All the major eCommerce marketplaces have some sort of algorithm in place to determine which items show up at the top of search results for different terms. Those algorithms, ie. Walmart SEO, are the reason you don’t see dog carriers when you search for vacuum cleaners. They’re key to relevant search results, with the goal being to show listings that are most likely to get a conversion based on the search term.
The Walmart search algorithm follows the same conversion-focused principles. In order to rank above your competition, you need to optimize your listing to make it the most attractive to shoppers. If your listing can turn browsers into buyers, you’ll fly to the top of Walmart’s search results for your relevant key terms.
This article will break down the components of a Walmart listing, and how to optimize each to win search on Walmart.
Optimize these 7 vital components of a Walmart listing
1) Use a specific, succinct product name
Your product name should be 50-75 characters long, and unique to Walmart (don’t copy the same product name on Amazon or your own website).
Use the formula:
Brand + Clothing Size Group (if applicable) + Defining Quality + Item Name + Style (if applicable) + Pack Count
If customers are likely to search for the color of your item (ie. “blue cotton jacket”), then include it in your product name. However, if your items are in a variant group, you can include the available colors in the Key Features or Description section instead.
- Include model number
- Include defining features
- Include brand
- Include pack count
- Include style
- Include size
You may not include any information about yourself or your company aside from the product brand. Avoid special characters and retailer-specific info such as a special offer. Be careful not to use marketing phrases such as “top selling,” and avoid referencing other marketplaces (ie. “Sold on eBay”).
2) Use rich media and high quality images
The images you use to showcase your item must be professional, in focus, well-lit, and cannot show accessories that aren’t included with your item. Ideally, you should provide zoom-enabled high-resolution images of your product, packaging, and added accessories.
There are two main types of images:
- Primary product image
- Additional background images
Your primary product image must be a front view of the item with a seamless white background (255/255/255 RGB). Crop (don’t resize) the image to eliminate excessive background space around the item, to make a greater visual impact.
You should also include additional background images with multiple angles of your item(s). With these images, you can showcase your item(s) in an appropriate setting, like a handbag at dinner or a grill in a yard.
If available, you can also provide rich content like product reviews, interactive tours, 360 degree imagery, and the like. Suppliers may contact their merchant to provide rich content. However, some of these features are not available to Marketplace sellers at this time.
You may not use placeholder images, images containing additional graphics, illustrations, logos, watermarks, text, or overlays. Avoid any images that are offensive or obscene. You can find more image specifications on Walmart.
3) Highlight your key features
Key Features, also known as highlights, allows you to emphasize the specific details about your product. It’s a short and succinct description of your item that’s easy to digest.
Include three to 10 of the most important benefits and features of your item in bullet-list form. Don’t forget to incorporate keywords, put the most important features first, and use specific details.
Tip: Don’t repeat information that’s already included in the product name, such as brand or what the item is.
You may not include special characters, sales information, unproven marketing phrases, or verbiage referencing other marketplaces.
4) Use keywords in your product description
Your product description is a long-form (aim for 150 words or more) explanation of your product. It’s where you should incorporate your keywords and phrases, to make it easier to appear in relevant search results.
You should include your product name, brand, and keywords that convey features and benefits. It should be unique, showcase expertise with facts and tips, helpful, and descriptive.
Tip: Avoid keyword stuffing or fluff. Your description should read naturally for shoppers, with a clear and conversational tone.
The product description follows the same restrictions as the key features.
5) Select relevant attributes
The attributes on a Walmart listing appear as specifications, and helps shoppers filter out search results. For example, if you’re selling a laptop, the brand and hard drive storage size would both be attributes/specifications that shoppers can filter for.
Fill out the attributes that are relevant to your item to help you appear when browsers filter for certain specifications.
Tip: Search for your item on Walmart and look at the left navigation bar to see what attributes are relevant.
6) Enable 2-day delivery
Make sure your items have Walmart’s fast shipping badge. Not only does Walmart’s new website redesign highly favor fast shipping, the shoppers love it too. After enabling 2-day delivery, we’ve seen our sellers get a 900% lift in sales and land the buy box without competing on price.
Tip: Use Deliverr’s fulfillment solution to integrate directly into Walmart’s fast shipping program and get your listings on Walmart 2-day.
7) Focus on service to get more product reviews on your Walmart listings
Reviews are vital to the health of an eCommerce listing. They provide social proof and show shoppers that others have purchased and enjoyed your product. In order to boost your chances of getting a review on Walmart, be sure to provide seamless customer service; Answer customer emails within a day, use a reliable fulfillment provider, and provide accurate tracking information.
There are two types of reviews on Walmart; product reviews and retailer reviews. Retailer reviews focus on the service of a particular seller and how items arrived. Customer product reviews are focused on the items themselves, and appear in your listings.
Walmart has made it fairly easy for a customer to review an item, and even Walmart employees are welcome to leave honest feedback. Walmart shoppers can submit reviews in 3 ways;
- Walmart automatically emails your customer an invitation to leave a review a few weeks after their purchase
- Your customer can click on the order number number of their purchase, go to the order detail page, then “Review this product”
- They can click “Write a Review” beside the Review Snapshot on a listing, even if they didn’t purchase that item from Walmart
Since Walmart sends the follow-up email for you, your job is to focus on the customer experience and provide a great product.