Really Simple Syndication, or RSS, is a widely-used "web feed" technology that makes it possible to extend the reach of a website beyond it's domain and across a broad spectrum of programs and devices. This technology is often used to facilitate the distribution of blog postings, but also can be used to more widely distribute press releases, "lastest news and updates" or any other regularly updated content.
Users typically "subscribe" to an RSS feed by adding it to their favorite RSS reader, which in turn, allows them to see regular updates without having to visit the authoring website directly. In this sense, the content then becomes syndicated, reaching a wider audience passively without requiring a direct visit by the user.
Whether or not to use RSS to extend the reach of a website hinges on the type and purpose of the content being syndicated. For example, press releases are an obvious candidate for syndication because the goal is always to create as wide an audience as possible, regardles of how it is ultimately viewed by the reader. However, content that is offered solely by an individual website may represent a unique service, drawing new and returning users and creating opportunities to communicate other messages as a result. Syndicating content of this nature should be carefully considered so as not to undermine a key draw of precious visitors.
RSS offers exciting opportunities to share content and extend the reach of a website, but not all content is meant for syndication and that makes all the difference.
