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+---
+id: "programmatic-seo"
+title: "Programmatic SEO"
+category: "marketing"
+tags: ["programmatic seo", "initial assessment", "core principles", "choosing your playbook", "implementation framework", "quality checks", "common mistakes to avoid", "output format", "questions to ask", "related skills"]
+triggers: []
+dependencies: []
+source: "E:/Bobo's Coding cache/.claude/skills/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 information
+- Regularly updated
+- Unique insights or aggregation
+- Not just Wikipedia rehash
+
+**URL structure**: `/people/[name]/` or `/companies/[name]/`
+
+---
+
+## Choosing Your Playbook
+
+### Match to Your Assets
+
+| If you have...            | Consider...                  |
+| ------------------------- | ---------------------------- |
+| Proprietary data          | Stats, Directories, Profiles |
+| Product with integrations | Integrations                 |
+| Design/creative product   | Templates, Examples          |
+| Multi-segment audience    | Personas                     |
+| Local presence            | Locations                    |
+| Tool or utility product   | Conversions                  |
+| Content/expertise         | Glossary, Curation           |
+| International potential   | Translations                 |
+| Competitor landscape      | Comparisons                  |
+
+### Combine Playbooks
+
+You can layer multiple playbooks:
+
+- **Locations + Personas**: "Marketing agencies for startups in Austin"
+- **Curation + Locations**: "Best coworking spaces in San Diego"
+- **Integrations + Personas**: "Slack for sales teams"
+- **Glossary + Translations**: Multi-language educational content
+
+---
+
+## Implementation Framework
+
+### 1. Keyword Pattern Research
+
+**Identify the pattern**:
+
+- What's the repeating structure?
+- What are the variables?
+- How many unique combinations exist?
+
+**Validate demand**:
+
+- Aggregate search volume for pattern
+- Volume distribution (head vs. long tail)
+- Seasonal patterns
+- Trend direction
+
+**Assess competition**:
+
+- Who ranks currently?
+- What's their content quality?
+- What's their domain authority?
+- Can you realistically compete?
+
+### 2. Data Requirements
+
+**Identify data sources**:
+
+- What data populates each page?
+- Where does that data come from?
+- Is it first-party, scraped, licensed, public?
+- How is it updated?
+
+**Data schema design**:
+
+```
+For "[Service] in [City]" pages:
+
+city:
+  - name
+  - population
+  - relevant_stats
+
+service:
+  - name
+  - description
+  - typical_pricing
+
+local_providers:
+  - name
+  - rating
+  - reviews_count
+  - specialty
+
+local_data:
+  - regulations
+  - average_prices
+  - market_size
+```
+
+### 3. Template Design
+
+**Page structure**:
+
+- Header with target keyword
+- Unique intro (not just variables swapped)
+- Data-driven sections
+- Related pages / internal links
+- CTAs appropriate to intent
+
+**Ensuring uniqueness**:
+
+- Each page needs unique value
+- Conditional content based on data
+- User-generated content where possible
+- Original insights/analysis per page
+
+**Template example**:
+
+```
+H1: [Service] in [City]: [Year] Guide
+
+Intro: [Dynamic paragraph using city stats + service context]
+
+Section 1: Why [City] for [Service]
+[City-specific data and insights]
+
+Section 2: Top [Service] Providers in [City]
+[Data-driven list with unique details]
+
+Section 3: Pricing for [Service] in [City]
+[Local pricing data if available]
+
+Section 4: FAQs about [Service] in [City]
+[Common questions with city-specific answers]
+
+Related: [Service] in [Nearby Cities]
+```
+
+### 4. Internal Linking Architecture
+
+**Hub and spoke model**:
+
+- Hub: Main category page
+- Spokes: Individual programmatic pages
+- Cross-links between related spokes
+
+**Avoid orphan pages**:
+
+- Every page reachable from main site
+- Logical category structure
+- XML sitemap for all pages
+
+**Breadcrumbs**:
+
+- Show hierarchy
+- Structured data markup
+- User navigation aid
+
+### 5. Indexation Strategy
+
+**Prioritize important pages**:
+
+- Not all pages need to be indexed
+- Index high-volume patterns
+- Noindex very thin variations
+
+**Crawl budget management**:
+
+- Paginate thoughtfully
+- Avoid infinite crawl traps
+- Use robots.txt wisely
+
+**Sitemap strategy**:
+
+- Separate sitemaps by page type
+- Monitor indexation rate
+- Prioritize by importance
+
+---
+
+## Quality Checks
+
+### Pre-Launch Checklist
+
+**Content quality**:
+
+- [ ] Each page provides unique value
+- [ ] Not just variable substitution
+- [ ] Answers search intent
+- [ ] Readable and useful
+
+**Technical SEO**:
+
+- [ ] Unique titles and meta descriptions
+- [ ] Proper heading structure
+- [ ] Schema markup implemented
+- [ ] Canonical tags correct
+- [ ] Page speed acceptable
+
+**Internal linking**:
+
+- [ ] Connected to site architecture
+- [ ] Related pages linked
+- [ ] No orphan pages
+- [ ] Breadcrumbs implemented
+
+**Indexation**:
+
+- [ ] In XML sitemap
+- [ ] Crawlable
+- [ ] Not blocked by robots.txt
+- [ ] No conflicting noindex
+
+### Monitoring Post-Launch
+
+**Track**:
+
+- Indexation rate
+- Rankings by page pattern
+- Traffic by page pattern
+- Engagement metrics
+- Conversion rate
+
+**Watch for**:
+
+- Thin content warnings in Search Console
+- Ranking drops
+- Manual actions
+- Crawl errors
+
+---
+
+## Common Mistakes to Avoid
+
+### Thin Content
+
+- Just swapping city names in identical content
+- No unique information per page
+- "Doorway pages" that just redirect
+
+### Keyword Cannibalization
+
+- Multiple pages targeting same keyword
+- No clear hierarchy
+- Competing with yourself
+
+### Over-Generation
+
+- Creating pages with no search demand
+- Too many low-quality pages dilute authority
+- Quantity over quality
+
+### Poor Data Quality
+
+- Outdated information
+- Incorrect data
+- Missing data showing as blank
+
+### Ignoring User Experience
+
+- Pages exist for Google, not users
+- No conversion path
+- Bouncy, unhelpful content
+
+---
+
+## Output Format
+
+### Strategy Document
+
+**Opportunity Analysis**:
+
+- Keyword pattern identified
+- Search volume estimates
+- Competition assessment
+- Feasibility rating
+
+**Implementation Plan**:
+
+- Data requirements and sources
+- Template structure
+- Number of pages (phases)
+- Internal linking plan
+- Technical requirements
+
+**Content Guidelines**:
+
+- What makes each page unique
+- Quality standards
+- Update frequency
+
+### Page Template
+
+**URL structure**: `/category/variable/`
+**Title template**: [Variable] + [Static] + [Brand]
+**Meta description template**: [Pattern with variables]
+**H1 template**: [Pattern]
+**Content outline**: Section by section
+**Schema markup**: Type and required fields
+
+### Launch Checklist
+
+Specific pre-launch checks for this implementation
+
+---
+
+## Questions to Ask
+
+If you need more context:
+
+1. What keyword patterns are you targeting?
+2. What data do you have (or can acquire)?
+3. How many pages are you planning to create?
+4. What does your site authority look like?
+5. Who currently ranks for these terms?
+6. What's your technical stack for generating pages?
+
+---
+
+## Related Skills
+
+- **seo-audit**: For auditing programmatic pages after launch
+- **schema-markup**: For adding structured data to templates
+- **copywriting**: For the non-templated copy portions
+- **analytics-tracking**: For measuring programmatic page performance