Keyword metrics are your compass in the competitive Walmart marketplace. They help you identify which keywords are worth pursuing, which ones to avoid, and how to prioritize your optimization efforts for maximum impact.
Mastering these metrics will transform you from someone who guesses at keywords to someone who makes data-driven decisions that drive real results.
Relevancy measures how closely a keyword matches your product or search intent. It's calculated by analyzing how often the keyword appears with products similar to what you're researching, the semantic relationship between terms, and customer behavior patterns.
Perfect alignment with your product
Example: "wireless bluetooth earbuds" for bluetooth earbuds
Very relevant, great for optimization
Example: "noise canceling earbuds" for bluetooth earbuds
Somewhat relevant, consider carefully
Example: "wireless headphones" for bluetooth earbuds
Not relevant, avoid these
Example: "phone accessories" for bluetooth earbuds
Competition level indicates how difficult it will be to rank for a keyword based on the strength and number of competitors already ranking well for that term. This helps you choose battles you can actually win.
Advantages:
Strategy:
Characteristics:
Strategy:
Challenges:
When to Consider:
Broad, popular terms with many sellers competing
Specific, longer phrases with fewer competitors
Opportunity represents the business potential of a keyword - essentially answering "If I rank for this keyword, how much business value will it drive?" It combines search demand, competition level, and commercial intent.
| Search Volume | Competition | Opportunity | Strategy |
|---|---|---|---|
| High | Low | High | Perfect target - prioritize these! |
| Medium | Low | High | Great for building momentum |
| High | Medium | Medium | Worth effort if you can differentiate |
| Low | Low | Medium | Good for long-tail strategy |
| High | High | Low | Avoid unless you have major advantages |
These should be your primary focus for optimization and advertising spend.
Ideal for:
Expected results:
Good for expanding your keyword portfolio and finding secondary opportunities.
Use for:
Expectations:
Consider only when they fit specific strategic goals or have unique advantages.
Might be worth it for:
Typical outcomes:
Difficulty measures how hard it is to rank organically for a keyword, based on the strength of currently ranking pages, their optimization quality, and domain authority.
Competition
Overall marketplace competitiveness
Difficulty
Technical SEO ranking challenge
Estimated Cost Per Click shows approximately how much you'd pay for each click if you advertised on this keyword. It's based on market competition and commercial value.
$0.30-$0.80 (Low)
Good for broad campaigns and testing
$0.80-$1.50 (Medium)
Standard for most product campaigns
$1.50+ (High)
Reserve for highest-converting terms
The real power comes from analyzing metrics in combination, not isolation:
High Relevancy
Matches your product perfectly
Manageable Competition
You can realistically rank
Strong Opportunity
Worth your time and effort
= Perfect Keyword Target! 🎯
Use this step-by-step approach when evaluating keywords:
Start with 75%+ relevancy to ensure good product fit
This eliminates keywords that won't convert well
Prioritize High opportunity, consider Medium
Focus your limited time on keywords that matter
Match competition level to your resources and timeline
New products should start with Low-Medium competition
Ensure estimated CPC fits your advertising budget
Mix high and low CPC keywords for balanced campaigns
Choose keywords that score well across multiple metrics
Perfect keywords are rare - look for good overall balance