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Product Attributes are a basic element of ecommerce—you can't create an item page without them. But are your product attributes set up to help your product pages succeed? The attributes and specifications you attach to your page help Walmart shoppers find your item through the retailer's search engine. Let's walk through the basics of product attributes on Walmart so you can improve your pages' discoverability to earn more traffic and sales.
What Are Attributes?
Retailers like Walmart have become a routine part of our daily lives both physically and digitally, but behind the scenes lies a complicated web of algorithms and artificial intelligence, constantly indexing, sorting, and searching through huge databases of items to give shoppers what they're looking for.
Walmart suppliers must provide the information to index, sort, and display their products in the form of product attributes, content, and specifications. Every piece of product information you add to your item page makes it easier for shoppers to find your item!
In an increasingly omnichannel landscape, increasing the likelihood of your products organically appearing in search results is critical as many consumers rely on digital search and PDP content to inform their purchases on and offline.
Attributes in your Content Quality Score
Your Content Quality Score on Walmart.com is currently 40% made up of your Attribute Score - which is how Walmart grades your ability to correctly fill in all necessary product attributes for every single product. Additionally, it is recommended that you fill in all product attributes even if they are not required in order to increase the chances of your item improving its Content Quality Score and increasing its organic placement in search (which helps reduce CPCs, too!).
Product attributes vary by product category, so keeping track of Walmart’s current Style Guides is necessary in order to stay on top of what attributes are required at any given time as Walmart also makes updates to these attributes as they gather more data on customer search behavior and preferences.
Flywheel’s Content Excellence Program
Filling in all required product attributes for every product in your expansive catalog can seem like a daunting task, but thankfully Flywheel’s Content Excellence Program exists to help alleviate the tedious and time-consuming nature of optimizing via your product attributes.
Reach out to us today to learn more about how we can help optimize your products for organic search and develop a complementary paid search strategy.
