RSS, Search Engine Visibility and Brand Perception
http://www.iabc.com/cwb/archive/2005/0505/RSS.htm

Falkow, Sally
Communication World Bulletin
2005

Abstract:

Branding has been called the most powerful idea in business, yet few companies consciously craft and promote their brand. Making a brand visible to an online audience can be an additional challenge. Studies show that searchers regard the companies that are placed on the first page of search engine results as the major players in the field. So how do you get the coveted page-one positioning? New technologies like RSS feeds are one way to accomplish this and make your brand more visible in the process.