Menu
To maximize visibility in the red wine category, a major alcohol brand prioritized integrating high-volume keywords into its content. Online search visibility is critical to omnichannel success, especially in competitive marketplaces such as Walmart. Moving from page 2 to page 1 of organic search results is associated with a 40% increase in sales, and including the right keywords is essential for winning organic search.
Harnessing our Search Optimizer methodology, Profitero’s Advisory team identified and created a target list of recommended terms for inclusion in the brand’s PDP descriptions and bullets on Walmart. After the brand implemented the suggestions, the average change in placement rank for optimized products was calculated, with results benchmarked against 23 unoptimized control SKUs.
Adding the right keywords led to significant uplift in search placement at Walmart in the red wine category. Across 31 SKUs, organic placement increased 4 search spots. Additionally, there was a 6 percentage point increase in share of the top 25 organic search spots.
