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Scalable Programmatic SEO in Genially

As part of a strategic expansion, I led the development of a new vertical on our website, targeting long-tail keywords related to templates and their use cases. The goal was to drive highly qualified organic traffic and maximize conversion rates to user registrations.

Write at

March 23, 2025

Category

SEO

Tech Stack & Automation

The project was built using Drupal and Gatsby, leveraging server-side rendering (SSR) for optimal performance. To ensure scalability, we developed a fully automated content management system, handling:

  • Content generation & categorization.
  • Dynamic metadata (meta tags, schema markup, etc.).
  • Programmatic internal linking.
  • Multi-language support (6 translations).

SEO Impact & Traffic Growth

The vertical quickly became one of the top-performing traffic sources, reaching 200K+ organic visits per month with continuous positive growth. Challenges & Solutions:

  • Building an MVP before full orchestration → We started with a curated selection of templates to refine keyword targeting.
  • Internal linking strategy → A dynamic linking structure was implemented to maximize authority distribution and UX.
  • Scalability & SEO hygiene → We addressed potential indexation issues, duplicate content, and keyword cannibalization.

This project demonstrates the power of programmatic SEO combined with data-driven content automation, proving that a structured approach can yield highly scalable and conversion-focused results.

Clics evolution

Impressions evolution

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