Search algorithms have become quite sophisticated and user behavior has changed. It is challenging to get top rankings in search engine results pages (SERPs) via manual optimization. This is why programmatic SEO has been created.
Programmatic SEO is advantageous. It combines analytics, automation tools, and machine learning to optimize websites. It also helps raise organic search traffic via data-driven insights in identifying and repairing SEO hiccups. This helps websites get ranked ahead of competitors in search engine results pages (SERPs).
Understanding programmatic Search Engine Optimization (SEO) – what is it?
Before understanding programmatic SEO, let us first understand the basic definition of SEO. Search Engine Optimization (SEO) is a digital marketing tactic that helps websites attain visibility on search engines. Among the most popular ones are Bing, Google, and Yahoo.
This includes optimizing web content for keywords related to the portfolio (products/services offered) or what the company does. SEO also involves off-site activities like link building and social media management to help bring valuable traffic to websites.
Understanding programmatic Search Engine Optimization (SEO)
Programmatic search engine optimization (SEO) is an innovative approach itself. It uses programmatic SEO tools to utilize automation and data to generate pages in an instant to rank high on Google. The program can be guided in generating many landing pages targeting certain keywords or their variations as marketers find suitable.
The method is a targeted approach. It helps ensure potential customers can find relevant content based on their search queries.
The benefits of Programmatic SEO
Programmatic SEO allows companies to stay competitive in the digital space. It improves the chances of prospective customers discovering the business/brand/company when the website’s rankings are boosted in the Search Engine Results Pages (SERPs).
Digital marketers no longer have to make guesses in SEO. Programmatic SEO helps provide precise control over the website and its content. This allows marketers to customize the content as per different audiences or regions.
Here are some key benefits of programmatic SEO marketers from a Dubai-based web design company have found:
- Rapidly scaling and automating time-consuming tasks like updating webpages whenever algorithm changes happen.
- Monitoring and tracking data, and analyzing it to obtain valuable insights into a website’s performance.
- Responding timely to market trends changing.
- Generating content targeted for specific keywords or their variations.
- Creating valuable links to boost the SEO score.
- Analyzing and monitoring the performance of competing sites on search engines.
Programmatic SEO tools are surprisingly cost-effective. They also require minimal human intervention. Hence resources can be saved from being spent on manual tasks.
If marketers do not have access to programmatic SEO services or tools but would like to use to and reap their complete benefits, they can consider hiring an in-house technical SEO team or partnering with a digital agency having such capabilities. They can help identify opportunities where automation can save time without compromising performance and quality.
The disadvantages of using programmatic SEO
Each marketing tactic has its own unique set of advantages and disadvantages. Programmatic SEO is no stranger to such. It is now time we explore its drawbacks:
Generating potentially duplicate content is troublesome
Using the same template for web pages can lead to multiple issues in the content. Meaning the content can be duplicated/plagiarized. There are ways to protect this from happening across all websites (even the education website design can fall prey to this). Each page should have custom and user-generated content. A section for comments and reviews works.
Issues in Google indexing
Google might index some of the pages due to limited resources. This happens when too many pages are created and added quickly. To make indexing quick, the website teams must make a robust architecture with internal links and create external links. Additionally, they can submit the sitemap or specific URLs to Google via the Search Console.
Google penalizes content that is either automatically generated or is thin
Google has advised repeatedly against using automatically generated content or thin content that only focuses on keywords without giving users any value. They take action against such domains displaying cookie-cutter pages or displaying scraped pages that do not have any substantial value.
This can be prevented by making the web pages’ design more user-friendly. The content should be customized with informative media, images, and of course, customized content.
Conclusion
Working together with a professional agency can help develop the right tactics for using programmatic SEO. This can work in creating custom content and developing & implementing the right tactics through the usage of data-driven insights to make the right decisions in this regard.
