DFO data feed optimisation

DFO (Data feed optimisation) is the process of intelligently manipulating your XML data feed to attain a desired marketing goal. Shopping feeds are extremely dynamic and can seriously aid you when it comes to SEO and help to increase the visibility of your products and services.

The first step in data feed optimisation is getting your products listed on the shopping search engines and comparison sites such as Shopzilla, PriceGrabber and Kelkoo. However, don't forget that each shopping engine has a unique data feed specification so you need to make sure the feed contains accurate data and it's formatted correctly otherwise it may get rejected by the shopping comparison site. 

Once your XML data feed is up and running you need to keep track and compare the results from each feed, i.e. which shopping comparison site is giving you the most conversions. Measure each product’s ROI, and remove the ones which aren't converting. You need to ensure that the XML data shopping feed contains as much information as possible about the product. Remember to use option attributes, remove any commas in the URL string for images, and send a unique data feed to each shopping engine - uniqueness is key in data feed optimisation.

If you invest time and resources into the channel DFO (data feed optimisation) can work and help to expose your product data making sure others see what you have on offer.