programmatic-seo

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

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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?

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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

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

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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

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

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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."

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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

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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

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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

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References

• Playbook Details - Deep dive into each of the 12 playbooks
• Webflow CMS Schemas - Field definitions and MCP tool usage

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Related Skills

• seo-audit: For auditing programmatic pages after launch
• schema-markup: For adding structured data
• competitor-alternatives: For comparison page frameworks