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programmatic-seo/SKILL.md
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programmatic-seo/SKILL.md
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name: programmatic-seo
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version: 1.0.0
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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," or "building many pages for SEO." For auditing existing SEO issues, see seo-audit.
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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 `.claude/product-marketing-context.md` exists, 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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**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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### 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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- **competitor-alternatives**: For comparison page frameworks
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