Back in 2017, I wanted to create an e-commerce website selling imported Chinese shoes. However, after initial planning, I realized that we needed to create thousands of pages.
Creating all this content manually would take months and significant resources. With the resources we had back then, ranking such a site with traditional SEO was nearly impossible.
The only way to move forward was to automate the entire process, and hence, we started using programmatic SEO.
Did you know that?
- E-commerce giant Amazon has nearly 1 Billion webpages
- The travel website TripAdvisor has 70 million web pages.
- The design and visualization platform Canva has 2 million web pages.
- The SEO tools provider SEMrush has 280,000 web pages.
Creating all these pages manually would take decades, but with programmatic SEO, it can be done in days.
In this blog, we’ve provided a comprehensive guide on programmatic SEO and how to achieve success with it.
Let’s take a deep dive in!
1.0 What is Programmatic SEO?
The term “programmatic” + “SEO” hints at what it is. Programmatic SEO refers to the process of automated content creation and optimization of landing pages at scale.
This process typically involves sorting large amounts of data into structured templates using tools, allowing businesses to generate thousands of pages for specific search queries.
Unlike traditional SEO, which relies on manually crafting individual pages, programmatic SEO uses tools like AI, databases, APIs, and others to generate pages at scale.
2.0 Why Do You Need Programmatic SEO?
Businesses often need to create large amounts of content. Here are some reasons why programmatic SEO might be helpful:
Reason 1: Faster Content Creation
Let’s say you have an online shoe store. Writing unique descriptions for 500 pairs of shoes could take a month. That’s 500 pages to create. Automated SEO lets you build a template, like:
- “[Shoe Name]: Best for [Activity] + [Shoe Size] + [Product Images] + [Other Relevant Data]” and generate all those pages in a single day.
This drastically speeds up content production fast and furiously.
Reasons 2: Dominating Long-Tail Keywords on SERP
Businesses often rely on long-tail keywords to improve their search engine rankings.
For example, a retail store selling leather bags might target a specific phrase like “vegan leather laptop bags under $50.” At the same time, a dentist may need to rank for “pediatric dentist in Austin, Texas, open on Sunday.”
These keywords are easier to rank for because fewer websites compete for them. However, manually optimizing for thousands of such phrases can be tedious and time-consuming.
Programmatic SEO streamlines this process, allowing you to generate pages quickly without needing a bigger team.
Reason 3: Keeping Up With The Fast-Moving Industries
E-commerce, travel, local service, media and information technology, retail, and your competitors already use programmatic SEO.
Let’s say:
A food recipe site may need to create pages like “30 Min [Meal Type] Meals for [Seasons],” or real estate agencies can auto-generate pages like “Homes for sales in [Neighbourhood].”
Without programmatic SEO, you will struggle to match their speed and keep up with the fast-moving industry.
3.0 Regular SEO vs. Programmatic SEO
Many people get confused about the differences between regular SEO and programmatic SEO. Below is a clear comparison:
| Aspect | Regular SEO | Programmatic SEO |
| Content Creation | Pages are written manually, one by one | Content is generated automatically at scale using templates |
| Keyword Focus | Targets a few high-traffic keywords | Covers thousands of long-tail keywords |
| Page Structure | Each page has a unique layout and content | Uses a standardized template with dynamic elements |
| Scalability | Limited due to manual work | Can generate thousands of pages quickly |
| Time & Effort | Requires significant time and effort | Faster once the system is set up |
| Optimization | SEO is done individually for each page | Bulk optimization using structured data |
| Cost | Higher due to manual work | Lower per page after setup |
| Best For | Websites with a smaller number of key pages | Large-scale sites like directories, marketplaces, and aggregators |
| Challenges | Requires continuous updates and manual effort | Risk of duplicate content and poor quality if not executed well |
4.0 Examples of Programmatic SEO
Below are some examples of brands that found success using programmatic SEO:
Nike’s “Shoe Finder” Tool: Nike uses automated SEO to create dynamic pages like “Best Running Shoes for [Terrain]” (e.g., trails, pavement) or “Best Basketball Shoes for [Position]” (e.g., guards, centers).
By pulling data from their product catalog, they auto generated pages that answer hyper-specific queries, capturing long-tail traffic.
Amazon’s “Gift Guides”: Amazon creates auto-updating pages like “Gifts for [Hobby] Enthusiasts Under [$50]” during holidays. These pages use real-time pricing and inventory data to stay relevant.
TripAdvisor’s “Best Hotels in [City’s Name] 2025”: TripAdvisor auto-generates annual guides like “Best Hotels in Paris 2024” by syncing with review data. The pages refresh yearly without manual edits, keeping them SEO-friendly.
Health Condition-Based Pages: Healthline creates pages like “Symptoms of [Condition]” or “Treatment for [Disease]” using medical databases. These pages are structured with templates but tailored to thousands of health queries.
5.0 Pros and Cons of Programmatic SEO
Programmatic SEO isn’t as rosy as it may sound. While there are some positive aspects of this automated SEO, there are also a few negative aspects. Below, we have listed some pros and cons of programmatic SEO for better understanding.
| Pros Of Programmatic SEO | Cons of Programmatic SEO |
| Speed: Launch hundreds of pages in days instead of months. | Technical Complexity: Requires APIs, databases, and developer support. |
| Scalability: Target thousands of keywords or locations effortlessly. | Thin Content Risk: Templates may create generic or low-value content. |
| Cost-Efficiency: Automates repetitive work, reducing content creation costs. | Data Dependency: Errors in data (e.g., wrong city names) can impact pages. |
| Long-Tail Dominance: Helps rank for niche, low-competition keywords. | Maintenance: Regular audits are needed to fix broken links and outdated info. |
| Future-Proofing: Auto-updates content as data changes (e.g., prices, trends). | Over-Automation: Content may feel robotic and lack human engagement. |
6.0 Five Pillars of Success for Programmatic SEO
Programmatic SEO isn’t just about automation—it’s about working smarter. To avoid basic mistakes like duplicate content or technical overload, one needs to focus on these five non-negotiable pillars:
1. API Integration
APIs Application Programming Interfaces, commonly known as APIs, are the backbone of programmatic SEO. They allow templates to pull real-time, relevant data directly into your pages, eliminating manual updates and keeping content fresh.
Without APIs, programmatic SEO becomes a static, error-prone process.
For example, Many real estate and mortgage agencies use Zillow’s API to automatically generate “homes for sale in a neighborhood” pages. Each page dynamically displays:
- Current listings (prices, photos, square footage).
- Mortgage rate calculators.
- School district ratings (via GreatSchools API).
2. Low-Competition Keywords
Programmatic SEO thrives on long-tail, low-competitive keywords to increase its chances of ranking. Upspell’s SEO service experts suggest always opting for keywords below 30 KD for programmatic SEO.
For example, targeting competitive keywords like “best laptops” will drown you in a sea of big brands. Instead, targeting long-tail, low-competition keywords that niche audiences search for, like ”Best Laptops Under $500 for Students in Austin”, will help you find better success.
3. Search Intent Alignment
Automated pages often fail because they ignore why users search or search intent. Programmatic SEO requires templates that adapt content to match intent.
Moreover, Google prioritizes pages that solve queries. Misaligning the intent can tank your rankings. According to various SEO experts, there are three types of user search intent:
- Navigational: when users look for specific websites or pages, like Facebook or Gmail login pages.
- Informational: when users try to learn more about the topic or information, like SEO trends in 2025.
- Transactional: when users try to complete a specific action or make a purchase, such as finding the top SEO deals for the holiday season.
For example, a page targeting “best budget laptops for students” should highlight affordability, battery life, and portability—not high-end gaming specs in the content.
4. User-Friendly Interface
Another key pillar of success for programmatic SEO is creating a user-friendly interface. Automated pages often lead to broken elements and pages filled with text, which drive away visitors.
You may design templates using videos, bullet points, and visuals like images and videos to make a good user-friendly interface.
Furthermore, you also need to focus on user experience on your website, which includes faster page loading speeds and survey sites.
For example, Glassdoor is one of the pioneering review sites where people look for information about what others have to say about a company.
There can be hundreds of reviews on a single page, but they load super quickly, helping create a user-friendly interface.
5. Quality of Content: Accurate Databases
The main concern of successful programmatic SEO is the quality of the data being used. Typing mistakes, outdated information, or mismatched APIs can create pages with incorrect bed counts, such as “Digital marketing services provider” “SEO services in Houston” and “3-bedroom homes in [city].”
Regularly audit databases and APIs for accuracy and use validation tools like Airtable or Zapier to catch errors.
For example, an e-commerce site that auto-generates product pages must ensure that the prices and specs sync correctly with inventory. Garbage data means garbage pages and lost trust.
7.0 How to Do Programmatic SEO?
A successful programmatic SEO needs to have a blend of strategy, tools, and automation.
Here, in this section, we will talk about how you can make the most out of programmatic SEO:
7.1 Define Your Objectives
Before launching a programmatic SEO strategy, define your core objectives:
- Do you want to increase organic traffic?
- Are you targeting local SEO for multiple cities or regions?
- Do you need to optimize large-scale product or service listings?
For example, an eCommerce business developer might use programmatic SEO to rank for “Buy [product] in [city].” At the same time, a real estate platform could target “Best apartments for rent in [location].” Defining clear goals helps shape your content structure and automation.
7.2 Keyword Research
Keyword research is the foundation of programmatic SEO. Unlike traditional SEO, which focuses on a few high-value keywords, this specialized SEO focuses on scaling content across thousands of keyword variations.
This requires identifying keyword patterns that can systematically expand into hundreds—or even thousands—of individual pages.
For example, a travel website might want to rank for searches like “Hotels in [City Name].” At the same time, an online store could target “Buy [Product] in [Location].” The key is identifying the best keyword structures that can be replicated across multiple pages.
Best Tools for Keyword Research
1. Ahrefs & SEMrush
Since the early days of search engine optimization, these two platforms have been at the forefront of keyword research. With Ahrefs and SEMrush, you can discover high-volume and long-tail keywords, helping you identify the patterns necessary for effective programmatic SEO.
These tools allow you to:
- Explore seed keywords
- Analyze keyword difficulty, search volume, and related terms
- Research competitors and audit their top-performing pages
- Plan keyword-driven content strategies
2. AnswerThePublic & AlsoAsked
A few years ago, AnswerThePublic.com was a go-to resource for keyword research. While some SEO experts believe its relevance has faded, Upspell still relies heavily on it for structuring FAQ sections—especially for our programmatic SEO projects.
Similarly, AlsoAsked is a valuable tool that our SEO strategists use to uncover related user queries and subtopics to target.
3. Google Autosuggest
One of the simplest yet most effective keyword research methods is Google Autosuggest. At the bottom of every Google search results page, you’ll find related search queries, which show how users refine their searches.
These suggestions provide valuable keyword variations that can enhance your programmatic SEO strategy. By leveraging these tools and techniques, you can identify the most relevant search queries and optimize your content for maximum visibility.
Types of Keywords to Target
Once you’ve gathered keyword ideas, the next step is organizing them into meaningful categories. Below are the key keyword types that work best for programmatic SEO.
1. Head Terms
These are broad, high-volume keywords such as “article writing service” “best smartphones” or “SEO services.” While highly competitive, head terms can serve as core keywords for your programmatic pages—especially when combined with modifiers or location tags.
Example: “SEO services in London”
2. Modifiers
Modifiers refine search intent and help capture more specific queries. Common types include:
- Pricing Terms: cheap, affordable, premium
- Location-Based: near me, in [City/Region]
- Intent-Based: buy, compare, review, best
Example: “Affordable web design services near me.”
3. Long-Tail Keywords
Programmatic SEO thrives on long-tail keywords because they allow for hyper-targeted pages tailored to niche searches. These keywords are typically longer, more specific phrases with lower competition but higher conversion potential.
Example: “Best budget laptop for students under $500 in 2025.”
4. Entity-Based Keywords
Entity-based keywords refer to specific products, categories, locations, or brands. These are especially useful for location-based SEO and product/service directories.
Example: “Plumbers in the Bronx” or “Nike running shoes for men.”
By combining entity-based keywords with modifiers and long-tail phrases, you can build thousands of highly relevant pages, significantly boosting your programmatic SEO success.
7.3 Content Outline Template
The most important and crucial part of programmatic SEO is creating a content outline template. A detailed and good content outline template ensures that every page generated is well structured, adds value, and is optimized for search engines.
Moreover, to make your programmatic SEO work, you need to make sure that your content is not thin, low-quality, and never repetitive. This can significantly lead to poor ranking and even ranking penalties from search engines.
A well-designed content template maintains consistency while allowing flexibility, ensuring that each page is unique and relevant to the user’s query.
Let’s break down the essential components of an automated SEO page:
- SEO-Optimized Title (H1): Example: “Top [Service] Providers in [City]”
- Introduction: A concise summary that incorporates the primary keyword.
- Key Features & Benefits: A bullet list of key selling points.
- FAQs Section: Commonly asked questions dynamically inserted from your keyword research.
- Tables or lists: structured data, such as pricing, comparisons, or locations.
- Call-to-Action, or CTA: A strong incentive for users to engage in buying.
Using a dynamic yet basic content structure can ensure that each page is unique while following a uniform SEO framework.
7.4 Creating a Database for Automation
Having a well-structured content outline is just one part of the process for effective programmatic SEO. A centralized content database is another essential element to ensure efficiency, consistency, and relevance across thousands of pages. Without automation, manually creating those pages would be impractical.
By connecting the database with a content management system (CMS) or automation tool, businesses can scale their SEO efforts without compromising quality.
Why do you need a content database?
A content database acts as a centralized content location where keywords, content blocks, and structured data are stored. Below are several reasons for the importance of a content database:
- Storing pre-written content blocks such as introductions, FAQs, and descriptions.
- Organizing keyword variations, including locations, intent modifiers, and long-tail keyword queries.
- Structuring data-driven elements like pricing tables, comparison lists, and customer reviews.
- and any other variables that you want to include in the pages.
Below is an example of how the content database can be structured:
| Variable Type | Example Data | Purpose | Image Link |
| Primary Keyword | Best SEO Services | The core topic for ranking | N/A |
| Location Variable | London, Manchester, Birmingham | Used in location-specific pages | N/A |
| Modifier Keyword | Affordable, Professional, Top-Rated | Adds user intent | N/A |
| Long-Tail Keyword | Best SEO Services for Small Businesses in London | Captures specific search queries | N/A |
| Introduction Snippet | “Looking for the best SEO services in [City]? Here’s a list of top-rated agencies to help your business grow.” | Dynamically inserted into the intro | N/A |
| FAQs | “How much does SEO cost in [City]?” – Pre-written answers stored separately | Improves user engagement and SEO | N/A |
| Comparison Table Data | Service | Price | Features |
| Call-to-Action (CTA) | “Get a Free Quote in [City] Today!” | Encourages user conversions | N/A |
| Feature Image | London skyline for SEO services in London | Visual relevance to local searches | Link |
| Infographic | “SEO Process Explained” | Helps users understand complex information | Link |
| Testimonial Image | “Client Review for SEO Service” | Builds trust and credibility | Link |
This structured approach ensures that content remains organized and adaptable while enabling the seamless creation of thousands of unique pages.
Maintaining High-Quality, Meaningful Content in the database
One of the biggest challenges of programmatic SEO is avoiding thin or duplicate content. To maintain quality in your content database, follow these best practices:
- Avoid Generic Filler Text: Each content snippet should be well-researched and provide helpful information.
- Optimize for Search Intent: Ensure the content matches user intent, whether informational, transactional, or navigational.
- Incorporate AI-Assisted Copywriting: AI tools can help generate engaging, contextually relevant content.
- Use Unique Images & Infographics: Each page should include a relevant image, whether a cityscape, an industry-related visual, or a product image.
- Manual editing and quality assurance: Review a sample of pages manually to ensure consistency and coherence before launching at scale.
7.5 Automation Workflow of Programmatic SEO
Once the database is created, the next step is integrating it with your CMS or automation tools to populate web pages dynamically. Below is the automation workflow for programmatic SEO.
1. Data Collection & Structuring
- Store data in Google Sheets, Airtable, MySQL, or a custom CMS.
- Organize data by categories such as keywords, product details, locations, and FAQs.
2. Template Creation in the CMS
Next, you need to create a structured template in your CMS. A well-optimized template typically includes placeholders like:
This template will work in the following way:
- [Service]: Dynamically pulls the service type from the database.
- [City]: Inserts location-based data.
- [Feature Description]: Customizes selling points for each page.
- [Image URL]: Links to relevant images based on the service or location.
3. Database Integration
The next step is integrating the database with the CMS. This ensures that each page is dynamically generated using the structured data.
How do I integrate the database?
- Google Sheets or Airtable API: Use Zapier, Make (Integromat), or custom scripts to pull data into your CMS.
- Custom CMS (WordPress, Webflow, or No-Code Platforms):
- WordPress: Utilize Advanced Custom Fields (ACF), WP All Import, or a headless CMS setup.
- No-Code Solutions: Webflow integrates with Airtable to enable structured page generation.
- MySQL & PostgreSQL: Ideal for large-scale websites that require fast, scalable data retrieval.
Example: Workflow with Airtable/Google Sheets & WordPress
- Data is stored in Airtable or Google Sheets, containing keywords, cities, service features, and FAQs.
- Zapier pulls data from the database and pushes it to WordPress.
- The WP All Import plugin or a custom PHP script dynamically generates pages based on the content template.
By linking the database with the CMS, businesses can automate the creation of thousands of pages with minimal manual effort.
4. Automate Page Generation
Once the database is integrated, the Content Management System (CMS) will automatically generate pages using the structured data.
How It Works
1. The CMS pulls data from the database and injects it into the template.
2. Each page is uniquely populated with relevant details like service, location, and pricing.
3. Dynamic URLs are created automatically, such as:
- example.com/top-SEO-agencies-in-new-york
- example.com/best-digital-marketing-firms-in-Los-Angeles
8.0 Technical SEO Requirements
Technical SEO is critical for programmatic websites, as they generate thousands of pages. It helps search engines crawl, index, and rank those pages effectively.
The main goal is to maximize visibility while keeping performance high so that users can have high performance.
8.1 Crawl Budget Optimization
Search engines allocate a specific crawl budget for each website. This budget usually includes the time and resources a search engine uses to crawl a website. Optimizing this budget helps prioritize important pages and prevents waste on low-value URLs.
- Direct internal links to high priority pages.
- Block unimportant pages using the robots.txt file.
- Fix crawl errors like broken links and redirect loops.
- Control URL parameters to avoid duplicate indexing.
8.2 Managing Duplicate Content
Programmatic pages often generate similar content across multiple URLs. Handling duplicate content prevents ranking dilution and indexing issues.
- Use canonical tags to signal the preferred version of a page.
- Redirect redundant URLs using 301 redirects.
- Configure parameter handling rules in Google Search Console.
- Create distinct content variations to avoid excessive similarity.
8.3 Page Speed Optimization
Faster websites improve rankings and user engagement. Large-scale programmatic sites must prioritize performance optimization.
- Compress images to reduce file sizes.
- Minify CSS, JavaScript, and HTML.
- Enable browser caching for faster repeat visits.
- Use a content delivery network (CDN) to serve content globally.
- Implement lazy loading to defer offscreen images.
8.4 Schema Markup for Search Visibility
Structured data enhances search visibility and enables rich snippets in search results. Implementing schema markup helps search engines understand content better.
- Use FAQ schema for Q&A-based content.
- Apply product schema to highlight pricing and reviews.
- Add local business schema for location-specific pages.
- Implement article schema for structured blog content.
A strong technical SEO foundation supports scalable programmatic content. Prioritizing crawl efficiency, handling duplicates, optimizing speed, and using structured data ensures long-term search visibility.
9.0 Measurement & KPIs
Tracking performance is essential for evaluating the success of programmatic SEO efforts. Well-defined KPIs help identify strengths, weaknesses, and opportunities for improvement.
9.1 Key Metrics to Monitor
Below are some key metrics to monitor for measuring your success on programmatic SEO:
1. Organic Traffic
- Measures the number of visitors arriving through search engines.
- Identifies which pages drive the most traffic.
- Helps assess growth over time.
2. Keyword Rankings
- Tracks the positions of targeted keywords in search results.
- Highlights opportunities to optimize underperforming pages.
- Helps measure the impact of SEO strategies.
3. Conversion Rates
- Evaluate how many visitors complete desired actions (purchases, sign-ups, inquiries).
- Determines if the right audience is landing on the page.
- Identifies pages with high traffic but low engagement.
4. Indexation & Crawlability
- Tracks the number of indexed pages in Google Search Console.
- Detects crawl errors, duplicate content, and indexing issues.
- Ensures search engines recognize all important URLs.
9.2 Essential Tools to Measure KPIs
Below is a list of tools by which you can measure the KPIs of your programmatic SEO efforts:
1. Google Analytics
- Monitors traffic sources, user behavior, and engagement metrics.
- Analyzes bounce rates and session durations to refine content.
2. Google Search Console
- Provides insights on impressions, clicks, and search queries.
- Identifies indexing problems and crawl errors.
3. Screaming Frog
- Conducts comprehensive website audits.
- Identifies duplicate content, broken links, and missing meta tags
10.0 Common Mistakes to Avoid in Programmatic SEO
Programmatic SEO is an automated process, and many people tend to make mistakes in this genre. Over the years, we at Upspell have seen numerous errors that ultimately harm search engine rankings.
Below are some of the most common mistakes to avoid:
- Template Errors: Broken dynamic elements cause missing or incorrect data, leading to a poor user experience.
- Keyword Cannibalization: Multiple pages targeting the same keyword confuse search engines and lower rankings.
- Outdated Data: Failing to update the database results in inaccurate information, reducing credibility.
- Over-Automation: Excessive reliance on automation produces low-quality, repetitive content that lacks human refinement.
Avoiding these mistakes will help maintain search engine rankings and improve overall SEO performance.
11.0 The Future of Programmatic SEO
The future of programmatic SEO is shifting towards AI-driven automation. Tools like GPT-4 enable dynamic content generation at scale, significantly reducing manual effort.
Furthermore, search engines are increasingly favoring conversational queries, making voice search optimization essential for visibility.
Additionally, personalization is becoming a key ranking factor on SERPs, with AI creating user-specific landing pages based on search intent.
This approach enhances engagement, improves conversions, and aligns with evolving search algorithms.
12.0 Final Thoughts
For businesses that need to create thousands of web pages, programmatic SEO offers a way to scale content production, improve search rankings, and enhance user engagement.
By automating key aspects of SEO and using AI, businesses can target long-tail keywords and adapt to changing industries.
At Upspell, we understand that programmatic SEO and programmatic website building take time and effort. Since 2017, we have specialized in this approach, helping clients and partners implement effective strategies.
We combine our expertise in SEO, UI/UX design, copywriting, and social media marketing to provide a structured, results-driven solution.
If you’re ready to improve your programmatic SEO, Upspell is here to help. Contact us now.
Nice post! Loved the clear explanation of programmatic SEO and its potential to scale content. Looking forward to more insights like this!