-evaluating its usefulness. The boundless potential for consumers to choose the content they want to be exposed to will be the force that will preclude virtually ad-free content, with consistent quality in relevant corporate purpose.

Press releases, annual reports, stockholder news, and even schedule updates are just some of the ways that information is currently circulated in a company’s daily business. RSS in this way is a valuable resource to pool all the information in an XML format, upload it to the server, and instantly notify employees and investors alike regarding any pertinent company business without risking losing emails through spam filters, or even technical problems. Incorporating company information into an RSS channel, and transferring vital information to the receiver through RSS guarantees that the recipient: a.) wants or needs the information, and b.) has it instantly without the fortuity of spam or viruses.

Here are a few examples of how RSS could be used for corporate information:

• A Human Resource Director updates changes to the employee handbook, or broadcasts available job positions to recruiters.
• The Chairman of the Board of Directors notifies stockholders of important decisions via the syndicated board minutes, or provides the corporation’s annual report directly to them.
• A principle notifies all teachers of new laws that allow for children with disabilities to have special equipment provided in the classrooms, or updates the school lunch menu for the parents to view.
• College professors upload their teaching curriculum for the semester, or the Dean of Admissions updates the available classes for summer school.
• A Public Relations manager assembles a press release for the media, or arranges data on a community event and charity fundraiser.
• The City Council puts together a flood control plan and gives the community a chance to view it before voting, or posts a citizens’ petition against it, with updates for each new signature.
• A Nursing Coordinator updates changes to nurses’ shifts, or a surgical team is able to view schedule openings for emergency surgeries.

We could come up with hundreds of circumstances where an RSS feed would be invaluable, but you get the idea. What’s so remarkable about RSS is that you would syndicate corporate communications in the same fashion that you would articles, news, tech support tips, or blogs.

***In the next article, I am going to cover the specifics on creating an RSS feed in order to incorporate the ideas listed above. You will then have the tools you need to syndicate your content, and attract those search engine spiders to your site.