programmatic-seo
Builds large sets of search-targeted pages from a template and a dataset — the location, comparison, integration, and use-case pages that capture long-tail demand at scale. Use this when there is a repeating query pattern with real volume, when a dataset could answer many similar searches, or to judge whether a programmatic approach is viable before building it.
git clone --depth 1 https://github.com/cbrock84/headcount /tmp/programmatic-seo && cp -r /tmp/programmatic-seo/plugins/demand-generation/skills/programmatic-seo ~/.claude/skills/programmatic-seoSKILL.md
# Programmatic SEO Done well, one template covers thousands of real searches. Done badly, it is a mass of thin pages that damages the whole domain. ## Qualify before building All four must hold: 1. **A real query pattern** with verified volume across many instances — not one popular term and a long tail of zeroes. 2. **Data you actually have**, at quality, for most instances. Missing data produces empty pages, and empty pages are the failure mode. 3. **Genuine per-page value.** If two pages differ only by a swapped noun, they are duplicates however they are generated. 4. **A reason to be better** than what ranks now. Usually completeness, freshness, or data nobody else has. Fail any one and the answer is fewer, better pages. ## Building - **Design the best single page first**, by hand, and confirm it is genuinely useful. Then find what in it is variable. Templating before you know the good page scales a mediocre one. - **Vary the substance, not just the strings.** Each page needs data, comparisons, or context specific to it. - **Set a minimum data threshold.** Below it, the page does not get generated. This single rule prevents most programmatic disasters. - **Internal linking is not optional** — thousands of orphaned pages will not be crawled. Build hub pages and cross-links into the template. - **Roll out in batches.** Publish a few hundred, wait for indexation and performance, then continue. A full launch that goes wrong is hard to unwind. ## Maintaining Stale programmatic pages rot faster than editorial ones because there are so many. Set a refresh cadence tied to the data source, and prune: pages with no impressions after two quarters should be consolidated or removed. Volume is not the goal. ## Never - Generate pages for instances with no data. - Spin text to create the appearance of uniqueness. - Launch without a plan for removing what does not work.
Corporate Strategy (CSO). Owns plugins/corporate-strategy/** and nothing else. Delegate work in this department's remit here.
Customer Experience (CCO). Owns plugins/customer-experience/** and nothing else. Delegate work in this department's remit here.
Data & Analytics (CDO). Owns plugins/data-analytics/** and nothing else. Delegate work in this department's remit here.
Demand Generation (CMO). Owns plugins/demand-generation/** and nothing else. Delegate work in this department's remit here.
Office of the CEO. Owns plugins/executive/** and nothing else. Delegate work in this department's remit here.
Finance (CFO). Owns plugins/finance/** and nothing else. Delegate work in this department's remit here.
Corporate IT. Owns plugins/it-operations/** and nothing else. Delegate service desk, systems and network administration, virtualization and cloud, telephony and conferencing, endpoints, assets, identity lifecycle, and backup work here.
Reviewer-class. Read-only review of what other departments commit to — contract terms, privacy and data handling, risk acceptance, and compliance findings. Holds no write surface. Its findings are not overrulable by the department under review.