Programmatic SEO
Template and database-driven page generation at scale. For sites that need thousands of pages indexed and ranking, not dozens. Done well, it's a moat. Done badly, it's a sitewide quality problem you'll spend a year cleaning up.
An honest take before we start
Most programmatic SEO projects fail. Not because the SEO is hard, but because the underlying data isn't unique enough or the templates feel auto-generated even to a human. Google's gotten very good at spotting both.
The work is mostly in the source data and the template, not in the SEO. If you don't have something genuinely useful per page, scaling it up just makes the problem bigger. I'll tell you that early rather than build something I think is going to fail.
What I work on
From data source to indexed and ranking
Keyword and data source identification
What's actually worth a page? Modifier patterns, demand validation, intent grouping. The boring upfront work that decides whether the whole thing succeeds.
Template design
Page structures that don't trip thin-content flags. Real differentiation per page, not just a swapped variable in three places. Designed alongside your dev team or designer.
Data quality and freshness
The unsexy part. Where the data comes from, how often it updates, what to do about gaps and duplicates. This is usually where projects live or die.
Internal linking architecture
How programmatic pages link to each other and back to your core pages. Hub-and-spoke, faceted, taxonomic, depending on the data. Without this, indexation usually stalls.
Indexation monitoring
Google indexes maybe 30 to 60% of programmatic pages by default. The whole game is pushing that number up. We track it, segment it, and fix the parts that aren't getting in.
Pruning and consolidation
Not every variant deserves a page. Sometimes the right answer is to merge, sometimes it's to noindex, sometimes it's to kill. Programmatic SEO without pruning becomes programmatic dead weight fast.
Who this is for
Marketplaces, directories, comparison sites, real estate listings, travel, software comparison, anyone with structured data and many similar entities to expose. The pattern is "X for Y", "X in Z", or "X vs Y" repeated thousands of times.
Not a fit for: small content sites, brand-led marketing, or projects where the data is mostly a thin scrape of someone else's. If your edge isn't in your data, programmatic isn't the answer.
Common questions
How long does this take to show results?
First indexed pages within weeks. Meaningful traffic usually 3-6 months in, with a long tail that keeps growing for years if the data stays fresh. It's a slow burn, not a quick win.
Do you build the pages, or just consult?
Strategy and design, not the engineering. Your team builds the pages. I work alongside them on template specs, copy patterns, internal linking, and rollout strategy.
What about AI-generated content?
Useful for filling gaps in structured data and for generating descriptive copy from real values. Not useful as the entire content strategy. If the unique value of a page is generated, the page has no unique value.
Can you fix an existing programmatic project?
Often. The most common job is "we built 50,000 pages and 8,000 are indexed, what now?" The answer is usually a mix of pruning, template work, and internal linking. We start with a diagnosis.
Want to scale pages without scaling the mess?
Tell me what data you have and what you're trying to rank for. I'll let you know whether programmatic SEO is the right shape for it.