Data Feed Optimization (DFO)

Making the CSE’s Work for us

Comparison Shopping Engines

• Shopzilla• NexTag• BizRate• Yahoo Shopping• Google Product Search• Shopping.com

Google Product Search

•Search Engine

•Database Fed

•Product Listings

•OneBox integration

OneBox Integration

• Integrated Search Channels

• Search for “Calvin Klein dress shirt”

Google Product Search

Google Base

• http://www.base.google.com/

• Images, articles, videos, anything really

• Google Merchant Center

• Data Feed Submission (Usually XML feed)

What Can This Data Feed Do?

What Can This Data Feed Do?

TAX AND SHIPPING INFORMATION!!

• Titles and Descriptions

What Can This Data Feed Do?

#1#3 #6 #8

• Feed Mapping

• Proper Categorization

• All optional attributes

What Can This Data Feed Do?

SEO vs DFO

• Search Engines look at website content• Shopping Engines look at data feed• Search Engines don’t know how to categorize

your website if your content is unfocused and doesn’t tell them

• Shopping Engines don’t know how to categorize your products if your data feed is unfocused and doesn’t tell them

How Should we Proceed?• Worthwhile to pursue (again)? Discuss

• Blair, Rooms to Go, LD Products

•NexTag mobile

•Google Shopping Mobile

•Shopzilla Mobile

Thank you

• For More info:

• www.loveyourfeed.com

• www.singlefeed.com

• www.googlebase.blogspot.com