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SKILL.md
npx skills add kostja94/marketing-skills --skill programmatic-seo
When the user wants to create SEO pages at scale using templates and data—including AI-assisted, grounded copy for per-URL differentiation (vs rigid mail-merge templates). Also use when the user mentions "programmatic SEO," "programmatic SEO pages," "template pages," "scale content," "location pages," "city pages," "comparison pages at scale," "X vs Y pages," "integration pages," "pages from data," "automated landing pages," or "programmatic landing pages." Uses a playbook matrix aligned to skills under skills/pages. For user-facing template galleries or marketplaces (browse → use), use template-page-generator.
npx skills add kostja94/marketing-skills --skill programmatic-seo
Guides programmatic SEO—creating large numbers of SEO-optimized pages automatically using templates and structured data, rather than writing each page manually. Classic “mail merge” pSEO (one rigid template + swapped variables) often produced low differentiation and thin-feeling URLs. With AI used responsibly on top of the same data spine, you can scale per-URL customization—intent-aligned copy, section depth, FAQs, tone, localization—while still following evidence blocks, data tiers, and QA (see Data strength hierarchy and AI-assisted generation below).
When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.
Project context: If .claude/project-context.md or .cursor/project-context.md exists, read product/ICP sections before proposing playbooks or page types.
Programmatic SEO = Building a single template and populating it with data from a database, API, or spreadsheet to generate hundreds or thousands of unique pages. Each page targets a long-tail keyword (e.g., "best SEO tool in [city]," "[App A] + [App B] integration").
Key differences from traditional SEO: Technical (SEOs + engineers); long-tail focus; data-driven (data quality = success); automation; built for scale.
| Era | What breaks | What helps |
|---|---|---|
| Rigid pSEO | One template, minimal variance → similar titles/bodies, weak E-E-A-T, “obvious mail merge” | Still needs unique evidence per URL and selective indexation |
| AI-enhanced pSEO | Same structured rows (facts, SKUs, metrics) drive the page, but models add per-URL narrative: intros, FAQ depth, persona angles, localization, internal-link suggestions—higher differentiation at scale | Facts stay in your data layer; AI shapes phrasing and structure, not invented numbers—see AI-assisted generation |
Best-practice stance: AI is an accelerator and customizer, not a substitute for data defensibility (Tiers 1–5) or technical SEO (URLs, schema, CWV). Used well, it aligns with quality over quantity: fewer thin URLs, more distinct useful pages.
| Component | Role |
|---|---|
| Templates | Reusable page structures: layout, headings, internal links, content blocks; conditional logic for empty fields |
| Data | Structured information: locations, products, prices, features—must be accurate, complete, and add genuine value |
| Automation | Systems connecting data to templates; pages generated dynamically or published in bulk |
| AI layer (optional) | On grounded inputs (row JSON + rules), generates varied copy, FAQ expansions, and section emphasis per URL—reduces “same template” fatigue while staying auditable |
skills/pages)Page types in this library live under pages/{brand|content|legal|marketing|utility}/. Use the matrix below to map search pattern → playbook → which *-page-generator skill to open for structure, copy, and schema—not every folder is a good fit for mass-generated URLs.
| Playbook | Example intent / keyword pattern | Page skill (name) | Path (reference) |
|---|---|---|---|
| Alternatives / comparisons | "[Competitor] alternatives", "X vs Y" | alternatives-page-generator | pages/marketing/alternatives |
| Integrations | "[Product A] [Product B] integration" | integrations-page-generator | pages/marketing/integrations |
| Category / catalog | Faceted listings, product grids | category-page-generator, products-page-generator | pages/marketing/category-pages, products |
| Glossary / definitions | "what is [term]", term landings | glossary-page-generator | pages/content/glossary |
| FAQ / Q&A | Question banks, PAA-style pages | faq-page-generator | pages/content/faq |
| How-to / procedures | Step libraries, "[how to] [task]" blocks in templates | howto-section-generator | components/content/howto-section |
| Comparison matrix (blocks) | Feature/criteria grids, "vs" cells from data feed | comparison-table-generator | components/content/comparison-table |
| Tools & lead magnets | "free [x] tool/calculator" | tools-page-generator | pages/content/tools |
| Template gallery | Browse → detail (your templates) | template-page-generator | pages/content/template-page |
| Resource hub | Guides, hubs, download centers | resources-page-generator | pages/content/resources |
| Use cases / solutions | "for [role]", "by industry" | use-cases-page-generator, solutions-page-generator | pages/marketing/use-cases, solutions |
| Migration / switching | "migrate from [X]" | migration-page-generator | pages/marketing/migration |
| Campaign landing | Paid/segment LPs | landing-page-generator | pages/marketing/landing-page |
| Blog / article | Long-tail articles at scale | blog-page-generator, article-page-generator | pages/content/blog, article |
| Docs / features / API | Scalable doc sections, feature landings, /api marketing | docs-page-generator, features-page-generator, api-page-generator | pages/content/docs, features, api |
| Social proof | Logos, case studies, galleries | press-coverage-page-generator, customer-stories-page-generator, showcase-page-generator | pages/marketing/press-coverage, customer-stories, showcase |
| Programs & offers | Startups/education, contests, downloads, affiliate, media kit | startups-page-generator, contest-page-generator, download-page-generator, affiliate-page-generator, media-kit-page-generator | pages/marketing/* |
| Pricing / services | Plans, offerings (use sparingly for pSEO) | pricing-page-generator, services-page-generator | pages/marketing/pricing, services |
Usually not mass programmatic (single primary URL or compliance-heavy): pages/brand/* (home, about, contact), pages/legal/*, most pages/utility/* (404, status, signup-login, etc.)—treat as one-off or policy-driven, not template×data scale.
| If you have… | Lean toward… | Open first… |
|---|---|---|
| Competitor list + positioning | Alternatives / comparisons | alternatives-page-generator |
| Integration directory (your + partners') | Integrations matrix | integrations-page-generator |
| Product catalog or SKUs | Category / product grids | category-page-generator, products-page-generator |
| Term / definition database | Glossary | glossary-page-generator |
| Support tickets / PAA mined questions | FAQ scale | faq-page-generator |
| How-to step banks / procedure templates | HowTo sections in scaled pages | howto-section-generator |
| Competitor/feature matrix from data | Comparison table blocks in scaled pages | comparison-table-generator (+ alternatives-page-generator for URL intent) |
| Lead magnets, calculators | Tools hub + per-tool | tools-page-generator |
| Your own templates (exports, gallery items) | Template marketplace | template-page-generator |
| ICP × industry matrix | Use cases / solutions | use-cases-page-generator, solutions-page-generator |
| Import paths from competitors | Migration | migration-page-generator |
| Campaign or geo LPs | Landing pages | landing-page-generator |
| Long-form SEO articles | Blog index + single post | blog-page-generator, article-page-generator |
| Section | Purpose |
|---|---|
| Intro | Introduction; matches user intent |
| Evidence block | Data-driven content unique to each page (tables, lists, verified stats); differentiates from thin content |
| Decision | Comparison, recommendation, or next steps |
| FAQ | Frequently asked questions |
| CTA | Call-to-action |
Evidence block = Real, structured data per page (business listings, pricing, reviews, verified stats). Ensures each page delivers genuine value, not recycled boilerplate with swapped variables.
Strongest programmatic pages are fueled by what only your product (or your customers inside your product) can produce—especially templates, exports, and generated artifacts. Third-party or scraped lists alone are the weakest foundation.
| Tier | Source | Examples | Relative risk |
|---|---|---|---|
| 1 — Product-generated | Assets created or rendered by your product: page/layout templates, email/Notion/code templates, export packs, generated previews, branded snippets, “built with [Product]” examples | Template gallery rows tied to real .json / CMS fields; screenshots of exports; unique preview URLs | Lowest when each URL shows distinct generated output |
| 2 — Product-derived | Telemetry and in-product data you own: aggregates, cohorts, benchmarks, feature adoption | “Teams in [industry] median time-to-value” from your warehouse (aggregated) | Low if aggregated / anonymized and policy-compliant |
| 3 — UGC / customer | Reviews, submissions, showcase items, moderated community content | Showcase grid; verified quotes | Medium—needs moderation + consent |
| 4 — Licensed / partner | Exclusive feeds, co-marketing datasets | Partner pricing tiers; licensed industry stats | Medium—contract and citation discipline |
| 5 — Public / scraped | Open web, directories, generic enrichment | Name/address fills; commodity facts | Highest—needs editorial layer, fact-checking, and a real Evidence block |
Why Tier 1 (templates & generated content) wins: Pages built from your template system carry proprietary structure, variables, and brand-safe blocks—harder for competitors to copy verbatim and easier to prove uniqueness (embeds, downloads, IDs). Pair with template-page-generator when the UX is “browse gallery → use template.”
| What it is | What to watch |
|---|---|
| Metrics from your backend, data warehouse, or support/CRM exports: activation rates by segment, integration popularity, error budgets, time-to-value—not generic “industry reports.” | Privacy & ToS: Minimum cell sizes; no individual identification; document what was aggregated and over what window. |
| Good fit when you can show “only we could know this because it runs in our product.” | Stale data hurts trust: pipeline jobs, “as of [date]” labels, automated invalidation. |
AI here: Use models to turn structured aggregates into prose (intro paragraphs, “what this means for [segment]”)—input must be verified numbers/tables from your pipeline, not free-form invention. Keep a machine-readable table or JSON on-page or in appendix so claims stay auditable.
| What it is | What to watch |
|---|---|
| Quotes, reviews, showcase submissions, community templates—per-user artifacts with consent. | Moderation: spam, PII, competitor attacks; consent for name/logo use; schema (Review, CreativeWork) only when accurate. |
| Strong when combined with Tier 1 (e.g. “customer-built template” gallery). | Volume without quality → thin pages; cap or score submissions. |
AI here: Summarize long reviews into bullets; generate draft alt text for images; cluster submissions into topic pages—always human approve before publish. Do not fabricate testimonials.
| What it is | What to watch |
|---|---|
| Partner price lists, co-marketed reports, API-fed allowed fields (logos, SKUs). | Contract scope: Which fields can appear on which URLs; attribution line; DMCA / trademark on logos. |
| Often one feed → many URLs; uniqueness must come from your framing, comparison logic, or calculator—not the raw feed alone. | Refresh cadence tied to partner SLAs. |
AI here: Draft comparison copy and FAQs from a fixed attribute table (license + partner rules); never invent SKUs or prices—pull from feed, let AI phrase and shorten.
| What it is | What to watch |
|---|---|
| Open data, directories, Wikipedia-style facts, enrichment of public entities. | Highest duplicate/thin risk: everyone has the same facts; you must add synthesis, editorial angle, or a unique tool (calculator, filter) on top. |
| Entity SEO and citations matter: link to authoritative sources; date-stamp volatile facts. | Plan for pruning or noindex on low-traffic thin URLs. |
AI here: Use models to structure messy public text into tables, outline sections, suggest internal links—then fact-check names, numbers, and dates. Do not use AI to invent statistics or citations; treat output as draft until verified.
Why AI fits modern pSEO: Early programmatic SEO earned a bad reputation because templates were frozen and copy was interchangeable—little real differentiation per query. LLMs, when grounded on each row’s facts and your brand rules, make it practical to customize headlines, intros, FAQs, and “why this page matters” per URL without hand-writing thousands of pages. That moves execution closer to best practices (intent match, helpful content, unique value) at scale, provided you do not let the model invent data.
| Principle | Why |
|---|---|
| Ground AI in structured inputs | Pass JSON/CSV rows (tier, source URL, metrics) into prompts; forbid hallucinated numbers in system prompts. |
| Separate “facts” from “phrasing” | Data layer = source of truth; AI = tone, shortening, localization, FAQs, per-segment emphasis—never the other way around. |
| Vary structure, not only adjectives | Ask for different section order, FAQ count, or “beginner vs power user” angles by intent flags in the row—reduces template sameness. |
| Human or automated QA | Spot-check high-traffic URLs; block publish if required fields empty or citation missing. |
| Disclose when useful | e.g. “Intro generated with AI; figures from [internal report, Q3 2025].” Builds trust and matches policy trends. |
When AI generation is a strong lever: Tiers 2–5—where raw material is already tabular or repetitive but needs readable, differentiated copy at scale. Tier 1 still benefits from AI (drafts from export JSON), but the differentiator remains the product artifact itself.
| Requirement | Practice |
|---|---|
| Provenance | Log data sources; track origin per field |
| Freshness rules | e.g., ratings every 90 days, prices every 30 days, template version bumps when layouts change |
| Prefer 1–2 over 5 | Fill evidence with product-generated or product-derived data before reaching for public scraping |
| AI governance | Structured inputs only; no unverified numbers; moderation on UGC; optional disclosure |
| Clean & merge | Deduplicate keys; drop rows that produce duplicate intents |
For which page-generator skill to use, see Page Playbook Matrix above. Generic patterns:
| Use case | Example |
|---|---|
| Location-specific pages | "Plumber in [city]," "Best restaurants in [neighborhood]" with real local data |
| Product comparison | "[Product A] vs [Product B]" with structured specs |
| Alternatives pages | "[Competitor] alternatives" at scale; 50+ competitors; see alternatives-page-generator |
| Software integration | "[App A] + [App B]" integration pages (e.g., Zapier 50K+ pages) |
| Free tools | "[X] checker," "[Y] calculator," "[Z] generator" — standalone tool pages; toolkit hub; same ICP as main product; lead gen |
| Travel / destination | City + attraction combinations with reviews, photos |
| E-commerce | Category pages, product variations (size, color, material) |
| FAQ / Q&A | Pages powered by user question databases |
| Salary / pricing | Comparison pages with structured data |
Avoid when: Site structure is weak; page differences are superficial (city/name swaps only); content requires original expertise or UGC participation.
Examples are illustrative; no endorsement implied.
| Company | Scale | Pattern |
|---|---|---|
| Zapier | 50,000+ pages | "[App A] + [App B]" integration |
| Airbnb | — | Location search; destination × property |
| Review platforms | — | User reviews + automated comparison pages |
| Travel sites | — | Destination, hotel, flight, activity pages |
| NomadList | 2,000+ city pages | Cost-of-living, internet speed (dynamic data) |
| Semrush, Ahrefs | 50+ free tools | SEO checker, keyword tool, backlink checker; toolkit hub + per-tool pages |
| Requirement | Purpose |
|---|---|
| 300+ words per page | Avoid thin content penalties |
| Unique, verifiable data | Each page must add meaningful page-specific content beyond simple data swaps |
| Evidence block | Tables, lists, examples with real numbers/attributes on every page |
| Semantic HTML | Proper structure; conditional logic to avoid empty or repetitive sections |
| Internal linking | Link related programmatic pages; compounds traffic and indexation |
| Topic | Practice |
|---|---|
| Subfolder vs subdomain | Prefer subfolders (yoursite.com/integration/slack-notion/) over subdomains (integrations.yoursite.com/...) so authority consolidates on the primary domain; see url-structure, domain-architecture if restructuring |
| Selective indexation | Don't index all pages; use noindex rules for low-value pages |
| Sitemap segmentation | By country, language, division; manage crawl budget |
| URL structure | Descriptive URLs; clean hierarchy; see url-structure |
| Schema | JSON-LD: Product, Place, FAQ, ItemList per page type |
| Performance | Caching, static generation; Core Web Vitals |
| Pitfall | Consequence |
|---|---|
| Thin content | Minimal info beyond keyword; generic copy; placeholder sections → penalties |
| Duplicate pages | Same content with only data swaps → thin content penalties |
| Index bloat | Generating pages that should never be indexable → crawl budget waste |
| Large dumps | Publishing many similar pages at once → spam signals |
| Filter URLs | Using filters instead of unique URLs/titles → cannibalization |
Pages with only a title, one paragraph, and swapped city names will not rank and may incur Google penalties.
If programmatic pages are already published and feel interchangeable — shared closing sentences, identical value propositions across URLs, cloned section endings — fix the content before it triggers quality signals.
Run regex scans across rendered or source files to surface shared sentence tails and repeated paragraph structures. Look for patterns that appear in more than 30% of same-category pages. Common telltales: every tool page ending with "X is the ideal choice for Y," every category page sharing the same technology summary, every location page using identical FAQ tails.
Scan at three scopes: within a single page (do its sections repeat the same closing formula?), within a category (do all video tool pages share a template?), and across categories (is the same value statement on every page site-wide?).
| Priority | What it is | Action |
|---|---|---|
| P0 — Eliminate | Pure template filler with no information value; every page says the same thing | Rewrite each page independently with page-specific detail |
| P1 — Rewrite | Core information is correct but delivery is formulaic (e.g., "different tools use different architectures" — true but generic) | Prepare 8–15 semantic variants and cycle through them so adjacent pages differ |
| P2 — Reduce density | Normal vocabulary that appears too frequently (e.g., "seamless" on 80% of pages) | Replace ~30–40% of instances, not all — normal words are fine at moderate frequency |
Fix P0 patterns first, one category at a time. After each round, re-scan to confirm patterns are cleared and no new ones appeared. A common trap: replacing one template with another by applying the same fix uniformly. Distribute rewrites so pages processed in sequence get different treatments.
For single-page internal duplicates — where all use cases or tool descriptions within one file share identical closing sentences — use functional endings instead of evaluative ones. A functional ending describes what bottleneck the entry solves in practice; an evaluative ending just declares it's a good choice.
Add structural-variety requirements to AI generation prompts (vary section endings, forbid repeated closing formulas). Batch-generate pages from different categories together rather than all from one category at once. Run N-gram overlap checks across same-category pages before publishing.
| Practice | Purpose |
|---|---|
| Quality over scale | Each page must provide genuinely unique, verifiable value |
| Differentiation over clone | Prefer AI-grounded copy variance + evidence blocks over one static paragraph with {city} swaps |
| Launch in batches | Small batches you can measure; avoid large dumps |
| Strong IA | Internal links to related guides/categories |
| Visual elements | Tables, maps, comparisons where relevant |
| Match intent | Avoid generic template text; precise user intent |