Programmatic SEO Guide 2022, Part 1

Search engine optimization (SEO) was created by “The Father of SEO” Bruce Clay over two decades ago. He developed the first SEO Code of Ethics in 2001 — with a focus on always presenting useful information to online users.


As SEO picked up popularity over the years, many companies have found they’ve needed to rely on backlinks from other websites to climb the ranks quickly to drive traffic and ad revenue. Backlinks as an SEO strategy becomes riskier with each Google Core Update. If the authority of a site declines, all of the SEO power of that site’s backlinks are in jeopardy of declining in authority as well.


Enter programmatic SEO: a marketing execution strategy that combines topic clusters of long tail keywords with mass web page creation.

What Is Programmatic SEO?

Programmatic SEO is the systematic creation of new web pages with the goal of creating topical coverage and building website authority through content clusters. The content of each cluster is based on targeting long tail keywords and key phrases most frequently used by visitors close to the point-of-purchase.


Programmatic SEO relies on a combination of developer resources and frequently-searched keywords. Ideally these keywords are those used by customers close to a point-of-purchase and going deeper into a topic in order to learn more before making their decision.


Using mass-created web pages, sites can accommodate many long-tail keywords (aka “word phrases”). Long-tail keywords are more specific and generally less competitive, and they may be searched on desktop, mobile, or voice queries. (Many SEO experts believe the vast majority of voice queries are, in fact, long-tail questions.)


Companies will seek to generate web pages for every search query variant to drive traffic. A prominent example of this is how a search for any location + travel guide will pull a TripAdvisor article — no matter the location. However, TripAdvisor had to spend millions of dollars on developers, writers, and editors to implement a system of that scale.


Customers seeking quality search results may find themselves in a sea of both relevant and irrelevant search engine optimization (SEO) pages. How, then, does a business create web pages at scale that drive high-quality traffic while still serving customer needs?


Is there a way to create thousands of SEO pages effectively, with users in mind?


The answer is yes — through programmatic search engine optimization (pSEO).


In the following blog series, we’ll review the basics of SEO, their applications to programmatic SEO , differences between the two, and how to generate thousands of landing pages that boost your business — in the eyes of Google as well as the minds of customers.


First, let’s review the benefits of pSEO.

The Benefits of Programmatic SEO (pSEO)

Programmatic SEO can be seen as a big job, but it’s a much more efficient way compared to traditional SEO methods. Companies that successfully implement programmatic SEO often have better results; here’s why.


Benefit of pSEO: Fast SEO Results

Results are quick with programmatic SEO. Traditional SEO may trap companies in the “Google sandbox” — a digital purgatory where it can take 6 months or more to start ranking websites. With pSEO, websites are more likely to experience non-branded clicks within a few weeks to a few months. It’s the speed at which programmatic SEO returns results that makes it so desirable.


Benefit of pSEO: SEO With Scalability

Programmatic SEO pages are easier to scale. This is especially true with platforms like The.com with page versioning, web page duplication, and easy editing. Engaging in pSEO marketing creates sites capable of dynamic development, encompassing thousands of web pages.


Benefit of pSEO: Website Backlinking

Backlinks refer to in-bound links that bring users to your site from another website. Backlinks are considered positive to your ranking. They help the search engine determine which specific pages are most valuable, credible, and useful. Programmatic SEO allows you to continually bring backlinks to your domain by connecting related keywords across pages. Because backlinks also add validity to pages, their use in pSEO ultimately makes your web pages less reliant on backlinks to keep rankings up. This is a bonus because a linked site losing web authority could impact yours. With pSEO, it doesn’t.


Benefit of pSEO: Data-Driven Decisions

A benefit of programmatic SEO is that you no longer need to choose between which content pages to create first. Instead of guessing what customers want, you can create landing pages for anything related to the topic your customers search for and maximize keyword coverage. Programmatic SEO choices can be made based on statistics for higher click-through rates and ROI, without opinion-based decisions being made. It also gives you a greater pool of data to later analyze for customer insights.

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

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