Navigate today's competitive business landscape by embracing programmatic SEO—a winning but neglected strategy. Learn its essence and the synergy with SEO for sustained growth.
Doing business today is not an easy job. The competition is huge in every single industry, and if you are thinking about a new idea right now, it has probably got a competitor somewhere out there. So, how do you stay afloat in this extremely competitive world and, more importantly, be on top?
Let's discuss programmatic SEO, a neglected but winning strategy for a long time. Before diving into the growth opportunities with programmatic SEO, let’s briefly define what programmatic SEO is.
Programmatic SEO is a strategy that enables the automatic generation of SEO-optimized pages at scale, targeting long-tail keywords and covering user search intent, and therefore ranking high on SERP. With programmatic SEO, it is possible to grab hot leads and offer your product at the very moment when they are searching for your competitors.
It is essential to understand that programmatic SEO is not SEO, but programmatic SEO is nothing without SEO. Sounds confusing, but picture this: you are creating hundreds of low-quality pages hoping to get traffic. Programmatic SEO doesn’t work that way.
While heavily relying on automation, auto-generated pages still need to be aligned with SEO best practices. So today, we will focus on two major topics: doing SEO and getting empowered with programmatic SEO.
The first step to successful programmatic SEO (and any project in general) is to set clear objectives. What do you want to achieve with your campaign? Do you want to increase brand awareness, drive traffic to your website, or generate more leads and sales?
When you know where you want to be, you will clearly see the way to get there. Once you have defined your specific goals, you can align them with your overall business outcomes. This will help you later measure SEO campaign success and make necessary adjustments.
When setting SEO goals, it is essential to be as specific as possible. For example, instead of saying, “Improving website's ranking," you could say, “To rank in the top 10 for the keyword 'best SEO tools.'" Specific goals are measurable, too.
This means that you should be able to track your progress and measure the success of your campaign.
Once you have defined project goals, it is essential to align them with your overall business outcomes. For example, if your business goal is to increase sales, you could set a programmatic SEO goal of increasing organic traffic to your product pages.
Or, if your business goal is to generate more leads, you could set an SEO goal of increasing the number of visitors signing up for your newsletter.
With SEO goals and business outcomes, you can choose the right metrics to track your success. Some critical SEO metrics to track include:
The first step of the project on growing on a budget with programmatic SEO can have the following look.
Why is keyword research fundamental for your digital presence? This question may be rhetorical because it is more than obvious: no keywords, no users searching for you. Keywords are more than crucial in a programmatic SEO campaign.
They are the backbone of the campaign and the data to build the whole content.
Today, SEO specialists can power up their keyword research with multiple tools and platforms. Most platforms offer a 7 to 14-day trial period to use the tools for free. This period is enough to conduct keyword research on a budget.
When choosing keywords to target, it is crucial to consider both competition and value. Low-competition keywords are easier to rank for, and they turn out to be more valuable, attracting hot leads ready to convert.
With the third step (and having keywords ready to be used), the project steps into its most time-consuming stage of content creation. Modern AI content generation tools significantly accelerate content creation, but human interaction is still priceless to having quality content.
If the keywords are the backbone of the programmatic SEO campaign, content is the heart and blood, getting all the credit for the project’s success, so content should be high quality and tailored to the user’s search intent.
Here are a few tips for creating high-quality, relevant content:
Programmatic SEO adheres to SEO best practices, optimizing pages from content to performance.
To ensure the success of programmatically generated pages, they should be technically flawless. Carry out technical SEO best practices by optimizing your website's technical aspects to make it easier for search engines to crawl and index.
This includes factors such as website speed, mobile-friendliness, and structured data. Understanding the technical aspects of SEO:
Keep tracking performance by carrying out regular SEO audits so as not to lose critical information.
Take care of the website’s speed and performance optimization with available cost-effective techniques.
To empower your programmatic SEO campaign with SEO best practices, think of incorporating link-building strategies as well.
The role of backlinks in SEO
Modern link-building strategies focus on users, bringing value through creating quality content and linking it to equally valuable and reliable sources. Here are more low-cost and creative link-building tactics that you can use.
Consider including link-building metrics in your overall SEO strategy monitoring and reporting.
After all the strategies and tools implemented to create and run a programmatic SEO project, it is critical to not lose pace and continue working on the project by tracking the first results. This is where monitoring and analytics come in.
Setting up tracking and monitoring tools:
Programmatically generated pages are now live, and as it is practically impossible to monitor every one of them one by one, it is wise to implement tracking and monitoring tools to track your SEO performance, including;
Once you have collected data on your SEO performance, you need to interpret it and identify areas where you can improve. Based on the information, you can further proceed with adjusting strategies, deleting parts of the generated pages if needed, and focusing on better-performing ones.
The digital environment continuously changes as new technologies develop. Search engines are also constantly updating their algorithms and ranking factors. SEO professionals must continuously learn and adapt to stay ahead of the curve. To keep SEO strategies up-to-date and effective, follow these steps:
If you still wonder whether it is worth implementing programmatic SEO, check out the examples of businesses that have achieved success on a budget with programmatic SEO:
Programmatically generated pages helped Zapier attract over 5.8 million monthly visitors, with more than half originating from searches. Zapier has also achieved $35 million in ARR and has over 500,000 pages indexed in Google.
Some of their popular long-tail keywords, like things to do in {city} and the best hotels in {location}, helped Tripadvisor attract over 74 million monthly visitors and generate over 206.7 million monthly organic traffic. Tripadvisor also ranks for more than 21 million keywords.
What should you know about programmatic SEO?
Programmatic SEO is not a one-stop solution for all your business needs and is definitely not a magic wand to achieve success. Still, it is a strategy that will power up your presence and give you a competitive advantage.
How to achieve success with programmatic SEO on a budget:
Programmatic SEO means
If you want to learn more about programmatic SEO, talk to a programmatic SEO expert to learn more about how it can help you achieve your growth goals.
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Anush is a tech-savvy content writer with a keen passion for delving into the latest IT technologies and trends. With a knack for research, she translates complex tech concepts into accessible, engaging content that keeps readers informed and inspired.
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