Data Feed Optimization (DFO)

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Learn how Data Feed Optimization or DFO can help your business. Also referred to as shopping feed management, DFO is the process of tweaking a shopping feed in order to maximize benefit from the comparison shopping engines. Originally presented on June 16, 2010 at Response Mine Interactive bi-monthly inner-departmental SEO meeting. RMI is a digital marketing firm in Atlanta, GA offering online marketing solutions for new customer acquisition.

Technology Design

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 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? TAX AND SHIPPING INFORMATION!!

What Can This Data Feed Do? Titles and Descriptions #1 #8 #6 #3

What Can This Data Feed Do? Feed Mapping Proper Categorization All optional attributes

SEOvs 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

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Data Feed Optimization (DFO)

1. Data Feed Optimization (DFO) Making the CSE’s Work for us

2. Comparison Shopping Engines Shopzilla NexTag BizRate Yahoo Shopping Google Product Search Shopping.com

4. Database Fed

5. Product Listings

7. Google Product Search

8. Google Base http://www.base.google.com/ Images, articles, videos, anything really Google Merchant Center Data Feed Submission (Usually XML feed)

9. What Can This Data Feed Do?

10. What Can This Data Feed Do? TAX AND SHIPPING INFORMATION!!

11. What Can This Data Feed Do? Titles and Descriptions #1 #8 #6 #3

12. What Can This Data Feed Do? Feed Mapping Proper Categorization All optional attributes

13. SEOvs 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

14.

15. Google Shopping Mobile

16.

Data Feed Optimization (DFO)

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