SEO is the backbone of online visibility, but not all SEO strategies are created equal. There are two distinct approaches: Normal SEO and Programmatic SEO. Let’s delve into their differences and the steps to implement programmatic SEO.
Normal SEO: A Manual Approach
Normal SEO involves manually creating individual pages with the aim of ranking a website higher in search engines and driving traffic. This approach is ideal for smaller websites or those with highly targeted content.
However, it has limitations. Bulk page creation isn’t feasible with Normal SEO, as it’s a time-intensive process. Furthermore, no advanced technical or programmatic SEO knowledge is required, making it accessible for beginners or small-scale projects. This simplicity comes at the cost of scalability and efficiency, particularly for websites requiring hundreds or thousands of pages.
Programmatic SEO: Automation for Scalability
Programmatic SEO, on the other hand, leverages automation to generate large numbers of pages at scale. This approach is best suited for websites dealing with repetitive but structured data, such as product catalogues or location-based services.
Programmatic SEO requires both SEO expertise and technical knowledge. SEO experts use automation tools to connect templates with databases, enabling bulk page creation. This method ensures scalability, but it demands a deeper understanding of keyword research, technical SEO, and data handling.
Comparison Table: Normal vs Programmatic SEO
Feature | Normal SEO | Programmatic SEO |
Page Creation | Manual | Automated |
Bulk Pages | Not feasible | Feasible |
SEO Knowledge | Not required | Required |
Technical Knowledge | Not required | Required |
What is Programmatic SEO?
Programmatic SEO is a strategic approach to SEO that automates the creation of large volumes of web pages. This is achieved by combining keyword research, templated design, and a robust database. It’s ideal for websites like directories, eCommerce platforms, and service providers that cover diverse locations or categories.
Four-Step Process of Programmatic SEO:
- Identify Programmatic SEO-Friendly Keywords
Begin by finding keywords that can be easily scaled. For example, “pin codes of cities” or “integration of tools”. Such keywords offer high potential for bulk content creation. - Create a Page Template
Design a universal template that can accommodate the dynamic data. The template should be SEO-friendly and include placeholders for custom content. - Prepare the Database
Compile a structured database that includes all the information you want to display, such as city names, product categories, or tool integrations. - Automate the Connection
Use automation tools to link the database with the template, allowing for the rapid generation of multiple web pages.
An example is Zapier’s integration pages, accessible through queries like: site: zapier.com/apps/“integration”
Challenges of Programmatic SEO
Despite its advantages, programmatic SEO is not without challenges:
- Over-Prioritising Keywords
Excessive focus on keywords can lead to irrelevant or redundant pages, diluting the website’s overall quality. - Crawlability and Indexing Issues
Search engines may struggle to crawl and index a vast number of automated pages, impacting visibility. - Thin Content
Automated pages can result in low-quality or repetitive content, which may hurt search rankings.
Conclusion
Both Normal and Programmatic SEO have their place in the digital landscape. While Normal SEO suits smaller projects and requires minimal expertise, Programmatic SEO is a powerful tool for scaling large websites efficiently. Understanding your project’s needs and challenges will help you choose the right approach.