Programmatic SEO has become a popular means of digital marketing around the world. In this article, we will talk about what it entails, how to improve SEO rankings, how companies have adapted it in their search engine campaigns, and how easy it is to enhance search positions and organic traffic without technical support.
In a Nutshell, What is Programmatic SEO?
You might be asking yourself, ‘What is Programmatic SEO?’ In a nutshell, programmatic SEO refers to using code to publish landing pages on a bulk scale. It is the process of using teams of developers to generate content using inputted data.
Coded SEO tools have been programmed by developers to enhance online organic traffic faster than a human being, as well as provide the ability to have higher rankings in search engines. Many of them do not require human beings and provide the same results as hiring teams of people. Although this will be explained later in the article.
How Does Programmatic SEO Work?
For people learning how to improve SEO rankings on their websites and eCommerce platforms or agency, using code or pre-programmed software is an idea worth considering for both marketers and entrepreneurs looking to expand their companies.
Algorithms include the location of physical premises and long keywords like “cafes near me” or “phone stores in New York.” When a potential customer searches for one of the above keywords, one of your generated landing pages will be positioned either first, second, or third in the query-depending on the competition and market.
An example of this is a platform that recommends the best coffee shops in the US. When users search for a keyword similar to the platform’s name or a question to that effect, they are likely to come across a platform that leverages SEO content and organic visitors using this method.
How Companies Use Programmatic SEO
A great number of organizations use this method of SEO for their marketing campaigns, as it makes their websites stand out on Google searches. Generally, individuals have little time to thoroughly research what they’re after, so they are likely to click one of the top 5 search results on a search query.
They begin with generating both primary and secondary modifiers. In short, a broad-term category is determined by the type of business the website promotes.
For Example:
- FareCompare: Cheap Flights;
- Air BnB: Vacation Rentals;
- FedEx: Cargo Shipping.
- Flyxo: Charter a jet
When learning how to improve SEO rankings, it’s good to note that head terms possess high search volumes. Additionally, they hold modifiers segregated into primary and secondary categories. Primary modifiers are the basis for the creation of a category. whereas secondary modifiers contain the head term.
An Example of a Primary Mofidier is:
- Jackets: Jackets for Women, Leather Jackets, and Rain Jackets.
Whereas a Secondary Modifier Would be Something Along These Lines:
- Jackets: Cheap Jackets, Designer Jackets, Ethically-Made Rain Jackets, etc.
Programmatic SEO Elements
- Research and Development: R&D entails commonly searched questions related to the researcher, commonly searched keywords in the form of questions, as well as competition amongst search results.
- Technical: The technical end involves queries regarding the execution of code, SEO research, and the act of publishing thousands of unique landing pages in bulk. Both programmers and marketers must be careful with these things, as some mistakes may lead to not being ranked by Google.
- Content Optimization: Websites that post regular landing pages tend to gain far greater organic traffic than those that don’t. Sadly, using keywords isn’t always enough to gain visitors. Link building is also a great way to bring up search rankings and increase traffic through optimized guest post content.
Advantages of Programmatic SEO to Companies
Programmatic SEO does come with its advantages, and they’re the reason why it has become a popular marketing method.
- High Rankings: When done properly, programmatic SEO can enable your landing pages to have high search positions. Thus, increasing your organic search traffic without manually producing content.
- Easy to Use: As mentioned previously, this marketing strategy lets people input data and outcomes on their landing pages within 20 minutes to half an hour.
- Makes your Company Appear Trustworthy: Travel companies like FareCompare and Agoda use this strategy to influence Google users to undertake transactions with them as a trusted source for flights and hotel bookings. Thus, attracting more visitors & potential clients or customers.
Problems Faced by Companies
When starting, beginner companies need to keep the common mistakes people make when starting with this marketing strategy in mind. Otherwise, they may end up with poor results in the long run.
- Duplicated Landing Pages: Inputting the same data on multiple pages may make your content look identical, which Google doesn’t appreciate. Thus, search positions may become drastically lowered by the search engine.
- A Lack of Text: A great number of generated pages are made up of infographics and graphs that lack detail traditionally surrounding them, resulting in the creation of thin-content landing pages that are difficult to rank with mainstream search engines.
- Too Many Pages: When a domain has too many landing pages, search engines tend to not index some of them; causing your effort to become ultimately useless. Entrepreneurs and marketing managers need to ensure hyperlinks are present on each page to make sure Google locates all of them.
Google doesn’t appreciate landing pages that contain many images but lack descriptive text and ‘islands’ caused by websites containing too many intertwined landing pages. The popular search engine is not fond of the duplication of content and sees it as a means of spam.
As a result of the above errors, Google punishes marketers by forcing down their search positions or by not ranking their pages at all. When getting into this niche, it’s worth keeping the common errors in mind when using SEO tools.
Comparing Programmatic SEO Examples
When researching this niche, it’s always wise to look at programmatic SEO examples going by methods used, search rankings, and organic traffic. While forming an analysis, it’s wise to compare them and see exactly what they do differently from each other.
For example, US Best Coffee doesn’t hire large teams of developers and leverages the same amount of search positions and visitors as its two main competitors, who do employ great quantities of programmers.
The Comparision Between US Best Coffee, Yelp, and Trip Advisor
US Best Coffee.com is an online platform that brings searchers results of the highest-rated and most Google-ranked coffee shops in their city or near them. Consumers find the platform as the website takes advantage of programmatic SEO tactics by containing the main elements of the strategy.
In a typical Google search involving a keyword similar to the domain, e.g., ‘5 best coffee shops in Haltom City,” a landing page belonging to this platform appears directly after Yelp and Tripadvisor.
Yelp and Tripadvisor employ vast teams of developers to manage their programmatic SEO. US Best Coffee leverages the same local SEO results without hiring technical assistance or programmers. It’s possible to generate thousands of pages a month without employing anyone. Also, they use a great number of backlinks.
As the icing on the cake, It’s worth mentioning US Best Coffee does not use back-links and has only been operating for 1 month. They’re generating the same results as companies that have been using teams of developers for years.
Conclusion
Programmatic SEO is a technical practice that allows anyone to generate content and stand out from the crowd without contacting a local SEO company or developers. Various online tools, like Data to Page, allow web admins, marketing managers, and entrepreneurs to gain high search positions without hiring dozens of programmers.
With data and a collection of head terms, it’s simple to undertake this process. One simply imports their data, and the outcome is thousands of effortlessly-created landing pages over time. However, it may be worth learning the basics of analyzing data in an SEO audit before getting started.