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Apple’s privacy changes in 2021 altered the marketing landscape. iOS 14.5, released in 2021, was initially expected to go (relatively) unnoticed by consumers. Experts predicted a significant but manageable 50% drop in app tracking. However, more than 90% of users ended up declining access.
While this is good news for consumers looking to protect their privacy, iOS 14.5 had a notably damaging impact on Facebook. Since the privacy publication, Meta platforms have struggled to target users about whom they no longer have complete information. When iPhone users turn off tracking, Apple restricts tracking by turning off access to their Identifier for Advertisers (IDFA), the anonymous but unique code assigned to a user. Instead of receiving a code, advertisers receive a string of zeros.
What’s the big deal? This change prevents large corporations from fully analyzing the data habits of individual users, making it harder to target ads. Functionally, it is disrupting many of the traditional advertising algorithms.
Falling profits demand new approaches
According to Forbes, App Tracking Transparency (ATT) will cost Facebook $12.8 billion in 2022. Generally speaking, other advertisers are also experiencing profit drops of 15-20%. Meta/Facebook is experiencing the slicing of the largest amounts of tracking and targeting data, with knock-on effects on how advertisers collect data on their intended audiences.
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It’s not just because of Apple’s privacy changes. Advertising, in general, has not been so hot, and the numbers back it up.
This completely changes the way brands not only approach data privacy, but build advertising and campaign strategies. Brands and developers are starting to use more legacy or proprietary data, use their own Facebook data sources, use Google Analytics data more creatively, and use the Facebook Conversions API (CAPI).
With advertising down, marketers are scratching their heads for more omnichannel approaches that better target users. Also, they need cheaper options. One way to do this is through search engine optimization (SEO).
For a while, marketers believed that pre-established brand recognition was a marker of success. As purchasing power has shifted to younger generations, however, this is no longer the case. In fact, 90% of smartphone users are not sure which brand they want to buy from — and many of our online searches lead to online purchases.
When a customer is looking for something, your brand could be the answer to their problem. When this happens, the customer has found a reason for brand loyalty, not just brand recognition.
SEMRush’s 2018 Annual Study proved this 37% of all traffic to e-commerce sites it comes from search engines. This compares to just 6.83% for Google Ads and 4.79% for social media.
Unfortunately, brands jumping onto the SEO scene may find themselves in the infamous “Google Sandbox” for a while. However, there is also a solution. Learn about automated and optimized web property generation: Programmatic SEO (pSEO).
What is programmatic SEO?
Programmatic SEO is a combination of content and the ability to deliver it. Simply put, it’s speed plus scale.
pSEO is defined as anything that makes many web pages scale. The faster you can do it, the better. The programmatic aspect is defined by its automation features, which use different platforms or tools to increase the speed, scale or both of SEO content.
Automation-driven SEO can achieve much more than traditional methods alone. In fact, SEO benefits that used to take a minimum of four to six months to realize can now be achieved in one or two.
Hubspot is recent marketing referral research showed that having many web properties (sites, pages, articles) promotes an increase in traffic and leads, almost tenfold in some cases.
pSEO is a reliable way to appeal to the large number of customer search queries at scale. From phrases that vary by region to chain companies operating in hundreds of cities, pSEO can deliver landing pages tailored to whatever people are searching for, everything.
How is programmatic SEO different from regular SEO?
pSEO achieves all the same goals as SEO. It’s not just for e-commerce, but for anything: services, digital goods, even the simple delivery of information. One company might be trying to sell something, another might be trying to increase their number of users – pSEO can achieve both.
The case for programmatic SEO can be seen in recent consumer reports of website traffic versus the number of website pages. companies receive 55% more leads increasing your number of landing pages from 10 to 15.
Companies with 1000+ web pages generate 9.5 times more traffic than companies with 50 or less. Not only that, Business Insider reported that 23.6% of e-commerce orders are directly linked to organic traffic.
With that in mind, it’s not surprising SEO generates 20x more traffic opportunities than pay-per-click ads on both mobile and desktop.
Does that mean you need 1,000 web pages? Not necessarily, companies with even 51 to 100 web pages generate 48% more traffic than those who have less.
Digital presence goes beyond digital companies
Programmatic SEO benefits e-commerce and brick-and-mortar stores alike.
Brick and mortar stores still need to capture digital attention, as 99% of consumers use the Internet to find a local business in 2022. This is especially important in an age of search queries with “near me”, which grew in frequency by 150% from 2015 to 2017, Google reports. Now, almost one third of all mobile searches are location related.
Ultimately, pSEO is about increasing web surface area. Whether for a physical or digital store, pSEO allows business owners to instantly generate content that is easy to edit and delivers faster results. According to 72% of marketers surveyed, how-to articles are the best for traffic, closely followed by product comparison pages. However, your marketing team doesn’t have to. Companies that minimally increase blogs from 3-5 times/month to 6-8 times/month almost twice its advantages.
The instant generation of all these pages also opens up opportunities to link strategies, for which 68% of digital marketers use content marketing specifically.
In addition to its incredibly fast effects, pSEO is relatively simple to manage, especially compared to more traditional forms of page generation. You can connect content stored in a table, whether Notion, Airtable, or otherwise, to a CMS or automation platform for templated property generation.
94% of SEO specialists believe that Google will continue to do so use links as a signal for ranking algorithms at least for the next five years. Investing in pSEO is a worthwhile strategy and plays a role in other key ranking signals.
How should pSEO be implemented?
pSEO can be implemented manually, with any existing CMS. Each page can be created or duplicated by hand. You can set it up with a template, turnkey content, and a system for entering page-specific content.
There are also some less refined methods of implementing pseudo-pSEO. Some website builders allow you to launch up to a few hundred web pages. You can use tools like Copy.ai, Verblio, or Jasper to automatically generate content while you manually create web properties and automate their release. This is partial automation, using automation tools for parts of the overall content creation.
As technology improves, platforms are also finding ways to automate pSEO from start to finish, so you can generate thousands of web properties with a single click.
with Between 40 and 60 billion searches on Google per month in the US (and the average search session lasts less than a minute), it’s vital to climb the rankings to find customers where they’re looking for you.
Jeff McKinnon is co-founder of The.com.
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