Programmatic SEO Skill

Programmatic SEO is a marketing Agent Skill that teaches AI coding agents how to build SEO pages at scale from templates and data — choosing the right page pattern, sourcing data that competitors cannot copy, designing a template that stays useful across thousands of URLs, and planning the internal linking and indexation that decide whether any of it gets crawled.

What is programmatic SEO?

Programmatic SEO (pSEO) is generating many similar pages from one template and a dataset, each targeting a different long-tail query — "dentists in Austin", "Webflow vs WordPress", "CRM for real estate", "Slack Asana integration". Done well it captures search demand no editorial team could cover by hand. Done badly it produces doorway pages, thin-content penalties, and keyword cannibalization.

The 12 playbooks

The skill classifies every pSEO opportunity into one of twelve patterns, each with its own implementation guide in references/playbooks.md:

• Templates — "[type] template", such as resume template
• Curation — "best [category]", such as best website builders
• Conversions — "[X] to [Y]", such as USD to GBP
• Comparisons — "[X] vs [Y]", such as Webflow vs WordPress
• Examples — "[type] examples", such as landing page examples
• Locations — "[service] in [location]", such as dentists in Austin
• Personas — "[product] for [audience]", such as CRM for real estate
• Integrations — "[product A] [product B] integration"
• Glossary — "what is [term]"
• Translations — the same content localized per market
• Directory — "[category] tools", such as AI copywriting tools
• Profiles — "[entity name]", such as a company or person page

It also maps your assets to the right playbook: proprietary data points to Directories and Profiles, an integrations catalogue points to Integrations, a multi-segment audience points to Personas, and a tool or utility product points to Conversions. Playbooks can be layered — "best coworking spaces in San Diego" is Curation plus Locations.

The principles it enforces

• Unique value per page, not swapped variables. Conditional content and original per-page analysis are treated as requirements, not nice-to-haves.
• A data defensibility hierarchy — proprietary beats product-derived, which beats user-generated, which beats licensed, which beats public data anyone can scrape.
• Subfolders over subdomains, because subfolders consolidate domain authority rather than splitting it.
• Quality over quantity — 100 strong pages over 10,000 thin ones.
• Explicit penalty avoidance — no doorway pages, no keyword stuffing, no duplicate content.

The implementation framework

Five stages, in order: keyword pattern research (identify the repeating structure, count real combinations, validate aggregate volume and trend), data requirements (what populates each page and how it stays current), template design (header, unique intro, data-driven sections, related links, intent-matched CTAs), internal linking architecture (hub-and-spoke with cross-links, no orphan pages, breadcrumbs with structured data), and indexation strategy (prioritise high-volume patterns, noindex thin variations, manage crawl budget, split sitemaps by page type).

It closes with a pre-launch checklist across content quality, technical SEO, internal linking, and indexation, plus a post-launch monitoring list — indexation rate, rankings, traffic, engagement, conversion — and the warning signs to watch for, including thin-content notices and manual actions.

Who it is for

Technical marketers, SEO leads, and founders using Claude Code, Codex, Cursor, or Windsurf who want a pSEO plan grounded in a real pattern rather than a vague instruction to "make a lot of pages".

What you can build

Location page sets, competitor comparison and alternative pages, integration directories, persona landing pages, glossary hubs, template galleries, and localized page trees — each with a URL structure, title and meta templates, content outline, and schema plan before a single page ships.

Why it matters

Programmatic SEO fails in predictable ways: pages generated for keywords with no demand, city names swapped into identical paragraphs, multiple pages competing for one query, and orphaned URLs Google never reaches. This skill front-loads the decisions that prevent each of those, and it is part of a marketing skill suite where seo-audit, schema, site-architecture, and competitors pick up where it stops.

Option 1 — Install with the skills CLI (recommended)

Install just this skill:

npx skills add coreyhaines31/marketingskills --skill programmatic-seo

Or the whole marketing suite:

npx skills add coreyhaines31/marketingskills

If you run this from inside an agent session, name the agent explicitly — otherwise the CLI may install only to the universal .agents/skills/ directory, which Claude Code does not read:

npx skills add coreyhaines31/marketingskills -a claude-code

Option 2 — Claude Code plugin

/plugin marketplace add coreyhaines31/marketingskills
/plugin install marketing-skills

This installs all 49 marketing skills, not just this one.

Option 3 — Copy the folder

Use the Download button above to get just the programmatic-seo folder, then place it in your agent skills directory:

mkdir -p .claude/skills
unzip programmatic-seo.zip -d .claude/skills/

Optional — add product marketing context

Every skill in this suite reads .agents/product-marketing.md first (or .claude/product-marketing.md) when it exists, and uses it instead of re-asking about your product, audience, and positioning. Create it once and every skill gets sharper.

Use it

Describe the page pattern you have in mind:

We want programmatic pages for our CRM — "CRM for [industry]". How should we approach this?

The skill identifies the playbook (Personas, in that example), then works through keyword patterns, data requirements, template design, internal linking, and indexation before any pages get generated.