ESP Search Results

By: Kim Teti

I’ve heard a lot of suppliers ask questions about how the search feature in ESP® actually works. This is an important topic because it’s one of the top ways you can get your products in front of distributors. I’m going to talk about exactly how these distributors are searching. I’ll also touch on certain habits they have and how you can optimize your products in searches to appear higher.

How It Works
Like in many search engines (think Google), there are ways to appear higher in ESP, but let’s first talk about how it works. The order search results appear in is based on both relevant search terms used by ESP users and the product data information (like what you include on your product detail page). The search algorithm works to provide the most optimal experience for all ESP users, and it ensures a distributor can easily find exactly what they’re looking for.
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How to Appear More Often
Now that you know how it works, you’re probably wondering, “How can I appear ahead of my competitors with similar products?” There are a lot of ways.

First, you need to make sure your product detail page is complete, with the all necessary information (color, material, size, imprint, decoration, shipping details, etc.) filled out and accurate, with current pricing and availability.

Although this seems like a no-brainer, there’s a really easy way to make sure the info you’re providing is what ESP users want. Check out your Product Scorecard at ASICentral.com/ESP/Manage-My-ESP to see if you’re missing anything.

How to Appear in More Relevant Searches
I’m sure you’ve heard of Search Engine Optimization, or SEO. Well, did you know we have it in ESP? ESP SEO will analyze and enhance product data in these fields:

1. Product Summary
2. Description
3. Categories
4. Themes
5. SEO Keywords

SEO increases the probability of matching with search terms used by distributors, meaning your products will be displayed in searches that are relevant – in other words, your product is a fit for what the distributor is searching for.

Remember: Relevant + Complete Data Info
What we’ve seen is that when suppliers commit to ESP SEO, they have better results than suppliers who don’t. Make sure you’re committed and you’ll see better results too.