What is Programmatic SEO, and How to Implement it?

Search Engine Optimization (SEO) helps websites and pages rank high in search results, no matter how specific your query is. Programmatic SEO is a massive part of this undertaking when it comes to digital marketing.

But what exactly is Programmatic SEO? And more importantly, how can your business implement it to reap the benefits? Here’s all you need to know about Programmatic SEO and how it can benefit your business strategy.

What is Programmatic SEO?

Businesses utilize programmatic SEO in a way that, when you search, traffic is led to your page through publishing landing pages on a grander scale. It refers directly to target keywords that automatically appeal to your page or website. Automation is growing in popularity since it requires a more “one-and-done” approach to accomplishing things.

Programmatic SEO allows businesses to develop hundreds and thousands of automated landing pages directed to keywords and phrases without manually creating the pages. Consider companies like TripAdvisor, Zillow, and other big corporations that generate millions upon millions of viewer traffic annually.

Zapier, for example, has more than 800k programmatic landing pages that follow the same template. 

These companies understand that many people are searching for these keywords and want to ensure they reach as many as possible. Programmatic pages are usually created from data within a database, similar to weather or product prices. They drive their outreach across various methods, including mobile devices, voice memos, and local searches.

Programmatic SEO is likely the best way to bypass the SEO process because you don’t have to focus all your attention on valuable and quality content. Rather, you create an enjoyable user experience and high-traffic pages with the intent to purchase.

How To Implement Programmatic SEO

Creating programmatic content on a large scale can be helpful if you’re a web developer or have someone on your team who can do that. If not, your business can benefit from investing in third-party companies specializing in automation, like Pathlabs programmatic advertising. 

Your business should follow some specific steps to get started. While keywords are already a widely used SEO strategy, to create on a larger scale, you must implement the following:

Rank with Broad Level Terms

 “Head Terms” is the phrase programmatic SEO uses when you try to rank with broad, widely searched categories and keywords that scale. Depending on your business, these categories can contain simple words like gym, restaurant, expense tracking, hotels, etc. You can quickly expand your list when using Google’s Search Terms and Trends reports to see where it ranks and choose the highest ones.

Choose Modifiers

 next, you should include extra keywords and utilize Google again to help you see the volume of modifiers accompanying your primary keyword search. 

For example, if you’re a restaurant, you may want to include the modifier “cheap” when searching for cheap restaurants. These keywords help describe the head term and take it further. Also, if your business targets local content, include the location as one of your modifiers.

Combine head term with Modifier

Combining the head term and modifier would be best to create a massive keyword list. The modifiers you use depend on the keyword research you do and the intent in how you plan to use them for your business. Not all head terms with modifiers you use will be interesting, and most of the keywords you target with programmatic SEO won’t have search volume. The idea is to cover your niche so it’ll significantly lead to big numbers for traffic.

Create Landing Pages

Once you have your list of terms and modifiers together, you can create landing pages. Develop one for each keyword you target within your programmatic SEO campaign. It’s critical to note here that you want each landing page to be creative and unique in some way, so consider incorporating different tags, images, or calls to action. Creating a distinctive marketing campaign to attract your audience is key!

Programmatic SEO Benefits Your Business

Programmatic SEO is most beneficial for transactional and commercial intent. Knowing your searcher’s intent puts your company in a better position to improve and address the query accurately to meet user expectations. 

Knowing page layouts and structures already ranking for the keywords you utilize is also necessary. Check the competition and look for pages with similar layouts that rank high since you can use that information when creating your landing pages.

SEO is challenging and requires regular analysis and performance monitoring. Programmatic SEO provides a massive ROI but requires a lot of upfront work and development experience to be used properly. Brands with this benefit understand they can get a competitive edge with a better understanding of how to rank, so they don’t want to start implementing this helpful tool immediately.