Walmart SEO Strategy: How to Rank Higher and Sell More Organically
If you’re selling on Walmart Marketplace and wondering why your listings aren’t getting visibility, there’s a good chance your products aren’t properly optimized for search. That’s where Walmart SEO (Walmart Search Engine Optimization) comes into play.
Unlike Amazon or Google, Walmart’s platform has its own algorithm, rules, and ranking logic. In this guide, you’ll learn how Walmart’s algorithm works, how to build an effective Walmart SEO strategy, and which levers you can pull to rise to the top of Walmart search results.
What Is Walmart SEO?
Walmart SEO is the process of improving your product listings to increase their visibility in Walmart’s organic search results. When a shopper types in “wireless earbuds” or “organic dog food,” Walmart’s search engine sorts through thousands of products to decide what appears first.
Your job as a seller? Structure your listings in a way that makes them relevant, trustworthy, and competitive. Think of it as the digital shelf space. Walmart SEO benefits include better ranking, more impressions, and ultimately, more sales without relying on paid ads.
Why Does This Matter?
According to Walmart Marketplace data, the top 10 search results capture over 70% of all clicks. If you’re not on page one, you’re missing out.
How Does Walmart SEO Work?
At its core, Walmart's Search Engine Optimization is driven by relevance, performance, and trust. Walmart’s algorithm evaluates a mix of on-page and off-page factors:
Factor Why It Matters
Title & Keyword Relevance Helps match your product with search intent
Descriptions & Attributes Increases algorithmic confidence and buyer trust
Product Type & Category Ensures the product shows in the right place
Fulfillment Method (WFS) Walmart prefers sellers that meet delivery promises
Price Competitiveness Walmart favors “Everyday Low Price” listings
Shipping Speed & Reliability Faster options means better customer experience
Pro Tip: Walmart doesn’t yet allow keyword indexing tools like Amazon does, so completeness of product attributes is your best friend.
How Does Walmart’s Search Engine Work?
The Walmart search engine prioritizes customer-centric results. It doesn’t just return what matches the keywords, it also ranks products that offer the best overall experience. This essentially means that:
● Relevant search terms in the title and description
● Well-filled product attributes (color, size, brand, etc.)
● High inventory availability
● Low pricing and fast delivery
● Strong seller performance metrics
Unlike Amazon’s A10, which heavily weighs historical sales, Walmart’s algorithm gives newcomers a better chance to rank. Especially, if their listings are fully optimized.
Does Walmart Use SEO?
Yes, but in its own way. Walmart doesn’t use traditional SEO elements like backlinks or meta tags. Instead, its version of SEO revolves around listing optimization, performance metrics, and customer satisfaction. It’s Ecommerce native SEO.
The company even publishes Walmart SEO guidelines through Seller Help, advising sellers to:
● Use concise, keyword-relevant product titles
● Include all applicable attributes (size, material, color, etc.)
● Upload rich content like videos and 360-degree images
● Maintain high fulfillment and delivery standards
Example: A listing for “organic baby shampoo” should include:
Title: [Brand] Organic Baby Shampoo, Tear-Free, 12 oz
Attributes: Hypoallergenic, Fragrance-Free, Made in USA, Liquid, Baby, 12 oz
Description: Explain who it's for, key benefits, ingredients, and instructions.
How Do You Rank Organically at Walmart?
To rank organically means showing up in search results without advertising. Here’s a layered strategy to get there:
1. Use Search-Based Keywords (Not Just Product Names)
Don’t just rely on your product’s title. Study what customers are actually searching for. Some ecommerce marketplace intelligence tools offer Walmart-specific keyword data. You can also study autosuggestions on Walmart.com.
For example, if you sell a “coffee mug,” consider terms like “ceramic coffee cup,” “large coffee mug 16 oz,” or “microwave-safe mug.” for better visibility.
2. Optimize Product Titles for Walmart (Not Amazon)
Walmart recommends a title format like:
● Brand + Product Type + Key Attributes (size, color, quantity)
● Avoid keyword stuffing. Walmart penalizes unnatural phrasing.
3. Write Benefit-Focused Descriptions
Use bullet points and short paragraphs to clearly state the product’s benefits, who it’s for, and how it’s used.
4. Max Out All Product Attributes
This includes brand, material, gender, dietary needs, etc. The more data you provide, the easier it is for Walmart’s algorithm to match your product with customer searches.
5. Upload High-Quality Rich Media
Walmart allows videos and lifestyle images. These not only help conversion but also contribute to higher rankings.
How Do You Rank Up High on the Walmart Marketplace?
To rise to the top, you need to go beyond keyword use and address everything Walmart’s algorithm values:
1. Use Walmart Fulfillment Services (WFS)
WFS listings often rank higher because they guarantee fast shipping and high in-stock rates.
2. Optimize for the Buy Box
Only one seller wins the Buy Box per listing, and Walmart uses price + fulfillment + seller metrics to decide. Lower prices and faster shipping will often win the spot.
3. Maintain a <2% Order Defect Rate
Poor customer metrics (returns, cancellations, late deliveries) can hurt your visibility.
4. Bundle SEO with Walmart Ads
Organic SEO and Sponsored Products work best together. Running ads helps identify converting keywords you can add to organic listings.
Seller Tip: Walmart often updates listings within 24 hours, unlike Amazon. This makes SEO changes easier to test.
How Can I Improve My SEO on Walmart?
Here’s a checklist to improve your Walmart SEO strategy over time:
● Use at least 3 relevant keywords in each title.
● Write clear, concise, benefit-driven descriptions.
● Add every possible product attribute.
● Include 4-6 high-res images and 1 video.
● Monitor listing quality scores inside Seller Center.
● Respond to customer questions & reviews.
● Keep your inventory well-stocked and shipping fast.
● Experiment monthly with new keywords.
Bonus Tip: Walmart is introducing generative AI features for product listings. Sellers who provide clean, structured data will benefit most from these updates.
Final Thoughts
Walmart SEO is your path to long-term, cost-effective visibility on one of the fastest-growing marketplaces in the U.S. Unlike Amazon, Walmart rewards quality listings, not just legacy sellers. That gives new or small sellers a real opportunity to compete.
By mastering the Walmart search algorithm, following Walmart SEO guidelines, and building a strong Walmart SEO strategy, you can rank higher, sell more, and outpace your competition—without depending solely on paid ads.
It’s not about gaming the system. It’s about meeting Walmart’s expectations—and your customer’s needs.
Author Bio:
Prateek S. is an experienced SEO Analyst and writer specializing in eCommerce with over two years of expertise. Currently at SellerApp, he excels in crafting clear and insightful content that breaks down complex eCommerce concepts, helping businesses optimize their online presence. His work reflects a deep understanding of the digital marketplace, providing practical guidance to those navigating this ever changing industry.
