Programmatic SEO: How to Use Programmatic SEO to Optimize Product Pages [4 Strategies for Improving Conversion Rates]

By: | June 7, 2023 | Tags: |

Unlock the potential of programmatic SEO to optimize product pages, boost traffic, and improve conversion rates with this comprehensive guide.

Did you know that 68% of all internet instances start with a search engine?

Organic search is the channel most likely to deliver website traffic, so make search engine optimization (SEO) a priority in your digital marketing strategy.

Why? Understanding and effectively implementing SEO strategies can mean the difference between falling into the abyss of search results and rising to the top.

And among these strategies, one that’s rapidly gaining traction and showing remarkable results is programmatic SEO. Case in point, Failory gets 97,450 users per month with a simple programmatic SEO strategy.

In this article, we’ll dive into the transformative power of programmatic SEO and how to optimize your product pages to maximize conversion rates. It’s a strategic move you don’t want to ignore.

Are you ready to dominate the digital marketplace?

Let’s dive in and explore Programmatic SEO.

What Is Programmatic SEO?

Programmatic SEO uses templates and databases to create and publish many unique pages or articles at scale — think hundreds or thousands — to drive organic traffic.

This SEO strategy is ideal for ecommerce sites with numerous product pages or niche sites with frequent article publications.

It allows for efficient scaling of content creation and guarantees consistency in the structure and design of your pages. As innovative as programmatic SEO might sound, it typically zeroes in on long-tail keywords, those with a lower monthly search volume.

programmatic seo

Screenshot by Kelly Moser

Don’t worry about the “low volume” wording. The sheer quantity of pages created through programmatic SEO means that the cumulative search volume for all the keywords it ranks for is immense. It’s a classic case of the sum being much greater than its parts.

One of the advantages of focusing on these long-tail keywords is the relatively low level of competition. With fewer websites vying for these specific terms, your programmatic SEO pages don’t need to wrestle with the biggest players in the game.

Broad topics fill many search results, so your razor-sharp, specific pages created programmatically are well-positioned to outperform and outrank the competition.

The true value of programmatic SEO lies in its ability to cater precisely to users’ specific search intents and convert these visitors into loyal customers.

Remember, the goal here isn’t just to attract. It’s to engage, satisfy, and convert.

Benefits of Programmatic SEO

Unleashing the power of programmatic SEO is like discovering hidden traffic goldmines scattered across the vast landscape of the internet.

Gone are the days when you had to choose a few keywords, pay for content, publish it, and pray that it ranks for those selected terms.

With programmatic SEO, you can target entire categories and capture all available searches using a single template. It’s like casting a wider, smarter net. In the same way as programmatic ads target specific customers with the right content

Here’s what programmatic SEO brings to your business:

  • Automation of the content production process through templates and databases.
  • The algorithm does the heavy lifting, reducing the strain on your resources.
  • The ability to rank for keywords at scale.

Potential Pitfalls of Programmatic SEO

Despite its immense benefits, programmatic SEO isn’t without its share of challenges.

It’s crucial to understand these potential pitfalls:

  • The effectiveness relies on the quality and quantity of available data.
  • Poor execution can impede your site’s growth rather than boost it.
  • Indexing programmatically generated pages can be challenging.

The Importance of Optimizing Product Pages

Product pages are your first, and often only, opportunity to persuade a prospective customer in a digital marketplace.

These pages significantly influence customer decision-making, serving as the primary source of information about your product or service. And an optimized product page can be the difference between an abandoned cart and a completed purchase.

So, what makes up a product page?

The key elements include:

  • Detailed product descriptions
  • Product specifications
  • High-quality images
  • Clear call to action
  • Customer reviews

Each component plays a role in convincing customers of the product’s value and nudging them toward a purchase.

Programmatic SEO is a powerful strategy for optimizing product pages to improve conversion rates. Analyzing user data helps businesses understand their target audience and search behavior to improve product pages.

Take Clean Origin’s lab-grown diamonds product page as an excellent example of what a well-optimized page looks like. It includes clear and detailed descriptions of the diamond, its features, measurements, and specifications.

(Image Source)

The page also has high-quality product images from different angles, enabling customers to look closely at what they’re buying. Adding customer reviews and ratings help build trust and credibility — especially with high-ticket items like diamonds.

If you improve product pages for search engines and user experience, small businesses can compete with larger businesses by building an online presence. And the optimization of these product pages directly impacts conversion rates.

Think of it this way: An optimized product page is like a well-trained salesperson. It knows what to say, when, and how to say it to convert a browser into a buyer.

It’s not just about making your product pages look good — it’s about tailoring them so that every visitor sees the value in your product and feels compelled to click that ‘buy now’ button.

For example, if you sell dental veneers, make sure your product pages provide clear and extensive information about the benefits, the many types available, and how much veneers cost.

(Image Source)

Dentfix is a great example of a product page that shares all the right information in an easy-to-digest format. It helps potential customers in making educated decisions about whether veneers are suited for them. And providing this information upfront helps improve your conversion rates tenfold.

Why? The lack of transparent pricing is the main reason for shopping cart abandonment.

(Image Source)

How to Apply Programmatic SEO to Optimize Product Pages

Here’s a brief walkthrough of how to use programmatic SEO to optimize your product pages and improve your search engine visibility.

Step 1: Conduct Keyword Research

As with most SEO strategies, keyword research is the first step for programmatic SEO.

The main difference here is to target an entire set of keywords under the same umbrella rather than cherry-picking keywords related to your niche.

Choose a Main Topic

Begin with a broad approach. With a pulse on your target audience’s search intent and goals, delineate the category you want to dominate.

For instance, “flowers” is a broad term and a vast topic. It’s somewhat vague and doesn’t carry a potent intent to drive conversions. Plus, it’s a difficult keyword to rank for, so let’s take it a step further.

programmatic seo

Screenshot by Kelly Moser

“Flower delivery” is more specific yet broad enough for the programmatic SEO objective of rinse and repeat to create product pages at scale.

The goal isn’t to outrank every florist but to enhance the search experience for those purchasing a flower delivery.

Incorporate Modifiers

But “flower delivery” won’t be your only keyword. Why? It’s just the starting point.

According to a recent study by UpperInc, the United States spends $1.83 billion annually on flowers and is one of the largest markets globally. And 77% of consumers order flower delivery for a special occasion, expecting to receive their fresh flower bouquets the same day.

So when optimizing product pages for same-day flower delivery, it’s important to consider location-based keywords that attract potential customers in specific areas.

These long-tail keywords are worth their weight in gold. They’re easier to rank for. And they answer a very specific search query in the eyes of the consumer, boosting the chances of conversion.

Modifiers turn main topic queries into classic programmatic construction.

Some common modifiers include:

  • In
  • Vs.
  • Under
  • Best
  • For

For example, a vertically integrated family of independently branded flower stores across the US has successfully leveraged programmatic SEO to optimize hundreds of product pages.

They use automatic formulas similar to these: [location] + florist like “Fort Lauderdale florist” or flower delivery in [location] like “flower delivery in Lubbock Texas” to effectively target the relevant location with unique product pages.

(Image Source)

With a conventional SEO approach, they’d only produce a few pages, maybe a dozen. And it could take weeks to scale by manually crafting all these pages.

However, with a programmatic approach, they can publish thousands of pages with a simple template (more on that in a bit).

And it doesn’t just have to be a flower business. You can apply the same approach to a furniture store or a SaaS business.

The key? Finding the right “head term” that fits your niche and using a few words to modify and create many different topics.

Leverage SEO tools, the Google search bar, and social media forums to help you find the perfect fit for your niche.

Another programmatic SEO approach to product pages is to create a specific landing page that sponsors and enhances speed and delivery time for customers looking to receive products as quickly as possible. 

You can talk about your relationship with your trusted courier service, which will give you the ability to guarantee same-day shipments.

Step 2: Create a Content Template

A content template is your primary blueprint for publishing product pages at scale.

This template helps build consistent, easy-to-read, and SEO-friendly pages across all of your products.

Think of this as your content skeleton — a flexible structure to fill in with unique, valuable content tailored to each product. The template should include spaces for the product name, description, images, reviews, strategically placed keywords, and internal links.

While automation is your ally, never compromise on quality. Each page must be engaging, informative, and designed to convert.

Thankfully, programmatic SEO content has the remarkable ability to unlock data previously out of reach. How? With a well-thought-out content template powered by an extensive database.

Consider the example of travel recommendations. Search engines enable us to distill “things to do” down to specific cities or even distinct neighborhoods. Is this an innovative form of data? No.

But by transforming a massive, maybe overwhelming, database into an easily digestible format, you introduce new value to the conversation.

Tripadvisor’s pages on “things to do in [location]” are perfect examples, offering travelers personalized and detailed information to enhance their journeys.

(Image Source)

Notice how they incorporate the keyword front and center. Internal links and high-quality images entice the visitor to move through the buyer’s journey. The result? An opportunity for conversion where a user can book an experience, tour, or excursion without leaving the page.

Well, done Tripadvisor.

Step 3: Find or Build a Database

To fuel your programmatic SEO engine, you need data — a lot of it. That’s where a robust database comes into play.

Your database should contain all the necessary information about your products, including names, descriptions, images, prices, reviews, and any other details you plan to include on your product pages.

In some cases, you may already have this data at your disposal. If not, it’s time to roll up your sleeves and start building. Don’t worry. You don’t have to be a data scientist for this step.

Here are some simple ways to build a database for programmatic SEO:

  • Hire a freelancer to scrape data from different websites.
  • Tap into publicly available data using APIs.
  • Gather feedback from your customers.
  • Leverage online reviews.

Step 4: Publish, Publish, Publish

With your content template ready and your database brimming with information, it’s time to let programmatic SEO work its magic.

At this stage, your product pages start to take shape — hundreds or thousands of them — each tailored to a specific product and optimized for SEO.

Of course, it’s not possible to copy and paste content from your template into your CMS and hit publish a million times. That’s tedious and error-prone. Plus, you have the potential to hurt the SEO-friendly pages you worked so hard to build.

Thankfully, you can reduce this manual task with tools like Wordable, where you can publish perfectly-optimized content in one simple click. You’ll sleep better at night knowing your well-thought-out SEO efforts to boost conversions are still in place after going live.

(Image Source)

While creating numerous product pages through programmatic SEO is an achievement, it’s only half the battle. The next step is to get these pages recognized and indexed by Google’s search algorithms.

If not, your pages aren’t discoverable by your target audience, and you can kiss those conversions goodbye.

Follow these best practices to help you index your new pages:

  • Create an XML sitemap that guides Google to all your important pages.
  • Use Robots.txt wisely to avoid blocking Google from crawling pages.
  • Add internal links from other pages on your website.
  • Avoid duplicate content by adding the canonical tag.

Remember, indexing doesn’t happen instantly — it can take time for Google to crawl and index new pages.

Be patient, track your progress, and make adjustments as necessary to ensure your programmatic SEO pages get the attention they deserve from Google. If there are any indexing issues, Google Search Console will provide information to help you resolve them.

Programmatic SEO: FAQ

What is Programmatic SEO?

Programmatic SEO uses templates and databases to create and publish many unique pages or articles at scale — think hundreds or thousands — to drive organic traffic.

This SEO strategy is ideal for ecommerce sites with numerous product pages or niche sites with frequent article publications.

It allows for efficient scaling of content creation and guarantees consistency in the structure and design of your pages. As innovative as programmatic SEO might sound, it typically zeroes in on long-tail keywords, those with a lower monthly search volume.

What is the difference between Programmatic SEO and SEO?

Programmatic SEO uses databases to help you create an umbrella template of keyword ideas with the goal of ranking on Google.

How do I start Programmatic SEO?

Conduct keyword research and use modifiers to help you expand your keyword ideas.

Boost Conversion Rates With Programmatic SEO

In closing, Programmatic SEO offers unparalleled opportunities to build and optimize product pages at scale. At its core, it can unlock the untapped potential of long-tail keywords and cater to the specific needs of users.

While it requires careful planning and a few meticulous steps for execution, the benefits it brings in terms of traffic and conversion rates are well worth the effort.

In the age of AI and machine learning, programmatic SEO will only become easier by simplifying the data collection process. So are you ready to let the power of SEO programmatic work its magic on your conversion rates?

About the author

Kelly Moser is the co-founder and editor at Home & Jet, a digital magazine for the modern era. She’s also an expert in freelance writing and content marketing for SaaS, Fintech, and ecommerce startups. 

Readers, please share so ecommerce marketers looking to boost their SEO discover these tips.

I look forward to your views in the comments section. Were you familiar with Programmatic SEO? What do you think of the methods?

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