To ensure that your site has the best chances for success and your rank is optimized, you will need to let the search engines know when new content is posted to your site. You want them to come crawl your site and index the new content as quickly as possible. This feature will ensure that they (Google, Bing, etc.) do just that. Each time new content is created on your site, we will ping the search engines and let them know of the content. This ensures your content is picked up at all and much more quickly.