A few years ago, people trumpeted the arrival of XML, an easy to use language for communicating between databases and computer programs, as the greatest thing in computers since the mouse. XML allows a web site to read, render, and then present information that is contextual. For instance, XML will let you know that Chris Gruenwald is not just two words but the name of Bayside Network’s principal consultant.
RSS - XML for the people
While XML has changed the way computers communicate, it hasn’t done much for how people communicate and use the web. RSS, or Really Simple Sindication, is changing the way people use the web and can improve how your business receives information from the internet.
Earlier, we discussed creating a personalized search engine to seek information. RSS delivers information. It’s the push to the search engine’s pull.
Why would you want to use RSS?
Do you spend time checking your favorite web sites for new information? If you subscribe to their feeds, the latest information will be sent to you.
Imagine opening one web page and getting the latest information from your favorite 25 web sites. You don’t have to go to their site to find that it hasn’t been updated. You get the information without the ads, images, navigation, and other parts of the site that slow down your browsing. Think of it as Tivo for the web, you get the good stuff and skip the ads.
There are other reasons for your business to subscribe to feeds. You can get the latest news on computer virus activity, find out when patches have been released for software, the latest stock prices, weather, traffic reports, prices of commodities, how your senator voted, and more. Further, this information is sent to you when it has been updated. It’s not a mailing list, you only get what has been published.
How does RSS work?
You may have noticed a small orange icon or links that direct you to the web site’s RSS feed (the links for this site are at the bottom of the page). Clicking on those links will surprise you with a plain screen full of code, the XML for that page. We need to transform that code into an easy to read version. What you need from that page is not the code, but the URL or web address: http://www.baysidenetworks.com/feed/.
RSS readers
Do you have an RSS reader in your computer? More than likely you already have everything you need in your Microsoft Outlook, Mozilla Thunderbird, Mozilla Firefox, or Mac Safari. In other words, many email and web browser programs already support RSS feeds. The new version of Internet Explorer 7, to be released in May 2006, provides very strong support of RSS feeds.
Most RSS users are using web-based readers, such as Rojo, to have access to their feeds from any computer at any time. Rojo is free, takes about 10 minutes to set up, and will suggest various topics and sites for your to subscribe to. You can choose as many as you like or none at all.
Add a new web site to your feeds
- Sign up for a Rojo (or any other RSS reader)
- At the top right of the page, there is a search box, paste the URL from your favorite web site’s feed. If you don’t have that handy, just type the name of the site into the box; typing in baysidenetworks.com is all that is needed for subscribing to this site.
- Start reading your new information.
Rojo keeps track of what you’ve read, allows you to save information, and organize the sites. You can “tag” (add words that describe the site in your own words, i.e. “IT consultant San Diego Bayside Networks Chris”) your sites to find them easier in the future. You can also make your account public and share your feeeds with friends an co-workers.
Bill Gates has announced RSS is the future of the web. It’s time to start dipping your toe in the water. With the release of Internet Explorer 7 and next year’s launch of Microsoft Vista, your customers will be expecting you to be RSS savvy. If your site is not providing RSS at this time, you need to ask your web site administrator what needs to be done to add it. The easiest and most effective method of introducing RSS feeds is to add a business blog to your web site. Blog platforms come with built-in RSS publishing.