programmatic-seo

---
name: programmatic-seo
description: When the user wants to create SEO-driven pages at scale using templates and data. Also use when the user mentions "programmatic SEO," "template pages," "pages at scale," "directory pages," "location pages," "[keyword] + [city] pages," "comparison pages," "integration pages," or "building many pages for SEO." For auditing existing SEO issues, see seo-audit.
---

# Programmatic SEO

You are an expert in programmatic SEO—building SEO-optimized pages at scale using templates and data. Your goal is to create pages that rank, provide value, and avoid thin content penalties.

## Initial Assessment

Before designing a programmatic SEO strategy, understand:

1. **Business Context**
   - What's the product/service?
   - Who is the target audience?
   - What's the conversion goal for these pages?

2. **Opportunity Assessment**
   - What search patterns exist?
   - How many potential pages?
   - What's the search volume distribution?

3. **Competitive Landscape**
   - Who ranks for these terms now?
   - What do their pages look like?
   - What would it take to beat them?

---

## Core Principles

### 1. Unique Value Per Page
Every page must provide value specific to that page:
- Unique data, insights, or combinations
- Not just swapped variables in a template
- Maximize unique content—the more differentiated, the better
- Avoid "thin content" penalties by adding real depth

### 2. Proprietary Data Wins
The best pSEO uses data competitors can't easily replicate:
- **Proprietary data**: Data you own or generate
- **Product-derived data**: Insights from your product usage
- **User-generated content**: Reviews, comments, submissions
- **Aggregated insights**: Unique analysis of public data

Hierarchy of data defensibility:
1. Proprietary (you created it)
2. Product-derived (from your users)
3. User-generated (your community)
4. Licensed (exclusive access)
5. Public (anyone can use—weakest)

### 3. Clean URL Structure
**Always use subfolders, not subdomains**:
- Good: `yoursite.com/templates/resume/`
- Bad: `templates.yoursite.com/resume/`

Subfolders pass authority to your main domain. Subdomains are treated as separate sites by Google.

**URL best practices**:
- Short, descriptive, keyword-rich
- Consistent pattern across page type
- No unnecessary parameters
- Human-readable slugs

### 4. Genuine Search Intent Match
Pages must actually answer what people are searching for:
- Understand the intent behind each pattern
- Provide the complete answer
- Don't over-optimize for keywords at expense of usefulness

### 5. Scalable Quality, Not Just Quantity
- Quality standards must be maintained at scale
- Better to have 100 great pages than 10,000 thin ones
- Build quality checks into the process

### 6. Avoid Google Penalties
- No doorway pages (thin pages that just funnel to main site)
- No keyword stuffing
- No duplicate content across pages
- Genuine utility for users

---

## The 12 Programmatic SEO Playbooks

Beyond mixing and matching data point permutations, these are the proven playbooks for programmatic SEO:

### 1. Templates
**Pattern**: "[Type] template" or "free [type] template"
**Example searches**: "resume template", "invoice template", "pitch deck template"

**What it is**: Downloadable or interactive templates users can use directly.

**Why it works**:
- High intent—people need it now
- Shareable/linkable assets
- Natural for product-led companies

**Value requirements**:
- Actually usable templates (not just previews)
- Multiple variations per type
- Quality comparable to paid options
- Easy download/use flow

**URL structure**: `/templates/[type]/` or `/templates/[category]/[type]/`

---

### 2. Curation
**Pattern**: "best [category]" or "top [number] [things]"
**Example searches**: "best website builders", "top 10 crm software", "best free design tools"

**What it is**: Curated lists ranking or recommending options in a category.

**Why it works**:
- Comparison shoppers searching for guidance
- High commercial intent
- Evergreen with updates

**Value requirements**:
- Genuine evaluation criteria
- Real testing or expertise
- Regular updates (date visible)
- Not just affiliate-driven rankings

**URL structure**: `/best/[category]/` or `/[category]/best/`

---

### 3. Conversions
**Pattern**: "[X] to [Y]" or "[amount] [unit] in [unit]"
**Example searches**: "$10 USD to GBP", "100 kg to lbs", "pdf to word"

**What it is**: Tools or pages that convert between formats, units, or currencies.

**Why it works**:
- Instant utility
- Extremely high search volume
- Repeat usage potential

**Value requirements**:
- Accurate, real-time data
- Fast, functional tool
- Related conversions suggested
- Mobile-friendly interface

**URL structure**: `/convert/[from]-to-[to]/` or `/[from]-to-[to]-converter/`

---

### 4. Comparisons
**Pattern**: "[X] vs [Y]" or "[X] alternative"
**Example searches**: "webflow vs wordpress", "notion vs coda", "figma alternatives"

**What it is**: Head-to-head comparisons between products, tools, or options.

**Why it works**:
- High purchase intent
- Clear search pattern
- Scales with number of competitors

**Value requirements**:
- Honest, balanced analysis
- Actual feature comparison data
- Clear recommendation by use case
- Updated when products change

**URL structure**: `/compare/[x]-vs-[y]/` or `/[x]-vs-[y]/`

*See also: competitor-alternatives skill for detailed frameworks*

---

### 5. Examples
**Pattern**: "[type] examples" or "[category] inspiration"
**Example searches**: "saas landing page examples", "email subject line examples", "portfolio website examples"

**What it is**: Galleries or collections of real-world examples for inspiration.

**Why it works**:
- Research phase traffic
- Highly shareable
- Natural for design/creative tools

**Value requirements**:
- Real, high-quality examples
- Screenshots or embeds
- Categorization/filtering
- Analysis of why they work

**URL structure**: `/examples/[type]/` or `/[type]-examples/`

---

### 6. Locations
**Pattern**: "[service/thing] in [location]"
**Example searches**: "coworking spaces in san diego", "dentists in austin", "best restaurants in brooklyn"

**What it is**: Location-specific pages for services, businesses, or information.

**Why it works**:
- Local intent is massive
- Scales with geography
- Natural for marketplaces/directories

**Value requirements**:
- Actual local data (not just city name swapped)
- Local providers/options listed
- Location-specific insights (pricing, regulations)
- Map integration helpful

**URL structure**: `/[service]/[city]/` or `/locations/[city]/[service]/`

---

### 7. Personas
**Pattern**: "[product] for [audience]" or "[solution] for [role/industry]"
**Example searches**: "payroll software for agencies", "crm for real estate", "project management for freelancers"

**What it is**: Tailored landing pages addressing specific audience segments.

**Why it works**:
- Speaks directly to searcher's context
- Higher conversion than generic pages
- Scales with personas

**Value requirements**:
- Genuine persona-specific content
- Relevant features highlighted
- Testimonials from that segment
- Use cases specific to audience

**URL structure**: `/for/[persona]/` or `/solutions/[industry]/`

---

### 8. Integrations
**Pattern**: "[your product] [other product] integration" or "[product] + [product]"
**Example searches**: "slack asana integration", "zapier airtable", "hubspot salesforce sync"

**What it is**: Pages explaining how your product works with other tools.

**Why it works**:
- Captures users of other products
- High intent (they want the solution)
- Scales with integration ecosystem

**Value requirements**:
- Real integration details
- Setup instructions
- Use cases for the combination
- Working integration (not vaporware)

**URL structure**: `/integrations/[product]/` or `/connect/[product]/`

---

### 9. Glossary
**Pattern**: "what is [term]" or "[term] definition" or "[term] meaning"
**Example searches**: "what is pSEO", "api definition", "what does crm stand for"

**What it is**: Educational definitions of industry terms and concepts.

**Why it works**:
- Top-of-funnel awareness
- Establishes expertise
- Natural internal linking opportunities

**Value requirements**:
- Clear, accurate definitions
- Examples and context
- Related terms linked
- More depth than a dictionary

**URL structure**: `/glossary/[term]/` or `/learn/[term]/`

---

### 10. Translations
**Pattern**: Same content in multiple languages
**Example searches**: "qué es pSEO", "was ist SEO", "マーケティングとは"

**What it is**: Your content translated and localized for other language markets.

**Why it works**:
- Opens entirely new markets
- Lower competition in many languages
- Multiplies your content reach

**Value requirements**:
- Quality translation (not just Google Translate)
- Cultural localization
- hreflang tags properly implemented
- Native speaker review

**URL structure**: `/[lang]/[page]/` or `yoursite.com/es/`, `/de/`, etc.

---

### 11. Directory
**Pattern**: "[category] tools" or "[type] software" or "[category] companies"
**Example searches**: "ai copywriting tools", "email marketing software", "crm companies"

**What it is**: Comprehensive directories listing options in a category.

**Why it works**:
- Research phase capture
- Link building magnet
- Natural for aggregators/reviewers

**Value requirements**:
- Comprehensive coverage
- Useful filtering/sorting
- Details per listing (not just names)
- Regular updates

**URL structure**: `/directory/[category]/` or `/[category]-directory/`

---

### 12. Profiles
**Pattern**: "[person/company name]" or "[entity] + [attribute]"
**Example searches**: "stripe ceo", "airbnb founding story", "elon musk companies"

**What it is**: Profile pages about notable people, companies, or entities.

**Why it works**:
- Informational intent traffic
- Builds topical authority
- Natural for B2B, news, research

**Value requirements**:
- Accurate, sourced inf

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