/programmatic-seo

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.
disable-model-invocation: true

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](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](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

**