Programmatic SEO
Generate thousands of targeted pages from data templates at scale.
Install
git clone https://github.com/thatrebeccarae/claude-marketing.git && cp -r claude-marketing/skills/programmatic-seo ~/.claude/skills/
What Is Programmatic SEO
Creating large numbers of search-optimized pages from structured data + templates. Instead of writing each page manually, you define a template and populate it with data variations.
Examples of successful pSEO:
- Zapier: "[App A] + [App B] integrations" (25,000+ pages)
- Wise: "[Currency A] to [Currency B]" exchange rate pages
- NomadList: "[City] for digital nomads" with cost/weather/internet data
- Yelp: "[Business type] near [location]" listing pages
- Canva: "[Template type] templates" design pages
Use Cases
| Pattern | Template | Data Source | Pages |
|---|---|---|---|
| Integration pages | "[Your product] + [Partner]" | Partner/integration list | 100-5,000 |
| Location pages | "[Service] in [City/State]" | Location database | 500-50,000 |
| Comparison pages | "[Your product] vs [Competitor]" | Competitor list | 20-200 |
| Glossary/definitions | "What is [Term]?" | Industry term database | 200-2,000 |
| Template/example pages | "[Type] template" or "[Type] examples" | Template library | 100-1,000 |
| Tool pages | "[Metric] calculator" | Calculator variations | 50-500 |
| Stats pages | "[Topic] statistics [Year]" | Data sources | 50-500 |
Template Design
Page Template Structure
[H1: Dynamic title with primary keyword]
[Intro paragraph: 2-3 sentences with entity-specific context]
[Key data section: structured data unique to this entity]
[Comparison or context section: how this entity relates to others]
[FAQ section: 3-5 entity-specific questions]
[Related pages: internal links to related entities]
[CTA: conversion action relevant to search intent]
Quality Requirements
Every programmatic page MUST have:
- Unique title tag — not just "[Entity] | Site Name"
- Unique meta description — entity-specific, not templated
- Unique introductory content — at least 2-3 sentences unique per page
- Unique data — entity-specific numbers, facts, or comparisons
- Internal links — contextual links to related pages and hub pages
- Schema markup — appropriate structured data per page type
Anti-Patterns (Google Will Penalize)
- Doorway pages — thin pages with no unique value, just keyword variations
- Duplicate content — same paragraph on every page with only entity name swapped
- No user value — page exists for search engines, not humans
- Orphaned pages — no internal links pointing to them
- Auto-generated gibberish — AI-generated content without quality review
Internal Linking Architecture
Hub-and-Spoke Model
Hub page: "[Category] Guide" (high authority)
└── Spoke 1: "[Entity A] in [Category]"
└── Spoke 2: "[Entity B] in [Category]"
└── Spoke 3: "[Entity C] in [Category]"
(Each spoke links back to hub and to 3-5 related spokes)
Cross-Linking Rules
- Every programmatic page links to its hub page
- Every programmatic page links to 3-5 related pages
- Hub pages link to top 10-20 programmatic pages
- Related pages are based on semantic similarity, not alphabetical
- Use descriptive anchor text (not "click here" or entity name only)
Technical Implementation
| Approach | Best For | Stack |
|---|---|---|
| Static Site Generation (SSG) | <10,000 pages, infrequent data updates | Next.js, Astro, Hugo |
| Incremental Static Regeneration (ISR) | 10,000-100,000 pages, periodic updates | Next.js |
| Server-Side Rendering (SSR) | Dynamic data, real-time pricing | Next.js, Nuxt |
| Database-driven CMS | Non-technical team needs to manage | WordPress + custom post types |
Indexation Management
- Generate XML sitemap with all programmatic pages
- Submit sitemap to Google Search Console
- Monitor Index Coverage report for errors
- Use
noindexon thin pages until they have sufficient content - Set crawl rate appropriately (avoid overwhelming your server)
- Monitor crawl budget usage via server logs
Integration with Other Skills
- technical-seo-audit — Audit programmatic page health (indexation, speed, schema)
- schema-markup-generator — Generate appropriate schema per page type
- aeo-geo-optimizer — Optimize programmatic pages for AI citation
- seo-content-writer — Enhance template content quality