SEO Automation (2021): What You Need to Know Now

Post by 
Adriana Linbaker
Published 
September 1, 2021
S

EO is an important part of any website, but it can be time consuming to keep up with all the changes that are constantly happening. Luckily, there are many SEO automation tools on the market for small business owners to use! But with so many options available, how do you know which one is right for your needs? This blog post will explain SEO automation and what you need to know before starting.

What is SEO Automation?

SEO automation is the process of using software to optimize a website’s performance programmatically. This article focuses on what you can do with the help of artificial intelligence to improve the SEO of your website.

The search engine results page (SERP) has become a battlefield between Google and its direct competition. The SERPs are more complex than ever, with various entities competing to show the most relevant information in an effective way.

Google is constantly becoming smarter by using machine learning and artificial intelligence for all of their users' needs through serving them helpful results at the top of each query result page. Nowadays there's even more on these pages as they include "knowledge panels" or other tools like featured snippets which can answer your questions directly without having to click into another site about it!

SEO isn't a solved problem yet, and while we struggle to make it easier for web editors on one side without making search engines' jobs harder on the other.

Will Artificial Intelligence solve SEO?

For SEOs, they are naturally limited by the human limitations of their ability to sort through data and act on insights at a level that is required in today's world. AI and machine learning can help fill these gaps with faster execution times for them as well.

Before you reap the benefits of automation, start with the basics. First automate your business through automated insights and then move on to automated execution for deeper insight into how this will impact your organization as a whole.

The history of SEO automation has shown that it is a constantly evolving process. This evolution can be explained by looking at its historical development and current state.

This passage discusses the past, present, and future of SEO Automation in order to provide readers with information about three different states of this field's progression over time.

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

Let's take a detailed look on them:

RANK TRACKING

Rank tracking is checking positions of keywords that a website ranks for in search engine result pages (SERPs). These keywords include the following types: Keywords that are used on the website. Many other terms you necessarily don't optimize for. Keywords that your competitor rank for.

DASHBOARD

SEO Dashboard is a small-scale analytics report that provides quick insights into what's currently going on with your or your competitor's website. The dashboard comprises a set of widgets that display report excerpts from the most valuable and widely used Semrush SEO tools. These tools include: Organic Research.

REPORTING

SEO reporting is the practice of showing your results for search engine optimization work. This is the practice of increasing visibility for a business website and assets in Google. Generally, reports show top keywords, overall keywords, new visitors, overall visitors, and website conversion metrics.

BACKLINKS

Links on websites other than your own that go back to a page on your website. Backlinks are also called inbound links because they represent another website's traffic coming to your own site. The quality and quantity of your backlinks can help you rank higher in search engines such as Google and Bing.

SITE CRAWL DATA

Crawling is the discovery process in which search engines send out a team of robots (known as crawlers or spiders) to find new and updated content. Content can vary — it could be a webpage, an image, a video, a PDF, etc. — but regardless of the format, content is discovered by links.

If you are new to automation, these basics will help compound the benefits. You can't fully benefit from it unless you start with them!

INTERMEDIATE:AUTOMATED INSIGHTS

SEOs are constantly learning to improve their SEO efforts. By prioritizing their time where it counts, they can let the technology surface site-specific and actionable insights for them.

Rather than having to constantly monitor your site, you can receive alerts from AI that work as a member of your team.

Once alerts are automated, SEOs will be able to turn their attention towards more advanced insights that can be delivered from artificial intelligence. These insights help to identify opportunities and issues so you can prioritize strategy and execution accordingly.

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

Let's have a detailed look on them:

TECHNICAL AUDITS

A technical SEO audit is a process during which you check the technical aspects of your website's SEO. It basically checks the health of a website and finds out what fixes might be needed to improve it. Search engine bots crawl the web to find pages and websites.

CONTENT ANALYSIS

SEO content analysis is the process of evaluating content (both new ideas and existing assets) for factors that can help or deter its organic performance. At the core of the SEO content analysis is a simple idea – Not all crawled pages will end up in the search engine's index

LOG FILE ANALYSIS

Log file analysis is a technical SEO task that lets you see exactly how Googlebot (and other web crawlers and users) interacts with your website. A log file gives you valuable insights that can inform your SEO strategy or solve problems surrounding the crawling and indexing of your web pages.

BACK LINK ANALYSIS

A backlink analysis shows you all of the links that they're taking into consideration and gives you a better understanding of your site's ability to rank well in search engine results. Backlink analysis also helps you identify bad links. ... You should also conduct backlink analysis on your main competitors' sites.

KEYWORD RESEARCH

Keyword research is the process by which you research popular search terms people type into search engines like Google, and include them strategically in your content so that your content appears higher on a search engine results page (SERP).

RANKING ALERTS

Ranking Alerts display the rank changes of the domain/keyword combinations selected in the Report Options section. These alerts can be added to your branded automated PDF reports.

Advanced AI and machine learning are required to surface those insights that would be specific to your site. This is because the tool uses data from crawl, ranking, and links for its analysis of your website's SEO health. Using basic on-page SEO tools will not result in accurate results about webpages' performance when it comes to search engines like Google or Bing

ADVANCED: SCALING EXECUTION

The next step in SEO automation is to implement the strategy, test it out and then measure its performance.

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

SEO automation tools for better Google rankings

SEO tools are designed to automate several common tasks including position tracking, site audits, monitoring brand mentions and analyzing the quality of a backlinking profile. These useful programs can be purchased if they provide what your business needs for SEO management.

AHREFS

This tool helps to obtain a comprehensive overview of the website linking profile. It depicts the inbound and outbound links associated with your website. Ahrefs also helps to analyze how backlinks influence your website ranking on Google and other search engines.

SCREAMING FROG

This desktop application is used for crawling a website and analyzing its technical characteristics. It helps to detect various kinds of errors, including broken links and duplicate content, analyze metadata, and perform a general evaluation of technical SEO.

SERPWOO

This tool allows analyzing the keywords you are using and how you rank with them. Also, it depicts how your competitors rank with chosen keywords. This data helps to better understand which keywords perform better and adjust your content marketing strategy accordingly.

LITTLE WARDEN

Website security is the characteristic that Google and other search engines pay attention to in 2021. This factor significantly influences the ranking of the website as the safety of users has become a priority in the online environment.

Little Warden is an SEO automation tool that helps to analyze the security of the website. It performs a check of SSL certificates, sitemap, robots.txt file, 404 errors, and detects whether any malware has affected the website.


You can start your SEO journey with us.


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