xml export issues

Hello Guys,
I am currently working on a automation project. I am new to InDesign and also to programming. I am having a issue with my current project. I can get my tags loaded into Excel from Dreamweaver. When I export my data from Excel as a schema is where I start getting in trouble. My photo’s wont load into Indesign. I look at the code and it shows that my href is working. Here is the part of the actual code that I am uploading.
<?xml version=”1.0″ encoding=”UTF-8″?>
<dataroot>
<category_number>
</img>
href=”file:///Links This is inside img tag
<item_name></item_name>
<long_description></long_description>
<sung_by></sung_by>
<song1></song1>
<song2></song2>
<song3></song3>
<song4></song4>
<song5></song5>
<song6></song6>
<song7></song7>
<song8></song8>
<song9></song9>
<song10></song10>
<song11></song11>
<song12></song12>
<song13></song13>
<song14></song14>
<song15></song15>
<song16></song16>
<song17></song17>
<song18></song18>
<song19></song19>
<song20></song20>
<song21></song21>
<price_1_header></price_1_header>
<price_2_header></price_2_header>
<price_3_header></price_3_header>
<item_number></item_number>
<price_1></price_1>
<price_2></price_2>
<price_3></price_3>
<discount_image></discount_image>
<discount></discount>
<sale_price></sale_price>
<m_or_m></m_or_m>
<logo></logo>

Once this goes into Excel and I at the data and export it this is what I end up with.

<category_number>

href=”file:010169.psd”
This is what it would end up looking like after I had done a export.
<item_name>Somewhere in the Skies</item_name>
<song1>Somewhere in the Skies</song1>
<song2>God is Moving Us On</song2>
<song3>Altars</song3>
<song4>No Tears in Heaven</song4>
<song5>On Eagle’s Wings</song5>
<song6>Midst the Darkness, Storm, and Sorrow</song6>
<song7>Twas Worth it All</song7>
<song8>What A Day That Will Be</song8>
<song9>Jesus Will Outshine Them All</song9>
<song10>I Dream of a City</song10>
<song11>Just Any Day Now</song11>
<song12>Christ, Our Rock</song12>
<song13>With my Eyes Fixed on Jesus</song13>
<song14>If We Never Meet Again</song14>
<song15>What a Glad Reunion Day</song15>
<price_1_header>1 ea.</price_1_header>
<item_number>#010169</item_number>
<price_1>16.99</price_1>
</category_number>

What am I doing wrong and what should I do different. I have tried changing the data in my spread sheet so it has direct pathing. I have tried static and relative pathing but none of them seem to be working. All that happens is for Indesign taking me to the file where the photo’s are and having me select each one. Then it puts them into InDesign in random spots, not in my tagged frames. Any ideas or suggestion would be greatly appreciated.