Understanding SEO

​​What Is SEO?
Learning how to use SEO effectively is a great way to get your products noticed in ESP. Search engine optimization, or SEO, is “a marketing discipline focused on growing visibility in organic (non-paid) search engine results.”*
When people search for something online, they typically don’t click through the pages and pages of results that come up. In fact, 91.5% of web traffic occurs on the first page, and the top result on Google receives 33% of that traffic.** If you want to attract more clicks on ESP, it’s important for your products to appear as high as possible in the search results. This is where SEO comes in, because it gives you the ability to bump your products to the top.

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Where to Start
When someone types into a search engine, the words they use determine what results will appear. These words, which are referred to as keywords, are vital to optimizing search results. In ESP, your chances of getting clicks will increase if you use the same keywords in your product descriptions that people are using when they search.
You’ll want to start by brainstorming keywords and seeing how well they fit into your description. However, you’ll need to be a bit more strategic than just listing every word you can think of.
Choosing the Right Keywords
If your product is in a very popular category, it’s likely that similar keywords will appear over and over again in many product descriptions, which will make it more difficult for yours to stand out. First, you’ll want to start with the broad and general words so you appear in the correct categories when people search. In addition to generic keywords, you’ll want to include some that make your product unique.
It’s also important not to “keyword stuff.” This means repeating the same words over and over again in your description to make it appear more frequently, and therefore make the search engine think it’s more relevant. Search engines catch that, and it’s not enjoyable for people to read.
Providing distributors with high-quality and informative product descriptions is what really matters for your product descriptions, but you can also use them to your advantage.
Need More Help?
Learning the ins and outs of SEO is no simple task; it can require a lot of time to figure out what strategy will work best for your products. Our team of SEO specialists can do research and update your product descriptions so they contain effective keywords to get you noticed by distributors.