Nitin Manchanda.pdf
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Programmatic SEO: The Secret Weapon
for High-Volume, High-Intent Traffic
Quick Intro
Led Global SEO for brands including trivago and Omio
Practicing Programmatic SEO (pSEO) since 2016
Speaker at various International SEO events
Proficiency in Enterprise, International, eCommerce, Travel SEO
NITIN MANCHANDA
Founder & Chief SEO Consultant
Brand ambassador of global brands like Semrush and OnCrawl
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
80% of traffic is hidden in the long tail. Most SEOs never see it.
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
If you’re chasing ”just” the head terms, you’re
already late
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
The long tail is where the future lives
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Example:
Category: “Head Terms”
# of Keywords:
Total SV:
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Example:
Category: “Head Terms”
# of Keywords:
10-15 Max
Total SV:
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Example:
Category: “Head Terms”
# of Keywords:
Total SV:
10-15 Max
~11M
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Example:
Category:
“Long Tail”
# of Keywords:
Total SV:
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Let's Take an Example:
Category:
# of Keywords:
“Long Tail”
~2.7M
Total SV:
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Let's Take an Example:
Category:
“Long Tail”
# of Keywords:
~2.7M
Total SV:
~57M+
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Why Long Tail Keywords Matter?
80%
80%
of searches are
long-tail
Of searches are long-tail
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Why Long Tail Keywords Matter?
80%
80%
of searches are
long-tail
Of searches are long-tail
80%
2.5x
Of searches
are
higher
conversion
long-tail
rates
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Why Long Tail Keywords Matter?
80%
80%
of searches are
long-tail
Of searches are long-tail
80%
2.5x
Of searches
are
higher
conversion
long-tail
rates
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
80%
40% are
Of searches
lesslong-tail
competition
If 80% of traffic is in the long tail, why do
most SEOs still chase the head?
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Because creating pages at that scale with
traditional SEO feels impossible
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
On top of that, the high quality content is
expensive
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
So how do you stop chasing the head and
actually own the tail?
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Programmatic SEO
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Programmatic SEO
A scalable way to generate 1000s of high-intent pages using
templates + datasets
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
What is Programmatic SEO (pSEO)?
Page Template
Database
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
What is Programmatic SEO (pSEO)?
Page Template
Automation
Program
Database
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
What is Programmatic SEO (pSEO)?
Landing Page 1
Page Template
Automation
Program
Database
Landing Page 2
Landing Page 3
Landing Page 4
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
And, here’s the magic
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
1 template + 1 dataset = 1000s of pages
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
pSEO isn’t just theory
The biggest players are already doing it, and
winning BIG.
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
A Deep Dive into Wise.com’s pSEO Strategy
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
One Converter Template — Reused Everywhere
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
One Converter Template — Reused Everywhere
H1: {Amount} {Currency 1} to
{Currency 2}
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
One Converter Template — Reused Everywhere
H2: Convert {Currency 1} to
{Currency 2} at the
mid-market exchange…
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
One Converter Template — Reused Everywhere
Widget: 1 {Currency 1}=
7.122 {Currency 2}
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
One Dataset to Thousands of Pages
Currency A
Currency B
Page Template
CNY – Yuan
USD – US Dollar
Convert CNY to USD
CNY – Yuan
EUR – Euro
Convert CNY to EUR
CNY – Yuan
GBP – British Pound
Convert CNY to GBP
USD – US Dollar
INR – Indian Rupee
Convert USD to INR
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
One Dataset to Thousands of Pages
Currency A
Currency B
Page Template
CNY – Yuan
USD – US Dollar
Convert CNY to USD
CNY – Yuan
EUR – Euro
Convert CNY to EUR
CNY – Yuan
GBP – British Pound
Convert CNY to GBP
USD – US Dollar
INR – Indian Rupee
Convert USD to INR
If you support ~160 currencies, distinct pairs ≈ 160 × 159 = 25,440
pSEO Pages created
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Wise.com didn’t stop there, they took their pSEO
game to the next level
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Adding the amount dataset = hyper-specific pages
Template
/currency-converte
r/{CUR1}-to-{CUR2}
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Adding the amount dataset = hyper-specific pages
Template
Modifier 1
/currency-converte
r/{CUR1}-to-{CUR2}
Currencies, codes,
symbols,
rates, etc.
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Adding the amount dataset = hyper-specific pages
Template
Modifier 1
Modifier 2
/currency-converte
r/{CUR1}-to-{CUR2}
Currencies, codes,
symbols,
rates, etc.
Amounts (e.g., 10,
50, 100, 500...)
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Adding the amount dataset = hyper-specific pages
Template
Modifier 1
Modifier 2
/currency-converte
r/{CUR1}-to-{CUR2}
Currencies, codes,
symbols,
rates, etc.
Amounts (e.g., 10,
50, 100, 500...)
URL:
//wise.com/gb/currency-converter/usd-to-cny-rate?amount=25000
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Adding the amount dataset = hyper-specific pages
Modifier 1
URL:
//wise.com/gb/currency-converter/usd-to-cny-rate?amount=25000
Template
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Modifier 2
The Result
Estimated pages: ~105K
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
The Result
Estimated pages: ~105K
Estimated Monthly Traffic: ~17M+
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Let's Take another example for Canva.com
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Templates for X
Head Term
Template for
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Templates for X
Modifiers
Resume
Head Term
Template for
Calendar
Wedding Card
Presentations
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Templates for X
Modifiers
Resume
Head Term
Template for
Calendar
Wedding Card
Presentations
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
The Result
Estimated pages:
~15K
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
The Result
Estimated pages:
~15K
Estimated Monthly Traffic: ~5M+
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
The biggest traffic wins in recent years? Most
have pSEO at the core.
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
But, pSEO isn’t just limited to scaling pages. It
goes beyond that
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
How Omio Turned Programmatic FAQs Into a Growth Engine
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
The Ripple Effect of pSEO FAQs
🔍Traffic from ‘People Also Ask’
📈Better Rankings for Keywords
🌐Keyword Cluster Expansion
🖱FAQ Rich Snippets = Higher CTR
💰Meaningful Traffic → Revenue
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
The Ripple Effect of pSEO FAQs
🔍Traffic from ‘People Also Ask’
📈Better Rankings for Keywords
🌐Keyword Cluster Expansion
🖱FAQ Rich Snippets = Higher CTR
💰Meaningful Traffic → Revenue
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
The Ripple Effect of pSEO FAQs
🔍Traffic from ‘People Also Ask’
📈Better Rankings for Keywords
🌐Keyword Cluster Expansion
🖱FAQ Rich Snippets = Higher CTR
💰Meaningful Traffic → Revenue
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
The Ripple Effect of pSEO FAQs
🔍Traffic from ‘People Also Ask’
📈Better Rankings for Keywords
🌐Keyword Cluster Expansion
🖱FAQ Rich Snippets = Higher CTR
💰Meaningful Traffic → Revenue
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
The Ripple Effect of pSEO FAQs
🔍Traffic from ‘People Also Ask’
📈Better Rankings for Keywords
🌐Keyword Cluster Expansion
🖱FAQ Rich Snippets = Higher CTR
💰Meaningful Traffic → Revenue
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
But, how do you find the right pSEO opportunity
for your niche?
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Tools don’t create pSEO opportunities.
Modifiers do.
Let’s see how.
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Keyword Framework = Head + Modifier + Secondary Modifier
Niche: 💻 SaaS
Head Term
CRM
Modifier 1
for small business
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Modifier 2
with email automation
Keyword Framework = Head + Modifier + Secondary Modifier
Niche: Health
Head Term
weight loss
Modifier 1
for women
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Modifier 2
after 40
Keyword Framework = Head + Modifier + Secondary Modifier
Niche: 💳 Finance
Head Term
credit card
Modifier 1
for students
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Modifier 2
with no annual fees
Keyword Framework = Head + Modifier + Secondary Modifier
Niche: 👟 E-commerce
Head Term
running shoes
Modifier 1
for men
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Modifier 2
with arch support
Keyword Framework = Head + Modifier + Secondary Modifier
Niche: 🍽 Food
Head Term
vegan recipes
Modifier 1
for dinner
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Modifier 2
under 30 mins
How to find these Keywords on SEO Tools
Start with the Head Term
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
How to Find these Keywords on SEO Tools
Identify Pattern Keywords
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
How to Find these Keywords on SEO Tools
Filter Only Modifier
Keywords
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
How to Find these Keywords on SEO Tools
Here is your Programmatic,
Long-tail, High -Intent
Keyword Bucket
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Keywords are the blueprint.
But blueprints are useless without bricks.
That’s your dataset
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
But, where to gig for GOLD?
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
The web is full of free & paid datasets you can
tap into
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Kaggle: The Playground for Data
A treasure trove of datasets across every niche. Download, clean, and integrate
these datasets to fuel 1000s of high-intent pages
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Government & Public Portals: Reliable & Authoritative Data
Official statistics, population data, city directories, and economic indicators
are often freely available. Some examples: China Data Portal, US Data.gov.
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Database Vendors & APIs: Plug-and-Play Data
Commercial vendors and APIs give you structured points-of-interest data
for hotels, restaurants, attractions, events.
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Python Libraries: Code Your Own Datasets
Scrape, clean, and structure data from websites or internal sources using
libraries like Pandas, BeautifulSoup, and Scrapy.
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Pro Tip: Your internal product database is often
the richest dataset, don’t overlook it!
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Now comes the fun part, turning datasets into
pages at scale.
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Scale Starts in a Spreadsheet
All Simple Excel Formulas
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Scale Starts in a Spreadsheet
1 spreadsheet row = 1 pSEO page
Add 1000s of keywords + dataset rows, and you have 1000s of pages ready
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
I’ve shown you the system.
Now, let’s see how it works in the real world
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
How programmatic SEO drove measurable
results for our clients
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
eCommerce: 23x Non-Branded Clicks in 5 Months
Results
Started Here
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
eCommerce: Content Revamp on Category Pages
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Gift Retailing: Ranking & Traffic Recovery
Started pSEO here
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
SaaS: Glossary & Blogs with pSEO
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Programmatic SEO isn’t just strategy, it’s the
growth engine your brand needs!
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Scale isn’t Optional. It’s Mandatory.
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Think Systems, Not Pages.
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
The Future belongs to the System Builders
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
Think datasets. Think templates. Think scale.
pSEO to Scale SEO Growth by Nitin Manchanda | Shenzhen SEO Conference 2025
NITIN MANCHANDA
谢谢 | Thank you 💜
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