If you’re selling on Walmart (or planning to), now’s the time to pay close attention to SEO. With over 100 million monthly visitors in the U.S. alone, Walmart Marketplace is not just growing, it’s exploding, and it’s carving out serious space in the e-commerce world. But here’s the thing: just being listed isn’t enough anymore. You need to make sure that your products show up when shoppers search.
In this guide, we’re breaking it all down. Six steps. All doable. All focused on helping your listings show up where it counts – right in front of the people already looking to buy. If you need more help, we also provide comprehensive Walmart Marketplace Management Services. Also check out our related articles: How to Advertise on Walmart and our Intro to Walmart Ad Types.
Article Contents
How Walmart SEO Differs from Amazon and Google SEO
If you’ve done SEO for Amazon or Google before, great, you’re already a step ahead. However, Walmart doesn’t play by the same SEO rules as them. While some basics overlap, like using the right keywords, Walmart has its way of deciding which listings show up first.
Walmart ranks products a little differently, because what matters most is competitive pricing and fast shipping. Even if your item doesn’t have a great number of reviews yet, you can still be well ranked if your price is competitive and you ship quickly, especially if you’re utilizing Walmart Fulfillment Services (WFS).
Another big factor is how complete your product info is. Walmart wants clear titles, the right categories, and detailed attributes. Basically, the more accurate and organized your listing is, the better your chances of showing up in search. Here’s a quick overview of Walmart’s ranking factors compared to Amazon and Google:
Ranking Factors Compared:
Ranking Factor
Walmart
Amazon
Google
Price Competitiveness
High
Medium
Low
Fulfillment Speed (e.g., WFS vs. FBM)
High
High
Low
Reviews (Quantity & Quality)
Medium
High
Medium
Keyword Optimization
High
High
High
Structured Product Data
High
Medium
High
Getting your SEO right for Walmart just means tweaking your approach. If you’ve been used to Amazon or Google, you’ll need to shift your focus a bit, but it’s worth it.
How Does the Walmart Search Algorithm Work?
Walmart has its own search brain behind the scenes called the Walmart Search Relevance Algorithm (visit our other article, Amazon A9 Algorithm), and it’s picky about what shows up first. It doesn’t just go by the keywords; it checks if your title makes sense, if your product info is complete, if your price doesn’t make shoppers flinch, how fast you can ship it out, and whether your item’s even in stock to begin with. The more of these boxes you tick, the better shot you’ve got at landing on page one:
Product Title: Use the right keywords, but don’t go overboard. Just make sure to include relevant words.
Attribute: Mention the size, color, and material. Be accurate with the details.
Content Quality Score: Keep descriptions and bullet points clear and informative. Explain what your product is and why they need it.
Pricing: Having competitive pricing is a must. Even a perfect listing won’t rank well if it’s overpriced.
Shipping: Faster is always better when it comes to shipping. If you’re using WFS, you already have the edge.
Inventory Availability: Stay in stock. Walmart won’t show your product if it’s constantly unavailable.
Reviews: They matter, especially over time. More positive reviews = better ranking.
Walmart has laid all of this out in their seller documentation, so none of it’s a secret; it’s just about doing the basics really well.
How to Optimize Walmart Listings for SEO
Ranking well on Walmart isn’t just about cramming in keywords and assuming they will work. You have to make sure the keywords are aligned with how Walmart’s search engine actually works and make your product pages useful (and appealing) to real shoppers.
1. Pick the Right Niche First
Before you even worry about keywords or titles, make sure your product is in the right category. Walmart’s backend uses something called Product Type Taxonomy, and if your item is dropped into the wrong bucket, it might never show up for the shoppers looking for it.
Inside the Seller Center, there’s a downloadable;e CSV that shows you the exact product category structure. Utilize that. For example, if you’re selling wireless earbuds, putting them under “Electronics” won’t be enough. Instead, you should do: Electronics > Audio Devices > Earphones. The more accurate your mapping, the better your visibility.
If you’re tempted to choose a broad category for more exposure, here’s a tip: Don’t. Yes, it might give you more impressions, but those views will rarely turn into sales. At the end of the day, Walmart’s algorithm wants relevance.
2. Do Keyword Research for Walmart Marketplace
Google keywords won’t work for your Walmart listings; you need Walmart-specific data. Good thing there are tools for that.
You can use platforms like Helium 10’s Walmart Beta or DataSpark to see what people are searching for on Walmart. Their data helps you spot high-volume search terms that aren’t too competitive (the sweet spot). You can also use the Walmart search bar itself to find what’s trending or commonly searched, just start typing and take notes.)
Group your keywords like this:
Primary – core terms (e.g., “wireless earbuds”)
Secondary – related phrases that still matter
Long-tail – super specific ones like “wireless earbuds for working out”
3. Build a Smart, Clear Product Title
Your title is doing most of the hard work. It’s the first thing shoppers (and the algorithm) see, and it has to make sense right away.
Walmart prefers a structure like this:
Brand + Main Feature(s) + Product Type + Variant
Example: SoundMax Wireless Bluetooth Earbuds, Noise-Cancelling, Waterproof, Black
Keep your primary keyword as close to the start as possible, especially important on mobile where shoppers may only see the first few words. But don’t overdo your titles. Keyword stuffing isn’t just a turn-off for customers; it also looks very spammy to Walmart’s system. Keep it readable.
A/B testing different versions can give you the data you need to know what’s driving more clicks or sales. So if you’re not sure what’s working, A/B test it.
How to Write Perfect Copy That Actually Works on Walmart
Most shoppers get product descriptions completely wrong. They either write like they’re filling out a technical manual, or they go overboard trying to sound like a used car salesman.
Neither approach works.
The truth is, good copy needs to do something tricky – it has to make Walmart’s search engine system happy while also talking to actual humans.
When someone clicks on your product, they have about ten seconds of attention to give you. In those ten seconds, they’re basically asking: “Will this thing fix my problem, and is it worth you’re charging?”
1. Write So People Can Read It
Most shoppers aren’t sitting down with a cup of coffee to carefully study your product description. They’re scrolling fast, probably doing three other things at once.
That’s why Walmart gives you bullet points and a longer description section. Use them right.
Bullet points are your hook. Keep them short – maybe three to five bullets, two or three lines each. Don’t just list what the thing is made of. Tell them what it’s going to do for them.
Example: water bottles Instead of saying Double-wall vacuum insulation technology, 18/8 stainless steel, 24-hour temperature retention capability
Try something like:
Your coffee stays hot through your entire morning commute, even when you forget it in the car for an hour.
Ice water stays cold all day at your desk, no matter how hot the office gets.
No sweaty rings on your furniture – the outside stays completely dry!
The longer description is where you get to elaborate. You’ve got room for maybe 400-600 words here. Use it to really dig into how this product fits into someone’s life. Break it up with some bold text so people can scan for what matters to them.
2. Show Them How It Fits Their Life
This is where most sellers blow it. They describe the product instead of describing what life looks like with the product.
Example: backpack Don’t say: multiple compartments and a durable zipper
Say: “Everything has its place: laptop in the padded back section, phone and keys in the quick-access front pocket, and your water bottle fits perfectly in the side mesh without tipping over when you’re running for the bus.”
Think about who’s actually buying this thing. If it’s for busy parents, talk about school pickup and soccer practice. If it’s for a college student, mention cramming for finals and weekend trips home. Make it real.
3. Connect Features to Real Benefits
Every technical detail should answer the question, “So what?”
“Ergonomic handle and durable build” means nothing to a common shopper. But if you say “Comfortable grip that won’t cramp your hand during long painting sessions” – now we’re talking. That’s something people can picture and care about.
4. What are Your Unique Selling Points (USPs)
With hundreds of similar products on Walmart, you need a few solid reasons why someone should pick yours.
Maybe include accessories that other sellers charge extra for. Maybe your warranty is better. Maybe you’ve been making this product for twenty years and actually know what you’re doing.
Whatever makes you different, lead with it. Start your bullet points with your strongest advantage, then bring it up again in the description so nobody misses it.
5. Use SEO Without Sounding Robotic
Yes, you need keywords for search. But jamming “wireless Bluetooth headphones” into every sentence makes it sound like a computer wrote your listing.
Work your main keyword into the beginning naturally, then use related terms throughout the rest. Walmart’s search is getting better at understanding context, so write for humans first.
6. Building Trust The Right Way
People need to feel confident buying from you, especially online. But you don’t need to oversell it.
Simplicity works:
“Thousands of customers rely on this for their daily commute.”
“Full two-year warranty included.”
“Don’t like it? Send it back within 30 days.”
These aren’t flashy, but they address the little doubts that make people hesitate.
Why Great Product Images Matter on Walmart
Your main image shows up in search results, so make it count – clean white background, good lighting, full product visible.
Walmart allows six photos total. Use them all. Show different angles, close-ups of key features, and include something for scale. All lifestyle shots too – your product in use, not just floating on white backgrounds.
Keep resolution high at 2000×2000 pixels minimum. People want to zoom in and see details. Blurry photos make everything look cheap. Simple callouts on images also work well for highlighted features. Just keep them clean and minimal, like “waterproof seal” or “extra padding,” without cluttering the photo.
Videos convert about 84% better than photo-only listings. A quick 30-second demo showing the product in action answers questions that photos can’t. How does it work? How big is it really? Video shows this instantly.
Walmart SEO Strategy Checklist: 6 Steps to Rank Fast
Here are the six things that matter for Walmart rankings:
Get your category right: If you put your product in the wrong spot, you’ll be fighting uphill from day one.
Find real keywords: See what people type into search, not what sounds good to you.
Write clearly: Keywords help, but if customers can’t understand what you’re selling, they won’t buy.
Explain benefits, not features: Tell people what your product does for them, not just what it’s made of.
Take good photos: Show your product from multiple angles. Include pictures of people actually using it.
Handle reviews properly: Ask for them, respond to them, learn from them.
Do these consistently, and you’ll see movement within a month or so.
Tools and Metrics: How To Track What’s Working
Key SEO Tools and Reporting Metrics
Tracking your Walmart SEO requires the right tools and data points. Helium 10’s Walmart Beta,DataSpark, JungleScout’s Walmart edition, and Walmart Seller Analytics are worth using.
Focus on these key metrics:
Search Impressions: Shows if people are seeing your products in the search results.
Organic vs. Paid Traffic: Helps determine if your SEO efforts are paying off beyond just ad spend.
Conversion Rate: Critical for rankings since Walmart favors products that turn clicks into sales.
Click-through Rate (CTR): Indicates whether your title and main image are appealing enough to get clicks.
Track everything by Product ID and SKUs to make precise adjustments where needed.
How to Track SEO Performance on Walmart Marketplace
Walmart Seller Center gives you basic analytics, but external tools fill important gaps. Look at search impressions, organic CTR, conversion rates, and Buy Box win rates regularly.
DataSpark and Helium 10 both provide competitor insights and keyword tracking that Walmart doesn’t show. A simple spreadsheet tracking your key numbers weekly works fine. Don’t overcomplicate it – just pick the same day each week to check your metrics so you can catch problems before they get worse.
Fulfillment and Seller Reputation: Why Operations Affect SEO
Understanding the Role of Walmart Fulfillment Services (WFS) in SEO
WFS gives you a real ranking advantage. Walmart’s algorithm favors fast, reliable shipping, and WFS delivers both consistently. Products using WFS typically rank higher and win the Buy Box more often than those using Fulfilled by Merchant (FBM).
The performance difference is significant. WFS listings get better visibility, higher conversion rates, and more customer trust thanks to reliable delivery and easy returns.
Walmart’s Pro Seller Badge: Does It Affect Organic Ranking?
The Walmart Pro Seller Badge builds customer trust and likely boosts organic search ranking. Getting the badge requires excellent fulfillment performance, low cancellation rates, and strong customer service metrics. Badge holders typically see a higher conversion rate and better listing visibility.
Boosting Performance with Sponsored Products and Reviews
How Walmart Sponsored Products Impact Organic SEO
Running ads helps your regular search rankings. When your ads get clicks and sales, Walmart notices and starts showing your product higher in organic search results.
New products especially need this boost. You need some sales and reviews before the algorithm takes you seriously. Ads get that ball rolling faster than waiting around, hoping someone finds you.
Think of it like this – ads give you initial momentum, then you work toward not needing them as much, because nobody wants to pay for clicks forever.
Don’t Ignore Customer Review Management
Reviews matter for two reasons: they show up in search results where everyone can see them, and they also affect how high you rank.
Ask customers for reviews after they buy. Most people won’t leave one unless you remind them. Walmart has a Review Accelerator tool that helps with this. Pay attention to what the reviews are saying about your product. If customers keep mentioning the same problem, fix it in your listing. If they love something specific, make sure that’s obvious to new shoppers but including it in your description.
Bad reviews happen. But when they do, respond professionally. Other people read those responses and judge whether you’re someone they want to buy from.
Avoiding Common Walmart SEO Mistakes (and How to Fix Them)
Mistakes that hurt most sellers:
Wrong category: Check this first. Everything else depends on getting this right.
Too many keywords: Cramming keywords everywhere makes your listing sound weird and turns people off.
Bad photos: Blurry or dark images make everything look cheap, even good products.
Missing details: Fill out every field Walmart gives you. The more complete your listing, the better it performs.
These problems are common but usually easy to spot and fix. The trick is catching them early.
Walmart SEO in 2025: Key Trends to Watch
Several trends are shaping Walmart SEO:
AI-powered personalization: Search results are becoming more tailored to individual shoppers.
Enhanced visual content: Videos and high-quality images carry more ranking weight than before.
Fulfillment performance emphasis: Fast, reliable shipping is increasingly critical for good rankings.
User-generated content (UGC): Customer photos and reviews are appearing more prominently in search results.
Sellers who adapt to these changes early gain competitive advantages. Those who ignore them risk falling behind.
Key Takeaway: Master the basics, stay focused, and track what works
Walmart keeps getting more competitive. Basic SEO work that used to be optional is now required just to stay visible.
Focus on the fundamentals first – correct categories, clear descriptions, and good photos. Use simple tracking to see what works, then do more of that.
Don’t overcomplicate it. Most sellers try too many things at once and can’t tell what’s helping and what’s not. Pick a few key areas, improve them steadily, and check your progress regularly.
FAQ: Walmart SEO Tips – How to Rank Fast in 2025
What is Walmart SEO and why is it important for sellers in 2025? Walmart SEO refers to optimizing your product listings so they appear higher in Walmart Marketplace search results. In 2025, with increased competition, strong SEO is essential to improve visibility, drive traffic, and boost sales, especially with Walmart’s evolving search algorithm.
How do Walmart’s search algorithms differ from Amazon’s? Walmart’s algorithm prioritizes relevance, content quality, fulfillment speed, and competitive pricing. Unlike Amazon, Walmart places greater weight on listing content structure and inventory reliability, making clean, keyword-rich listings crucial.
What are the top SEO ranking factors on Walmart Marketplace? Key factors include:
Optimized product titles and descriptions
High-quality images
Accurate categorization
Competitive pricing
Inventory availability
Good shipping and fulfillment performance
Strong reviews and ratings
How do I find the right keywords for Walmart product listings? Use Walmart-specific keyword tools like Helium 10 or DataSpark. Focus on high-volume search terms that align with buyer intent, and naturally integrate them into your product title, description, and backend fields.
Can I reuse my Amazon listings for Walmart Marketplace? No. Walmart SEO requires a separate strategy. Copy-pasting Amazon content may violate Walmart’s guidelines and perform poorly due to different ranking criteria and formatting rules.
How often should I update my Walmart listings for SEO? Review and update listings quarterly—or anytime you notice a drop in traffic or conversions. Regularly updating content with fresh keywords and improved imagery helps maintain rank.
Does Walmart offer any internal tools for SEO tracking? Walmart Seller Center provides limited listing quality metrics. For deeper insights, use third-party analytics platforms that specialize in Walmart SEO performance and keyword tracking.
Is paid advertising necessary to improve Walmart’s organic rank? While not required, running Walmart Sponsored Products ads can boost visibility and sales velocity, which indirectly supports organic ranking. Use ads strategically alongside SEO for faster growth.
What role do reviews play in Walmart SEO? Positive reviews and high star ratings improve conversion rates and listing trust, both of which influence Walmart’s organic ranking algorithm.
Can a 3P seller rank above a first-party (1P) listing on Walmart? Yes, but it’s competitive. To outrank a 1P listing, your product must have a stronger SEO profile—better content, pricing, shipping speed, inventory health, and customer feedback.
