Programmatic SEO Guide 2022, Part 3

This is Part III of our Programmatic SEO Guide 2022. As mentioned in a previous section, programmatic SEO is systematic web page creation to form content clusters based on targeting long tail keywords and key phrases most frequently used by visitors close to the point-of-purchase. Don’t forget to catch up on Part 1 and Part 2 of our Programmatic SEO Guide for 2022 before continuing.


In this article, we’ll dive into planning page content for your programmatic SEO properties.

Planning Programmatic SEO Content

As mentioned previously, there’s a useful order for planning programmatic SEO from start to finish.

For those just starting out, a useful order of pSEO implementation could be:


1. Define your market (Covered in Part II)

2. Decide what content would go in a marketing page (Covered in Part II)

3. Research keywords and collect key phrases

4. Design a scalable marketing page template

5. Build the first marketing page

6. Link SEO data to marketing page variables

7. Generate thousands of websites or web pages

8. Continuously analyze key metrics and update accordingly


Programmatic SEO Starts with Thorough SEO Research

The first step to programmatic SEO is planning. Before jumping into the “programmatic” portion of things, we need to start with basic search engine optimization.


The key to being successful is knowing your audience through careful and deliberate customer analysis.


Here, we’ll take you through planning a programmatic SEO page with sections on the following:

  • Keywords
  • Duplicate Content
  • SEO Tools

Search Engine Optimization: The Need for Keywords

Programmatic SEO requires high-volume, category-level keywords. These keywords may also be referred to as “head terms” or “short-tail keywords.” Head terms make up a great portion of collective search volume. However, users don’t usually search for head terms alone. Many of these keywords become key phrases when searched alongside modifiers.


Modifiers may be:

  • Geographic locations
  • Professional groups
  • Businesses
  • Product categories
  • Companies

SEO platforms and tools are useful for finding high-volume SEO terms. Google Trends, Keyword Generator, and Answer the Public are all phenomenal resources — among many others. Keywords and modifiers should relate to the website or product’s unique selling point (USP) to drive targeted traffic. Through programmatic SEO pages, you’ll then be able to create landing pages for keywords and their many modifiers.


Finding Head Terms

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As mentioned above, head terms are searchable category phrases. To find these, ask yourself, “What do I offer? What are customers asking? What keyword patterns am I noticing?”


Head terms are simple, straightforward, and searched frequently — without qualifiers. For a lodge in Aspen, a head term could be “skiing.” Head terms can apply to both overarching categories (“pet supplies”) as well as its categorical derivatives (“pet toys,” “pet food,” or even, “dog food”).


You’ll use head terms to drive more specific keyword research — so if your trendy pet supply store actually focuses only on organic dog food, that will come in a tad later.


Online Keyword Research

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Many keywords are obvious for most companies because they’re based on products, services, and offerings. However, it’s possible to miss out on some major sources of traffic without proper keyword research. To make sure you’re covering all the bases, seek out either free or paid keyword finder tools. Analytical comparisons will generate relevant search query lists based on search frequency and the provided head term.


(Note: Need a hand? The bottom of this section contains a list of SEO tools to help with finding keywords!)

Competitor Research

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Don’t reinvent the wheel: if you’ve got competitors in the space that are larger than your company, chances are they’ve done their (pricey) research on finding the best keywords to target. Find some niche websites with similar business models or run analysis on head terms used by bigger corporations. Once you find a website source you really like, you can even index all of its pages by narrowing search results through Google query formatting (e.g. “site:website.com”).


Keep in mind that not all SEO is implemented correctly, though. A site might hit all the right keywords and fall short on putting them into the correct header structure, ultimately rendering them a tad useless in worst case scenarios.


Get Creative

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Creating a comprehensive keyword plan includes thinking like a customer. It’s possible your tool or product has some unusual use cases. People might be searching for it with wording you haven’t yet considered. With programmatic SEO, you’re given the opportunity to hit target markets and your fringe customers. Generate lists of keywords that are both product-oriented as well as audience-oriented to generate maximum traffic.


The.com’s Programmatic SEO

Programmatic SEO can be done simply, and that’s what The.com’s Automate is here for.

Automate turns any data source into instantly-generated web pages or websites. Programmatic SEO requires unique content in the same layout, which Automate is perfect for. Simply use a data source in the form of rows and columns, and edit data for individual inputs. This allows you to generate websites that have unique content but similar structure — in one click.


An example of what this looks like could be Amazon’s product pages;

Each product page has the same general info, including price, ratings, product images, etc. But because each product pulls different info for each variable, each page is entirely different with regards to SEO despite the same framework.


Automate can make tens of thousands of websites in mere minutes using any of the following sources:


  • Notion
  • Airtable
  • Google Sheets
  • Internal data source

How it works:

  • You get in touch with The.com.
  • Our Community Engineers set up Sheetfeeds that can be edited by anyone on your team
  • Sheetfeeds link website components with data columns to pull information into web page modules
  • Push live!
  • Sheets can be edited at any time to change pages
  • Row additions result in the generation of new websites or web pages

Fill out the form to learn more