What is programmatic SEO?
In the first place, SEO (Search Engine Optimization) refers to measures aimed at ranking higher on search engines such as Google, but the practice involves a wide range of things, such as adjusting HTML source code and improving content. Maus. Programmatic SEO is a method of SEO that uses code to create many landing pages that are hit in response to search queries such as automatically generated content and UGC (User Generated Content). refers to.
Differences from editorial SEO
Editorial SEO is another SEO measure, but the major difference from programmatic SEO is in the process. The strength of programmatic SEO is that it can easily achieve large-scale production through automation, whereas editorial SEO is characterized by improving the quality of content manually.
Industries and companies suitable for implementing programmatic SEO.
Programmatic SEO automatically generates content that responds to many search queries, so it is used in industries where users search for a wide variety of keywords, such as travel, e-commerce, educational content, real estate, and aggregators. It has been. It’s not the best approach for small, niche brands. Also, be aware that in highly regulated industries such as pharmaceutical companies, guidelines may prohibit the use of programmatic.
Steps to operation
Programmatic SEO uses code to automatically generate landing pages. It is also possible to connect and operate a CMS using services such as Webflow. First, identify the method that suits your company. Once you have identified a method, proceed with the following steps.
- Find keywords
As with any SEO strategy, keyword analysis is the first step.
1-1. Find the Head Term
This
is a necessary process for almost all programmatic SEO. First, we will decide on a roughly leveled category called Head Term. A Head Term is a big keyword that usually has a high search volume and is searched with various modifiers as shown below.
Travel sites: tourist attractions, hotels, etc.
Reservation site: restaurants, spas, etc.
Once you’ve found some good head terms, use a keyword research tool to check their search volume. Google Trends and Keyword Generator are great for finding new keywords and checking the search volume for your keywords. Google Trends also allows you to compare search volumes for keywords and understand changes due to seasonality and trends.
1-2. Find
Head Term is a language category with a large search volume, but to actually increase the search volume, it is necessary to combine it with modifiers. Modifiers are divided into primary modifiers and secondary modifiers.
Primary modifier: Examples of modifiers that classify into a new category.
Suitcase: Wheeled suitcase, leather suitcase
Restaurant: Japanese restaurant, Chinese restaurant, Indian restaurant, fine restaurant
Clothes: Men’s clothing, children’s clothing clothing, floral pattern
clothing
Secondary modifiers: Examples of modifiers that describe Head Term
Suitcase: cheap suitcases, carry-on suitcases
Restaurant: cheap restaurants, restaurants near me
Clothes: jackets, socks, striped
clothes
1-3. Make
Finally, compile all the modifiers you found and make a big list. A typical tool that is useful for organizing keywords is Python, which is installed on Macs. The number of keywords required is 2000 or more, often 10,000 or more. This may seem like a lot, but it is a common number in the world of programmatic SEO, so use it as a guideline.
- Create landing pages at scale
Programmatic The thing that worries marketers the most about SEO is the creation of landing pages. Using code requires engineering resources, but using CMS APIs such as Webflow may reduce this amount.
2-1. Find the user’s search intent.
Since search intentions vary depending on the user, it is important to estimate the user’s search intention through the keyword research mentioned above and create pages based on that. In the first place, it is difficult to define the user’s search intent on your own, so make good use of Google’s algorithms. If you check “Other keywords” at the bottom of the Google search page, you may see certain words displayed in bold, and there is a possibility that those keywords will perform well, so be sure to actively use them. That’s fine.
2-2. Link building with a sense of scale
One of the SEO techniques is to increase backlinks to increase site rank and increase traffic. There’s no set process for link building with programmatic SEO, so you’ll have to decide for yourself which method is right for your company. Below are some best practices.
Utilization of Ego-Bait
Marketplaces such as Tabelog and TripAdvisor, which have both sides, where content is provided by users (user reviews, etc.) and cooperation with related businesses, generate more backing. Egobaiting (appealing to the ego of the person/people/company featured in the content) is used to obtain links. For example, Tabelog’s ranking of “100 Famous Restaurants 2021’ is based on this method.
Utilizing Viral Content Creativity
is required to make content go viral. Buzzfeed, famous for its viral content, started with a small budget and team, but quickly grew by mass-producing content with a focus on how users would enjoy it and share and like it on social media. has grown too. Creating viral content is not easy, but when it hits the mark, it can be a huge boost.
Utilizing data
It is also a good idea to create original content based on the data you have in-house or by collaborating with outside parties. It can take a while, but
summary
To have your site visited by more users than other sites, it is effective to implement programmatic SEO, which generates a large amount of content tailored to demand. However, if you fixate on performance and technique and fail to properly provide the information that users want, resulting in a poor user experience, you are putting the cart before the horse. Not only will it be rejected by Google’s algorithm, but it could also have a negative impact on your company’s branding. Let’s systematically build our company’s assets while keeping the user’s perspective in mind.
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