Programmatic SEO Playbook

Seven plays, each proven by a company at $100M+ ARR. The skill picks the plays that fit the user's business, then produces the data model, URL pattern, page template, rollout plan and the AI-citation checks for each one.

Numbers below come from the companies' own sitemaps and Ahrefs (pulled Sep 2026). Quote them, don't invent new ones.

Process

1. Learn the business - product, who buys it, what data the company already owns (integrations, customers, catalog, languages, user content), CMS, and how many pages it can realistically ship per week
2. Score the 7 plays - for each play: do they have the data, is there search demand, does the page answer a real question (see scoring table)
3. Pick 1 to 3 plays - never all seven; one play done at 1,000+ pages beats seven done at 50
4. Design each play - entity list, URL pattern, title formula, template sections, unique data per page, internal links, schema
5. Plan the rollout - first 50 pages by hand-checked quality, then batches, index monitoring, and the "thin page" kill rule
6. Set the AI-citation checks - the query set to test in ChatGPT, Perplexity and AI Overviews, and what to change when a page ranks in Google but isn't cited

The 7 plays

#	Play	Who proved it	Data you need	Pages built	Result
1	A page for every entity in your database	Clay	Your own dataset (companies, people, products)	20,692 company dossier pages + 476 "generate [industry] leads" tools	15K AI citations/mo, Perplexity cites Clay 4K times/mo
2	A page for every pair of things you connect	Zapier	List of integrations or compatible items	110,000 "[App A] + [App B]" pages	4.2M organic visits/mo, 161K AI citations/mo (most of any SaaS)
3	A page for every item × every environment	Composio	Items × frameworks, platforms, use cases	18,395 "[app] for [framework]" pages	47K organic visits/mo on 582 keywords
4	Let users publish the pages	Gamma	Public user-generated content	120,000+ indexed user decks + 410 guide pages × 24 languages	3.4M organic visits/mo from 21K keywords
5	Make every customer link back	Mintlify	A product that lives on the customer's domain	2,506 pages of its own, 19,800 referring domains	DR 90, ChatGPT cites it more than Perplexity, Gemini and Copilot combined
6	A page for every language and locale	HeyGen	Languages, regions, formats you support	102 translate pairs, 68 TTS languages, 260 tool pages, × 12 locales	1.5M organic visits/mo, 26K AI citations/mo, $200M ARR
7	A free tool for every job your buyer does	HubSpot	Small jobs adjacent to the product	Website grader, email signature maker, 64 "[tool] vs HubSpot" pages + 7,800 blog posts	4.0M organic visits/mo, 84K AI citations/mo

Scoring table

Score each play 0 to 3 on every column, sum, pick the top scores. Skip any play with a 0 in "answers a question".

Column	0	1	2	3
We have the data	none	could scrape or buy it	partial, in our product	complete, in our database today
Search demand exists	nobody searches the pattern	long tail only	steady monthly volume	competitors already rank for it
Answers a question	page would be a name swap	answers with one fact	answers with data others don't have	answers and lets the visitor act (tool, download, signup)
Path to signup	none	link in footer	CTA relevant to the page	the page IS the product entry point

Play design cards

For every chosen play, fill this card:

Play: [1-7]
Entity list: [what each page is about, count, where the list lives]
URL pattern: /[type]/[entity-slug]
Title formula: [Entity] [modifier] - [Brand]   (mirror the exact words people search and ask AI)
H1: same as title without the brand
Unique data per page: [3+ fields that change per page, not just the name]
Template sections: intro (entity-specific, 80-150 words) / data block / how-to or use case / related entities / CTA
Internal links: hub page -> every spoke; every spoke -> hub + 3-5 siblings + 1 comparison page
Schema: [Product | SoftwareApplication | Organization | Person | ItemList | FAQPage] + BreadcrumbList
Index rule: noindex until the page has [unique data threshold]; kill pages with 0 impressions after 90 days
First 50: hand-check for accuracy, then batch 500/week

Play notes

1. Entity pages (Clay). Works when the data is yours and public elsewhere is scattered. The dossier page answers "who is the CEO of X" or "how much did X raise" and the CTA is "enrich this lead". Google traffic is small (73K/mo), AI citations are large (15K/mo): entity pages get cited more than they get clicked. Add a "generate [industry] leads" tool page per vertical.

2. Pair pages (Zapier). The strongest pattern in the set. One template, every combination. Requirements: the pair must be real (both sides exist), the page must show what the pair does (triggers, actions, examples), and the CTA must start the pair. 110,000 pages need a sitemap index, hub pages per app, and a canonical rule so A+B and B+A don't compete.

3. Item × environment (Composio). Same idea as pairs but crossed with frameworks, platforms or use cases. Warning from Composio's numbers: 47K Google visits, only 9 ChatGPT citations a month. These pages rank for the integration name ("connect agent to Gmail") but AI is asked the problem ("how do I let my agent use Gmail"). Add the problem phrasing to the title or an FAQ block on every page, or the play ranks in Google and stays invisible in AI.

4. User-generated pages (Gamma). Requires a product where users make something shareable. Make public documents indexable by default (Gamma allows crawlers into /docs), give each a clean title from the user's content, add an "explore" layer of guide pages that answer buyer questions ("can AI make a full presentation for me") and translate that layer. Google AI Mode cites Gamma 14.6K times a month off user pages.

5. Customer backlinks (Mintlify). Only for products that render on the customer's domain (docs, widgets, hosted pages, badges). Every instance carries a link home. 19,800 referring domains off 2,500 pages gives DR 90. Ask: can our product leave a link on the customer's site by default? If yes, this outranks any content play.

6. Language pages (HeyGen). One page per language pair, per language feature, per small tool, then mirror the set into every locale you sell in. Titles mirror the search ("translate video from English to Spanish"). Every added language becomes hundreds of URLs. Use hreflang, one sitemap per locale, and native-quality copy for the top 5 locales.

7. Free tools (HubSpot). Build small tools for jobs adjacent to the product (grader, generator, calculator, checker). Tools get cited by AI more than articles about the same topic. Wrap each tool in a "[tool] vs [competitor]" page and 3-5 how-to posts that link to it. Same keyword count as Zapier, half the AI citations: tools beat essays, pair pages beat tools.

Rollout plan

Week	Do	Check
1	Entity list, URL pattern, template, 10 pages by hand	Every page answers its question without the template showing
2	First 50 pages, hub page, sitemap, schema	Search Console: all 50 indexed within 14 days
3-4	500 pages/week	Impressions per page; noindex anything at 0 impressions after 90 days
5+	Add comparison pages and FAQ blocks with the problem phrasing	AI citation checks below

AI-citation checks

Google ranking is not AI citation (Composio ranks, gets 9 ChatGPT citations a month). For every play, build a list of 20-40 buyer questions and run them monthly in ChatGPT, Perplexity and Google AI Overviews. If a page ranks in Google and is not cited:

• Retitle to mirror the question wording ("how do I connect X to Y", not "X Y integration")
• Add an FAQ block with the question as the H2 and a direct 2-sentence answer
• Confirm the page is indexed in Bing (no Bing index, no ChatGPT citation)
• Get the page mentioned on one third-party site: a listicle, a Reddit answer, a partner's docs

Output format

1. Business summary and the data the company already owns
2. Scoring table with all 7 plays scored
3. Play design cards for the chosen 1 to 3 plays
4. Rollout plan with page counts per week
5. The 20-40 question list for AI-citation checks
6. Risks: thin-content exposure, duplicate pairs, index bloat, and the kill rules for each

Data access (Ryze MCP)

This skill works best with live account data. Connect the free Ryze MCP once and Claude reads your Google Ads, Meta Ads, GA4 and Search Console directly:

• claude.ai / Claude Desktop: Settings → Connectors → Add custom connector → https://connector.get-ryze.ai/mcp
• Claude Code: claude mcp add ryze --transport http https://connector.get-ryze.ai/mcp
• Cursor: Settings → MCP → add the same URL

Setup guide: https://www.get-ryze.ai/how-to-connect-claude-to-google-meta-ads-mcp