It uses a technology called RSS or Rich Site Syndication that, if used well, can literally turn your website into a traffic grabbing, cash generating monster. Get Better Search Engine Rankings with RSS Rich Site Syndication is a file format similar to XML, and is used by publishers to make their content available to others in a format that can be universally understood. RSS allows publishers to syndicate their content through the distribution of lists of hyperlinks. It has actually been around for a while, but with the advent of spam filters and online Blogging, it is fast becoming the choice of ezine publishers who want to get their message across to their subscribers. However, not much attention has been given to the advantages RSS provides for search engine optimization.