Programmatic Content
Covering a whole field of questions instead of page by page.
50+ leading companies work with us
What Programmatic Content is
Some fields of questions are too big to cover by hand. If you offer twenty services in twelve regions, or run a catalogue of hundreds of products, answering every relevant question with a separate page is simply not feasible.
Programmatic Content, also known in the trade as pSEO, solves that. We build a structure and a template, feed it with your data and the measurement data, and generate a whole series of pages in one go. Every page answers a concrete question, with content that is right for that specific combination.
Coverage, not volume
Programmatic Content is not a way to churn out pages quickly. Pages that say almost the same thing with a different place name in them do not perform: search engines recognise them, and AI models rate sources that mostly repeat what is said elsewhere below sources that add something of their own.
What it is about is systematic coverage. Every page exists because there is a question underneath it that actually gets asked, and it answers that question with information that applies only to that combination. Those differences are already in your own data: the offer is slightly different per market, terms vary, figures differ by region. We build the pages on that, so that the distinction comes from the data and not from a variation on the same sentence.
That is where the strength of this approach lies. One general page serves everyone halfway. A page that is precisely about your market, your product group or your situation speaks to the person who opens it. Which combinations those are, we do not decide up front. That follows from the measurement.
You can give a hundred audiences each their own answer instead of one answer for all of them.
When it fits
Many services or products
An offer that breaks down into parts, where every combination has a question of its own.
Several regions or markets
Where the question differs by area and a general page gets too vague.
Comparisons and overviews
Comparative content and lists get picked up by AI models strikingly often. That is exactly where there is ground to gain.
Large catalogues
Product groups where writing each item by hand is not realistic.
Several languages
Where a field of questions is not only broad but also has to exist in five or ten languages, working by hand becomes entirely unfeasible.
If you do not recognise yourself here, Programmatic Content is probably not what you need. We will tell you so.
What we do
Map the field of questions
The measurement shows which combinations are actually asked for, with what volume, and where you are missing today. That decides what gets built.
Design the structure and the template
How the pages relate to each other, how they link to one another and how they fit into your site. A series of loose pages with no coherence delivers nothing.
Fill it with data that is right
From your own sources and systems, complemented by what the measurement delivers. The data is checked before it goes on a page; with hundreds of pages at once, a single error multiplies fast.
Make sure every page tells its own story
A template with filled-in fields produces pages that all look alike. We build in variants, so that the text moves with the data: a market with different figures gets a different story, not the same sentence with a different number.
Get the technical side right
Indexing, structured data, load time and internal links. With hundreds of pages at once, the technical side weighs more than with one: URL structure, redirects and language variants have to be right, because a mistake in the setup hits the whole series at once. We check that automatically and keep on checking.
Roll out under control
We do not publish everything at once. First a limited number of pages, measure what they do, and only expand once it works. What delivers nothing, we remove or merge. Covering a field of questions is not a one-off delivery.
A complement to Content, not a replacement
Content is about the pages that matter and that you make by hand: your services, your most important questions, your positioning. That is where the thinking and the tone sit. Programmatic Content takes the layer underneath: the field of questions too big to write one by one, but that does get visited.
The order is the same as in the rest of our approach. First get what is there in order, then answer the most important questions well, and only then expand at scale.
Part of a bigger whole
Programmatic Content is one of the methods we use. Whether it fits, and if so along which axes, follows from the measurement and the strategy.
Without that picture it is guesswork which combinations are worth it, and you end up building hundreds of pages when you needed a handful.
Frequently asked questions
Is this not just mass-producing pages?
No, and that is exactly where it often goes wrong. Pages that differ only in a place name do not perform and can harm your site. Every page has to answer a question that gets asked, with content that is right for that combination.
Do search engines penalise this?
Not if it is done well. What gets penalised is content produced at scale without value of its own. The difference is not in how it is made, but in whether the page adds something.
Is AI used in making it?
For this type of work, almost always, because that is the only way to keep it scalable. But with fixed data as the base, with editing and with fact-checking.
How many pages do you deliver?
As many as the field of questions justifies. That can be dozens or hundreds. The number follows from the measurement, not from an agreement made up front.
What if pages do not perform?
Then we remove or merge them. That is part of the work, not a sign that it failed.
Not seeing your question?
Get in touch, no obligation. We are happy to talk through what this would mean in your situation, even if you are not sure yet whether it is something you need.
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