Programmatic SEO

The 12 Programmatic SEO Playbooks

Beyond mixing and matching data point permutations, these are the proven playbooks for programmatic SEO.

Contents

• 1. Templates

• 2. Curation

• 3. Conversions

• 4. Comparisons

• 5. Examples

• 6. Locations

• 7. Personas

• 8. Integrations

• 9. Glossary

• 10. Translations

• 11. Directory

• 12. Profiles

• Choosing Your Playbook (Match to Your Assets, Combine Playbooks)

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: competitors 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

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