feat: classy dark one-pager with modal, webhook, shiny gold, sticky nav
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oliver
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---
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name: programmatic-seo
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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," "building many pages for SEO," "pSEO," "generate 100 pages," "data-driven pages," or "templated landing pages." Use this whenever someone wants to create many similar pages targeting different keywords or locations. For auditing existing SEO issues, see seo-audit. For content strategy planning, see content-strategy.
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metadata:
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version: 1.1.0
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---
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# Programmatic SEO
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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.
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## Initial Assessment
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**Check for product marketing context first:**
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If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
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Before designing a programmatic SEO strategy, understand:
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1. **Business Context**
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- What's the product/service?
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- Who is the target audience?
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- What's the conversion goal for these pages?
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2. **Opportunity Assessment**
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- What search patterns exist?
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- How many potential pages?
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- What's the search volume distribution?
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3. **Competitive Landscape**
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- Who ranks for these terms now?
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- What do their pages look like?
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- Can you realistically compete?
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---
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## Core Principles
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### 1. Unique Value Per Page
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- Every page must provide value specific to that page
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- Not just swapped variables in a template
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- Maximize unique content—the more differentiated, the better
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### 2. Proprietary Data Wins
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Hierarchy of data defensibility:
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1. Proprietary (you created it)
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2. Product-derived (from your users)
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3. User-generated (your community)
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4. Licensed (exclusive access)
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5. Public (anyone can use—weakest)
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### 3. Clean URL Structure
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**Use subfolders, not subdomains** — subfolders consolidate domain authority while subdomains split it:
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- Good: `yoursite.com/templates/resume/`
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- Bad: `templates.yoursite.com/resume/`
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### 4. Genuine Search Intent Match
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Pages must actually answer what people are searching for.
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### 5. Quality Over Quantity
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Better to have 100 great pages than 10,000 thin ones.
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### 6. Avoid Google Penalties
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- No doorway pages
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- No keyword stuffing
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- No duplicate content
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- Genuine utility for users
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---
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## The 12 Playbooks (Overview)
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| Playbook | Pattern | Example |
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|----------|---------|---------|
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| Templates | "[Type] template" | "resume template" |
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| Curation | "best [category]" | "best website builders" |
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| Conversions | "[X] to [Y]" | "$10 USD to GBP" |
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| Comparisons | "[X] vs [Y]" | "webflow vs wordpress" |
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| Examples | "[type] examples" | "landing page examples" |
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| Locations | "[service] in [location]" | "dentists in austin" |
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| Personas | "[product] for [audience]" | "crm for real estate" |
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| Integrations | "[product A] [product B] integration" | "slack asana integration" |
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| Glossary | "what is [term]" | "what is pSEO" |
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| Translations | Content in multiple languages | Localized content |
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| Directory | "[category] tools" | "ai copywriting tools" |
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| Profiles | "[entity name]" | "stripe ceo" |
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**For detailed playbook implementation**: See [references/playbooks.md](references/playbooks.md)
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---
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## Choosing Your Playbook
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| If you have... | Consider... |
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|----------------|-------------|
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| Proprietary data | Directories, Profiles |
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| Product with integrations | Integrations |
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| Design/creative product | Templates, Examples |
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| Multi-segment audience | Personas |
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| Local presence | Locations |
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| Tool or utility product | Conversions |
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| Content/expertise | Glossary, Curation |
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| Competitor landscape | Comparisons |
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You can layer multiple playbooks (e.g., "Best coworking spaces in San Diego").
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---
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## Implementation Framework
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### 1. Keyword Pattern Research
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**Identify the pattern:**
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- What's the repeating structure?
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- What are the variables?
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- How many unique combinations exist?
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**Validate demand:**
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- Aggregate search volume
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- Volume distribution (head vs. long tail)
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- Trend direction
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### 2. Data Requirements
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**Identify data sources:**
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- What data populates each page?
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- Is it first-party, scraped, licensed, public?
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- How is it updated?
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### 3. Template Design
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**Page structure:**
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- Header with target keyword
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- Unique intro (not just variables swapped)
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- Data-driven sections
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- Related pages / internal links
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- CTAs appropriate to intent
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**Ensuring uniqueness:**
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- Each page needs unique value
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- Conditional content based on data
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- Original insights/analysis per page
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### 4. Internal Linking Architecture
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**Hub and spoke model:**
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- Hub: Main category page
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- Spokes: Individual programmatic pages
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- Cross-links between related spokes
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**Avoid orphan pages:**
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- Every page reachable from main site
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- XML sitemap for all pages
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- Breadcrumbs with structured data
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### 5. Indexation Strategy
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- Prioritize high-volume patterns
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- Noindex very thin variations
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- Manage crawl budget thoughtfully
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- Separate sitemaps by page type
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---
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## Quality Checks
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### Pre-Launch Checklist
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**Content quality:**
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- [ ] Each page provides unique value
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- [ ] Answers search intent
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- [ ] Readable and useful
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**Technical SEO:**
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- [ ] Unique titles and meta descriptions
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- [ ] Proper heading structure
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- [ ] Schema markup implemented
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- [ ] Page speed acceptable
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**Internal linking:**
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- [ ] Connected to site architecture
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- [ ] Related pages linked
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- [ ] No orphan pages
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**Indexation:**
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- [ ] In XML sitemap
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- [ ] Crawlable
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- [ ] No conflicting noindex
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### Post-Launch Monitoring
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Track: Indexation rate, Rankings, Traffic, Engagement, Conversion
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Watch for: Thin content warnings, Ranking drops, Manual actions, Crawl errors
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---
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## Common Mistakes
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- **Thin content**: Just swapping city names in identical content
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- **Keyword cannibalization**: Multiple pages targeting same keyword
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- **Over-generation**: Creating pages with no search demand
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- **Poor data quality**: Outdated or incorrect information
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- **Ignoring UX**: Pages exist for Google, not users
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---
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## Output Format
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### Strategy Document
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- Opportunity analysis
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- Implementation plan
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- Content guidelines
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### Page Template
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- URL structure
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- Title/meta templates
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- Content outline
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- Schema markup
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---
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## Task-Specific Questions
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1. What keyword patterns are you targeting?
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2. What data do you have (or can acquire)?
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3. How many pages are you planning?
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4. What does your site authority look like?
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5. Who currently ranks for these terms?
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6. What's your technical stack?
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---
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## Related Skills
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- **seo-audit**: For auditing programmatic pages after launch
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- **schema-markup**: For adding structured data
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- **site-architecture**: For page hierarchy, URL structure, and internal linking
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- **competitor-alternatives**: For comparison page frameworks
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{
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"skill_name": "programmatic-seo",
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"evals": [
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{
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"id": 1,
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"prompt": "We want to create programmatic SEO pages for our CRM. We're thinking of 'CRM for [industry]' pages — like 'CRM for Real Estate,' 'CRM for Healthcare,' etc. How should we approach this?",
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"expected_output": "Should check for product-marketing-context.md first. Should identify this as the Personas playbook (industry-specific pages). Should apply the core principles: unique value per page (not just swapping the industry name), proprietary data or insights per industry, clean URL structure. Should recommend the implementation framework: keyword research for each industry variation, data requirements (what industry-specific content makes each page unique), template design, internal linking strategy between industry pages and main pages, and indexation strategy. Should warn against thin content (just template + keyword swap).",
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"assertions": [
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"Checks for product-marketing-context.md",
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"Identifies as Personas playbook",
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"Applies core principles (unique value, proprietary data, clean URLs)",
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"Recommends keyword research per variation",
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"Addresses data requirements for unique content",
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"Provides template design guidance",
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"Includes internal linking strategy",
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"Warns against thin content"
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],
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"files": []
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},
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{
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"id": 2,
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"prompt": "Create a comparison page strategy. We want pages like 'Notion vs Asana', 'Notion vs Monday', etc. for all our competitors. We have 15 competitors.",
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"expected_output": "Should identify this as the Comparisons playbook. Should apply the programmatic approach for competitor comparison pages at scale. Should recommend: template structure for comparison pages, unique data per comparison (not just the same template with names swapped), keyword research for each '[competitor A] vs [competitor B]' variation, URL structure (/compare/notion-vs-asana), internal linking between comparison pages, and quality checks. Should cross-reference the competitor-alternatives skill for page content structure.",
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"assertions": [
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"Identifies as Comparisons playbook",
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"Recommends template structure for scale",
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"Addresses unique data per comparison",
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"Includes keyword research for variations",
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"Provides URL structure recommendation",
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"Includes internal linking strategy",
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"Cross-references competitor-alternatives skill",
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"Applies quality checks"
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],
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"files": []
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},
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{
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"id": 3,
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"prompt": "we want to rank for '[tool name] integration' keywords. we integrate with 50+ tools and want a page for each. like 'Slack integration', 'Salesforce integration' etc.",
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"expected_output": "Should trigger on casual phrasing. Should identify this as the Integrations playbook. Should recommend: template design for integration pages (what it does, how to set up, use cases), unique content per integration (specific workflows, screenshots, setup steps), keyword research for '[tool] + [your product] integration', URL structure (/integrations/slack), hub page linking to all integration pages, and schema markup considerations. Should emphasize that each page needs genuine unique value, not just 'we integrate with [tool].'",
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"assertions": [
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"Triggers on casual phrasing",
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"Identifies as Integrations playbook",
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"Recommends template with unique content per integration",
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"Includes setup steps and use cases per page",
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"Provides URL structure recommendation",
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"Recommends hub page for all integrations",
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"Emphasizes genuine unique value per page"
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],
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"files": []
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},
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{
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"id": 4,
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"prompt": "We built 500 programmatic pages but Google isn't indexing most of them. Only 80 are in the index. What's going wrong?",
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"expected_output": "Should diagnose the indexation problem. Should apply the quality checks and indexation strategy guidance. Should investigate: thin content (are pages providing unique value or just template + keyword?), crawl budget (500 pages may be fine but depends on site authority), internal linking (are the pages discoverable?), XML sitemap inclusion, duplicate/near-duplicate content issues. Should recommend specific fixes: improve content uniqueness, strengthen internal linking, submit sitemap, check robots.txt, use Search Console for indexation requests. Should warn that Google may choose not to index thin pages regardless.",
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"assertions": [
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"Diagnoses indexation problem",
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"Investigates thin content as likely cause",
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"Checks crawl budget considerations",
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"Checks internal linking to programmatic pages",
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"Checks XML sitemap and robots.txt",
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"Recommends specific fixes for indexation",
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"Warns about Google's thin content policies"
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],
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"files": []
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},
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{
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"id": 5,
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"prompt": "Help me create a glossary section for our marketing automation platform. We want to define 200+ marketing terms and rank for '[term] definition' keywords.",
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"expected_output": "Should identify this as the Glossary playbook. Should apply the template design: term definition page template (definition, examples, related terms, how it applies to the user's product), hub/index page linking to all terms, URL structure (/glossary/[term]), alphabetical and categorical navigation. Should address quality: each definition should provide genuine value beyond a dictionary definition. Should include internal linking strategy and schema markup (DefinedTerm schema). Should recommend starting with highest-volume terms.",
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"assertions": [
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"Identifies as Glossary playbook",
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"Provides template design for term pages",
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"Recommends hub/index page",
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"Provides URL structure",
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"Addresses content quality beyond dictionary definitions",
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"Includes internal linking strategy",
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"Recommends starting with highest-volume terms"
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],
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"files": []
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},
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{
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"id": 6,
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"prompt": "Can you audit our existing programmatic SEO pages for technical issues? We have crawl errors and some pages return 404s.",
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"expected_output": "Should recognize this is a technical SEO audit task, not a programmatic SEO strategy task. Should defer to or cross-reference the seo-audit skill, which handles crawlability, indexation, and technical SEO issues. Programmatic-seo focuses on strategy, template design, and content planning for scaled pages.",
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"assertions": [
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"Recognizes this as technical SEO audit task",
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"References or defers to seo-audit skill",
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"Explains that programmatic-seo is for strategy and template design",
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"Does not attempt full technical SEO audit"
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],
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"files": []
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}
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]
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}
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# The 12 Programmatic SEO Playbooks
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Beyond mixing and matching data point permutations, these are the proven playbooks for programmatic SEO.
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## Contents
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- 1. Templates
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- 2. Curation
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- 3. Conversions
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- 4. Comparisons
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- 5. Examples
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- 6. Locations
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- 7. Personas
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- 8. Integrations
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- 9. Glossary
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- 10. Translations
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- 11. Directory
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- 12. Profiles
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- Choosing Your Playbook (Match to Your Assets, Combine Playbooks)
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## 1. Templates
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**Pattern**: "[Type] template" or "free [type] template"
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**Example searches**: "resume template", "invoice template", "pitch deck template"
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**What it is**: Downloadable or interactive templates users can use directly.
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**Why it works**:
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- High intent—people need it now
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- Shareable/linkable assets
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- Natural for product-led companies
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**Value requirements**:
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- Actually usable templates (not just previews)
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- Multiple variations per type
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- Quality comparable to paid options
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- Easy download/use flow
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**URL structure**: `/templates/[type]/` or `/templates/[category]/[type]/`
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---
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## 2. Curation
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**Pattern**: "best [category]" or "top [number] [things]"
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**Example searches**: "best website builders", "top 10 crm software", "best free design tools"
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**What it is**: Curated lists ranking or recommending options in a category.
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**Why it works**:
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- Comparison shoppers searching for guidance
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- High commercial intent
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- Evergreen with updates
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**Value requirements**:
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- Genuine evaluation criteria
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- Real testing or expertise
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- Regular updates (date visible)
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- Not just affiliate-driven rankings
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**URL structure**: `/best/[category]/` or `/[category]/best/`
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---
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## 3. Conversions
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**Pattern**: "[X] to [Y]" or "[amount] [unit] in [unit]"
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**Example searches**: "$10 USD to GBP", "100 kg to lbs", "pdf to word"
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**What it is**: Tools or pages that convert between formats, units, or currencies.
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**Why it works**:
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- Instant utility
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- Extremely high search volume
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- Repeat usage potential
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**Value requirements**:
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- Accurate, real-time data
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- Fast, functional tool
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- Related conversions suggested
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- Mobile-friendly interface
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**URL structure**: `/convert/[from]-to-[to]/` or `/[from]-to-[to]-converter/`
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---
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## 4. Comparisons
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**Pattern**: "[X] vs [Y]" or "[X] alternative"
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**Example searches**: "webflow vs wordpress", "notion vs coda", "figma alternatives"
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**What it is**: Head-to-head comparisons between products, tools, or options.
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**Why it works**:
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- High purchase intent
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- Clear search pattern
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- Scales with number of competitors
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**Value requirements**:
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- Honest, balanced analysis
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- Actual feature comparison data
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- Clear recommendation by use case
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- Updated when products change
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**URL structure**: `/compare/[x]-vs-[y]/` or `/[x]-vs-[y]/`
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*See also: competitor-alternatives skill for detailed frameworks*
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---
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## 5. Examples
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**Pattern**: "[type] examples" or "[category] inspiration"
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**Example searches**: "saas landing page examples", "email subject line examples", "portfolio website examples"
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**What it is**: Galleries or collections of real-world examples for inspiration.
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**Why it works**:
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- Research phase traffic
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- Highly shareable
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- Natural for design/creative tools
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**Value requirements**:
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- Real, high-quality examples
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- Screenshots or embeds
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- Categorization/filtering
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- Analysis of why they work
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**URL structure**: `/examples/[type]/` or `/[type]-examples/`
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---
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## 6. Locations
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**Pattern**: "[service/thing] in [location]"
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**Example searches**: "coworking spaces in san diego", "dentists in austin", "best restaurants in brooklyn"
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**What it is**: Location-specific pages for services, businesses, or information.
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**Why it works**:
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- Local intent is massive
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- Scales with geography
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- Natural for marketplaces/directories
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||||
**Value requirements**:
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||||
- Actual local data (not just city name swapped)
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||||
- Local providers/options listed
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- Location-specific insights (pricing, regulations)
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- Map integration helpful
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**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
|
||||
Reference in New Issue
Block a user