pSEO to Scale SEO Growth by Nitin Manchanda at Shenzhen SEO Conference 2025

Programmatic SEO: The Secret Weapon
for High-Volume, High-Intent Trafﬁc

Quick Intro
Practicing Programmatic SEO (pSEO) since 2016
Speaker at various International SEO events
Led Global SEO for brands including trivago and Omio
Proﬁciency in Enterprise, International, eCommerce, Travel SEO
Brand ambassador of global brands like Semrush and OnCrawl
NITIN MANCHANDA
Founder & Chief SEO Consultant

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.

If you’re chasing ”just” the head terms, you’re
already late

The long tail is where the future lives

“Head Terms”
Category:
# of Keywords:
Total SV:
Example:

Example:
“Head Terms”
10-15 Max
Category:
# of Keywords:
Total SV:

“Head Terms”
10-15 Max
~11M
Category:
# of Keywords:
Total SV:
Example:

“Long Tail”
Category:
# of Keywords:
Total SV:
Example:

Let's Take an Example:
“Long Tail”
~2.7M
Category:
# of Keywords:
Total SV:

Let's Take an Example:
“Long Tail”
~2.7M
~57M+
Category:
# of Keywords:
Total SV:

Why Long Tail Keywords Matter?
80%
Of searches are long-tail
80%
of searches are
long-tail

80%
80%
of searches are
long-tail
80%
Of searches are
long-tail
2.5x
higher conversion
rates

80%
80%
of searches are
long-tail
80%
Of searches are
long-tail
2.5x
higher conversion
rates
80%
Of searches are
long-tail
40%
less competition

If 80% of traffic is in the long tail, why do
most SEOs still chase the head?

Because creating pages at that scale with
traditional SEO feels impossible

On top of that, the high quality content is
expensive

So how do you stop chasing the head and
actually own the tail?

Programmatic SEO

Programmatic SEO
A scalable way to generate 1000s of high-intent pages using
templates + datasets

What is Programmatic SEO (pSEO)?
Page Template
Database

Page Template
Database
Automation
Program

Page Template
Database
Automation
Program
Landing Page 1
Landing Page 2
Landing Page 3
Landing Page 4

And, here’s the magic

1 template + 1 dataset = 1000s of pages

pSEO isn’t just theory
The biggest players are already doing it, and
winning BIG.

A Deep Dive into Wise.com’s pSEO Strategy

One Converter Template — Reused Everywhere

H1: {Amount} {Currency 1} to
{Currency 2}

H2: Convert {Currency 1} to
{Currency 2} at the
mid-market exchange…

Widget: 1 {Currency 1}=
7.122 {Currency 2}

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
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

Wise.com didn’t stop there, they took their pSEO
game to the next level

Adding the amount dataset = hyper-speciﬁc pages
/currency-converte
r/{CUR1}-to-{CUR2}
Template

/currency-converte
r/{CUR1}-to-{CUR2}
Currencies, codes,
symbols,
rates, etc.
Template Modiﬁer 1

/currency-converte
r/{CUR1}-to-{CUR2}
Currencies, codes,
symbols,
rates, etc.
Amounts (e.g., 10,
50, 100, 500...)
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
Template Modiﬁer 1 Modiﬁer 2

URL:
//wise.com/gb/currency-converter/usd-to-cny-rate?amount=25000
Template
Modiﬁer 1
Modiﬁer 2

~105K
Estimated pages:
The Result

~105K
Estimated pages:
~17M+
Estimated Monthly Traffic:
The Result

Let's Take another example for Canva.com

Template for
Head Term
Templates for X

Template for
Resume
Calendar
Wedding Card
Presentations
Head Term
Modiﬁers
Templates for X

~15K
Estimated pages:
The Result

~15K
Estimated pages:
~5M+
Estimated Monthly Traffic:
The Result

The biggest traffic wins in recent years? Most
have pSEO at the core.

But, pSEO isn’t just limited to scaling pages. It
goes beyond that

How Omio Turned Programmatic FAQs Into a Growth Engine

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

But, how do you ﬁnd the right pSEO opportunity
for your niche?

Tools don’t create pSEO opportunities.
Modiﬁers do.
Let’s see how.

Keyword Framework = Head + Modifier + Secondary Modifier
Head Term
CRM
Modifier 1
for small business
Modifier 2
with email automation
💻 SaaS
Niche:

Head Term
weight loss
Modiﬁer 1
for women
Modiﬁer 2
after 40
󰝯 Health
Niche:

Head Term
credit card
Modiﬁer 1
for students
Modiﬁer 2
with no annual fees
💳 Finance
Niche:

Head Term
running shoes
Modiﬁer 1
for men
Modiﬁer 2
with arch support
👟 E-commerce
Niche:

Head Term
vegan recipes
Modiﬁer 1
for dinner
Modiﬁer 2
under 30 mins
🍽 Food
Niche:

How to ﬁnd these Keywords on SEO Tools
Start with the Head Term

How to Find these Keywords on SEO Tools
Identify Pattern Keywords

Filter Only Modiﬁer
Keywords

Here is your Programmatic,
Long-tail, High -Intent
Keyword Bucket

Keywords are the blueprint.
But blueprints are useless without bricks.
That’s your dataset

But, where to gig for GOLD?

The web is full of free & paid datasets you can
tap into

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

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.

Database Vendors & APIs: Plug-and-Play Data
Commercial vendors and APIs give you structured points-of-interest data
for hotels, restaurants, attractions, events.

Python Libraries: Code Your Own Datasets
Scrape, clean, and structure data from websites or internal sources using
libraries like Pandas, BeautifulSoup, and Scrapy.

Pro Tip: Your internal product database is often
the richest dataset, don’t overlook it!

Now comes the fun part, turning datasets into
pages at scale.

Scale Starts in a Spreadsheet
All Simple Excel Formulas

Scale Starts in a Spreadsheet
1 spreadsheet row = 1 pSEO page
Add 1000s of keywords + dataset rows, and you have 1000s of pages ready

I’ve shown you the system.
Now, let’s see how it works in the real world

How programmatic SEO drove measurable
results for our clients

eCommerce: 23x Non-Branded Clicks in 5 Months
Started Here
Results

eCommerce: Content Revamp on Category Pages

Gift Retailing: Ranking & Traffic Recovery
Started pSEO here

SaaS: Glossary & Blogs with pSEO

Programmatic SEO isn’t just strategy, it’s the
growth engine your brand needs!

Scale isn’t Optional. It’s Mandatory.

Think Systems, Not Pages.

The Future belongs to the System Builders

Think datasets. Think templates. Think scale.

NITIN MANCHANDA
谢谢 | Thank you 💜

pSEO to Scale SEO Growth by Nitin Manchanda at Shenzhen SEO Conference 2025

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