Shopping feed optimisation
Your product feed decides whether you show up in Google Shopping, free listings and, increasingly, AI shopping results. I optimise feeds for luxury and premium Shopify brands so the right products show up for the right searches.
Works alongside your PPC agency. I fix the data, they get better results from it.
Brands I work with, or have worked with
The default Shopify to Google feed sends whatever's in your product admin. For luxury brands that usually means poetic product names, missing attributes and titles no shopper would ever type.
Google can't match a product called "The Riviera" to someone searching for "men's navy tailored swim shorts". So you pay more for less relevant clicks, or don't appear at all in free listings.
The same feed now powers AI shopping experiences too. Clean, complete product data is one of the highest-impact things you can fix this year.
What I do
A focused piece of work that pays back in both paid and organic Shopping visibility.
Disapprovals, warnings, missing attributes, category mapping and data quality across every market you sell in.
Rules-based titles that lead with what shoppers search for, while keeping the brand and product names you care about.
Colour, material, size, gender, age group and product details filled in properly so you qualify for more filters and queries.
Making sure products appear in Google's free Shopping results, the Shopping tab and product knowledge panels.
Currency, language and availability set up correctly for each country, including Shopify Markets setups.
Aligning feed data with what ChatGPT, Copilot and Google's AI Mode pull through, so your products are described accurately everywhere.
Results
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The same product data feeds Shopping ads, free listings, the Shop app and AI shopping tools. Fix it once and every channel benefits.
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Feed optimisation happens in the data layer, so there's nothing to redesign and no creative sign-off needed.
Weeks
Feed improvements often show up in impressions and click-through rate within weeks, much faster than most SEO work.
“Roxanne has been for us a superb blend mix of analyst, strategist, ideas person and actioner (if that is a word) all rolled into one.”Oliver Hone, Assistant Director, euromic
How it works
We talk through your store, your goals and what's been tried before. If I'm not the right person, I'll tell you and point you somewhere better.
I review your feed, Merchant Center account and Shopping performance to find the products and attributes with the most room to improve.
You get a written plan ordered by impact and effort, with tickets your developers or agency can pick up straight away. No 200-page deck.
Every new client starts with an 8-week, no-obligation period, so we can both check the fit before committing. After that, it's a retainer or a fixed project, whichever suits you.
Who you'd be working with
I've spent almost 20 years in SEO and performance marketing, a lot of it in-house and alongside luxury brands like Chanel, Jimmy Choo, Versace, Belstaff and Bally. These days I run Odessa as a founder-led consultancy, so there are no account managers or juniors between us. You talk to me, and I do the work.
I also look after paid search for House of Hackney, so I see both sides of how feed quality affects performance. Feed work is now part of most of my luxury SEO engagements.
It's improving the product data you send to Google Merchant Center: titles, descriptions, categories and attributes. Better data helps Google match your products to more relevant searches in Shopping ads, free listings and AI results.
Often, yes. Many agencies focus on bids and budgets and leave the feed as it is. I work alongside your agency so their campaigns run on better data.
No. Feed optimisation can rewrite titles just for Google, so your on-site product names stay exactly as they are.
It depends on your setup. Sometimes Shopify's Google and YouTube app with supplemental feeds is enough. Larger catalogues may need a feed management tool. I'll recommend the simplest option that works.
Fixing disapprovals and missing attributes can lift impressions within a few weeks. Title optimisation usually shows up in click-through rate and conversion shortly after.
Feed reviews are a fixed price, and ongoing feed management can be added as a monthly retainer. Book a call for a quote.
Book a call and I'll take a quick look at your Merchant Center diagnostics beforehand, so we can talk about real issues rather than theory.
I reply to every enquiry myself, usually within one working day.