40,000+ programmatic pages from structured data
Turned a structured player database into a templated page system, built with engineering rather than around it.
Sports media ยท Jaipur
The situation
A sports media property sitting on a large, well-maintained database of player data, and almost no organic surface area for the long tail of searches that data could answer.
The problem
Tens of thousands of pages cannot be written by hand, and a templated system built carelessly produces thin, near-duplicate pages that damage the domain instead of growing it.
What I
actually did.
In order, with the reasoning behind each step.
Audited the data before designing the pages
Which fields were complete, which were sparse, and which combinations produced a page with something genuinely useful on it. Coverage thresholds decided what got generated and what did not.
Designed templates with real differentiation
Worked with the development team on page templates where the substance changed meaningfully between instances, rather than a paragraph with swapped nouns.
Built the internal linking as part of the system
At that scale, discovery is the constraint. Linking logic was designed into the templates so that crawl paths existed by construction rather than being retrofitted.
Ran classic on-page and technical work alongside it
The programmatic layer sat on top of ordinary optimisation (metadata, content structure, site health), not instead of it.
What I took
from it.
Programmatic SEO is a data-quality problem wearing an SEO costume. The template work was straightforward; deciding which pages deserved to exist was the part that determined whether it worked.
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Employer names, client names and the underlying reporting go out with applications, or on request.