ROR site maps combine the detail of Google site maps and the simplicity of RSS site maps, then go even further. Using the ROR format, you can turn this 'site feed' into your product feed, an article list, a staff biography sheet, an event listing, and so much more.
There is a simple structure that allows everything in one file or an advanced structure that allows for a central directory file that points to separate files for your ROR site map, products, your events calendar, and all of the ROR satellite files. This advanced format makes updating a portion of your ROR feed much easier and allows several different sources for ROR updates.
Use AutoMapIt for your sitemap, use your shopping cart software to create your ROR product feed, use your calendar software for the event file. The central file (or if you have a single file) should be called ror.xml and should be placed in your web root such as http://www.example.com/ror.xml and all search engines will be able to find it on their own. This is similar to using a robots.txt in a particular location with a particular name or the favicon.ico that many browsers look for using a default name in a default location.