Make (Integromat) for SEO: Advanced Automation Without Engineering

Make and Zapier serve overlapping use cases, but Make excels in three areas relevant to SEO:

Data transformation. Make includes built-in functions for JSON parsing, regex matching, string manipulation, and date formatting. An SEO scenario can extract a URL from a webhook payload, parse its path segments, and normalize query parameters within the scenario editor.

Array and aggregator modules. SEO data is inherently list-shaped: pages in a crawl, keywords in a rank tracker, backlinks in a profile. Make's Iterator and Aggregator modules process each item in an array and reassemble results. This pattern is critical for workflows that check every URL against compliance rules.

HTTP client. Make includes a full HTTP module that can send GET, POST, PUT, PATCH, and DELETE requests with custom headers. Any tool with a REST API can be integrated even without a dedicated Make connector. Webhook receiver modules allow other tools to push data into Make as well.

A 2025 report from Search Engine Land noted that 34 percent of in-house SEO teams now use Make for at least one production workflow, up from 12 percent in 2023, driven largely by the HTTP module's flexibility (Search Engine Land, 2025).

The following scenarios are running in production across multiple SEO teams.

Bulk schema validation pipeline. Trigger a scenario when a content team member submits a new page URL in Airtable. Make calls Google's Rich Results Test API via the HTTP module for each submitted URL, parses the JSON response for errors and warnings, writes the results back to Airtable, and posts a summary to Slack. The scenario runs the Iterator module over the batch of URLs, respecting a two-second delay between calls to stay within API rate limits.

Competitor content change detection. Use the HTTP module to fetch an RSS feed or sitemap from competitor domains at a daily interval. Make parses the XML, identifies new or modified URLs by comparing against a stored list in Google Sheets, extracts the title and meta description from each new URL using the Text Parser module with regex patterns, and creates a row in a competitor monitoring sheet with the change type, date, and extracted metadata.

Automated internal link analysis. Trigger on a weekly cron schedule. Fetch the full URL list from Screaming Frog's CSV export in Google Drive. For each URL, use the HTTP module to fetch the page content, extract anchor text and href values with regex, and append each internal link to an edge list in Google Sheets. Filter out navigation elements by excluding matches against a configurable CSS selector or path prefix list. The resulting edge list feeds a graph analysis script that identifies orphaned pages.

Make scenarios fail for the same reasons any pipeline fails: API rate limits, network timeouts, and malformed data. Make provides three error handling directives that should be configured on every SEO scenario:

Incomplete execution with rollback. If a module fails midway through an array, Make can roll back all completed operations for that execution cycle. This prevents partially written data states.

Continue on incomplete. For scenarios where processing most records is acceptable even if some fail, this directive logs the error and continues with the next array item. Recommended for crawling pipelines where a single URL timeout should not halt the entire run.

Break with retry. Make can retry failed operations up to five times with configurable backoff intervals. For HTTP calls subject to rate limiting, set a 30-second retry interval with a maximum of three attempts.

Make is the best middle ground between no-code Zapier and full custom development for SEO automation. The HTTP module eliminates the dependency on pre-built connectors, and the Aggregator pattern handles batch data processing that Zapier cannot. Start by migrating your highest-volume Zapier workflow to Make to test the learning curve, then expand into the HTTP-driven patterns for APIs that lack direct connectors. Set the error handling directives on every scenario before putting it into production.

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Last updated: June 2026. Data sources: Search Engine Land (2025), Make Documentation (2025), Google Rich Results Test API (2025).

References

Search Engine Land. (2025). "How SEO Teams Are Adopting No-Code Automation." Search Engine Land. https://searchengineland.com/seo-teams-no-code-automation-2025

Make. (2025). "HTTP Module Documentation." Make Help Center. https://www.make.com/en/help/modules/http

Google Search Central. (2025). "Rich Results Test API." Google Developers. https://developers.google.com/webmaster-tools/rich-results-test