Have you heard of RSS?

Sean Mulholland, JWTSC SEO Group

Don't worry if you haven't heard of RSS - only about 12% of internet users know what it is, yet almost 30% use it regularly. How is that possible? Because RSS is a tool that Yahoo, Google, and Microsoft are all betting on and silently implementing into their products. If you use My Yahoo, My MSN, or any other personalized start page, then you are likely an RSS user.

RSS is an acronym for either Really Simple Syndication or Rich Site Summary - two different names for the same thing. What it does is provide a way for one to syndicate content across the web in near real time. Think of it as a TV broadcast. Updating your RSS feed is like broadcasting information across the web, and users tuning into the RSS feed get the update in real time.

So how is this useful to us here at JWT EC? Because RSS has a shot at becoming the next 'big thing' on the Internet. The successor to Windows XP, Windows Vista, will be released in early 2006 with native RSS support. My Yahoo and My MSN already have it. Google just released an RSS product, and dozens of startups are doing the same. And a $100 million venture capitol fund created specifically for RSS development doesn't hurt.

Imagine a 'job roll' banner placed on sites across the web that can tune in to your RSS feed to update in real time. Imagine jobseekers subscribing to a feed that was automatically updated with new jobs as they became available. These aren't what-if scenarios, but actual products that already exist.

For example, Indeed.com is a job search engine that aggregates job posts (many times from RSS feeds) and makes then searchable. Not only are they searchable, but users can create RSS feeds based on their search. For example, you could search for 'san Francisco recruitment jobs', subscribe to the feed, and whenever a new job is posted that matches 'san Francisco recruitment jobs' you will automatically be notified in real time.

Beyond the technical uses of RSS there is also a media aspect to it. The majority of RSS feeds are news related and supported by advertising - and the RSS demographic is ripe for targeted advertising (50% 18-34, avg. income of $74,000 per year, more detail on ClickZ). Companies like Pheedo are breaking ground in this new media landscape.

If you have any questions related to RSS and the potential uses of the technology I'd be glad to brainstorm ideas with you. Please send me an email to learn more.