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SEO is constantly changing, and Programmatic SEO (pSEO) makes it possible to create large amounts of SEO content using automation and data. By leveraging proprietary data and automated processes, organisations can generate thousands of targeted pages that cater to specific search queries – without compromising the user experience.
By utilising their own data and automated processes, businesses can generate thousands of targeted pages that cater to specific search queries. In this blog post, we take a closer look at how programmatic SEO works and how you can use the technology to deliver value at scale.
What is Programmatic SEO?
Programmatic SEO is an SEO strategy where data and technology go hand in hand to create a large number of SEO landing pages. Programmatic SEO automates the creation, publishing and optimisation of large volumes of content and landing pages.
Instead of writing content manually for each page, it uses data – such as product information, local business data or news data – as the basis for generating pages that meet users’ precise search intentions.
One of the major advantages is that the method is not about spamming the web with random content. Rather, the aim is to deliver relevant and valuable information to users. By utilising your company’s data and answering the user’s questions precisely, you can build a strong, scalable SEO strategy.
It’s about building a system where your own company data is transformed into valuable content – and where technology, including AI and big language models, makes it possible to scale the production of that content effectively.
The Technology Behind Programmatic SEO
A successful Programmatic SEO strategy largely depends on technology’s ability to automate and optimize A successful Programmatic SEO strategy relies heavily on technology’s ability to automate and optimise processes. The main technical components include:
- Data collection: Use advanced tools to retrieve data from trusted sources such as local news sites, Google Maps and specialised databases. The quality of the data collected is crucial for page relevance and accuracy.
- Database management: A robust database (e.g. MySQL or PostgreSQL) is needed to store, structure and access large amounts of data efficiently. This enables fast generation of pages based on user queries.
- AI and automation: Artificial intelligence plays a central role in the classification, filtering and presentation of data. AI can help generate texts, customize metadata and ensure content is unique and targeted to user needs.
- Feedback and analysis: Continuous evaluation of site performance via Google Search Console and Google Analytics makes it possible to adapt strategy in real time. Adjustments based on user behaviour and search trends are crucial for long-term success.
By combining these technological elements, you build a scalable, data-driven and sustainable Programmatic SEO strategy that ensures both high visibility in search results and a valuable user experience.
Example: How pSEO can be used
Imagine you need to create SEO content for a company that offers limousine services across the country. Using programmatic SEO (pSEO), you can effectively automate the creation of unique, localised landing pages.
In this case, pSEO is used to create landing pages that consist of ‘service + city’.
You start by identifying the relevant keywords and locations that your potential customers use when looking for limousine services. This can be accomplished by extracting data from your internal systems, APIs or external databases.
For example:
- ‘Limousine service in Copenhagen’
- ‘Limousine service in Aarhus’
- ‘Limousine service in Odense’
- …. and so on
A dynamic content template is then created, where the ‘service’ (limousine service) is combined with variable data (city name). It is also possible to customise the template to automatically populate it with specific information for each city, such as contact details, prices, availability and local references, as well as automatically create relevant meta-tags, headlines and structured data to make it visible in search engines.
Automated publishing and optimisation in CMS
With pSEO, you can automate the publishing of content in the CMS while the system generates meta tags, headings and structured data for maximum search engine visibility.
Once the template and data collection are in place, it only takes a few clicks to start the process – then the landing pages are automatically created and uploaded without manual effort.
When is Programmatic SEO the right strategy?
Programmatic SEO is a particularly effective strategy in situations where scaling is a necessity. For example, if you want to create thousands of pages for different cities, product categories or niche areas, this method is ideal as it allows you to generate large amounts of content in a structured and automated way.
In addition, Programmatic SEO requires access to organised and structured data. If your company has an extensive database of product information, local business data or other well-defined data sources, this information can be used to create unique and relevant content that meets users’ search intentions.
Finally, it is crucial that the user’s needs are always prioritised. The pages that are generated should not simply exist for the sake of the search engines, but very much cater to the specific questions and desires that users have. By providing accurate answers and valuable content, you ensure that your Programmatic SEO strategy creates real value and maintains engagement from both users and search engines.
When pSEO should not be used
However, it’s important to note that programmatic SEO is not suitable for all projects. For smaller projects where the number of pages is 50 or less, for example, it may be more appropriate to focus on manually produced quality content. Similarly, in industries where unique, deeply specialised content is paramount, standardised texts are not the right solution.
Finally, you should consider whether your company has the necessary technical resources and expertise to implement and maintain a pSEO strategy.
Advantages of Programmatic SEO
- Scalability: pSEO makes it possible to generate thousands of unique, SEO-optimised pages in a short time, covering a wide range of keywords and topics.
- Data-driven content: By utilising structured data, content is created that precisely matches users’ search intentions.
- Efficiency: Automation reduces manual labour so you can focus on other strategic tasks.
- Relevance: Content can be easily updated as data changes, ensuring relevance and timeliness.
- Targeted content: By combining service and location (e.g. ‘service + city’), you can target search queries that are relevant to your business.
Disadvantages of Programmatic SEO
- Quality risk: Automatically generated content can risk appearing too generic if it is not continuously customised. There is a risk that Google will mark the content as duplicate content.
- Technical complexity: The implementation of pSEO requires advanced technological solutions and specialised knowledge.
- Maintenance: A large number of pages require continuous monitoring and updating to avoid errors and duplicate content
Get Started with Programmatic SEO Today
At IIH Nordic, we are experts in creating customised programmatic SEO that combines data, technology and user focus – and we are ready to help your business scale its online visibility.
Contact us today for a no-obligation chat and find out how our pSEO solutions can turn your data into increased traffic and better conversions.
