Product feed optimization can be overwhelming. So we took the guesswork out of it by asking the experts! Learn the keys to product feed optimization success with our Media Brainiacs, Kyle and Billy.

Transcript:

Hello, and welcome to another episode of the Blue Moon Digital Brainiacs! I’m Kyle. And I’m Billy. And today we will be talking about product feed optimization.

Keys to having High Performing Feeds:

Let’s start with the keys to having the highest performing feed in all of the interwebs. Here they are…

  • Use Common Language in the Title for Better Searchability
  • Have a Well Structured Taxonomy With All Available Information
  • Use A Data Feed Editing Tool To Streamline Optimization

Those are some stellar key points, Kyle. Let’s go through them in with more detail.

Better Searchability:

Use common language in your product titles to increase the likelihood that potential customers can find them easily. Stay away from SKUs and any long numeric values. That is not how people speak. Instead, use human-friendly language throughout your title. And put the important stuff up front in case the description is cut short. What’s important to the purchaser? Is it color, size, or style?

Next, fully describe your products. Short descriptions typically get pulled into the title. But most databases have a long description section that allows for more information.

Leverage commonly searched colors. Typically, databases have a color attribute section. Use your data to determine which colors your shoppers are looking for. If you have a special name for a particular color such as calling orange “tangerine,” use tangerine in the description and orange in the color attribution section. Also, always remember to include brand names within the title.

Product Taxonomy:

Our next key to having a fully optimized feed is having a well-structured product taxonomy. Your product taxonomy should aim to segment your products in a logical and efficient way. For example, instead of having all of your apparel products under the same category, such as “Apparel & Accessories,” drill down further to include gender, product types, and things like pattern or material.

Also, remember to fill in data gaps and empty attribute values with any relevant information that you can pull from your raw data feed. Each attribute value is an opportunity to enrich product. So make sure that you use each relevant attribute.

Specifically, focus on these…

  • Use 800×800 pixel images
  • Use “best angles” of products
  • Avoid multiple products, text, wonky backgrounds, and logos or watermarks
  • Be consistent

Data Feed Management:

And our final key point is to find and use a Data Feed Management tool that will help you streamline the optimization process.

There are a range of 3rd party applications on the market that can assist you with creating rules to alter the values within your product attributes and fields, and we highly recommended adopting one to help make the optimization process easier to manage.

So, that was a quick overview of how to approach data feed optimization. Thanks for joining us today, and feel free to contact Blue Moon Digital if you’d like additional insights or have any questions.