Subject: Advanced Internet Technology

Topic: RIA and Mashup

Difficulty: Medium

Syndication Process

• Web syndication is a form of syndication in which content is made available from one website to other sites. Most commonly, websites are made available to provide either summaries or full renditions of a website's recently added content.
• Web syndication involves a website providing content to an arbitrary number of subscribing websites that redistribute it.
• For the subscribing sites, syndication is an effective way of adding greater depth and immediacy of information to their pages, making them more attractive to users. For the providing site, syndication increases exposure.
• This generates new traffic for the providing site—making syndication an easy and relatively cheap, or even free, form of advertisement.
• Content syndication has become an effective strategy for link building, as search engine optimization has become an increasingly important topic among website owners and online marketers.
• Links embedded within the syndicated content are typically optimized around anchor terms that will point an optimized link back to the website that the content author is trying to promote.
• These links tell the algorithms of the search engines that the website being linked to is an authority for the keyword that is being used as the anchor text.
• The prevalence of web syndication is also of note to online marketers, since web surfers are becoming increasingly wary of providing personal information for marketing materials (such as signing up for a newsletter) and expect the ability to subscribe to a feed instead.
• Although the format could be anything transported over HTTP, such as HTML or JavaScript, it is more commonly XML. Web syndication formats include RSS and Atom.