Really Simple Syndication (RSS)

According to O'Reilly's XML site RSS is a simple way of presenting frequently updated content from a web site right to your own desktop. It has been developed to allow you choose what content you would like to see on the Internet and have it brought to you. This concept is the underpinning the next generation of the Internet which is being tagged in the industry as 'Web 2.0'. The traditional model of trawling (Searching) the internet for the information you want, is being overturned by the concept of having the information brought you based on your chosen preferences. Many sites now allow you to customise what you want to see. Sites such a BBC know when you log in that you would like to see current affairs or sport related items based on your chosen preference. By connecting to the relevant RSS feed the information is brought directly to you rather than you going to get it. This concept can be applied to your site also.

RSS has the same purpose as a mail shot but has a number of advantages and disadvantages. Click here to see our comparison between Email and RSS. To show how much potential this technology has Microsoft have built an RSS reader in to their new version of Internet Explorer 7. Microsoft have also integrated an RSS reader in to their new operating System, Microsoft Windows Vista. Mozilla also have an RSS reader module for their FireFox users.

Look for the following icons during your web surfing for available RSS feeds to connect to.