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As a promotional product supplier, having effective, ecommerce-friendly product data is the single most important marketing investment you can make.  Mediocre and long-winded product data prevents the search engine from displaying your products…losing views and sales.  So, make it easier for distributors and their customers to find and buy your products online.

Increase product views and orders by taking the time to improve your listings. Remember that your products, are also showcased on distributor websites, so it’s also important to think about how end-users might find your products. But, if you find it too time-consuming, prioritize your time, and start with your top-selling or under-performing products first.

Here are the top tips to strengthen your product data.


Add up to 5 keywords or key phrases that the search algorithm will weigh as heavily as a product name. Use keywords to keep your product name and description fields short and relevant.

Duplicating words already used in your product name, number, description, bullet points, or other keyword fields is unnecessary. The same goes for plural and other variations of your keywords. All of this is taken care of with the intelligent search engine! Reserve the keywords for the most varied and precise terms that will help your product be found.

Having a problem coming up with words or phrases that distributors and end-users would use to find your products? Use the Suggested Keyword tool in your product set-up for recommendations based on users’s searches.

Bullet Points

Use your 5 bullet points to make your product descriptions shorter, easier-to-read, and more relevant.

High-level product information, including bullet points, are pulled into the Quick View. Product descriptions are not.  Give your products a competitive advantage when distributors and end-users are comparing products by giving all your products well-thought-out bullet points.

Product Descriptions

Think about how distributors and end-users might search for your products and include those terms in your product descriptions. Use quality, descriptive, concise content that helps your customers make purchasing decisions. Stay away from using long-winded copy and keyword stuffing.

Product Names

Include what the item is in your product name. Calling your product “Big Kansas” doesn’t let the search engine know what it is. Is it a bag, a pen, or a shirt? Above all, keep your product names short and relevant. While, you can use bullet points and keyword fields for synonyms.


A picture is worth a thousand words.  Having great product images are worth far more!  Clear, crisp images on a white background are the best way to showcase your products.

However, use the Additional Images section for different stock layouts, different angle, colors options, and group shots. The user can scroll through them on the product detail page.

Hate resizing all your high res images? DistributorCentral’s platform will automatically resize images for you when you upload them.


Attributes are all the filters that help users quickly narrow down their search results. Some of these include: size, material, shape, decoration, material, and measurements.  Leaving these fields blank means that your products will not be found when the filters are used. Don’t be left out when customers start narrowing down their searches!

Freight Data

Include how you package and ship your orders. This information is used to calculate shipping on distributors’ websites.  Leaving it blank deters an end-user from completing their order online. Reduce customer service calls for both you and your distributor.

Product Options

Limiting your product options to the bare essentials will help distributors and end-users order your products online. Make options required if the information is necessary for you to process the order.

Recommending Products

Add Recommended Products to all of your products. There is no additional charge! This area can be used to up-sell, showcase packaging and add-ons, or highlight a higher-margin alternative.


Videos that you have hosted on Vimeo or YouTube can now be pulled right into the product detail page of your products. When adding a video, flag it as distributor-facing or end-user-facing. Distributor-facing videos will be displayed within the DistributorCentral search platform. End-user friendly videos will be displayed on our 8,500 distributor websites.

Don’t Use Your Catalog Data

Your catalog is written with expectation that the product image is being seen first. The product names and descriptions support that image. However, a searchable database and websites is the opposite. Your product name and descriptions need to stand on their own. They need to effectively describe your product without your images’ help.

Catalog marketing copy is often too flowery, lengthy, or incomplete. Use it as a start, but don’t rely solely on it. That’s like running a three-legged race when everyone else is running a marathon.

Remember Your Audience

Your DistributorCentral product data appears on your website, in our platform’s search for distributors, and on 8,500+ distributor websites. Your product data needs to include both industry and laymen terms. Think about how each audience will search for your products.