In a recent video titled “Programmatic SEO: Step-by-Step Case Study,” Matt Diggity delves into the intricacies of Programmatic SEO (PSEO) and how it can revolutionize the way we create landing pages at scale using automated tools.

His agency, The Search Initiative, successfully utilized this technique to generate over 500 pages of content for a client, leading to impressive growth in traffic and backlinks.

Let’s explore the key takeaways from his presentation.

Introduction to Programmatic SEO

Programmatic SEO, or PSEO, is a method for creating landing pages on a massive scale through automation. This approach contrasts with traditional SEO, which often focuses on producing high-quality, unique content for long-term search traffic growth.

Matt highlights a successful case where his agency created 502 articles without the use of AI, attracting 800 referring domains from reputable sources like Microsoft, GitHub, and Google.

The concept is akin to how Realtor.com has created 19,000 pages for every city in the US, each optimized for search engines.

Client Situation and the Need for Programmatic SEO

The client in question was a software supply chain management company with a subscription starting at $4,000 per month. Despite the high-priced offering, their website only ranked for their brand name, signaling a dire need for enhanced search engine optimization. Traditional SEO tactics wouldn’t suffice due to the need for thousands of pages, prompting the implementation of Programmatic SEO.

Programmatic SEO vs. Traditional SEO

While traditional SEO involves crafting high-quality content for long-term growth, PSEO achieves similar goals at a much faster pace. By automatically generating multiple pages based on a template and utilizing readily available data, PSEO can expedite the process of gaining search traffic. Companies like NerdWallet, Nomad List, Zapier, Wise, and TripAdvisor have successfully employed PSEO to scale their content and improve their search rankings.

Pros and Cons of Programmatic SEO

PSEO offers several advantages:

• Scalability: It allows for the rapid creation of numerous landing pages.
• Topical Authority: Quickly establishes a website’s authority on specific topics.
• Backlink Potential: Increases the chances of acquiring backlinks due to the sheer volume of content.

However, there are drawbacks to consider:

• Coding Skills: Complex implementations require significant coding expertise, which can be mitigated by using no-code automation tools like Make.com.
• Content Quality: Risks producing low-quality content if the data used is poor.
• Overlooked Nuances: Reliance on automation might miss subtle SEO opportunities.

Implementing Programmatic SEO

Matt outlines a step-by-step guide for implementing PSEO:

1. Keyword Research: Use tools like Ahrefs Keyword Explorer to find scalable keyword sets. Adjust settings to focus on keywords with low difficulty and high relevance.
2. Search Intent: Determine what type of content Google favors for your chosen keywords.
3. Data Sourcing: Utilize resources like Google Dataset Search, Kaggle, and government databases to find relevant datasets.
4. Content Generation: Employ tools like Google Sheets and ChatGPT to generate content based on the sourced data.
5. Metadata Creation: Programmatically build metadata, including URL slugs, title tags, HTML code, H1 tags, and meta descriptions.
6. Content Upload: Use plugins like WP All Import to upload content to your website.
7. Internal Linking and Sitemaps: Optimize internal linking and create an XML sitemap, submitting it to Google Search Console.

Results

The results achieved for the client were remarkable:

1. 500+ Pages of Content: Successfully generated through PSEO.
2. 38% Increase in Sessions: Reflecting significant traffic growth.
3. 1923 Keywords Ranked in Top 10: Demonstrating improved search visibility.
4. 800 Organic Backlinks: Gained from high-authority domains.

Action Items

1. Keyword Research: Use Ahrefs Keyword Explorer to identify suitable keywords with low difficulty.
2. Search Intent Analysis: Determine the type of content preferred by Google for these keywords.
3. Data Sourcing: Explore Google Dataset Search, Kaggle, and data.gov for relevant datasets.
4. Content and Metadata Creation: Use Google Sheets and ChatGPT to automate the generation of content and metadata.
5. Content Upload and Optimization: Use WP All Import for uploading and RankMath for creating and submitting sitemaps.

Conclusion

Programmatic SEO offers a powerful way to scale content creation and enhance search engine rankings through automation. By following the steps outlined by Matt Diggity, businesses can leverage this technique to achieve significant growth in traffic and backlinks.