SEO Automation: Streamlining Workload With Templates, Tools & Modules

Spending lots of time redoing and recreating the same tasks can be draining. You don’t want to have to type out hundreds, if not thousands of title tags, it’s just not sensible. But along those same lines, there are a lot of other things that can be automated or “modularized” (yup, I just made that up!) to streamline your day to day work.

Creating templates and guidelines

Creating a set of guidelines for the entire site is a good tasks to take on and set in stone. Once you have a mapping of sorts for the Meta Data, URLs, etc. you have a set of guidelines that the engineering team can use going forward. And, I don’t mean that you map a title/description to every URL, but more so to create a list based on sets of variables. For example if I was creating a Title tag for every artist on MySpace, I would do the following:

Template: Music, Albums, Songs, Pictures on MySpace Music Example: Eminem Music, Albums, Songs, Pictures on MySpace Music

This would help me cover the title tag for thousands of pages across the site. Find out what is important keyword wise for other pages and “templatize” those very similarly. URL wise, it is a very similar process:

Template URL: Example:

Modularized site sections

Creating modules across the site that are easily edited via a CMS without having to involve Product or Engineering teams can make your life a whole lot easier. Changes can take place almost immediately and you can impact things much faster. Some examples of these types of modules are:

  • Latest News
  • What’s Trending? or What’s Hot?
  • Top 10 All Time or Top Artists
  • Featured Products
  • Featured Photos
  • Featured Videos

You can use modules like these to insert internal links throughout your site to important content. Especially when topics are rising in search trends, being able to pass link juice quickly from sections of your site are important to apply that link equity.

Automation tools

For those of you that manage sites with hundreds of thousands of URLs, it’s impossible to do checks on the whole site or sections of the site. To start with, you can use SEOMoz Pro Toolset to find interesting pieces of info about your site. I’ve used it to find pages that have tons of link equity (or PageRank value) to find internal linking opportunities. Also, I’ve run things like crawl tests, to ensure sections of the site are crawlable and won’t run into any crawl issues.

But, doing hand checks to see if title tags, on-page SEO elements, etc. are in tact are always a good idea as well. The Site Audit tool from BrightEdge lets you create requirements and have it crawl the site to perform an automated audit and report on it. Here is an example of what a report might look like:

Site Audit Tool

Creating semantic site links

One of my favorite things to do lately is automating the Link Architecture on a site, which saves you time, rather than having to remind editors to link to celebs, artists, or to sections of the site with the right keywords. Create a tool that has a mapping of keywords to URLs and have it sniff out those keywords on the page and creates links. This will help you automatically increase the number of relevant internal links on the site and removes the “guess work” and human errors that could occur.

Why automating SEO helps with daily tasks

The main point to automating SEO tasks is not to be “black hat” or create a tool to spam results in anyway, that’s not my style. Automation should be used in a way that allows you to remove repetitive tasks from your day to day role and allow you think more strategically about things as a marketer.

I want to know about your thoughts about SEO Automation and how you’ve used it to streamline your workload, leave a comment and keep the conversation going.

Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.

Related Topics: Channel: Search Marketing | In House Search Marketing


About The Author: is Sr. Online Marketing Manager for MySpace, where he focuses on SEO and social media marketing. He also runs a consulting company, Visible Factors, where he enjoys working with early stage startups and technology organizations to drive traffic and customer acquisition.

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  • jexley

    Great article mate.

    Howzabout an automated Keyword Research Tool that pulls Keyword Data from your Google Analytics traffic and gives you ideas on future SEO efforts?

    I like that idea so much that I think I’ll build one.


  • Tony Adam


    Thanks for the comment! That keyword tool sounds like a great idea! I’d love to see you create something like that! :)


  • 10minutes


    Thanks for the article on automation. I was recently slightly bashed for looking at strategic ways of automating our day to day operations that are repetitive so seeing articles like this and others sure makes me feel like I am indeed moving my team in the right direction.

    So what have I been doing…

    Let’s start out with the fact that I’m using a nifty plugin for Firefox called iMacros. ( which is also available for Chrome and IE. I’m also utilizing their developer browser to accomplish a lot of my macro building.

    I’ve automated steps like submissions to various directories ranging from yellow pages, super pages all the way down to lesser value directories that I’d call throw away links. The automation simply saves my team the copy / pasting of client information all the way up to the captcha point if there is one.

    I’ve also created several macros that prepare potential keywords that we want to research for new customers. It pre-builds the keywords and loads them into the Google keyword tool and from there all the marketing representative has to do is enter the captcha and export the data. Saves them time on preparing the keywords which is a pretty straight forward task getting started.

    I’ve also automated some of our ability to update a ticket for a client once a task that was automated is completed. Say for example, we automatically submit the client to, the ticket is created, updated and closed and an e-mail is sent to the customer notifying them of the submission and any access information if needed.

    Finally but certainly not the least of my automation goals is that of creating pre-built pages with all the basic on page elements you’d normally see. Also included as contact information from our CMS for call to action purposes. We pre-build up to eight geo specific pages that are lacking nothing but on page links and content. Once we have content for those pages it is a simple matter of going in and manually adding that content and adjusting metas, header tags, image alt text and so on.

    The beauty of my page creation script is that every month, or as often as I’d like, I can go in and change the template that is used so that we mix things up with newer clients. We want to be careful not to create the same layout / look for dozens of new clients.

    All of this came about after spending almost three months at home due to carpel tunnel. I started looking for time saving short cuts and now I’ve pretty much helped my company reduce the tedious day to day tasks.

    @jexley – I’d love a tool like that as well. What data would you consider important to pick up from G analytics? I MIGHT be able to collect that data using iMacros; hit me up.

  • davidschoenfeld

    I can only recommend to use the data from google analytics. The keywords per landing page can be used to automatically generate tagclouds On related pages, manage internal linking etc.
    We’re implementing for several months now and it works great!

    Defining the right rules and ongoing testing is key to get out the most of it. I recommend rules like:

    If keyword a generated +10 visits within the last 14 days then put link with anchor “keyword” here… etc.

    With a ongoing on-page optimization these landing pages will get stronger and stronger.


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