Merchants are always asking SingleFeed account managers for data feed optimization (DFO) tips. Well, sometimes the DFO advice is sitting right in the help section of the shopping engines. Here’s what Shopping.com has to say about optimizing feeds that contain non-productized products (clothing, accessories, etc.):

For these categories you can optimize your product names to make your listings more relevant. The preferred product name structure is:

[”Product Brand” “Descriptive Copy” “Product Type”]

Here are some examples of good product names that follow this structure:

Nike Shox Turboz Running Shoe
McCartney “Proud American” Dog Breed T-Shirt
Marvel Heroes Chess Set
Spalding Official Size Top Flite 100 Basketball

Keep in mind that you can only make a product most relevant to a specific search. For example, “Spalding Official Size Top Flite 100 Basketball” is great relevance if the shopper searches for “Basketball”, but the relevance is slightly lower if the shopper searches for “Spalding.” Product names should be specific and succinct. You can use product descriptions to include additional descriptive information.

In our non-productized categories, for most searches there are several ties for relevance. In the event there is a tie, here is the order of tie-breakers we use to determine who is listed first:

- Trusted Store
- Is the item In Stock
- Higher overall Store Rating
- Higher number of Store Reviews
- Displaying Tax and Shipping cost
- Is Add-On Logo turned on
- Higher Bid

For searches with less than four matches, all listings will be “Featured Products.”