Martech: Martech is Marketing Logo
  • Topics
    Transformation
    Operations
    Data
    Experience
    Performance
    Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Team
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Data » 3 stages of SEO automation

Opinions expressed in this article are those of the sponsor. MarTech neither confirms nor disputes any of the conclusions presented below.

3 stages of SEO automation

How next-gen SEO automation addresses the roadblock of scaling execution.

SeoClarity on August 30, 2021 at 7:00 am

The SEO industry has a large problem: an overwhelming lack of resources and available talent.

This becomes more apparent at the enterprise level, where data sets are vast, dense, and complex, making it difficult not only to make sense of the data but to act on it.

Not to mention the numerous SEO tools are advanced and great at pointing out issues to SEOs, but lack the ability to actually “do SEO.” 

Automating SEO allows marketers to reduce the time from data to insights to action, so they can implement faster and see results.

The number one challenge we hear from enterprise SEOs is getting things done. 

In fact, a study by Distilled in 2016 found that the majority of SEOs didn’t see their recommendations implemented for “close to 6 months after they were requested.”

Misaligned priorities can make it difficult to implement even the smallest of changes — a simple tweak to the metadata can take months to deploy to production!

Ramesh Singh, Head of SEO at Great Learning, echoes this point in response to the question, “What SEO function/task do you most wish you could do faster and at bigger scale than you can now?”

All the while, Google continuously becomes more intelligent, using machine learning and AI to serve users the most relevant information in the most effective way. The SERPs are more complex than ever, with Google entities becoming the direct competition.

There’s too much data to act on for any human agent alone. Automation, however, works around the clock and can generate insights that would otherwise take hours to reach. 

SEOs naturally face human limitations in their ability to sort through data and act on insights at the level that’s required today — AI and machine learning can fill the gaps and accelerate execution.

In order to reap the benefits of automation, it’s important to start with the basics before moving on to automated insights, and lastly, automated execution.

Automation has changed and evolved over the years, so let’s break down what SEO automation looked like in the past compared to its current state.

#1. Beginner: Data collection

Beginner-level automation starts with pulling together data sets and learning how to drive the car, so to speak. 

Data aggregation and collection is an important step in your maturity in SEO. If you are still manually downloading and aggregating data in an attempt to draw insights, there are easier ways to do this.

It includes things like:

  1. Rank tracking 
  2. Reporting and dashboards
  3. Backlinks
  4. Site crawl data

If you are new to automation, you need to start here! Automation compounds itself, so you can’t benefit from it unless you start with the basics. 

The good news is that data collection and aggregation is a commodity. Hundreds of SEO tools offer this for a fraction of the cost it once was.

Enterprise organizations, however, have extra considerations to be mindful of security, stability, reliability, scale, and SLAs should all be taken into account when working with automation tools. 

An SEO platform like seoClarity consolidates data from rankings, links, and site crawl data for your site and any competitor and automates reporting at scale with enterprise security. 

I’ve done the basics. Tell me what’s new in SEO Automation.

#2. Intermediate: Automated insights 

As automation progresses, SEOs can prioritize their time where it counts and let the technology surface site-specific, actionable insights for them. 

This begins with alerts based on AI: receive a notification if the AI detects a major rank change or if a critical page element is modified or deleted.

In this case, automation works as a member of your team, continuously monitoring thousands of pages, so you don’t have to.    

Once alerts are automated, SEOs can turn their attention to the advanced and custom insights that are delivered from AI. These insights help to identify opportunities and issues so you can prioritize strategy and execution.

Some examples of this include recommendations and actions within:

  1. Technical audits
  2. Content analysis 
  3. Log-file analysis
  4. Backlink analysis (identify link partners, quality backlinks, toxic links)
  5. Keyword research (analyze competitors, identify keyword patterns and topics)
  6. Page and rank change alerts

Marketers need to understand that the sophistication of automation varies greatly in what SEO software can provide.

Advanced AI and machine learning are required to surface and customize those insights specifically based on your site’s ranking, crawl, and link data. Not just generic and basic on-page SEO that most tools provide.

Even Lily Ray, a respected SEO consultant, and influencer, says here:

Actionable Insights from seoClarity analyzes data in real-time to reveal custom, site-specific opportunities and issues for 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 as if it were a member of your in-house SEO team. 

Marketers need insights that are personalized to their site and data — if the cookie-cutter approach worked, everyone would rank on page one.

#3. Advanced: Scaling execution

The next step in SEO automation is execution, implementation, and testing. 

Everyone agrees the biggest challenge in enterprise SEO is the speed of execution and implementation at scale!

Whether it’s waiting months for simple updates to be implemented or working on a forecast to get a project prioritized, it slows down what we KNOW should be implemented all while Google (and the competition) speed ahead.

JC Connington, head of SEO at Cancer Research UK, comments about implementing schema at scale within a large site.

The bottom line is results don’t happen unless Google can see the changes on your site. 

The latest development in automation empowers SEO teams to address the roadblocks that stand in their way and deploy changes to a site in real-time without the need for developers, UX teams, and other stakeholders.

Most companies and SEO teams haven’t implemented this level of automation in SEO … yet.

Why? Maybe it’s not accessible, or it seems too complicated.

Even though it’s the top complaint and roadblock we hear from SEO teams, companies struggle to scale execution. 

You can start your journey to scale SEO execution today with seoClarity.

Be among the first to leverage advanced automation in SEO with a machine that continuously updates your site in real-time. Sign up to be a part of the beta launch.


New on MarTech

    What are your secrets to overcoming marketing challenges? Take our survey

    IAS introduces new Control Panel for contextual targeting

    Metaverse marketers favor virtual reality over NFTs

    Casted adds firmographic data to its B2B video and podcast platform

    Ruthless prioritization: The key to marketing momentum

About The Author

SeoClarity
The world’s first AI-driven, SEO and content optimization platform that delivers actionable insights to truly scale SEO and content. The only platform with all SEO data, all SEO metrics, and all capabilities seamlessly integrated for intelligent, scalable insights – without artificial limitations. The company's unique approach understands audience intent and turns the focus from the search engines to the end user.

Related Topics

Automation and OrchestrationDataSEO ToolsSponsored Content

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

June 7, 2022: Master Classes

September 28-29, 2022: Fall

Start Discovering Now: Spring

Learn More About Our MarTech Events

June 14-15, 2022: SMX Advanced (virtual)

November 14-15, 2022: SMX Next (virtual)

March 8-9, 2022: Master Classes (virtual)

Learn More About Our SMX Events

Webinars

Data-Driven Answers to Achieve Omnichannel Success

Is Your Marketing Stack Ready for Omnichannel CX?

Outrank in Organic Search with These 5 Core Tactics

See More Webinars

Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

Enterprise Sales Enablement Platforms: A Marketer’s Guide

Enterprise Digital Experience Platforms: A Marketer’s Guide

Enterprise Call Analytics Platforms: A Marketer’s Guide

See More Intelligence Reports

White Papers

Realising the power of virtual events for demand generation

The Progressive Marketer’s Ultimate Events Strategy 2022 Worksheet

CMO Guide: How to Plan Smart and Pivot Fast

The Retail Renaissance Report, USA Edition: 4 Keys to Predicting Online & In-Store Demand Across Global Markets

Thinking Bigger About Marketing Budgets

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.