How To Construct Master Keyword List (MKL) Through Helium10 Cerebro Reverse Product Lookup
Who is this for? Individuals who want to construct titles, key features, and descriptions with high-ranking keywords for their Walmart items.
Objectives:
To identify the top 10 competitors on Walmart (only applies in scenarios when the full list of competitors is not provided by the client; the specialists will verify the top competitors if they have been provided);
To help build product listings by constructing the Master Keyword List (MKL) that is generated through Helium10 Cerebro and;
To ultimately increase the product listing’s visibility and revenue on Walmart.
Instructions:
1. Understand the product to determine what good keywords can be used in research. For example, the item below is your product, then we can use the “Stemless Wine Glass” to search for its competitors.
2. Once you have determine the appropriate keyword, proceed to enter them into Walmart's search box.
3. Once the results page renders, run the listings through Helium10’s Xray.
4. Wait until the results show up.
5. Because there is less competition in Walmart and we still need to filter these results, we can click the Load More Results to show more competitors.
6. Download the complete lists because we will need to get all the brand names later.
7. Filter the results to remove the sponsored products from the list.
8. Check the Hide sponsored products box and click Apply Filters. You can also, apply different filters based on your preferences.
9. Review the results and make sure to delete any items that are not relevant to your product.
10. Sort via Walmart Revenue (from highest to lowest).
11. Then, select the top 10 items that are highly similar to your target product. It is understandable that there is less competition in Walmart, but as much as possible make sure that your top 10 competitors have a good revenue and reviews.
12. Run the 10 selected items to Cerebro by clicking the Run Cerebro button.
13. Helium10 Cerebro will do the Reverse Keyword Search.
No filters are applied for Walmart because, unlike Amazon, it enjoys a distinct advantage in the market with fewer competitors. Additionally, the keyword landscape for Walmart is relatively streamlined and manageable.
14. Scroll down a little bit to see a table containing the comprehensive data. Sort the search volume in descending order. And export as a CSV file.
15. Open the downloaded file.
16. Delete some of the unnecessary columns except for the columns Keyword Phrase, Search Volume (Walmart), Position (Rank), and the 9 competitors listings.
Below are the data that should remain in the file.
17. Copy and paste the data to your Google worksheet.
18. Replace the header for column C (Position Rank) with the first item you input on Helium10 Cerebro.
19. Insert another column to the left (beside the first item) and add “MAG Score” as the header afterwards.
20. Then, apply the MAG Score formula =COUNTIFS(D2:M2, ">=1", D2:M2, "<=30") to all the cells in column C.
21. Create a filter on the header.
22. Sort the MAG Score from Z-A
23. Remove any Keyword Phrase with 0 Search Volume.
24. Then, copy all the brands you’ve extracted from the CSV file (Step 6). Brand names must be added to the last part of the MKL, (after column M). Delete any duplicate brand names. This will help you if you are trying to skip all brand-driven keywords and use high-ranking keywords when creating or optimizing the copy.
25. The final list of keywords can now be used to help you optimize your Walmart items.
26. Highlight the relevant keywords with high search volume and MAG Score in bright yellow. This will help us identify what good keywords can be used in optimization.
