Programmatic SEO
Programmatic SEO is the strategy of creating large numbers of search-optimized pages using templates and data rather than writing each page individually. A single template combined with a dataset can generate hundreds or thousands of unique, valuable pages targeting specific keyword patterns.
Pages Indexed
Through SEO infrastructure built at ZoomInfo
Why Programmatic SEO Matters for SaaS Companies
Programmatic SEO is how companies like Zapier (25K+ integration pages), Wise (currency conversion pages), and Tripadvisor (location pages) built massive organic traffic engines. For Seed to Series B companies, it is the most capital-efficient way to build a sustainable traffic moat — once built, the pages compound in value without ongoing ad spend.
An Operator's Take
I built programmatic SEO infrastructure at ZoomInfo that indexed over 500,000 pages and drove 2,653% traffic growth. The key lesson: every page must provide unique value. Google penalizes thin content — pages that just swap variables in a template without adding real information. Our pages succeeded because each one contained unique proprietary data that users could not find elsewhere. If you are considering pSEO, start with this question: what unique data or value does each page provide that no other page on the internet has?
Common Mistakes
What I see go wrong at Seed to Series B companies.
Creating pages that are just templates with swapped variables (city names, product names) and no unique content. Google flags these as doorway pages.
Generating thousands of pages before validating demand. Start with 50-100 pages, measure indexation and traffic, then scale.
Ignoring internal linking. Programmatic pages need to be connected to your site architecture — orphan pages do not rank.
Not having a sitemap strategy. Large page counts need segmented sitemaps and crawl budget management.
What to Do This Week
Concrete steps you can take right now.
Identify keyword patterns relevant to your product: '[your category] for [industry]', '[term] vs [term]', '[tool] [integration]'.
Audit what unique data or value you can provide per page. Without unique value per page, do not proceed.
Start with a small batch (20-50 pages), measure indexation rates and organic traffic, then decide whether to scale.
Related Resources
Try These Tools
Frequently Asked Questions
Is programmatic SEO still effective?
Yes, but the quality bar has risen significantly. Google's helpful content updates penalize thin, template-based pages. Successful pSEO in 2026 requires unique data or value per page, strong internal linking, proper technical implementation, and genuine user utility. Done well, it remains one of the most scalable organic growth strategies.
How many programmatic pages should I create?
Start small: 20-50 pages. Measure indexation rate (aim for 90%+), organic impressions, and click-through rates after 4-6 weeks. If the signal is positive, scale to 200-500. If pages are not getting indexed, the quality bar is not met — fix the template before scaling.
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