programmatic-seo · git:20260627.94fdd8b · 2026-06-27 · sha256 eca4b5be8219a3a1
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---
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," or "building many pages for SEO." For auditing existing SEO issues, see seo-audit.
---
# 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.
## Workflow Overview
```
Phase 1: Discovery → Phase 2: Strategy → Phase 3: Webflow Setup → Phase 4: Data Population → Phase 5: Template Guidance
```
---
## Phase 1: Initial Assessment
**Check for product marketing context first:**
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.
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?
---
## Phase 2: Strategy & Playbook Selection
### Core Principles
1. **Unique Value Per Page** - Every page must provide value specific to that page
2. **Proprietary Data Wins** - First-party data > User-generated > Licensed > Public
3. **Clean URL Structure** - Always use subfolders, not subdomains
4. **Search Intent Match** - Pages must answer what people are searching for
5. **Quality Over Quantity** - Better 100 great pages than 10,000 thin ones
### The 12 Playbooks
| 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](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 |
---
## Phase 3: Webflow CMS Setup
**IMPORTANT: After confirming the strategy and playbook, offer to set up the CMS in Webflow.**
### Step 1: Site Selection
Ask the user:
> "Would you like me to create the CMS collection in Webflow now? Which site should I use?"
Use the Webflow MCP tools to:
1. List available sites with `data_sites_tool > list_sites`
2. Let user select their target site
### Step 2: Create CMS Collection
Based on the chosen playbook, create a CMS collection with the recommended schema.
**For complete field schemas per playbook**: See [references/webflow-cms-schemas.md](references/webflow-cms-schemas.md)
Quick reference of collections per playbook:
| Playbook | Collection Name | Key Fields |
|----------|-----------------|------------|
| Locations | Locations | City Name, State, Hero Image, Local Description, Meta Title/Desc |
| Comparisons | Comparisons | Product A/B Names, Winner, Feature Comparison, Meta Title/Desc |
| Templates | Templates | Template Name, Category, Preview Image, File, Meta Title/Desc |
| Integrations | Integrations | Integration Name, Logo, Setup Guide, Use Cases, Meta Title/Desc |
| Personas | Personas | Persona Name, Pain Points, Key Features, Testimonial, Meta Title/Desc |
| Glossary | Glossary | Term, Definition, Examples, Related Terms, Meta Title/Desc |
| Directory | Directory | Name, Logo, Category, Pricing, Rating, Pros/Cons, Meta Title/Desc |
| Profiles | Profiles | Name, Type, Bio, Key Facts, Social Links, Meta Title/Desc |
| Curation | Best Lists | List Title, Category, The List, Methodology, Meta Title/Desc |
| Examples | Examples | Example Name, Screenshot, Why It Works, Takeaways, Meta Title/Desc |
### Step 3: Confirm and Create
After showing the recommended schema, ask:
> "Here's the recommended CMS structure for your [Playbook] strategy. Should I create this collection now? You can also customize the fields."
Then use `data_cms_tool` to:
1. Create the collection
2. Add all fields with appropriate types and help text
---
## Phase 4: Data Population
After CMS is created, offer data options:
### Option A: Generate Sample Data
> "Would you like me to add sample data so you can test the template? I'll create 3-5 realistic entries."
Generate contextually relevant demo data based on:
- The user's business context
- The chosen playbook
- Realistic SEO titles and descriptions
### Option B: Bulk Import
> "Do you have data ready to import? You can provide it as:
> - CSV file
> - JSON array
> - Or describe it and I'll help structure it"
### Option C: Manual Later
> "You can also add items manually in Webflow Designer later."
---
## Phase 5: Template Page Guidance
**Note: CMS Template Pages cannot be created via API - they require Webflow Designer.**
Provide playbook-specific instructions:
### For Any Playbook:
1. **Open Webflow Designer** for your site
2. **Find CMS Collection Pages** in the Pages panel
3. **Click the purple template page** for your collection
4. **Build the template** with these elements:
### Recommended Template Structure:
```
├── Hero Section
│ ├── H1 → Bind to Name/Title field
│ ├── Subtitle → Bind to Short Description
│ └── Hero Image → Bind to Image field
│
├── Main Content Section
│ ├── Rich Text Block → Bind to main content field
│ └── Supporting content → Bind to relevant fields
│
├── Sidebar (optional)
│ ├── Key Facts/Stats
│ └── Related Items → Collection List from same collection
│
├── CTA Section
│ └── Button with contextual CTA
│
└── SEO Settings (in Page Settings)
├── Title → Bind to Meta Title field
├── Meta Description → Bind to Meta Description field
└── Open Graph Image → Bind to Hero Image
```
### Internal Linking Setup:
Add a **Collection List** at the bottom showing related items:
- Filter by same category/type
- Limit to 3-6 items
- Exclude current item
**For detailed binding instructions**: See [references/webflow-cms-schemas.md](references/webflow-cms-schemas.md#template-page-binding-guide)
---
## Quality Checks
### Pre-Launch Checklist
**Content quality:**
- [ ] Each page provides unique value
- [ ] Answers search intent
- [ ] Readable and useful
**Technical SEO:**
- [ ] Unique titles and meta descriptions
- [ ] Proper heading structure (H1 bound to main title)
- [ ] Schema markup implemented
- [ ] Page speed acceptable
**Internal linking:**
- [ ] Connected to site architecture
- [ ] Related pages linked
- [ ] No orphan pages
**Indexation:**
- [ ] In XML sitemap
- [ ] Crawlable
- [ ] No conflicting noindex
### Post-Launch Monitoring
Track: Indexation rate, Rankings, Traffic, Engagement, Conversion
Watch for: Thin content warnings, Ranking drops, Manual actions, Crawl errors
---
## Common Mistakes
- **Thin content**: Just swapping city names in identical content
- **Keyword cannibalization**: Multiple pages targeting same keyword
- **Over-generation**: Creating pages with no search demand
- **Poor data quality**: Outdated or incorrect information
- **Ignoring UX**: Pages exist for Google, not users
---
## References
- [Playbook Details](references/playbooks.md) - Deep dive into each of the 12 playbooks
- [Webflow CMS Schemas](references/webflow-cms-schemas.md) - Field definitions and MCP tool usage
---
## Related Skills
- **seo-audit**: For auditing programmatic pages after launch
- **schema-markup**: For adding structured data
- **competitor-alternatives**: For comparison page frameworks