Understanding and Using RSS in Your Affiliate Program
by Mike Kowal
LinkShare Corporation

What is RSS
RSS or Really Simple Syndication is an XML-based format for content distribution. It was developed to provide a means of accessing and organizing vast amounts of information that now exists on the web in one place for the user. Instead of the user browsing websites for information of interest, the information is pushed directly to the user on demand.

An RSS feed is made up of summaries, headlines, links and typically is used by news sites or blogs so a user will know when content has been updated. A user can subscribe to numerous feeds and access them from within a single interface or reader.

RSS Readers
There are two types of RSS Readers: An application that you can download to your desktop or web-based RSS Aggregator, which allows you to view it in your browser. While initially many readers were downloadable applications, web-based tools such as Google Reader or Bloglines have been growing in popularity as web technologies have improved.

You will find RSS feeds on many pages throughout the web. It will typically be identified by an orange icon.

RSS feeds cannot be viewed through your browser; feeds are only viewable through RSS Aggregators/Readers. To subscribe to a feed, you will be directed to the URL address of that feed when you click a RSS link or button. Typically, you will copy and paste the feed URL into your reader. Once you have done that you will now be able to access the content from within the reader. Please see the documentation for the reader that you wish to use for full details.

How Affiliates Use RSS
Many affiliates are using RSS feeds to update their site users on the latest coupons and deals. Some affiliate sites using RSS feeds include Bens Bargains, GottaDeal.com, FabulousSavings.com and Techbargains.com.

Using the LinkShare RSS Tool
LinkShare recently created an RSS tool that allows you to syndicate content to your affiliates. Pushing content through RSS helps cut through email clutter for affiliates and allows you to create segmented products feeds that can be published directly to affiliate sites, such as Top 10, Hot Products, or Special Deals. This does not replace LinkShare Merchandiser, RSS does not support large files.

With the LinkShare RSS tool, you can push out the [SITE.CODE] so affiliates can pick up live links. Tech saavy affiliates can even pick up your feed, say a top-10 list and publish it directly to their site. (For details on how to do this via PHP, please see: http://www.feedforall.com/free-php-script.htm or other similar pages).

Using the LinkShare RSS tool, you can publish two types of feeds: a dynamic feed or static feed.

• For a Dynamic Feed, a merchant needs to have published an existing feed and have a Feed URL. You simply paste the URL into the LinkShare Interface under “Automated Update” in the Manage Affiliate RSS Feeds area of the Interface. As you update your feed it will be automatically populated with the affiliate’s [SITE.CODE], which allows the affiliate to directly cut-and-paste or publish a live link to their site.
• For a Static Feed you must be able to create an XML file. This file can then be pasted into a form under “Manual Update” in the Manager Affiliate RSS Feeds area of the Interface.

Tips on Using RSS

• If you are having trouble with the code look at feeds from other sites and use a validator such as http://validator.w3.org/feed/.
  Note: On external validation sites replace [site.code] with a sample affiliate ID as it will not validate with it in there (but it must be in there when validating through the interface).
• Always use notepad vs. Word or some other word processing software and save using the utf-8 option vs ANSI that is the default.
• You may need to use escaped HTML; for example try replacing ‘&’ in your code with "&#38".
• Another good site that can help is: http://www.rss-specifications.com/. This site explains everything you might ever want to know about RSS.

This is just the beginning of how you can start using RSS. As this technology evolves and new uses created, we hope that you and your affiliates find RSS to be another great tool to help promote your program!