Natural Search Blog


RSS and SEO: Implications for Search Marketers

Hello from Search Engine Strategies in NYC. Yesterday I spoke at the Webfeeds, Blogs, and Search session. My talk was focused on on implementing RSS feeds as part of your search engine marketing strategy. I’ve made my Powerpoint deck available online at www.netconcepts.com/learn/rss.ppt.

A lot of people mistakenly lump blogs and RSS together, but RSS has infinitely more applications beyond just blogs! For example: news alerts, latest specials, clearance items, upcoming events, new stock arrivals, new articles, new tools & resources, search results, a book’s revision history, top 10 best sellers (like Amazon.com does in many of its product categories), project management activities, forum/listserve posts, recently added downloads, etc.

There are some important tracking and measurement issues to consider when implementing RSS:

I consider personalized RSS feeds to be “best practice.” As of yet I’m not seeing much yet in the way of personalization within RSS feeds, but that will come I’m sure. It has to. Having only one generic RSS feed per site is a one-size-fits-all approach that can’t scale. On the other hand, having too many feeds to choose from on a site can overwhelm the user. So how about instead you offer a single RSS feed, but it’s one where the content is personalized to the interests of the individual subscriber. Yet if the feed is being syndicated onto public websites, you’ll want to discover that (by checking the referrers in your server logs) and then make sure the RSS feed content is quite consistent from syndicated site to syndicated site so that these sites all reinforce the search engine juice of the same pages with similar link text. Or simply ask the subscriber his/her intentions (personal reading or syndication on a public website) as part of the personalization/subscription signup process.

IMPORTANT: An oft overlooked area of RSS click tracking is how to pass on the search engine juice from the syndicating sites to your destination site. Use clicktracked URLs with query string parameters kept to a minimum, then 301 redirect not 302. This is important! 302 redirects, also known as temporary redirects, can hang up the search engine juice. Search engines recommend you use 301 redirects, also known as permanent redirects. Surprisingly, Feedburner and Simplefeed both use 302 redirects. Tsk tsk!

Sites using your feeds for themed content to add to their site for SEO purposes could strip out your links or cut off the flow of the search engine juice using the nofollow rel attribute or by removing the hrefs altogether. Scan for that and then cut off any offenders’ feed access.

Some more “gotchas” if you don’t set things up right:

RSS is great for link building. Any SEO worth his/her salt should be making use of RSS as part of a link building strategy, or at least making plans to use it soon. In addition to RSS, there are some other effective blog-related link building strategies, like:

1 comment for RSS and SEO: Implications for Search Marketers »

  1. MyAvatars 0.2

    I am a fan of RSS and what it can do for people. Great job with the article.
    Rick Marnon, Howell
    http://www.teammarnon.com

    Comment by Rick Marnon, Howell — 9/28/2007 @ 1:51 pm


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