What is Programmatic SEO?
Programmatic SEO uses automation to create and optimise a large volume of unique web pages in order to rank for a high number of specific keywords.
Over the last few years, marketers have embraced AI-powered article spinners to churn out content en-masse, targeting longtail keywords and creating hundreds (sometimes thousands) of pages.
The goal? Drive traffic via a vast network of "doorways" into their website—each new page an opportunity to rank for a very specific search term.
This sounds like a clever way to expand visibility across a wide range of niche keywords, but is this the best strategy for long-term growth?
What’s a Doorway Page?
Google defines a Doorway as “sites or pages created to rank for specific, similar search queries.” The problem is – when sites or pages are created for search engines and not people, they tend to “lead users to intermediate pages that are not as useful as the final destination.”
The Critical Question: What is the Point of SEO?
SEO is not just about driving people to your site—it’s about getting the right people to your site. A strong SEO strategy should not only aim to increase organic traffic but also engage visitors in a meaningful way that leads to conversions.
Is the Content Useful?
While AI-generated content may drive clicks by creating countless landing pages that capture niche keywords, what happens after that first click? Do users engage with the content? Are they finding the answers they need? Are they converting? Or are they quickly bouncing back to the search results?
Useful content is what separates a high-ranking page from a successful page.
Customers need more than just a webpage filled with the right keywords—they need (and deserve) substance when they arrive on your site.
⚠️ CAUTION: Programmatic SEO isn’t new, but it has become much easier with recent advancements in AI. While AI creates incredible opportunities for efficiency and scale, without human input and sense-checking, your automated content might be doing more harm than good. Are you sure you want to let it loose, unchecked, on thousands of pages? Examples: ChatGPT manufactured Guardian articles as 'factual sources', + US lawyers have been penalised for submitting fake court documents created by ChatGPT.
Volume vs. Quality: Mass Content ≠ Conversions
There’s no doubt that content is critical to SEO success. But mass content does not equal mass customers. Churning out a massive number of doorway pages might bring in more traffic, but if that traffic doesn’t convert, what’s the point?
'You can lead a horse to water, but you can’t make it drink'. At Connected, we will feed the horse!
Shifting Focus to Quality-Driven SEO
So, what’s the alternative? Instead of relying solely on automation to generate endless pages designed for search algorithms, a more thoughtful approach is needed.
Creating high-quality, engaging, and insightful content will not only improve your chances of ranking but will also increase the likelihood of converting traffic into leads and customers.
"Programmatic SEO has the potential to drive massive traffic through automation, but it’s only as effective as the quality of the content behind it. If you're stuffing pages with keywords just to rank, you’ll miss the mark with users. Today’s customers (and tomorrow’s search engines) -demand substance. AI can be a powerful tool when used smartly, but the key to long-term SEO success is always going to be delivering value-driven, engaging content that resonates with your audience." Christie, Connected Media
Reevaluate Your SEO Strategy
Instead of focusing solely on driving clicks, shift toward creating meaningful content that resonates with users, keeps them on-site, and leads to conversions.
Does this mean you shouldn’t use AI and automation? No! AI and LLMs are great tools when used as part of a well-thought-out customer-focussed SEO strategy. AI assisted in the creation of this blog, and you’ve made it all the way to the end so we assume you’ve found it ‘useful’!
If you’re ready to take your SEO strategy to the next level—focused on driving not just traffic, but results—Connected Media can help. Our team combines cutting-edge technology with expert customer-focussed strategy to create SEO campaigns that deliver measurable business growth. Contact us today for a consultation and see how we can help your brand stand out with high-performance SEO.