SEO is not easy. It seems that as soon as marketers begin to understand the algorithms and develop a real understanding of how to use the data sets and analysis to improve rankings, the algorithms change. There is a lack of knowledge and experience in the industry, with individuals spending too much time fussing over data. There is a simple way to make SEO work for businesses; automation.
Automation improves productivity, increases reach, and propels SEO to a new sustainable level of achievement reaching target audiences and promoting your business to the first page.
A 2016 study found that the majority of SEO recommendations were not implemented for “close to 6 months after they were requested.” One of the main reasons for this delay is misaligned priorities. Automating processes make it easier to close the gap and take action.
Google uses machine learning and AI to provide its users the most relevant information in the most effective way. SERPs are increasingly complex as Google competes to be the first choice market leader for searches.
Automation makes it easier for your marketing team to not only understand data and reach, but it also makes it easy to pivot, expand and adjust.
SEO analysts naturally face human limitations in their ability to sort through data and act on insights at the level that’s required. AI and machine learning can fill the gaps and accelerate execution. Automation is a tool that expedites processes, streamlines your marketing, and lowers overall costs.
So let’s take a closer look at where to begin.
1. Data collection
Automation starts with gathering data and determining the data sets to be analyzed. Data aggregation, collection, and segmentation is an important step. Your online presence gathers data from numerous sources and much of it is valuable only if it is gathered and analyzed correctly. You can source data from your social media, your website, and online store using automated tools like:
- Reporting and dashboards
- Site crawl data
- Rank tracking
Gathering and sorting data is the first step of your automation process. You need to be sure that the tools you use to meet with regulations concerning privacy. This includes cookies settings and the removal of information according to the acceptances of site users and customers.
2. Automated insights
Having your data insights generated as an actionable report makes it easier to digest, and to take the appropriate steps to build a strong SEO strategy.
Automated alerts using AI will send you a message if your website has a major rank change or if a critical page element is modified or deleted. This makes website monitoring less labor-intensive.
Part of this automation process also includes getting email alerts about trending topics, which will help you know what subjects are reaching your target audience, and how your SEO can be tweaked to ensure that your content is attracting attention.
Your automated recommendations and actions can be delivered from:
- Page and rank change alerts
- Log-file analysis
- Technical audits
- Content analysis
- Keyword research (analyze competitors, identify keyword patterns and topics)
- Backlink analysis (identify link partners, quality backlinks, toxic links)
It is important to note that not all AI is created equal. While some automation systems are basic, others are far more sophisticated. The tools provided by social media are simple, but effective, while the automation tools provided by your CMS will be more advanced. The SEO information you gather and use can also include tools that understand how links, crawlers, and rankings are all affected by your SEO.
Your analysis data can reveal custom, site-specific opportunities that include content, page speed, indexability, schema, internal links, and more. These insights are based on your site’s ranking, crawl, and link data, so the technology actually analyzes your site. This helps to reduce the time your marketing team needs to spend doing the research and analysis and can focus their time on creative solutions and strategy development.
3. Scaling execution
The next step in SEO automation is execution, implementation, and testing. Rolling out your plans to automate can take time. While some teams will agree that doing portions at a time is effective, others will advocate for a fast, full-scale rollout.
It is important that changes are made based on data. Automation makes it easier and faster, so why delay a rollout that could reduce your marketing costs and improve your reach?
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