Benefits of Programmatic SEO
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Millions of people use search engines every single day, and one way to gain large amounts of traffic quickly is to harness the power of programmatic SEO. Programmatic SEO involves finding large groups of search queries that are similar to one another, differing in only a word or short phrase, and then creating landing pages optimized for each of the resulting search terms.
Reasons to Utilize Programmatic Pages
The face of search engine optimization is changing rapidly. Why should you spend your valuable time specifically learning about programmatic SEO, when there are so many other possible avenues to optimize your page for improved search volume?
A major pain point for many content marketing departments and specialists is content ideation. It can be difficult to come up with a consistent number of new topics and handle them all in a unique manner. Programmatic SEO takes a single search query, called the head term, and turns it into a potentially infinite number of related but unique web pages known as landing pages.
These landing pages need to have unique data and content in order to be fully optimized, but they all spring from the same initial idea, and can all share the same template and many of the same headings, so they are much easier to create than the same number of unrelated pages. Programmatic SEO allows you to take one idea and use it to create pages at scale, dozens or even hundreds at a time, with only the easy task of filling in unique content on each page.
Defining Vocabulary Used to Discuss Programmatic SEO
The vocabulary of programmatic SEO may be unfamiliar to those who have only dealt with keyword SEO or more generalized content marketing strategies. In this section I would like to break down several of the most important terms used to describe processes involved in programmatic SEO, and in the process, to convey an understanding of how they all fit together as a whole.
Head Terms and Modifiers
In Programmatic SEO, the process begins with choosing head terms. Head terms are brief phrases that are used as a key phrase in combination with more specific terms, called modifiers.
Head terms could include terms like “weather in [city]”, “[music genre] tours 2024,” or “cheat codes for [computer game.]”
Once the head term has been created, the bracketed part of the term is replaced by the modifiers: specific examples of the general category named in the brackets. As a result you will have lists of terms like “weather in Tulsa,” “weather in Hartford,” and “Weather in Juneau;” “Country music tours 2024,” “Heavy metal tours 2024,” and “Folk rock tours 2024;” or “Cheat codes for CoD 3,” “Cheat codes for Far Cry 6,” and “cheat codes for The Elder Scrolls V.” These terms become long tail keywords which will now be the titles and anchor text when you build landing pages.
Landing Pages
Upon choosing your head terms and modifiers, you will create pages for each resulting search term. These pages are called landing pages and will become an important part of your content creation strategy. These pages can themselves be optimized with relevant keywords based on the anchor text of the head terms.
The benefit of using head terms to create landing pages is that it can create dozens or even hundreds of pages worth of content from one idea. You can then create internal links to bring the additional traffic you have generated to the rest of your site. Add backlinking from other platforms and you have a strategy that will increase your traffic, virtually guaranteed.
How to Choose Programmatic SEO Terms to Guide Search Intent
As with all types of SEO, keyword research is vital in bringing the right traffic to your page. Good programmatic SEO strategy does not bother trying to draw the wrong traffic. Having a successful group of programmatic pages that draws video gaming traffic won’t necessarily help your business strategy if you are trying to sell boot laces or pasture raised pork.
To choose head terms that will draw your target audience, pay attention while using your keyword research tool to commonalities among multiple search terms. If you see several specific search queries that begin with the same few words and then diverge to related but separate topics, you have found a potential source of programmatic keywords.
When your head terms and modifiers relate naturally to the target keywords you are already using, your programmatic pages will draw meaningful traffic with positive user intent.
Programmatic SEO Examples
Many massive companies make use of programmatic SEO in order to boost their organic traffic. But smaller companies and even individual bloggers also use programmatic SEO as part of their content creation strategy.
NomadList
Nomadlist.com, a site dedicated to helping remote workers choose the best place to live while working online, is a classic example. They have capitalized on the fact that there is search traffic for terms like “cost of living in,” and have created landing pages for many such queries: “Cost of Living In LA,” “Cost of Living in Tallahassee,” or “Cost of Living in Boise” for example.
All of these landing pages have large amounts of data for their respective locations, but anyone looking for cost of living data in a certain town is almost sure to run across a nomadlist page on google or bing.
Failory
Another site that uses programmatic SEO pages is Failory, a newsletter for startup founders, which focuses on failed startups and what brought about their demise. By creating head terms and then adding different modifiers, they have created massive amounts of content from a single idea and ultimately driven tens of thousands of new views monthly. Often these new visitors discover a new intent as they see what Failory has to offer.
Many sites are now cashing in on programmatic SEO to drive more organic traffic to their sites. Once a user is finding useful data on the landing page, internal links can bring them to other parts of the site, increasing volume and potentially driving sales.
Ambitious Kitchen
On a much smaller scale, a cooking blog called Ambitious Kitchen creates landing pages for every month of the year using the head term “seasonal recipes for [month].” Each landing page links to one recipe for each day of that month. This adds up to twelve landing pages, which then hold internal links to 365 pages of content that springs from a single idea, and is readily accessible by users with search intent to find and utilize exactly the type of content being offered.
This is just one example of how a blog or small business can use programmatic SEO for content creation and generate meaningful traffic to their site.
How To Get Started With Programmatic SEO
At its smallest scale, programmatic SEO just means choosing your head terms and modifiers, creating a set of landing pages, and filling in unique content on each page.
At a large scale the process is more technical but can allow you to create hundreds of pages almost instantly. You will begin by creating template pages, sharing the same backgrounds, sidebars and headings. The template pages are populated with data from Google sheets, enough unique content is created to satisfy the search engine crawlers that the pages aren’t identical, appropriate graphics are inserted, and the job is done: dozens, hundreds, or even thousands of web pages with unique, relevant information that your users are seeking.
Is Programmatic SEO Right for you?
Maybe at this point in the article your mind is spinning with possibilities. Perhaps you have already thought of head terms and modifiers that would be relevant to your audience and are itching to start creating some landing pages. Or maybe you think it might be a good idea for your business but you have no idea what terms to use or where to begin. Maybe your website building skills are limited to the use of online platforms and you haven’t learned how to use the tools necessary to efficiently create dozens of pages at once.
In either case, consulting with an expert in SEO strategy is a very worthwhile first step.
Itching to Shoot your Shot?
If you are eager to start utilizing programmatic SEO, an expert can help you fine tune your head terms and modifiers, choosing ones that will generate more traffic with favorable search intent. They can also help you with the technical aspects.
And if your enthusiasm for this idea has made it seem more appropriate for your business than it actually is, they will be able to steer you in a better direction toward an SEO strategy that will be more beneficial.
Unsure of Where to Begin?
If, on the other hand, the concept still seems unclear and you are having a hard time picturing how programmatic SEO can work for your website, an SEO strategy expert can help you catch the vision and show you how programmatic SEO pages might be the perfect addition to your website. They can help you think of head terms and modifiers, show you a projection of how they would perform on page, and give you an estimate of the time and investment needed to bring your new strategy to life.
Lacking the Programming Skills Needed to Create Programmatic SEO Pages?
If your Programmatic SEO strategy involves more than a few landing pages, you should consider using automation to create them. Applications like PageFactory can take your data and template and do most of the work of quickly populating each landing page with the appropriate data and content, and AI can be used to rephrase your descriptions to keep them all from reading the same.
If your website templates are not currently conducive to being expanded into dozens or hundreds of landing pages, or if your programming abilities are limited, it will pay off to get an SEO expert to help you set up the framework necessary to create programmatic SEO pages at scale.
They can help you make sure your data sets are arranged logically, check your meta description for errors that could cost big if the same error was repeated several hundred times, and make sure all your planned keywords are fully optimized for maximum traffic. And they will be well versed in the needed tools to make this as quick and easy as possible, saving you time and therefore money.
Your Next Big Step
Programmatic SEO isn’t for everyone. There are some instances where the investment in the necessary framework is just not able to pay for itself in the long term.
However, it is a very powerful tool that has worked well for thousands of businesses, large and small, and it could work for you, too. A consultation with an SEO strategy expert is a great place to start the process of deciding whether programmatic SEO is the right strategy for your business’ website.
