Add 12 programmatic SEO playbooks framework
Restructures programmatic-seo skill with: - 12 proven playbooks: Templates, Curation, Conversions, Comparisons, Examples, Locations, Personas, Integrations, Glossary, Translations, Directory, and Profiles - Each playbook includes pattern, examples, why it works, value requirements, and recommended URL structure - New core principles: proprietary data hierarchy, subfolder vs subdomain URL structure, maximizing unique content - Playbook selection guide matching assets to strategies - Guidance on combining multiple playbooks Co-Authored-By: Claude Opus 4.5 <noreply@anthropic.com>
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Corey Haines
@@ -32,23 +32,50 @@ Before designing a programmatic SEO strategy, understand:
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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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- Unique data
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- Unique insights
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- Unique combinations
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- Unique data, insights, or combinations
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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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- Avoid "thin content" penalties by adding real depth
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### 2. Genuine Search Intent Match
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### 2. Proprietary Data Wins
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The best pSEO uses data competitors can't easily replicate:
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- **Proprietary data**: Data you own or generate
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- **Product-derived data**: Insights from your product usage
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- **User-generated content**: Reviews, comments, submissions
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- **Aggregated insights**: Unique analysis of public data
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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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**Always use subfolders, not subdomains**:
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- Good: `yoursite.com/templates/resume/`
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- Bad: `templates.yoursite.com/resume/`
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Subfolders pass authority to your main domain. Subdomains are treated as separate sites by Google.
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**URL best practices**:
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- Short, descriptive, keyword-rich
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- Consistent pattern across page type
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- No unnecessary parameters
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- Human-readable slugs
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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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- Understand the intent behind each pattern
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- Provide the complete answer
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- Don't over-optimize for keywords at expense of usefulness
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### 3. Scalable Quality, Not Just Quantity
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### 5. Scalable Quality, Not Just Quantity
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- Quality standards must be maintained at scale
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- Better to have 100 great pages than 10,000 thin ones
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- Build quality checks into the process
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### 4. Avoid Google Penalties
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### 6. Avoid Google Penalties
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- No doorway pages (thin pages that just funnel to main site)
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- No keyword stuffing
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- No duplicate content across pages
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@@ -56,98 +83,287 @@ Pages must actually answer what people are searching for:
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---
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## Common Programmatic SEO Patterns
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## The 12 Programmatic SEO Playbooks
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### Location-Based Pages
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**Pattern**: "[Service] in [Location]"
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**Examples**:
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- "Plumbers in Austin"
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- "Coworking spaces in Brooklyn"
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- "Real estate agents in Miami"
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Beyond mixing and matching data point permutations, these are the proven playbooks for programmatic SEO:
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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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- Location-specific information
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- Local data (stats, regulations, etc.)
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- Local testimonials/case studies
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- Not just [City] swapped in template
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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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### Integration/Compatibility Pages
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**Pattern**: "[Tool] + [Tool]" or "[Product] for [Platform]"
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**Examples**:
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- "Slack + Asana integration"
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- "CRM for Shopify"
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- "Zapier alternatives for X"
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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 integration details
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- Use cases for the combination
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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]/`
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---
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### 7. Personas
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**Pattern**: "[product] for [audience]" or "[solution] for [role/industry]"
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**Example searches**: "payroll software for agencies", "crm for real estate", "project management for freelancers"
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**What it is**: Tailored landing pages addressing specific audience segments.
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**Why it works**:
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- Speaks directly to searcher's context
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- Higher conversion than generic pages
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- Scales with personas
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**Value requirements**:
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- Genuine persona-specific content
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- Relevant features highlighted
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- Testimonials from that segment
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- Use cases specific to audience
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**URL structure**: `/for/[persona]/` or `/solutions/[industry]/`
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---
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### 8. Integrations
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**Pattern**: "[your product] [other product] integration" or "[product] + [product]"
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**Example searches**: "slack asana integration", "zapier airtable", "hubspot salesforce sync"
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**What it is**: Pages explaining how your product works with other tools.
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**Why it works**:
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- Captures users of other products
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- High intent (they want the solution)
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- Scales with integration ecosystem
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**Value requirements**:
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- Real integration details
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- Setup instructions
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- Comparison if relevant
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- Use cases for the combination
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- Working integration (not vaporware)
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### Comparison Pages
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**Pattern**: "[X] vs [Y]" or "[X] alternatives"
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**Examples**:
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- "Notion vs Coda"
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- "Airtable alternatives"
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- "Best CRMs for small business"
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**URL structure**: `/integrations/[product]/` or `/connect/[product]/`
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---
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### 9. Glossary
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**Pattern**: "what is [term]" or "[term] definition" or "[term] meaning"
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**Example searches**: "what is pSEO", "api definition", "what does crm stand for"
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**What it is**: Educational definitions of industry terms and concepts.
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**Why it works**:
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- Top-of-funnel awareness
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- Establishes expertise
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- Natural internal linking opportunities
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**Value requirements**:
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- Actual comparison data
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- Honest pros/cons
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- Use case recommendations
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- Updated regularly
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- Clear, accurate definitions
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- Examples and context
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- Related terms linked
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- More depth than a dictionary
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### Directory/Aggregator Pages
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**Pattern**: "[Category] + [Qualifier]"
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**Examples**:
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- "Top marketing agencies in [city]"
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- "Best restaurants for [cuisine] in [area]"
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- "[Software] companies in [industry]"
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**URL structure**: `/glossary/[term]/` or `/learn/[term]/`
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---
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### 10. Translations
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**Pattern**: Same content in multiple languages
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**Example searches**: "qué es pSEO", "was ist SEO", "マーケティングとは"
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**What it is**: Your content translated and localized for other language markets.
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**Why it works**:
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- Opens entirely new markets
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- Lower competition in many languages
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- Multiplies your content reach
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**Value requirements**:
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- Curated, not just scraped
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- Useful details per listing
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- Filters/sorting for utility
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- Fresh data
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- Quality translation (not just Google Translate)
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- Cultural localization
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- hreflang tags properly implemented
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- Native speaker review
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### Stats/Data Pages
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**Pattern**: "[Topic] statistics [year]"
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**Examples**:
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- "Email marketing statistics 2024"
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- "Remote work trends by industry"
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- "Average [metric] by [segment]"
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**URL structure**: `/[lang]/[page]/` or `yoursite.com/es/`, `/de/`, etc.
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---
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### 11. Directory
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**Pattern**: "[category] tools" or "[type] software" or "[category] companies"
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**Example searches**: "ai copywriting tools", "email marketing software", "crm companies"
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**What it is**: Comprehensive directories listing options in a category.
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**Why it works**:
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- Research phase capture
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- Link building magnet
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- Natural for aggregators/reviewers
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**Value requirements**:
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- Original or well-sourced data
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- Visualization
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- Updated regularly
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- Unique analysis
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- Comprehensive coverage
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- Useful filtering/sorting
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- Details per listing (not just names)
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- Regular updates
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### Use Case Pages
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**Pattern**: "[Product] for [Use Case]"
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**Examples**:
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- "Notion for project management"
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- "Airtable for inventory tracking"
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- "Figma for presentations"
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**URL structure**: `/directory/[category]/` or `/[category]-directory/`
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---
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### 12. Profiles
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**Pattern**: "[person/company name]" or "[entity] + [attribute]"
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**Example searches**: "stripe ceo", "airbnb founding story", "elon musk companies"
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**What it is**: Profile pages about notable people, companies, or entities.
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**Why it works**:
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- Informational intent traffic
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- Builds topical authority
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- Natural for B2B, news, research
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**Value requirements**:
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- Specific setup/workflow
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- Templates if applicable
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- Real examples
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- Unique to use case
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- Accurate, sourced information
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- Regularly updated
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- Unique insights or aggregation
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- Not just Wikipedia rehash
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### Glossary/Definition Pages
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**Pattern**: "What is [term]"
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**Examples**:
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- "What is product-led growth"
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- "API meaning in software"
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- "CRM definition"
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**URL structure**: `/people/[name]/` or `/companies/[name]/`
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**Value requirements**:
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- Clear, comprehensive definition
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- Related terms
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- Examples
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- Further reading
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---
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## Choosing Your Playbook
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### Match to Your Assets
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| If you have... | Consider... |
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|----------------|-------------|
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| Proprietary data | Stats, 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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| International potential | Translations |
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| Competitor landscape | Comparisons |
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### Combine Playbooks
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You can layer multiple playbooks:
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- **Locations + Personas**: "Marketing agencies for startups in Austin"
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- **Curation + Locations**: "Best coworking spaces in San Diego"
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- **Integrations + Personas**: "Slack for sales teams"
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- **Glossary + Translations**: Multi-language educational content
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---
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