Planning and implementing SEO strategies for sites with hundreds of millions of pages is not an easy task, but there is a strategy to make it simpler.
A programmatic page is a page that has been automatically generated on a very large scale. SEO strategies for these pages are used to target multiple variations of keywords by creating a landing page on the scale automatically.
You will usually find these pages in the main vertical such as e-commerce, real estate, travel, and information sites. This vertical depends on programmed pages to build their SEO strategies, and they have a special page for each product and category.
This setting can cause hundreds of millions of pages – they are efficient, functional, and user-friendly, however, they come with several SEO challenges.
In my experience, the comprehensive SEO strategy covered by this post works best when adjusted to fit the large sites with programmed pages.
Many strategies that usually work for sites with only a few hundred pages do not have to get the same results on larger sites.
The small site depends on the creation of manual and thorough content, compared to programmed pages, which is the page driving the main traffic from the site.
So, let’s start a business! I will explore the four main SEO challenges that you will encounter when dealing with programmed pages, and dismantle how to overcome them.
1. Keyword research and keyword modifiers
Well-planned keyword research is one of the biggest challenges when operating on the scale of the program.
When working on pages and keywords are quite large, it’s important to choose and find the right keywords to be targeted on all pages.
To function well efficiently and effectively, you are advised to divide the page pages into several templates before digging into the study itself. Some examples of this template can include:
- Category
- Sub-category
- Product page
- Static page
- Blog.
- Information page
- Knowledge / Learning Base
After you have all page templates, this is the time to build a keyword bucket and keyword modifier.
Keyword modifiers are additional keywords that, after you combine them with the term head and core keywords, assist with a long tail strategy.
For example, a modifier for the term “Amazon Stock” term can be anything related to market share, statistics, insights, etc.
Programmatic pages usually hold most of the site pages. (Take Trulia, for example, which has more than 30 million pages indexed – The majority of them are programmed.)
As a result, these pages are usually the most important on larger websites, both in terms of volume and search opportunities. Thus, you must ensure the use of the right keyword modifier in any page template content.
Of course, you cannot discuss each page and modify SEO tags manually. Imagine a website like Pinterest trying to do that – they will never be finished! , On the site with 30-100 million pages, it is impossible to optimize each individually.
That is why it is necessary to make changes in a set of pages and categories – you have to make the right keyword modifier to be applied in various your page templates so that you can efficiently handle tasks in large quantities.
The main difference here, compared to typical keyword research, is the focus on keyword modifiers. You must find relevant keywords that can be implemented repeatedly on all relevant pages.
2. Connect internally
A smart internal footage package is very important for large sites.
They have the ability to significantly increase the number of pages indexed, then pass the inter-page link equity.
When you work on a large site, one of your top priorities is to make sure Google will find and index your site page.
So, how should you build a feature that connects the internal?
When looking at the big picture, the goal is that page A will link to page B and page C, while page B will link to page D and page e, etc.
Ideally, each page will get at least one link from the index that is different from the page indexed on the site.
For programmed sites, the challenge here is the fact that a new page appears every day.
Apart from existing pages, it is very important to calculate and project so you can start the internal link for a new page. This helps these pages found quickly and indexed in the right way.
Related pages and “People also see”
One strategy that makes making links is easier to add the “Related page” section to the site.
It adds value to users and crawlers, and also links to relevant pages based on affinity.
You can link to similar content by category, product type, content, or just about other descriptive elements. Similar content must be sorted in numeric order or alphabetical order.
3. Crawling budgets and deindexing rules
Budget crawl is a very important problem that needs to be considered by a large website.
When you have tens of millions of programs, you need to make sure Google consistently finds and indexes your most valuable pages.
The value of your page must be based on content, income, business value, and user satisfaction.
First, select which pages should not be indexed:
- Use your favorite analysis tool to find which pages have the lowest involvement metrics (high bounce rates, average low time on site, no page display, etc.)
- Use the search console to find which pages have high shows and low CTR.
- Combine these pages into one list.
- Check to see if they have an incoming link.
- Analyze the attribution of these pages to LEAD income and business.
- After you have all relevant data and you choose a page that must be removed from the index, add the no-index tag to all and exclude it from the XML sitemap.
I work for a similar location, a website with more than 100 million pages, and I run a test without an index on more than 20 million pages based on the checklist above.
I want to see the impact of removing the high number page of our organic channels.
The results are extraordinary.
Even though we lost more than half a million visits for a month, the overall engagement metrics on programmed pages increased dramatically.
4. Testing Seo Split
Test everything! The advantage when working on a large-scale SEO campaign is that you have access to large data and can use it for your SEO efforts.
Unlike ordinary A / B testing, which tests human behavior, pure Split A / B testing for crawlers.
The SPLIT testing process is usually based on the same or similar page template.
Separate pages into two or three groups – one group acts as a control, while another group is activated. The following criteria test:
- Add structured data.
- Change keyword modifiers from SEO tags (title tags, descriptions, h tags, etc.)
- Image alt tags.
- Content length
- Page performance
- Internal link
In terms of measuring performance, I suggest using one trial at a time. For example, you can adjust SEO tags first, and then continue to test other verticals after you build trust.
Dive into the Split testing example, let’s look at Etsy. Etsy wants to test which title tags will rank higher and direct the better CTR, and generally increase organic traffic to the tested page.
In the picture below, we can see how they do a split test between the control page with the default title tag against the test page with different tag variations in this article.
Conclusion
In this blog you learn about the 4 SEO Strategies for Programmatic Sites.
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