5 Examples of Programmatic SEO

Programmatic SEO sounds hard but it's actually easier.

Basically you create lots of targeted web pages using data from a database. Think of it as a quick and efficient way of making many web pages, each one focused on a specific subject. Companies like Wise, Zapier, and Webflow are using this strategy to build thousands of pages, each packed with unique data like prices, tools, or templates.

The secret lies in creating good quality content based on relevant data. You also need to meet the searcher's intent and avoid repeating thin content again and again. The whole process centers on finding scalable keywords, getting hold of useful data, putting the data into page templates, and publishing new pages as the data updates.

Why Programmatic SEO Matters in Digital Marketing

So, what's the big deal about Programmatic SEO in digital marketing? Well, it's a smart way to get more visibility and traffic. The strategy uses templates and automation to create multiple landing pages fast, targeting long-tail, low competition keywords. Although the layout of the pages is identical, each one has unique content.

The goal here is to increase the visibility of your site and the number of visitors. To achieve this, you have to research keywords and competitors, build templates, populate them with data, and enhance user experience. Remember though, the content has to be top-notch to avoid penalties. Done right, Programmatic SEO can work hand in hand with regular SEO to boost conversions.

Understanding the Mechanics of Programmatic SEO

Programmatic SEO is like hiring a robot to do your SEO tasks. It uses software, templates, databases, and even AI writing to come up with pages targeted at a ton of keywords. Great for long-tail and not-so-difficult keywords, these pages need to provide something unique for the reader, nail searcher intent and technical SEO, and show Expertise, Authority, and Trustworthiness (EAT). Big names like G2, Zapier, and Fast Legal Filing have used this approach successfully.

Scripting in Programmatic SEO

So where does coding or development come into play in programmatic SEO? Basically, some tasks like scraping data for SEO, managing and updating content, and much more can be automated using scripts and tools. Whether it's Python, JavaScript or any other language, code can drastically reduce the labor and time spent on SEO.

Hitching a Free Ride on Datasets

Got a task like scraping data? You don't have to start from scratch. Want public database? There are several like Data.gov, Kaggle, and Quandl. You can also use web scraping tools like Octoparse or outsource the job to freelancers. There are also resources like SEOmatic that offer integrated, reliable datasets.

The Real Challenges with Programmatic SEO

While programmatic SEO can be a lifesaver, it's not without hurdles. The big one? Looking like spam. Going for pure AI-generated pages without human checks might make your pages read like spun gibberish. It's really important to make sure the data and perspective given is unique and useful.

First Example of Programmatic SEO: Zillow

If you've ever searched for a place to live online, you are likely familiar with Zillow. It's a significant player in the US real estate market, with millions of listings across the country. But, how does Zillow manage to be one of the first search results when you Google a real estate listing? The secret lies in their mastery of programmatic SEO.

Zillow's business model

Zillow operates by listing properties for sale or rent. It sounds simple, but the scale at which they do it is what sets them apart. Zillow constantly syncs its database with real estate listings nationwide, ensuring that their data always stays current and accurate. This vast amount of data makes Zillow a go-to resource for anyone looking to buy, sell, or rent property.

How Zillow applies programmatic SEO

Zillow's SEO strategy is rooted in programmatic SEO. Their website automatically syncs with real estate listings so when a new listing becomes active, the information populates on Zillow. This strategy, known as programmatic SEO, allows Zillow to have content for almost any location-based real estate search.

Here's why it's incredibly smart. Whenever you type in any location-specific real estate query on a search engine, chances are you'll see Zillow among the top results. That's because Zillow has created an individual page for almost every zip code, city, and street name in America, all linked to relevant listings. And each of these pages is automatically updated as soon as a new listing comes up, thanks to their programmatic SEO.

The takeaway here? Zillow leverages a programmatic approach to scale content quickly while offering updated, valuable, and unique data to its users. It's a perfect example of using programmatic SEO to dominate location-based search results, and it's something others might borrow—especially in niches that have potential for scaling data.

Second Example of Programmatic SEO: Amazon

So let's talk about a familiar name in the SEO world - Amazon. With online stores in over 20 countries, Amazon knows a thing or two about getting noticed on the web.

Brief on Amazon's SEO approach

When it comes to SEO, Amazon's all about using technology to its advantage. They're into automation, data science, even AI. And why not? These things can help improve search engine rankings. Plus, they make things like keyword research, content creation, and on-page optimization way easier and faster.

Specific strategies Amazon uses to harness programmatic SEO

Alright, so we've established that Amazon takes a programmatic and optimization-driven approach to SEO. How do they do that exactly? Funny enough, the specifics are a bit of a black box. Amazon hasn't exactly laid their SEO cards on the table for everyone to see. But there are a few key points we can make reasonable guesses about.

• Automation: Amazon likely uses tools to automate some part of their SEO process. This could be keyword research, metadata tagging, or something else entirely. Regardless, automation speeds up the process and eliminates the risk of human error.
• Data Science: With data, Amazon can better understand search trends and adjust their strategy accordingly. This helps them to stay ahead in the rankings and continue to attract shoppers.
• AI and Machines: Here's where things really start to sound cool. Amazon could be using technology to analyze huge amounts of data, predict search trends, and optimize content. All this to make sure their products show up when you punch those keywords into your search engine.

So there you have it. A glimpse into the possible strategies Amazon could be using to dominate SEO. It just goes to show that when you leverage data and technology, SEO becomes less of a guesswork and more of a precise, predictable science.

Third Example of Programmatic SEO: Yelp

Let's look at Yelp and see how they use programmatic SEO. Getting down to it, Yelp's pretty smart about how it uses SEO. They do something cool: they generate localized landing pages automatically for business categories that matter to people in specific places. They pull data from their big database of business listings and reviews, and this helps the website rank for long-tail local searches. A Yelp SEO case study lays it out.

Yelp's Programmatic SEO Strategies

Okay, let's see the strategies that Yelp uses for their programmatic SEO game.

• User-Generated Content: Yelp relies on their users for reviews. Getting feedback from real people helps Yelp ensure that the information they're delivering is authentic and relatable.
• Optimizing On-Page Elements: It's super important to make the most of each page you've got. Yelp optimizes details like meta titles, meta descriptions, and headers to be more pleasing to search engine algorithms.
• Building Domain Authority: Working on brand-building helps boost Yelp's reputation—a key factor in how search engines rank sites. They build partnerships and reach out to businesses and users to increase brand visibility and establish credibility.
• Leveraging a Rich Database: Yelp collects huge amounts of business data, which they use to their advantage. They use this information to generate engaging and useful content for their audience.

These strategies are laid out in more detail in a programmatic SEO case study on Reddit, where the creator documented their process of building a similar site.

Fourth Example of Programmatic SEO: TripAdvisor

You've likely heard of TripAdvisor, a popular travel resource with loads of user-driven reviews. TripAdvisor's success in organic search is no accident; it's a result of employing programmatic SEO. Although the specifics of their strategy aren't detailed publicly, there are some logical assumptions we can make.

What TripAdvisor Likely Does with Programmatic SEO

TripAdvisor probably plays around with things like optimizing its pages for various keywords and travel-related long-tail queries. Retaining quick load times, using schema markup for rich snippets, structuring internal links between location and hotel pages, and generating high-quality unique content to keep organic traffic flowing are all likely part of their approach. Their large trove of user-generated content adds more value to their SEO efforts. Practical Programmatic's case study gives a hint of these assumptions.

City Pages: A Prime Example of TripAdvisor's Programmatic SEO

TripAdvisor has created an individual city page for thousands of cities around the world. They're not manually doing this, of course. Using specialized templates and a vast database of cities, the website autopopulates data on each page. In this way, they efficiently generate numerous unique and high-quality city pages. This example comes from the SEO Case Study website.

• Templates and Databases: With these in hand, they effortlessly generate pages based on city keywords, boosting their SEO.
• High-Quality Unique Pages: These aren't merely duplicates. Each city gets its own page packed with unique info and reviews.

Programmatic SEO helps TripAdvisor capitalize on key SEO elements. With a reliable template and data source, a little effort in set-up pays off with thousands of unique, high-quality, and SEO-friendly city pages.

Fifth Example of Programmatic SEO: eBay

You might know eBay as a great place to buy or sell anything online, but did you know that they're also using programmatic SEO to boost their visibility?

Overview of eBay’s Application of Programmatic SEO

Like any e-commerce site, eBay wants to drive site traffic and boost sales. One method they've turned to is programmatic SEO, which involves using data and software to automate the creation, optimization, and updates of their webpages. This allows them to constantly stay on top of trends and algorithm changes, without manually adjusting their content.

Specific Usage of Programmatic SEO by eBay

Let's look at how eBay actually uses programmatic SEO in a real-world scenario. Take their campaign for a client looking to drive traffic to their fitness content and products. First, they leveraged first-party and Google Trends data to create engaging content in the form of infographics. This was centered around a trending topic - the increase in home gym equipment sales during COVID-19 lockdowns.

Using programmatic SEO, they were able to generate trustworthy links from various high-end publications. This not only resulted in 15 live links using anchor text like 'dumbbells', but it also drove targeted traffic and increased sales.

But it doesn't stop there. eBay is also known to use personalized marketing strategies to enhance conversions and customer retention. By serving up relevant content and offers to each individual user, they can increase engagement and ultimately boost profits. All of this can be managed and optimized using programmatic SEO techniques.

What You Can Learn From These Programmatic SEO Examples

So, we've looked at five solid examples of programmatic SEO. Let's break down some key points you can take away from these stories.

Shared Traits in Programmatic SEO

There are some things all successful programmatic SEO strategies have in common. They all use the power of automation to create customized web pages that target long-tail keywords. These are less competitive and easier to rank for. Also, they all try hard to offer value to users by providing relevant content on the pages they generate. The aim of these pages is to satisfy the user's search intent. And lastly, they all have one main goal: to boost organic traffic significantly and drive more visitors to their online platforms.

Different Approaches To Programmatic SEO

But each example we looked at also had some unique concepts or applications that made their approach stand out. For instance, some leveraged their unique data or user-generated content to populate their pages. Others put a lot of focus on maintaining a consistent site architecture to ensure smooth user experience. And then some are consistently monitoring and improving their pages to keep their content fresh and relevant.

Impact Of Using Programmatic SEO

The examples highlighted demonstrate just how powerful programmatic SEO can be. When executed correctly, it can generate substantial organic traffic. Some of these businesses are seeing hundreds of thousands, even millions of organic visitors every month. That's a lot of potential customers landing on their sites. And they're all there because programmatic SEO has helped these businesses to rank for thousands of specific searches.

If you avoid the pitfalls like thin content, duplication, and over-optimization, and stay focused on providing value, you'll see the benefits too. It's a cost-effective way to scale up content production and reach a wider audience, targeting niche topics that other companies might overlook.

Remember, successful programmatic SEO isn't just about quantity. Quality matters too. So it's essential to keep a good balance between the two to maximize the benefits of this approach.

Getting Started with Programmatic SEO

Now, you're probably wondering how to start your own journey with Programmatic SEO. Here are few guiding steps:

• Learn basic programming and get comfortable with Python or JavaScript.

• Understand how search engines work and the basics of SEO.

• Start with simple scripts and gradually practice with more complex tasks.

• Use Python libraries such as BeautifulSoup, Scrapy, or Requests to scrape and analyze websites.

• Learn how to use APIs like Google Search Console's.

• Automate repetitive SEO tasks and monitor the results.

Encouragement to Experiment and Innovate in Programmatic SEO

With the basics at your fingertips, you can now explore the landscape of Programmatic SEO. Don't be afraid to experiment with different scripts and approaches. Remember, there's no right or wrong way to do it. What matters is making improvements for your website. Here are some pointers:

• Don't hesitate to experiment. Trial and error can lead to better strategies.

• Stay current and continually educate yourself about the latest SEO trends and technologies.

• Create custom scripts that fit your specific needs, instead of relying solely on general tools.

As you get used to Programmatic SEO, refining and diversifying your techniques become more intuitive. You'll start identifying more opportunities and potential areas for improvement. So go ahead, take the first step, learn, try, fail, adjust, and learn again. Remember, every single step takes you closer to better and more efficient SEO practices.