Programmatic advertising

--- 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," "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. metadata: version: 2.0.0 --- # 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 Check for product marketing context first: If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task. 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? - Can you realistically compete? --- ## Core Principles ### 1. Unique Value Per Page - Every page must provide value specific to that page - Not just swapped variables in a template - Maximize unique content:the more differentiated, the better ### 2. Proprietary Data Wins 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 Use subfolders, not subdomains : subfolders consolidate domain authority while subdomains split it: - Good: yoursite.com/templates/resume/ - Bad: templates.yoursite.com/resume/ ### 4. Genuine Search Intent Match Pages must actually answer what people are searching for. ### 5. Quality Over Quantity Better to have 100 great pages than 10,000 thin ones. ### 6. Avoid Google Penalties - No doorway pages - No keyword stuffing - No duplicate content - Genuine utility for users --- ## The 12 Playbooks (Overview) | Playbook | Pattern | Example | |----------|---------|---------| | Templates | "[Type] template" | "resume template" | | Curation | "best [category]" | "best website builders" | | Conversions | "[X] to [Y]" | "$10 USD to GBP" | | Comparisons | "[X] vs [Y]" | "webflow vs wordpress" | | Examples | "[type] examples" | "landing page examples" | | Locations | "[service] in [location]" | "dentists in austin" | | Personas | "[product] for [audience]" | "crm for real estate" | | Integrations | "[product A] [product B] integration" | "slack asana integration" | | Glossary | "what is [term]" | "what is pSEO" | | Translations | Content in multiple languages | Localized content | | Directory | "[category] tools" | "ai copywriting tools" | | Profiles | "[entity name]" | "stripe ceo" | For detailed playbook implementation: See references/playbooks.md --- ## Choosing Your Playbook | If you have... | Consider... | |----------------|-------------| | Proprietary data | 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 | | Competitor landscape | Comparisons | You can layer multiple playbooks (e.g., "Best coworking spaces in San Diego"). --- ## 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 - Volume distribution (head vs. long tail) - Trend direction ### 2. Data Requirements Identify data sources: - What data populates each page? - Is it first-party, scraped, licensed, public? - How is it updated? ### 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 - Original insights/analysis per page ### 4. Internal Linking Architecture Hub and spoke model: - Hub: Main category page - Spokes: Individual progra