Ann Smarty Questions Programmatic SEO’s Value When Driven Solely by Search Engines

In a recent LinkedIn post, Ann Smarty discusses the effectiveness and sustainability of programmatic SEO, particularly when implemented purely for search engine optimization without a strong user-centric value proposition. Smarty uses the example of LinkedIn’s own efforts to surface top content through a dedicated folder as a case study for her critique.

Smarty highlights potential shortcomings in such approaches, noting that while the goal is to capture non-branded organic traffic, the execution can sometimes fall short of providing genuine value to the searcher. She points out specific issues observed in the implementation, questioning the overall benefit.

“My problem is that it is done purely for SEO. There’s little or no value for searchers here.”

The critique delves into several elements that Ann Smarty believes undermine the user experience in these SEO-driven content strategies. As Smarty observes, the structure of the featured content often prioritizes search visibility over immediate user benefit.

Critique of SEO-Driven Content Curation

Ann Smarty’s analysis focuses on the disconnect between the stated goal of surfacing valuable content and the actual user experience. She argues that several components within the observed implementation fail to serve the user effectively, even if they might appease search engine algorithms.

Issues with Content Presentation

Smarty outlines specific points of concern regarding the presentation and relevance of the curated content. According to Ann Smarty, these issues suggest a strategy that is heavily weighted towards SEO metrics rather than user engagement or information discovery.

• An AI-generated summary of a keyword is presented, which may not fully capture the nuances or user intent.
• References within the summary are not linked to the original updates, making it difficult for users to trace the source or find related discussions.
• The top posts displayed below the summary often lack a clear connection to the preceding summary, creating a disjointed experience.
• The age of the featured updates is also a concern, as Smarty points out that user-generated content (UGC) loses its value when it is not fresh.

“The actual updates are pretty old (kind of erases the value as UGC is mostly useful when fresh!)”

This emphasis on recency is crucial for UGC, where timeliness often dictates relevance and engagement. By featuring older content, Ann Smarty suggests that the platform misses an opportunity to provide current and valuable insights.

Sustainability of SEO for SEO’s Sake

A central theme in Ann Smarty’s post is the long-term viability of strategies that are implemented solely to satisfy search engines. She expresses skepticism about the sustainability of such approaches, even for large platforms like LinkedIn.

“I will be surprised if the “SEO for the sake of SEO” approach can be sustainable even for LinkedIn. Let’s see!”

As Ann Smarty implies, while short-term gains in search rankings might be achievable, a lack of genuine user value could ultimately hinder sustained organic growth and user loyalty. The focus, in her view, should be on creating content and structures that inherently benefit the user, with SEO being a natural byproduct rather than the primary driver.

Smarty’s commentary serves as a reminder for content creators and platforms to balance SEO best practices with a strong commitment to user experience, ensuring that digital strategies are both effective in the short term and sustainable in the long run. The article concludes with a forward-looking statement, indicating a willingness to observe the outcomes of these programmatic SEO efforts.