Every online marketplace has an algorithm that decides what products rank first and last on search results. These rankings are based on certain keywords or search terms that customers input. 

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Keyword research is a fundamental part of any online marketing strategy. It helps to understand what your potential customers are looking for, allowing you to tailor your product listings and marketing materials accordingly.

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On the Walmart marketplace, carrying out proper keyword research can significantly improve your visibility, drive traffic to your store, and skyrocket sales.

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In this article, we will guide you through the process of performing effective keyword research for your Walmart online store.

The Walmart Search Algorithm 

Before we go into the bits and pieces of performing Walmart keyword research, let’s look at the almighty Walmart Search Algorithm. How does it work? 

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The Walmart Search algorithm uses an "optimization triangle" to determine the quality of your listing and decide exactly where it ranks in the search results. 

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This triangle consists of three elements: Content & Discoverability, Ratings & Reviews, and Offer:

• Content: This refers to the descriptiveness of your product listings. Ensure your product category, product title, product descriptions, images, and other details are as explicit as possible. The more descriptive your listings are, the easier it is for Walmart's search engines to understand what your product is and how it relates to a customer's search query. It should also include relevant keywords that help the algorithm match your product with relevant queries. 
• Offer: This aspect involves price, shipping cost, delivery time, and in-stock rate. Walmart's search algorithm considers these factors when determining whether a product is a good fit for a customer's search query. So, if a customer is searching for a product within a price range, products that fall above that price range will be excluded. 
• Performance: The Performance component considers customer experience factors such as Seller Order Defect Rate (ODR), adherence to Walmart policies, and timely customer response. So, poor communication with customers, out-of-stock items, and slow shipping speeds can negatively impact your Walmart search engine ranking. 

In addition to these elements, Walmart also uses artificial intelligence to fine-tune its search experience. 

Why is Walmart keyword research important?

Walmart has a vast product catalog and carrying out keyword research ensures your products are visible to potential customers. Keyword research helps you understand the terms customers use to search for products similar to yours, allowing you to optimize your product listings for better visibility and increased traffic. 

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Secondly, keyword research helps you understand customer intent which enables you to tailor your product listings to match what customers are actually looking for, leading to higher conversion rates.

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Also, effective keyword research is the foundation for successful advertising campaigns. By targeting relevant keywords, you can optimize your ad spend and reach the right audience, increasing the return on investment (ROI) of your advertising efforts.

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11 steps to perform an effective Walmart keyword research 

Now, let’s dive into the ways you can perform an effective Walmart keyword research: 

1. Identify seed keywords
2. Use Walmart’s Search Bar
3. Explore Walmart's product pages
4. Analyze your competitors
5. Look out for search trends 
6. Utilize keyword research tools
7. Create your keyword list
8. Refine your keyword list 
9. Optimize your listing with relevant keywords
10. Test and iterate keywords
11. Regularly update your Walmart listings

Identify seed keywords

Start by identifying a list of seed keywords that are relevant to your products. These are the core terms that describe what you sell. You can generate these keywords based on your understanding of your product, your target audience, and industry trends. 

Use Walmart’s Search Bar

Put in your seed keywords into Walmart’s search bar and look at the auto-suggestions presented. You can gather a list of long-tail keywords that you can target. Long-tail keywords are definite phrases that customers might use when searching for products. They often have less competition and can yield higher conversion rates.

Explore Walmart's product pages

Visit product pages similar to yours and examine the titles, descriptions, and bullet points used by successful sellers. Identify recurring keywords and phrases that resonate with customers.

Analyze your competitors

Look at what your competitors are doing. Which keywords are they targeting? What is working for them? This can provide valuable insights for your keyword strategy. By understanding your competition, you can identify gaps in the market that you can fill with your products. 

Look out for search trends 

While carrying out your keyword research, you want to take note of seasonal trends, holidays, and events that might impact customer behavior. You want to adjust your keyword strategy to align with the latest market demands.

Utilize keyword research tools

Leverage third-party keyword research tools such as Helium 10, to gain in-depth insights into search volumes, competition, and related keywords.

These tools can help you discover long-tail keywords that might have lower competition and higher conversion rates.

Create your keyword list

Depending on your goals, you might want to include both general and specific keywords in your Walmart listing. General keywords can help you reach a larger group of potential customers, but they might not always be related to your business. On the other hand, specific keywords can help you reach your target audience more effectively, but they might require higher bid amounts if they are competitive. With your keyword tool, you can group your list of keywords based on topic or data like monthly searches or competitor use. 

Refine your keyword list 

After creating a broad list of keywords, you want to refine and optimize your list. Instead of solely focusing on broad terms, incorporate more specific and contextually relevant phrases to improve the specificity of your SEO efforts, potentially allowing you to reach a more engaged audience. 

You can also incorporate modifiers such as location, time, or adjectives into your primary keywords and tailor your content to match specific user queries.

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Keyword tools can also help you find new and relevant keywords to add to your existing list and optimize your existing keywords to match the search intent and behavior of your potential customers. 

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Optimize your listing with relevant keywords

Now you have your list of keywords, it’s time to incorporate them into your product listing. Here’s how to include keywords in your Walmart listing: 

• Product title: Your product title is one of the most critical elements for keyword optimization. Include primary and high-impact keywords in your title to improve visibility. Incorporate a few good attributes that describe the product. For example, if your product’s color is something that buyers are more likely to look for, then make sure to insert the color in the title. Ensure that the title remains clear, concise, and enticing to potential buyers.
• Product Shelf Description: Craft a detailed and informative product description that incorporates a variety of relevant keywords naturally. Provide valuable information about the product's features, benefits, and usage while including targeted keywords. 
• Bullet points: Walmart allows sellers to use bullet points to highlight key features and benefits. Take advantage of this space to include additional keywords and provide valuable information about your product.
• Backend keyword fields: Walmart provides a section for the backend or hidden keywords. While these keywords may not be visible to shoppers, they can influence search rankings. Include additional relevant keywords in this section to maximize your product's discoverability.

Test and iterate keywords

Experiment with different keywords and monitor their impact on your product's visibility and conversion rates. If a particular keyword isn't performing well, consider removing it from your product listings. Use A/B testing to determine which combinations of keywords and content yield the best results, and refine your strategy.

Regularly update your Walmart listings

Keyword research is not a one-time thing. You want to stay proactive by updating your Walmart product listings based on changes in customer behavior, market trends, or the performance of specific keywords. Regularly analyze your Walmart listing performance and make adjustments to your keywords.

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Top 3 keyword tools for Walmart keyword research 

There are several keyword tools available for Walmart keyword research. These tools can help you discover popular short and long-tail keywords and optimize your product listings. Here are some Walmart keyword research tools you can use: 

Walmart Keyword Tool

The Walmart Keyword Tool uses Walmart's Autocomplete to uncover popular long-tail keywords from Walmart. To use it, simply enter a product name, product category, or keyword in the textbox, then click the search button. 

The tool will start typing search terms into Walmart using the search term you provided, providing a list of predictions of what it thinks you are searching for. You can select the keywords you want to add to your list, and once you have a nice list of long-tail keywords, you can download the keywords in a CSV file. 

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Helium 10's tools

Helium 10 offers several tools that can help you with keyword research on Walmart. These include Xray, Cerebro, Magnet, and Profits. 

• Xray allows you to collect valuable, keyword-relevant data from other marketplaces and help determine a likelihood of success on the Walmart marketplace. 
• Cerebro lets you find and compare search volume for various keywords on the Walmart marketplace.
• Magnet is a keyword research tool that allows you to input keywords to get even more relevant keywords for the Walmart marketplace. 
• Profits provide an easy-to-read overview of your profits on the Walmart marketplace. 

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Sellegr8

Sellegr8's Keywords Discovery feature enables you to research your competitors' products and their top-ranking keywords. Its real-time Keyword Tracking dashboard helps you monitor the ranking of those keywords. With Sellergr8, you can uncover new keywords, track keyword rankings, and analyze trends. 

Wrapping up  

Effective keyword research is crucial for success on the Walmart marketplace. By identifying and targeting relevant keywords, you can increase your visibility in search results and attract more potential customers. Remember to continuously monitor and adjust your keyword strategy based on your performance to ensure the highest possible return on your investment.