marketingskills/skills/programmatic-seo/references/playbooks.md

The 12 Programmatic SEO Playbooks

Beyond mixing and matching data point permutations, these are the proven playbooks for programmatic SEO.

Contents

• 1. Templates
• 2. Curation
• 3. Conversions
• 4. Comparisons
• 5. Examples
• 6. Locations
• 7. Personas
• 8. Integrations
• 9. Glossary
• 10. Translations
• 11. Directory
• 12. Profiles
• Choosing Your Playbook (Match to Your Assets, Combine Playbooks)

1. Templates

Pattern: "[Type] template" or "free [type] template" Example searches: "resume template", "invoice template", "pitch deck template"

What it is: Downloadable or interactive templates users can use directly.

Why it works:

• High intent—people need it now
• Shareable/linkable assets
• Natural for product-led companies

Value requirements:

• Actually usable templates (not just previews)
• Multiple variations per type
• Quality comparable to paid options
• Easy download/use flow

URL structure: /templates/[type]/ or /templates/[category]/[type]/

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2. Curation

Pattern: "best [category]" or "top [number] [things]" Example searches: "best website builders", "top 10 crm software", "best free design tools"

What it is: Curated lists ranking or recommending options in a category.

Why it works:

• Comparison shoppers searching for guidance
• High commercial intent
• Evergreen with updates

Value requirements:

• Genuine evaluation criteria
• Real testing or expertise
• Regular updates (date visible)
• Not just affiliate-driven rankings

URL structure: /best/[category]/ or /[category]/best/

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3. Conversions

Pattern: "[X] to [Y]" or "[amount] [unit] in [unit]" Example searches: "$10 USD to GBP", "100 kg to lbs", "pdf to word"

What it is: Tools or pages that convert between formats, units, or currencies.

Why it works:

• Instant utility
• Extremely high search volume
• Repeat usage potential

Value requirements:

• Accurate, real-time data
• Fast, functional tool
• Related conversions suggested
• Mobile-friendly interface

URL structure: /convert/[from]-to-[to]/ or /[from]-to-[to]-converter/

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4. Comparisons

Pattern: "[X] vs [Y]" or "[X] alternative" Example searches: "webflow vs wordpress", "notion vs coda", "figma alternatives"

What it is: Head-to-head comparisons between products, tools, or options.

Why it works:

• High purchase intent
• Clear search pattern
• Scales with number of competitors

Value requirements:

• Honest, balanced analysis
• Actual feature comparison data
• Clear recommendation by use case
• Updated when products change

URL structure: /compare/[x]-vs-[y]/ or /[x]-vs-[y]/

See also: competitors skill for detailed frameworks

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5. Examples

Pattern: "[type] examples" or "[category] inspiration" Example searches: "saas landing page examples", "email subject line examples", "portfolio website examples"

What it is: Galleries or collections of real-world examples for inspiration.

Why it works:

• Research phase traffic
• Highly shareable
• Natural for design/creative tools

Value requirements:

• Real, high-quality examples
• Screenshots or embeds
• Categorization/filtering
• Analysis of why they work

URL structure: /examples/[type]/ or /[type]-examples/

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6. Locations

Pattern: "[service/thing] in [location]" Example searches: "coworking spaces in san diego", "dentists in austin", "best restaurants in brooklyn"

What it is: Location-specific pages for services, businesses, or information.

Why it works:

• Local intent is massive
• Scales with geography
• Natural for marketplaces/directories

Value requirements:

• Actual local data (not just city name swapped)
• Local providers/options listed
• Location-specific insights (pricing, regulations)
• Map integration helpful

URL structure: /[service]/[city]/ or /locations/[city]/[service]/

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7. Personas

Pattern: "[product] for [audience]" or "[solution] for [role/industry]" Example searches: "payroll software for agencies", "crm for real estate", "project management for freelancers"

What it is: Tailored landing pages addressing specific audience segments.

Why it works:

• Speaks directly to searcher's context
• Higher conversion than generic pages
• Scales with personas

Value requirements:

• Genuine persona-specific content
• Relevant features highlighted
• Testimonials from that segment
• Use cases specific to audience

URL structure: /for/[persona]/ or /solutions/[industry]/

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8. Integrations

Pattern: "[your product] [other product] integration" or "[product] + [product]" Example searches: "slack asana integration", "zapier airtable", "hubspot salesforce sync"

What it is: Pages explaining how your product works with other tools.

Why it works:

• Captures users of other products
• High intent (they want the solution)
• Scales with integration ecosystem

Value requirements:

• Real integration details
• Setup instructions
• Use cases for the combination
• Working integration (not vaporware)

URL structure: /integrations/[product]/ or /connect/[product]/

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9. Glossary

Pattern: "what is [term]" or "[term] definition" or "[term] meaning" Example searches: "what is pSEO", "api definition", "what does crm stand for"

What it is: Educational definitions of industry terms and concepts.

Why it works:

• Top-of-funnel awareness
• Establishes expertise
• Natural internal linking opportunities

Value requirements:

• Clear, accurate definitions
• Examples and context
• Related terms linked
• More depth than a dictionary

URL structure: /glossary/[term]/ or /learn/[term]/

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10. Translations

Pattern: Same content in multiple languages Example searches: "qué es pSEO", "was ist SEO", "マーケティングとは"

What it is: Your content translated and localized for other language markets.

Why it works:

• Opens entirely new markets
• Lower competition in many languages
• Multiplies your content reach

Value requirements:

• Quality translation (not just Google Translate)
• Cultural localization
• hreflang tags properly implemented
• Native speaker review

URL structure: /[lang]/[page]/ or yoursite.com/es/, /de/, etc.

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11. Directory

Pattern: "[category] tools" or "[type] software" or "[category] companies" Example searches: "ai copywriting tools", "email marketing software", "crm companies"

What it is: Comprehensive directories listing options in a category.

Why it works:

• Research phase capture
• Link building magnet
• Natural for aggregators/reviewers

Value requirements:

• Comprehensive coverage
• Useful filtering/sorting
• Details per listing (not just names)
• Regular updates

URL structure: /directory/[category]/ or /[category]-directory/

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12. Profiles

Pattern: "[person/company name]" or "[entity] + [attribute]" Example searches: "stripe ceo", "airbnb founding story", "elon musk companies"

What it is: Profile pages about notable people, companies, or entities.

Why it works:

• Informational intent traffic
• Builds topical authority
• Natural for B2B, news, research

Value requirements:

• Accurate, sourced information
• Regularly updated
• Unique insights or aggregation
• Not just Wikipedia rehash

URL structure: /people/[name]/ or /companies/[name]/

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Choosing Your Playbook

Match to Your Assets

If you have...	Consider...
Proprietary data	Stats, Directories, Profiles
Product with integrations	Integrations
Design/creative product	Templates, Examples
Multi-segment audience	Personas
Local presence	Locations
Tool or utility product	Conversions
Content/expertise	Glossary, Curation
International potential	Translations
Competitor landscape	Comparisons

Combine Playbooks

You can layer multiple playbooks:

• Locations + Personas: "Marketing agencies for startups in Austin"
• Curation + Locations: "Best coworking spaces in San Diego"
• Integrations + Personas: "Slack for sales teams"
• Glossary + Translations: Multi-language educational content