There are around 1.11 billion websites in the world out of which around 82% are inactive. Even then, showing up on Google’s first page is challenging. So, what can you do to ensure your website ranks high on search engines? The answer is search engine optimisation (SEO). The demand for digital marketers and digital marketing agencies is extremely high in Australia and the digital marketing sector is tipped to grow by around 20% till 2027. As SEO becomes an integral online marketing strategy for most businesses, you need to find diverse ways to beat the competition and rank high on search engines. This is where programmatic SEO enters the scene.
Programmatic SEO has transformed conventional SEO enabling digital marketers to craft tailored strategies by leveraging real-time data. While traditional SEO primarily relies on manual optimisations and implementations, programmatic SEO utilises automation to modify content and keywords according to the query’s search intent and evolving consumer behaviours.
This article explores programmatic SEO in detail and highlights how implementing automated SEO strategies can improve your site’s search engine rankings.
First things first, let us understand what programmatic SEO is.
What is Programmatic SEO?
Programmatic SEO or pSEO is an automated process wherein landing pages are created on a large scale in response to the growing search volume to improve overall ranking on SERPs.
Here, every landing page is created using a standard template with common elements including reviews, pricing, images, and more. The magic begins when you can create multiple landing pages, each targeting a different low-competition keyword within seconds using automated tools. Some of the largest companies in the world including Amazon, Expedia, and Google to name a few use this SEO or content strategy across their global sites. These are some of the best programmatic SEO examples to understand how programmatic SEO works.
Now that we have a fair understanding of what programmatic SEO is, let us learn how it works.
How Does Programmatic SEO Work?
Programmatic SEO is one of the most effective content marketing or SEO strategies that leverage data analytics and automation to improve a website’s online visibility.
But how does this work and how can you create a solid programmatic SEO strategy? Let us find out.
1. Research, Research, Research
Programmatic SEO without research is like a car without an engine. Research your target audience, and competitors, and determine the long-tail keywords that are extensively used in your business. Start by studying your competitors and assessing which type of landing pages do well in your industry. List them down and study the different formats and overall structure of their landing pages. Now, think about how you can add value and incorporate your unique point of view.
Find out what your audience is looking for and their search intent. You can determine this using different online tools like SEMrush, ahrefs, Ubersuggest, etc. Create a spreadsheet and add everything you research about your competitors, keywords, spreadsheet, and more.
2. Head Terms and Supporting Keywords
Now, you must find the head terms and modifiers depending on your research. While the head terms are the most common keywords that are difficult to rank, modifiers convert them into long-tail keywords. For instance, “best black shoes” is a head term and “best black shoes for weddings” is the long-tail keyword with “for weddings” being the modifier. The idea is to find as many long-tail keywords relevant to your niche since long-tail keywords are easier to rank compared to head terms.
3. Find Your Long-tail Keywords
It is not feasible to create a landing page for each long-tail keyword. This is why you must find out the most apt and relevant long-tail keywords and determine the search intent to narrow your options. Most top-rated programmatic SEO tools allow you to find the most suitable keywords based on intent. The intent could be transactional, commercial, navigational, or informational. List down all the long-tail keywords and ask whether they address the user’s query, provide a solution to the query, and whether your new landing page increases conversions. If the answer is yes, your low-competition long-tail keywords are ready.
4. Design Your Landing Page
Did you know all you need is one well-designed template to create thousands of versions of the same landing page? Research and create a suitable landing page that will serve as the base of your programmatic SEO campaigns. So, how do you do that? It is worth remembering that content is king, so start by writing engaging and compelling landing page content. Ensure that the language is not dull or bland.
As mentioned earlier, all the elements on your landing pages including the images, banners, lists, etc will be the same. That said, ensure that the information is unique and that you are not duplicating it. The layout should align with your keywords and optimised for your users.
Pick a website builder that suits your requirements to create a compelling landing page. You can use WordPress or use other tools like Canva to build a landing page.
5. Select a Database, Sync Data, Optimise UX, and Test
Once you select a landing page builder, you need to store your data. It is always a clever idea to use a Google Sheet or Microsoft spreadsheet that comes with all the features you need to organise and manage your data. Now, find a tool that synchronises your data with your landing page builder.
Now, onto the visual aspects of your landing page. While your landing page must be SEO-optimised, it also needs to be visually appealing. Use simple yet compelling designs, ensure that all the elements are rightly placed, add the call-to-action (CTA) buttons, and use visually appealing fonts and colours.
It is now time for action; publishing the landing page. Remember, publishing a page is just half the job done, you also need to monitor the key parameters to determine how well they are performing. You also need to address all the technical issues, improve the page’s loading speed, and track all the CTAs that are working as intended.
Parting Words
Programmatic SEO is one of the most interesting aspects of content and digital marketing. It is important to include programmatic SEO in your content or digital marketing strategy to stay ahead of the curve and gain a competitive edge over your competitors.
If you wish to learn programmatic SEO or learning the craft already, it is always an innovative idea to get a hang of some popular programmatic seo tools. While theory is important to learn the concepts, you will only ace programmatic SEO when you get hands-on experience.
Frequently Asked Questions
How do I find keywords for programmatic SEO?
You can find keywords for programmatic SEO by using different digital marketing and programmatic SEO tools.
How to do programmatic SEO in WordPress?
You can kickstart programmatic SEO in WordPress by writing your content, designing a template, creating custom fields, finalising, and uploading your copy, and building a database. Now, use the in-built multiple pages generator for generating pSEO landing pages. Review whether the landing page is published correctly and modify it wherever needed.
Is programmatic SEO considered spammy?
Programmatic SEO can be flagged as spammy particularly if the objective is to create duplicate content.
How much does programmatic SEO cost?
The cost of programmatic SEO can vary depending on the scale of the project and the different services required.
