Programmatic SEO without creating spam

Generating many URLs from one template can organise a large catalog. Each page still needs to provide real information, rather than substitute a different city or product name into the same text.

Justify each page first

We identify the question a URL answers and the data that distinguishes it from neighbouring pages. If removing the name leaves the same content, the content model needs another review.

Give data an owner

We define sources, update dates and rules for missing values. An incomplete record should not automatically produce a page with an invented description. Publication can depend on required information being available.

Scale does not replace value

Google describes generating content at scale primarily to manipulate rankings as scaled content abuse. The project should therefore focus on useful data and publication criteria rather than the total number of generated URLs.

Documentation: Google Search Central.

Example: a location directory

A directory can show actual opening hours, service coverage, available services and directions. An empty city-and-service combination does not automatically receive a full page. The team can see which records need more information.

Test a sample before expanding

We select complete, incomplete, unusual and withdrawn records. Checks cover content, links, mobile display and the user's next step. Wider publication follows that review and a plan for maintaining the pages.