SEO helps your product get discovered in marketplace search results. Platforms like Amazon and Walmart have their own search algorithms that prioritize listings based on keyword relevance, content quality, and structured data. If your product title, bullet points, description, and backend fields aren't optimized, your listing may never reach the first page—where most sales happen.
On marketplaces, SEO isn’t just about keywords—it’s about aligning your listing with how real shoppers search. Whether it’s “organic baby lotion,” “black office chair with armrest,” or “gift under $25,” optimized content ensures your products appear for high-intent queries.
As marketplaces integrate AI and voice-powered search, SEO also ensures your listings are ready for conversational discovery. A well-optimized PDP boosts both organic visibility and ad performance, helping you scale sales without scaling spend.
What is a marketplace SEO strategy and why is it important?
A marketplace SEO strategy is a structured approach to optimizing product listings on ecommerce platforms like Amazon, Walmart, Etsy, and others to maximize visibility in search results and boost conversions.
This strategy includes:
Keyword research to target high-intent search terms
Optimizing product titles, descriptions, and bullet points to match shopper queries
Structuring attributes and backend fields for algorithm compatibility
Monitoring performance data like CTR and conversion rate to refine content
Ensuring compliance with marketplace guidelines (e.g., Walmart Spec 5.0)
It's important because marketplaces use search algorithms to decide which products to show. Without a solid SEO strategy, even great products may never reach the top of search results. A well-executed strategy ensures your listings are discoverable, relevant, and competitive—leading to more traffic, lower ad costs, and higher sales.