Jason Burns / jasonburns.co.uk
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Programmatic SEO Pages at scale, done right

Hundreds of pages that rank, not hundreds that get filtered.

Programmatic SEO builds pages at scale from a template and your data: one page per location, product or use case. The risk is thin, near-duplicate pages that Google filters out. I build page sets where every URL answers a real search, contains useful data and connects to the rest of the site.

Build pages that hold up How I build it
See the delivery track record View a live product example
Page system blueprintHuman reviewed
Page system
Search demandQueries worth a page
Useful dataUnique to each page
Page templateOne controlled system
Quality gateLinks, copy and indexation
// 01 - the quality gate

Most programmatic SEO deserves to fail.

Swap a town name across 5,000 pages and Google has little reason to keep them. The gap between a useful page set and an indexation problem comes down to four checks. My technical SEO work covers the crawl and indexation side when the set already exists.

CheckThin page factoryBuilt to hold up
Page difference
The same copy with one word swapped.
Data and answers that belong to that URL.
Search demand
A page for every database row, demand or not.
A query pattern checked before anything is built.
Internal links
Orphan pages buried outside the site structure.
A crawlable cluster with useful parent and sibling links.
Maintenance
Published once and left to decay.
A controlled template and data pipeline that can change.
// 02 - the build sequence

Demand, data, template, control.

The page count comes last. First I prove there is a repeatable search pattern. Then I build the data and publishing system around it. If the pipeline needs more automation, that sits inside my AI SEO automation work.

01 / DEMAND

Prove the search pattern

Map the locations, products or use cases people actually search for. Drop the rows with no useful intent.

02 / DATA

Find what makes each page useful

Give every URL its own facts, choices and answers. A token swap is not differentiation.

03 / TEMPLATE

Build one controlled system

Create the page rules, structured fields and update path. For large catalogues, this often overlaps with ecommerce SEO.

04 / CONNECT

Link, test and monitor

Connect parent, sibling and child pages. Check indexation after launch and remove URLs that fail the quality bar.

// 03 - applied work

One method, different data.

The system changes with the business. Location searches need local evidence. Ecommerce needs clean catalogue logic. Specialist B2B pages need enough technical detail to earn the click. More examples sit on my track record page.

Product I own

RowHQ turns rowing data into pages people search for.

I built the product, its data model and its search system. The site uses repeatable templates around real rowing questions and equipment data.

Read the RowHQ case study
RowHQ search result showing a number one ranking for Concept2 drag factor

Large ecommerce catalogues

Product and category systems that cover long-tail demand without creating faceted crawl waste.

See ecommerce SEO
Industrial and scientific sensorsTechnical products for commercial, scientific and military use.
Nationwide boat retailRepeatable pages across stock, locations and boat types.
Luxury interiors and specialist recruitmentHigh-value searches where thin copy is especially obvious.

Building a new platform at the same time? See my site migration SEO service.

// 04 - shape check

A useful filter before we talk.

Programmatic SEO is a systems project. It needs a repeatable page type, a meaningful dataset and enough search demand to justify the build.

Worth building

  • You have a repeatable page type and real data to fill it: locations, products, use cases.
  • You want pages that rank, not a page count to boast about.
  • You can support a template and a data feed, or want me to build both.

Use another route

  • You want thousands of pages fast, quality aside. That backfires, and I will not build it.
  • You have no real data to differentiate the pages.
  • You need a handful of pages. That is normal SEO, not programmatic.

For a smaller page set, start with SEO management.

// 05 - questions

Programmatic SEO FAQ.

What is programmatic SEO?
Building many pages from a template and a dataset, so one page structure targets hundreds or thousands of related searches: a page per location, product or use case. Done well, each page answers a real search with real, differentiated content. Done badly, it spins out thin, near-duplicate pages that get filtered out.
Does programmatic SEO still work?
Yes, when the pages are genuinely useful. Google does not object to pages built from a template. It objects to thin, duplicate pages with no reason to exist. The bar has risen, so the work is in differentiation and intent: real data, meaningful difference between pages, and internal links that connect them.
How do you stop pages being flagged as thin?
Every page answers a distinct search with content that genuinely differs from its siblings, backed by real data. I check pages are different enough before they publish, that each targets real demand, and that internal linking makes them discoverable. Pages that cannot clear that bar do not get built.
What kinds of sites suit it?
Anything with a repeatable page type and real data: location pages, large ecommerce catalogues, use-case or integration pages for software, directory-style pages. I have applied it across UK location pages, ecommerce catalogues, and industries from industrial sensors to boat retail.
// connected work

The next part depends on the site.

A page system rarely sits alone. These are the services and proof pages most often connected to the build.

Technical SEO

Crawl control, indexation and template health across a large page set.

Ecommerce SEO

Product, category and filter logic for large online catalogues.

Live location pages

A working example of a repeatable location structure on this site.

AI SEO Automation

Custom pipelines for audits, reporting and controlled content operations.

Track record

Product builds, migrations and search work across different sectors.
// ready when you are

Got a page type worth building at scale?

Bring the locations, the catalogue or the use cases, and the data behind them. The first reply is whether programmatic SEO fits, and where it would actually win.

Book a call