Home/Programmatic SEO
Programmatic SEO:
Built from your
data. Impossible to copy.
Programmatic pages built on inventory, integrations, and product data your competitors do not have.
The moat is the data. The pages are how you spend it.
Every durable programmatic program we ran had the same shape: a product sitting on data nobody else had, and a template that turned it into an interface that people actually wanted. Zillow had listings, Zapier had integrations, Figma and Airtable had templates.
What we’ve built.
Four programs we led in-house, from data model to launch.
Location and listing pages
Every city, neighborhood, and home for sale was a page worth ranking. The template behind one of the largest programmatic footprints on the web.
App-to-app integration pages
Thousands of apps, millions of pairings. Zapier’s pages were built from the integration data itself and utilized customer activity as a core improvement.
Community and user-generated templates
Community-made templates and files, structured so search and AI assistants can find the right one for the job.
Templates and integrations
The first SEO program at Airtable, built on the template gallery and integration directory.
Three pillars of programmatic
Data, template, architecture. Get all three right or none of it holds.
Data
Programmatic pages are only as good as what is behind them. We start with the data your product already has, decide what a page needs to be useful, and cut anything that cannot meet that bar.
Without it: thin pages with swapped keywords. They rank briefly, then get filtered.
- Data inventory and quality audit
- Page-worthiness rules
- Unique value per URL
Template
One template becomes a hundred thousand pages. We design it for the user experience first, structure it for search and AI, and write the requirements engineering will build from.
Without it: templates that ship with broken canonicals or noindex tags nobody noticed.
- Template design and PRD
- Structured data and passage clarity
- Pre-launch QA on real pages
Architecture
Scale breaks sites. We plan URLs, internal linking, crawl budget, and indexation so the program lifts the whole domain instead of flooding it.
Without it: index bloat, wasted crawl budget, and a big-bang launch you cannot roll back.
- URL and taxonomy design
- Internal linking model
- Indexation and crawl controls
What working with us looks like
Same senior operators as the rest of our work, aimed at scale.
- Start
An audit of what your data can support.
We look at what you have, what a useful page would need, and how many URLs deserve to exist. Then we tell you what to build, or start building for you.
- Who
Senior operators, not a content mill.
Your work is led by a senior operator from our team, with Matt and Derek involved throughout. The person who wrote the spec is the person who replies when engineering has questions.
- Cadence
Embedded in your channels.
We work in your Slack, your Jira, and your roadmap reviews, hold a weekly standup at minimum, and meet ad hoc when a decision is waiting.
- Shape
Lead it, or join your team.
We can own the program from data audit to launch, or embed with your product and engineering leads. Either way, we are accountable for what ships and what it does.
Explore what we can build for you.
Tell us what data your product is sitting on. We will tell you how many pages it deserves.