Trying to get your Walmart Content Quality Score up to 95%? Click for a FREE consultation about improving your rich content, images, videos, ratings and reviews, and more!
Walmart has stated that by 2030, about half of its annual revenue will come from online sales. In addition to online purchases, more Walmart customers continue to research items at Walmart.com and take advantage of Walmart’s Online Pickup and Delivery (Walmart OPD).
It’s no surprise that Walmart merchants are holding suppliers to a high standard when it comes to their Content Quality Score. In this article, we’ll look at the importance of the score and provide tips for raising it on your Walmart item pages.
What is Walmart Content Quality Score?
The Walmart Content Quality Score (sometimes referred to as the Listing Quality Score or LQS) is a numerical score that examines and ranks the quality of your item pages on Walmart.com. Your pages receive a score between zero and 100 based on the quality and completeness of a product listing. Walmart merchants use the content quality score as a quality and effectiveness check of your item pages.
What determines the Content Quality Score?
The Walmart content quality score takes into account several factors to determine the health of your item pages. These factors include:
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- Quality of Content
Your content quality is one of the most important measurements of your content quality score. Quality of content includes details like your item description, its accuracy, relevance, image quality, and the structure of your product title.
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- Offer
The offer ranking of your content quality score takes into account attributes of your page including the price of your item, how fast it can be shipped, and your current inventory (how available your item is to order) as compared to other suppliers in direct competition.
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- Customer Experience
The more positive your customer experience is, the higher your content quality score! Walmart encourages a better customer experience score by recommending fast shipping options, working on positive reviews, and a timely responsive customer service policy.
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- Discoverability
Discoverability of your items is just what it sounds like: how easily customers can find your products when searching on Walmart.com. The content quality score is looking at how high your items rank when searched on the site. Higher rankings, which lead to higher scores, are based on effective attributes on your item pages and optimized keywords.
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How Can I Improve my Walmart Content Quality Score?
Walmart suppliers are usually challenged to achieve a content quality score of at least 95%. If you have questions about raising your score, or just want to get your pages there quickly, the Ecommerce team at 5G is happy to provide a free consultation and discuss options.
Specific things to consider when trying to raise your score include:
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- Images and Videos
The content quality score is heavily driven by the quality of the images on your item pages. When uploading your images, it’s best to include at least four to six pictures showing your product at different angles.
Walmart recommends uploading high-resolution images (minimum 1500 x 1500 pixels) on a white background. It’s also important to upload a couple of lifestyle images showing how your product is used. While you can’t add text, logos, and graphics to the first image in your carousel, you may do so with the other images.
To further boost engagement on your page and raise your score, include a short video demonstrating the benefits and product features.
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- Keywords and Attributes
As mentioned above, the content quality score is partly based on your item’s discoverability. Discoverability can be improved by simply using optimized keywords in your title, attributes, and product description. If you need help with better keywords, don’t be shy about checking out your competitors’ listings to see what’s working! You can also research trending keywords with third-party sites or Walmart’s keyword suggestions.
It’s also essential to provide thorough product specifications (i.e., size, color, material, intended use, etc.). Structured product attributes and optimized keywords will improve your ranking in search results, which drives a higher score.
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- Product Title
How high your items rank in a Walmart.com search can be influenced by the product title. As a best practice, Walmart suggests structuring your product title in this format:
Brand Name + Key Features + Product Type + Attributes (Size, Color, etc.)
Example: Hanes Men’s Shorts, Lightweight, Size Medium, Black
For better ranking with the Walmart algorithm, stick to the product title limit of 75 characters or less. Don’t use sales drivers in your product title like “amazing” or “fast shipping,” but keep the text natural while incorporating keywords.
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- Item Price and Shipping Options
Your items will rank higher in a Walmart.com search (and your score will be higher) if your item price is competitive and if you offer fast delivery. Suppliers who participate in Walmart’s expedited fulfillment and delivery programs can see sales growth and improved content quality score.
Staying competitive on pricing is as easy as regularly checking the pricing of your competitors. If you are not able to lower your item price, get creative! Work with your Walmart buyer to offer add-ons or special bundles for a limited time.
Your ranking in a Walmart.com search is also dependent on your shipping options. It’s advised to use Walmart’s one- or two-day delivery options if possible. Keeping your delivery and fulfillment quick and reliable greatly improves your score.
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- Ratings and Reviews
The ratings and reviews on your Walmart item pages are important drivers for conversions. Potential customers want to see how other people like your products, and also how you respond to customer concerns.
Positive customer reviews and high ratings will increase your score. Respond to all customer questions and concerns quickly and show how you resolved any issues. To help keep your customer complaints and product returns low, make sure your product descriptions and specifications are accurate.
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- Walmart Listing Guidelines
Not complying with Walmart’s listing guidelines for suppliers can severely lower your content quality score. It’s important to go over the guidelines in the Walmart Seller Center and also check for updates.
Aside from Walmart’s guidelines for product titles and image specifications, suppliers need to be aware of Walmart’s policy and integrity expectations. These include suppliers knowingly posting inaccurate product information, violating Walmart’s prohibited product policies, or posting duplicate listings for the same item.
Where Can I View my Walmart Content Quality Score?
Now that we’ve covered how to improve your content quality score, it’s time to see how your items are doing today! To view your scores, follow these steps:
1. Log into Retail Link
2. Navigate to Supplier One
a. There is an overview of the catalog’s score on the home page
3. Navigate to Items & Inventory > Catalog
4. Each item’s content health score displays next to its title and available channels
a. You can also download a basic report that has each item’s score listed
Walmart Marketplace sellers can also view their content quality scores in the Seller Center:
1. Log in to the Walmart Seller Center.
2. From the Walmart Seller Center, select Listing Quality under the Growth section.
3. Filter by Trending Items to see items that have generated demand or Walmart Fulfilled Items.
4. Select Details next to the item name to see your item’s score.
On the Listing Quality dashboard, you will be able to review your item’s score, any listing issues, missing keywords, and other recommendations to improve the score. This is a great tool for suppliers to optimize listings and improve the discoverability of their products.
Learn More From 5G!
If you have item pages you’re trying to get up to a 95% content quality score, the team at 5G Consulting can make it easy for you. Our Ecommerce experts support Walmart suppliers each week in the creation and maintenance of their pages.
A consultation is absolutely FREE! Click here to set up a call with our team to learn more.