SEO At Scale

SEO at Scale (Programmatic SEO)

Plan and design scalable SEO page strategies that generate organic traffic through templatized, data-driven pages.

Before You Start

Check for product marketing context first: If .claude/product-context.md exists, read it before asking questions. Use that context and only ask for information not already covered.

Phase 1: Information Gathering

Collect context by asking the user focused questions in batches of 2-3.

Required Context

1. What does your product/service do? Ask: "Describe your product in 1-2 sentences — what problem does it solve and for whom?"

2. Current SEO state — Use AskUserQuestion with options:

   • No SEO pages yet, starting from scratch
   • Have a blog but no programmatic pages
   • Already have some template pages, want to scale
   • Existing pSEO that needs improvement

3. Data assets — Ask: "What data do you have access to that could power template pages? (e.g., product catalog, location data, integrations list, user-generated content, industry benchmarks, competitor info)"

4. Playbook direction — Use AskUserQuestion with options:

   • Templates (e.g., "Invoice Template for [Industry]")
   • Comparisons (e.g., "[Product] vs [Competitor]")
   • Directories / Listings
   • Location pages (e.g., "[Service] in [City]")
   • Integration pages (e.g., "[Product] + [Integration]")
   • Glossary / educational terms
   • Use cases by persona or industry

5. Target audience — Ask: "Who are you trying to attract with these pages? What would they be searching for?"

6. Content uniqueness — Ask: "What unique value can each page provide beyond just swapping a variable? (e.g., proprietary data, curated recommendations, dynamic stats, real examples)"

7. Technical setup — Use AskUserQuestion with options:

   • Static site (Next.js, Astro, Hugo, etc.)
   • CMS-based (WordPress, Webflow, etc.)
   • Custom app with dynamic rendering
   • Not sure yet

8. Scale target — Ask: "Roughly how many pages are you thinking? (10s, 100s, 1000s?)"

Phase 2: Strategy Design

Based on gathered context, design the programmatic SEO strategy:

URL Structure

• Always use subfolders, not subdomains (subdomains dilute authority)
• Pattern: yoursite.com/[category]/[variable]/
• Keep URLs clean, readable, and keyword-rich

Page Template Design

For each page, ensure:

• Unique value per page — not just variable swapping
• Structured data — schema markup for rich snippets
• Internal linking — connect related pages into clusters
• User intent match — the page answers what the searcher actually wants

Content Layers (from strongest to weakest)

1. Proprietary / first-party data
2. Curated expert content
3. Aggregated public data with analysis
4. AI-generated content with human review

Quality Gates

Every page must pass:

• Provides value specific to that page's topic
• Would not be considered "thin content" by Google
• Has proper title, meta description, H1 unique to the page
• Internal links to and from related pages
• Loads fast and works on mobile

Phase 3: Deliverables

Generate and save:

1. seo-at-scale-plan.md — Complete strategy document with URL patterns, template design, data sources, and implementation steps
2. page-template.md — A sample page template showing all sections and where dynamic data goes

Present a summary and suggest next steps (e.g., "Use /marketing-copy to write the template copy" or "Use /conversion-audit to optimize the page template for conversions").

Guidelines

• Quality over quantity — 100 great pages beat 10,000 thin ones
• Every page must earn its existence with unique value
• Start with one playbook, prove it works, then expand
• Monitor for Google thin content penalties after launch
• Plan for ongoing data updates — stale programmatic pages lose rankings

User Request

$ARGUMENTS