How Can Automation Benefit Your SEO Strategies?
Web SEO agencies are often sceptical or distrustful about the use of automation in SEO. But the truth is, automated tools can help SEO agencies up their game as long as they remain actively present and work with it throughout the whole process.
Many marketers – and even those outside of marketing – have negative opinions about automation as it entails a lack of data or manual control and a change in workflow, which make them feel helpless and uncomfortable. However, automation can work wonders for any SEO strategy if it is used correctly.
In actuality, many in the SEO community already utilise some form of automation one way or another, even if they don’t realise it. Some minor tasks are done with minor automations, such as personalising ads using data feeds or visualising internal links.
Even the work of organic SEO agencies includes automated keyword-focused SEO tasks like tracking rankings and monitoring brand mentions. They also use tools that can analyse the search engine results pages (SERPs), determine their keywords’ search volume and how competitive they are, and so on.
Although automation is used pretty much everywhere in search engine optimisation, SEO experts should still learn how to use it properly. SEOs need to know the right combination of automation tools to utilise and how to use the data obtained from such tools. By being aware of these factors, one can clearly plan the kind of content to write and how detailed it should be.
In the past, it took a long time for paid search professionals to adapt to the use of automated tools. But now that Google Ads features responsive search ads by default, it’s more crucial than ever before for marketers to understand how to work with automation technology to help power their campaigns.
With that being said, it’s still not advisable for web SEO agencies to purely rely on this technology for their SEO, as it will likely backfire sooner or later. Although technology today is indeed very advanced, it is still not capable of understanding the whole scope of one’s marketing strategies.
For instance, even if SERP and keyword analysis tools can narrow down the best queries to target, they are still incapable of writing a compelling article all by themselves. There may be tools that can generate articles, but without human effort, the content will probably be of little use in boosting a website’s traffic and search rankings.
To work well with automation, there are a few things one should keep in mind:
Set clear business objectives. Before applying automation to SEO, it is crucial to discuss things with the team, set campaign goals, and determine the important factors to be measured in the process.
Provide the tool with accurate data. The data that one inputs in the tool play a huge role in the quality of the output. Therefore, agencies should be careful when manually adjusting SERP-scraping options or adding keywords to PPC campaigns.
Have full control of your campaign. It should not be the other way around. If there is a dramatic shift that can affect one’s campaign, whether it’s a competitor changing strategies or an update in Google’s algorithm system, businesses and SEOs should know when to recalibrate or turn off their automated tools.
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