Programmatic SEO That Works Without Sacrificing Quality

I know what you might be thinking when I mention “programmatic SEO,” and it’s probably along the lines of spammy, copy-paste pages being slapped together with a few keywords swapped out.

But here’s the thing: programmatic SEO can be brilliant - if you do it properly.

It’s basically about using templates and structured data to build loads of pages that each target a different variation of a keyword. The best way to picture this is by thinking of location-based pages like “plumber in Manchester,” or pages for product combinations, or even service comparisons.

Used right, it’s a smart way to scale. Used wrong? You’ll end up with a bloated site full of junk that doesn’t help anyone and just makes your SEO worse.

When Programmatic SEO Works

If you’re a business that operates in multiple locations, say a cleaning company, builders, or an accountant, this strategy is gold. You can build a page for each area you serve, as long as each one includes relevant, specific info about that location.

Or if you’ve got a big database, like a product catalogue, a job board, or real estate listings… then programmatic SEO lets you generate unique pages based on filters like size, location, or features.

But here’s the rule: every page needs to earn its place. Don’t just change the city name and call it a day. All you’ll get left with is thin content issues.

Avoiding Common Pitfalls

And the biggest mistake that people make all the time? Building hundreds of near-identical pages where the only thing that changes is a city or product name.

If your page says this “We offer plumbing in [City]” and that’s it? That’s not helpful. That’s just filler content. And Google will pick up on that.

Also, too many pages can lead to something called “index bloat,” where your site gets clogged with pages that bring in no traffic, compete with each other, or just aren’t worth indexing.