While Amazon remains the largest U.S. ecommerce marketplace by a fairly large margin, there’s no question that the platform has struggled to meet demand during the coronavirus pandemic. Sellers are struggling to send in product deemed non-essential, and fulfillment centers are trying to keep up with the continued surge of online orders.
So why not mitigate risk and diversify?
Walmart.com is the second largest marketplace in the US, surpassing eBay at the beginning of the year. During Q2 of 2020, Walmart ecommerce grew by 97%, and Walmart Marketplace, home to third party sellers like Pattern, experienced over 100% growth. With the introduction of Walmart Fulfillment Services and Walmart+, Walmart ecommerce is just beginning.
What is the secret to increasing sales on Walmart.com through SEO? While many factors contribute to your revenue, one of the largest influences is organic search rank.
There are two different types of search rank on Walmart.com, similar to other marketplaces: organic rank and paid rank.
On Walmart.com, high organic rank is achieved by relevance and the listing quality. Nearly everything the seller does to optimize a listing on Walmart helps with its organic rank.
Paid rank is achieved through Walmart advertising campaigns, made easier through Walmart’s new Campaign Dashboard.
So, which one is more important? Where should you focus your time to increase sales and SEO rankings on Walmart? Organic rank or paid rank?
While both should be included in your Walmart selling strategy, one could argue that organic rank is more important. Unlike other marketplaces, Walmart.com only places two paid search results on each page. Most real estate is given to listings that have gained organic rank.
Walmart Advertising can help get your listing to the top, as long as your product is already winning the Buy Box. It’s now easier than ever with the new Campaign Dashboard to set up campaigns for individual listings. With a strategized campaign, you can get your listing on the first page of results, but then how can you maintain that coveted position when your campaign is over?
As stated above, nearly everything done to optimize a listing helps a product’s organic rank for Walmart SEO. In large part, organic search rank is determined by content quality, pricing and shipping, and the customer experience.
As discussed in our blog, 2020 Guide to Optimizing Walmart.com Product Listings, premium content is directly related to product placement on site. To ensure you have the best content quality, we recommend following the tips in our guide, such as using Walmart’s guideline for optimized product titles, using professional imagery, and including detailed product descriptions and accurate attributes.
While you’re at it, try checking out Walmart.com’s new Listing Quality Dashboard for tips on content optimization and listing discoverability.
Your product’s listing price will also affect its organic search rank. Walmart prides itself on low prices, and your listing might lose rank if its price isn’t competitive. Other than price, additional factors increase your listing’s competitiveness such as shipping time, shipping price, and in-stock rate. A listing with 2-day shipping may outrank a listing with standard 5-7 day shipping. Moreover, if your product is out of stock consistently or over extended periods of time, it may lose organic search rank.
Additionally, take time to ensure a quality customer experience both on site and post-purchase. Quick response times and easy returns both affect organic rank.
Need help optimizing your listings and achieving top organic rank on Walmart.com and many other marketplaces? Schedule a demo below to see how Pattern can help you today!
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If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.