Walmart has grown into the second-largest online marketplace in the U.S., with over 500 million shoppers visiting every month. To stand out, sellers need to understand Walmart SEO, the process of optimizing product listings so they rank higher in search results and reach more buyers.
What makes Walmart different from platforms like Amazon or eBay is how its algorithm weighs pricing, fulfillment speed, and content quality. A well-optimized listing not only improves your position in search results, but it also boosts your conversion rates by giving shoppers the information and trust signals they need to make a purchase.
In this guide, I’ll walk you through the key factors that drive Walmart SEO in 2025 and show you how to optimize every part of your listing, from titles and attributes to pricing and reviews, so you can improve rankings, drive more traffic, and increase sales.
What Is Walmart SEO in 2025?
Walmart SEO is the process of optimizing product listings so they rank higher in Walmart’s search results. With more than 100 million monthly shoppers in the U.S., getting your product to page one of search results can lead to a massive increase in visibility, clicks, and sales.
Walmart’s search algorithm focuses on three areas: content, offer, and performance. Content includes things like your product title, descriptions, images, and attributes. Offer relates to your product price, shipping speed, and inventory reliability. Performance tracks customer outcomes like conversions, reviews, and on-time delivery. To rank well, sellers need to balance across all three categories.
| Section | Why It Matters | Best Practices |
|---|---|---|
| Product Title | The first thing Walmart’s algorithm and shoppers see. A strong title impacts both your CTR and your organic SEO. | Keep it short (50–75 characters). Use the format: Brand + Product Type + Key Features. Put main keywords early. Avoid keyword stuffing or promo words. |
| Product Type / Category | Tells Walmart how to index your item. Choosing the wrong category can make your listing almost invisible to shoppers. | Choose the most specific category available. If you're not sure check competitor categories and adjust if needed. |
| Attributes (Backend Data) | Powers Walmart’s filters and helps customers find your product. Missing attributes = missing SEO opportunites. | Fill out all fields, even “optional” ones. Include details like size, color, material, and pack count. Make sure your data is accurate. |
| Images & Rich Media | High-quality visuals drive clicks and conversions, which boost SEO indirectly. | Try to use all the available image slots. Use a white background for the main image, plus lifestyle shots and short demo videos. |
| Key Features (Bullets) | Your bullet points can be used to include more keywords in your listing. Walmart indexes these for search. | Add 3–10 short bullets (under 100 characters). Focus on benefits, not just specs. Sprinkle in secondary keywords naturally. |
| Product Description | Another opportunity to include necessary keywords to help you rank in search results. | Write a unique short and long description. Use clear, natural language with relevant keywords. |
| Customer Reviews & Ratings | Recent positive reviews are prioritized by Walmarts seach algorithm. They also help boost your CTR and conversion rates. | Encourage satisfied buyers to leave reviews. Use Walmart’s Review Accelerator to help build your review count. |
If you’re familiar with Amazon SEO, you’ll find a lot of the factors are the same, but there are some differences. Walmart weighs price more heavily than Amazon, so even small adjustments can really impact your organic ranking. Another big difference is attributes. These also play a much larger role than on Amazon, since they drive filtered search results and category placement.
Another nice change is Walmart’s Listing Quality Score. This 0–100 metric, shown in Seller Center, measures how optimized your listing is and provides you with clear recommendations on how to improve it. A score above 80% is a decent goal, but you’ll want to try for a result of 90% or higher.
With the basics out of the way, let’s now take a deeper dive into Walmart’s search algorithm and the SEO optimization triangle.
How Does Walmart Decide Which Listings Rank?
Walmart’s search algorithm, often called the relevance engine, looks at three main areas when it decides how to order products in search results. These are content, offer, and performance. Each of these factors works together to determine which listings deserve the top spots.
Content is all about how complete and optimized your product page is. Walmart rewards complete, accurate listings that include strong titles, clear descriptions, quality images, and filled-out attributes. A well-optimized page makes it easy for both Walmart and shoppers to understand exactly what your product is and who it’s for. The keywords you include are indexed by Walmart’s algorithm, helping your product appear in more relevant searches.
The second major factor, offer, is all about your product price and fulfillment. Walmart is known for “everyday low prices,” so it should be no surprise that price is a major factor when it comes to your Walmart SEO. Having a competitive price is critical if your goal is to rank well in search results, and having a price that Walmart deems is too high or overpriced can lead to your listing being suppressed entirely.
Similar to Amazon, Walmart also shows a preference to sellers who use their fulfillment program, WFS (Walmart Fulfillment Services). Sellers using WFS get a 2-day shipping badge featured on their product listing and also tend to perform better from an SEO perspective.
Performance is the final leg of the triangle. The algorithm looks at how customers respond to your product: conversion rates, reviews, and your seller account health, like order defect rate (ODR) and on-time delivery. Positive reviews and high ratings directly improve search visibility.
For Amazon sellers considering Walmart, the important takeaway here is that while Amazon’s algorithm emphasizes sales velocity and Prime eligibility, Walmart puts more weight on price competitiveness and fulfillment speed. This is good news because it means that new sellers without thousands of reviews and sales figures still have a chance to rank well by offering a competitive price, reliable shipping speeds, and creating an optimized listing.
Understanding Walmart’s Listing Quality Score (LQS) and Content Quality Score (CQS)
Walmart uses the Listing Quality Score (LQS) to grade your listings on a scale of 0 to 100. This score combines factors like content, pricing, shipping speed, reviews, and seller performance. A strong score can improve your ranking in search results, while a weak one can push your product further down the page.
Inside the LQS is the Content Quality Score (CQS), which focuses only on how complete and clear your listing content is. According to Walmart, about 60% of the score comes from customer-facing content such as your product title, bullet points, descriptions, and images, while the other 40% comes from backend data like your attributes and product specs. Walmart has reported that improving a CQS from the 70s to the 90s can lead to a meaningful jump in conversion rates. For new sellers, this makes optimizing your product listing one of the best ways to make early sales, even before you’ve built reviews or sales history.
You can view both the Listing Quality Score (LQS) and the Content Quality Score (CQS) in Seller Center, where Walmart highlights exactly what part of your listing needs work. This can be a really powerful tool when it comes to improving your SEO, and I highly recommend checking it regularly. Just remember that your pricing and fulfillment also influence your LQS, so you’ll need to keep an eye on both of these factors along with your listing content.
How Do You Find the Right Keywords for Walmart SEO?
Keywords are the foundation of SEO, and this remains the case on Walmart Marketplace. When a shopper searches for something on Walmart, the algorithm scans your listing to decide whether your product matches the customer’s search. If you’re missing the terms buyers are actually typing into the search bar, your product may not appear at all, no matter how strong the listing or how competitive the price.
A good Walmart keyword usually has four traits:
- Healthy Search Volume – People are actively searching for it
- Highly Relevant – It’s directly tied to your product
- It Shows Buyer Intent – For example, “wireless earbuds” signals a shopper ready to buy, while “how do earbuds work” is more informational and less useful to your listing.
- Manageable Competition – The keyword is not dominated by big brands or Walmart itself
The next question is, how do you find these keywords? The easiest and cheapest place to start is Walmart’s own search bar. Begin typing a product name and note the autocomplete suggestions. These terms come directly from what shoppers are searching. Next, look at the top-ranking competitor listings in your category. Their titles, features, and even customer reviews can help you find important keywords for your product.
If you have the budget, third-party tools like Helium 10, DataSpark, and Sellegr8 can show search trends, competitor keywords, and even which terms convert best. There are also other free tools like Google’s Keyword Planner and Google Trends, which can also be useful since many Walmart listings rank in Google’s results. Finally, if you’re an Amazon seller, Amazon keyword data can be useful, just keep in mind that each platform is different, so top-performing keywords on Amazon may not translate to Walmart.
No matter which tools or methods you use, I recommend creating a keyword list before you start optimizing your product page. Having this list available keeps your titles, bullet points, descriptions, and attributes focused on the keywords that will actually lead to sales.
Optimizing Your Listing: Titles, Bullets, Descriptions, and Attributes
Optimizing your Walmart product listing starts with the basics: your product listing. Walmart’s search algorithm weighs content heavily, so the way you choose to build your titles, bullets, descriptions, product types, and attributes directly impacts your search rankings.
Product Title
Your title is the single most important piece of content for Walmart SEO. It’s the first element Walmart scans to decide if your product matches a search query, and it’s also the first text a shopper sees in search results. A strong title improves your Walmart SEO and makes shoppers more likely to click on your listing.
Keep your title between 50 and 75 characters. Walmart prefers concise, natural titles, and overly long ones may be cut off on mobile or even hurt your Listing Quality Score. Follow Walmart’s recommended structure: Brand + Product Type + Key Features like size, color, or quantity. Put your most important keyword at the front so it’s clear to both the algorithm and the shopper.
Key Features (Bullet Points)
The Key Features section gives shoppers a quick overview of why your product matters. Walmart recommends three to ten bullets, but I would aim for at least five to cover all your essential keywords and benefits without overwhelming shoppers.
Each bullet should be short, ideally under 100 characters, and should highlight a benefit rather than just a feature. For example, Keeps drinks cold for up to 12 hours speaks directly to the customer, while Double-wall insulation feels technical and doesn’t explain to the customer why they should care.
Your bullet points are also a great place to work in secondary or long-tail keywords. The key is to weave them in naturally so the bullets still read smoothly. Strong, benefit-focused points that use relevant keywords will both improve your Walmart SEO and help shoppers understand the value of your product.
Product Description
The product description section gives you room to explain what your product is, why it matters, and why a shopper should buy it from you. Walmart’s algorithm looks closely at this content to decide how relevant your listing is for different search terms, and a well-written description also helps build customer trust, which leads to more sales.
In most cases, you’ll want to aim for around 300-500 words with a minimum of 150. Try to go beyond the basics by talking about features, benefits, and use cases that didn’t fit in your bullet points. If your product solves a specific problem, say so directly. Customers also appreciate details like specifications, measurements, or tips on how to get the most out of the product. Educating customers by adding this type of content helps shoppers make better-informed decisions and can reduce returns, which improves your overall performance.
From an SEO perspective, your description is another great place to include secondary keywords. Think about terms that didn’t fit into your title or bullet points and work them in naturally. For example, if your title says “ceramic coffee mug,” your description could also mention phrases like “microwave-safe mug” or “dishwasher-friendly coffee cup.” Just remember to avoid keyword stuffing and make sure that your description reads smoothly.
Product Type
Choosing the correct product type and category is one of the most overlooked parts of Walmart SEO. Your product type determines which keywords your listing can rank for. This means that choosing the wrong one can make a product nearly invisible in search results. For example, a coffee grinder listed under the generic category “Kitchen Appliance” instead of the more specific category “Coffee Grinder” won’t surface in many relevant searches.
Walmart recently introduced Item Spec 5.0, a new framework that changes how listings are built and ranked. Instead of broad, flat categories, Walmart now uses a layered structure: Product Type Group → Product Type. This makes categorization more precise, helps Walmart’s algorithm filter results more accurately, and improves how products are “shelved” in the catalog. It also means sellers have to be more intentional when selecting categories and filling out attributes, since Walmart no longer fills these in automatically.
To optimize your listings, always choose the most specific product type available and double-check it in Seller Center.
Attributes & Backend Data
Attributes are the structured fields you complete when setting up a listing, such as size, color, material, or intended user. Think of them as the “DNA” of your product on Walmart. They tell the algorithm exactly what your item is and where it belongs in the catalog.
These fields are more important than many sellers realize. Attributes directly affect how products appear in search filters. If a shopper selects “red” in the left-hand filter and you haven’t filled in the color attribute, your product won’t show up at all. They also carry real SEO weight: Walmart calculates 40% of your Content Quality Score (CQS) from attributes alone, with the remaining 60% based on titles, descriptions, and images.
To optimize your listing, make sure you fill out very relevant field, even those marked “optional,” and use precise language. When possible, include keyword variations naturally within attributes (for example, “teal, aqua, turquoise” for color) to capture more long-tail searches. Taking the time to fill out all of your product attributes will not only improve your SEO it also expands your advertising options in Walmart Connect, since only the attributes you’ve entered can be targeted in campaigns.
Using Images and Video to Boost Your Walmart Rankings
High-quality images, video, and rich media are central to Walmart SEO because they affect both how shoppers interact with your listing and how Walmart ranks it in search. Clear, high-quality images build trust, increase conversions, and help to increase your position in search results.
Your main product image is what shoppers will see in search results, so it is worth taking the time to get it right. Make sure it shows your product on a pure white background, with the product filling about 80% of the frame. Avoid adding text, logos, watermarks, or props that aren’t included in the sale. The image should be sharp, well-lit, and at least 1500 x 1500 pixels, with 2200 x 2200 recommended so zoom works cleanly on both desktop and mobile.
Your supporting images are where you have the opportunity to answer common questions and show off the main benefits that your product offers. Try to include multiple angles, close-ups of key features, and at least one lifestyle photo that shows the product in use. If you’re selling a product where size is an issue, make sure to include an image that shows the scale of your product clearly. For items with variations, swatch images for each color or style make browsing easier and can cut down on returns.
When it comes to the technical details, file names and alt text both help improve your SEO and accessibility. Use descriptive file names like “black-stainless-coffee-grinder.jpg” instead of random numbers, and keep alt text short, accurate, and keyword relevant.
Besides product images, Walmart also allows you to upload short videos, 360-degree images, and enhanced content through approved providers. If you have the ability, including a short 30-90 video demonstrating your product in a real-world setting can lead to a huge boost to your conversion rate. Just make sure to follow Walmart’s video guidelines, including using an MP4 file format and a VTT file for captions.
How Pricing Impacts Your Walmart SEO Performance
Pricing carries more weight on Walmart Marketplace than on almost any other factor. The platform’s algorithm is designed around the Everyday Low Prices promise, and more affordable offers consistently rank higher in search results. A price that’s too high for the market can ruin your SEO, no matter how optimized the rest of your listing is.
When first pricing your product, start by researching what similar products are selling for on Walmart. Staying close to or slightly under the market average gives your listing a better chance to rank. Always consider shipping in your calculation, since Walmart evaluates the total price shown to the customer. High delivery fees can hurt conversions and lower your position in search. It’s also important that you keep a consistent price across sales channels. If Walmart finds your product listed cheaper on another channel, like Amazon, it may suppress your Walmart offer.
If you’re an online arbitrage seller, competing with other sellers on the same listing, price is just as important for winning the Buy Box as it is for SEO. Walmart usually awards the Buy Box to the seller with the most competitive total price, and losing it often means losing the majority of sales.
Frequently Asked Questions (FAQs)
What’s the best title length and format for Walmart SEO?
A good rule of thumb is to keep your Walmart product titles between 50-75 characters. Use the format: Brand + Product Type + Key Features (e.g., size, color, model). Place your most important keywords early in your title, but avoid keyword stuffing.
Does Walmart Fulfillment Services (WFS) improve SEO rankings?
Yes. Walmart’s algorithm considers fulfillment when ranking products, and WFS is its preferred method. Using WFS boosts your Listing Quality Score, increases Buy Box eligibility, and builds shopper trust, all of which improve your products’ visibility and SEO performance.
Does pricing affect Walmart’s SEO rankings?
Yes. Competitive pricing is one of the most important SEO factors on Walmart. Lower prices improve your search rankings, raise LQS, and improve your chances of winning the Buy Box. On the other hand, overpricing can hurt your rankings and even lead to your listing being suppressed.
Do Walmart Sponsored Products ads help organic rankings?
Indirectly, yes. Running paid ads through Walmart Connect can increase your sales velocity, which sends a positive signal to Walmart’s algorithm. This, in turn, leads to a higher ranking in search results. Just remember that ads work best after your listing is fully optimized for maximum conversions.
How many product images does Walmart require, and what size should they be?
Walmart requires at least one main image but recommends adding a minimum of four. To optimize your listing, I recommend uploading six to ten images that show different angles of your product and include a variety of image types, such as lifestyle shots and infographics. Images must be at least 1500 × 1500 pixels to enable zoom, with 2200 × 2200 pixels recommended for best clarity.
Final Thoughts on Walmart SEO in 2025
By now, you know the basics of Walmart SEO: optimized titles and attributes, a strong Listing Quality Score, competitive pricing, and creating keyword-optimized descriptions and bullets. Each of these factors plays an important role when it comes to getting your listing to the top of search results.
If you’re not sure where to start, try to focus on one thing at a time. Update your titles, test different price points, upgrade your images, and test out new keywords. Track how each change affects impressions, clicks, and conversions. Over weeks and months, you’ll notice how these small improvements can lead to measurable results.
Make Walmart SEO part of your regular routine. Keep track of your LQS, update underperforming listings, and monitor your competition to find new ideas and potential keywords. Remember, SEO isn’t something that you “check off your list”; it’s a continual process that’s a key part of a successful e-commerce business.
Recommended Articles:
- How to Sell on Walmart Marketplace (2025 Beginner’s Guide for Amazon Sellers)
- Selling on Walmart vs Amazon: Which Marketplace Wins for E-commerce Sellers in 2025?
- Supply Chain by Amazon Program: What Sellers Should Know
Levi Adler is an experienced Amazon seller, e-commerce specialist, and the founder of Levi’s Toolbox. With over a decade in the trenches selling on Amazon and managing his own Shopify stores, Levi writes from his own experience. Sharing what worked, what flopped, and the strategies he wishes he’d known sooner. When he’s optimizing listings or managing ad campaigns, you’ll find Levi hitting mountain bike trails or hanging out with his two huskies, Emma and Scout.
