Data Feed Optimisation

Data feed optimisation is a recent offshoot in the search engine marketing mix. Data feed optimisation is the process of optimising the descriptions in your product catalogue for inclusion into the various comparison shopping engines, such as Froogle, Kelkoo, and PriceRunner.

It is true that comparison search engines do receive much less traffic than the actual search engines themselves, and for this reason they are often overlooked by many online marketers. But it is also the case that the traffic to comparison search engines is often of much higher value then the traffic received from search engines. This is because visitors to comparison search engines have a higher propensity to convert into sales then traditional search engines because visitors on comparison shopping engines are further along the purchase process and are generally in a buying mode.

At ISM, we understand that feed optimisation is a key component of any online marketing strategy. The requirements for inclusion into each comparison engine will vary from engine to engine. But with the correct processes in place, you can implement a strategy to have your data feeds optimised and rolled out across a number of key engines at minimum development time.

We don’t believe that every comparison engine will be right for your business, but rather the appropriate ones should be hand selected, with focus being applied to getting the fundamentals right with the ones that will deliver the largest amount of quality traffic and the highest ROI for your website.

To learn more about how to utilise feed optimisation to get your product catalogue included within the top comparison search engines, call us now on +44 (0) 20 7060 7010.