Programmatic SEO: How to deliver automated SEO at scale
Mar 29, 2023
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SEO experts Kevin Indig and Mordy Oberstein, SEO specialist Anna Uss, and SEO consultant Anne Berlin discuss programmatic SEO, combining AI and human input for content creation, using modifiers and data-driven content for SEO, generating unique data, insights in competitive industries, and the importance of page elements in SERP.
Programmatic SEO allows for easy optimization and testing of templated pages without user-generated content.
Automation in SEO, such as dynamic meta titles and snippets, can enhance scalability and search engine visibility.
Deep dives
Understanding Programmatic SEO
Programmatic SEO refers to the systematic creation of templated pages that follow the same structure. This approach allows for easy optimization and testing compared to other types of SEO. It is important to differentiate programmatic content for sites with and without user-generated content. Programmatic SEO mostly applies to sites without product inventory or user-generated content, but still require scaling. The key is to add unique value to programmatic assets and focus on indexing and optimizing the asset's structure.
The Power of Automation in SEO
Automating certain elements of SEO, such as meta descriptions, meta titles, content, and internal linking, can greatly enhance scalability and efficiency. It is crucial to strike a balance between automation and human involvement. Automation can be used to update meta titles or optimize snippets dynamically to improve search engine visibility. However, caution should be exercised when implementing dynamic content to ensure accuracy and avoid misinformation.
Experiment and Iterate for Success
Programmatic SEO provides an excellent opportunity for A/B testing and conversion testing at scale. Experimenting with different elements like SEO titles, CTAs, or content can lead to significant increases in organic traffic and conversions. With millions of pages, it's crucial to focus on testing and optimizing various aspects of the programmatic content. Analyzing user intent, identifying unique data, and leveraging insights from user interactions can help refine and improve the programmatic strategy.
Progmatic SEO and Long-Tail Keywords
While programmatic SEO is highly effective for targeting long-tail and mid-tail keywords that express clear user intent, it presents challenges. The scalability of programmatic content makes it harder to measure long-tail queries due to Google sampling data in Search Console. Running shotgun programs based on understanding the target audience, qualitative information, and gut feeling can help identify pages that drive meaningful traffic and conversions. Balancing automation, unique insights, and collaboration with customer success teams can unlock the full potential of programmatic SEO.