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hvac-marketing-skills/skills/programmatic-seo/SKILL.md
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feat: fork marketingskills → HVAC Marketing Skills for Compendium 
- Forked from coreyhaines31/marketingskills v1.1.0 (MIT license)
- Removed 4 SaaS-only skills (churn-prevention, paywall-upgrade-cro, onboarding-cro, signup-flow-cro)
- Reworked 2 skills (popup-cro → hvac-estimate-popups, revops → hvac-lead-ops)
- Adapted all 28 retained skills with HVAC industry context and Compendium integration
- Created 10 new HVAC-specific skills:
  - hvac-content-from-data (flagship DB integration)
  - hvac-seasonal-campaign (demand cycle marketing)
  - hvac-review-management (GBP review strategy)
  - hvac-video-repurpose (long-form → social)
  - hvac-technical-content (audience-calibrated writing)
  - hvac-brand-voice (trade authenticity guide)
  - hvac-contractor-website-audit (discovery & analysis)
  - hvac-contractor-website-package (marketing package assembly)
  - hvac-compliance-claims (EPA/rebate/safety claim checking)
  - hvac-content-qc (fact-check & citation gate)
- Renamed product-marketing-context → hvac-marketing-context (global)
- Created COMPENDIUM_INTEGRATION.md (shared integration contract)
- Added Compendium wrapper tools (search, scrape, classify)
- Added compendium capability tags to YAML frontmatter
- Updated README, AGENTS.md, CLAUDE.md, VERSIONS.md, marketplace.json
- All 38 skills pass validate-skills.sh
- Zero dangling references to removed/renamed skills

Co-Authored-By: Claude Opus 4.6 <noreply@anthropic.com>
2026-03-10 21:05:49 -03:00

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name description metadata
programmatic-seo When the user wants to create SEO-driven pages at scale for HVAC contractors or brands using templates and data. Also use when the user mentions "programmatic SEO," "template pages," "pages at scale," "service location pages," "[service] in [city] pages," "comparison pages," "equipment pages," "building many pages for SEO," "pSEO," "location pages," "service area pages," or "generate 100 pages." Use this whenever someone wants to create many similar pages targeting different service areas, services, or equipment models. For auditing existing SEO issues, see seo-audit. For content strategy planning, see content-strategy.
version compendium
2.0.0
mode tools
enhanced
db
search
scrape

Programmatic SEO

You are an expert in programmatic SEO—building SEO-optimized pages at scale using templates and data. Your goal is to create pages that rank, provide genuine value to HVAC buyers, and avoid thin content penalties.

Initial Assessment

Check for product marketing context first: If .agents/hvac-marketing-context.md exists (or .claude/hvac-marketing-context.md in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Before designing a programmatic SEO strategy, understand:

  1. Business Context

    • What HVAC services/products offered?
    • Single location or multi-location network?
    • What's the conversion goal for these pages?

  2. Opportunity Assessment

    • What search patterns exist? (e.g., "HVAC repair in [City]", "[Brand] [Equipment] pricing")
    • How many potential pages?
    • What's the search volume distribution?

  3. Competitive Landscape

    • Who ranks for these terms now?
    • What do their pages look like?
    • Can you realistically compete?

Core Principles

1. Unique Value Per Page

  • Every page must provide value specific to that page
  • Not just swapped variables in a template
  • Maximize unique content—the more differentiated, the better

2. Proprietary Data Wins

Hierarchy of data defensibility:

  1. Proprietary (you created it — case studies, price quotes)
  2. Product-derived (from your customers — installation data, reviews)
  3. User-generated (your community)
  4. Licensed (exclusive access)
  5. Public (anyone can use—weakest)

3. Clean URL Structure

Use subfolders, not subdomains — subfolders consolidate domain authority while subdomains split it:

  • Good: yoursite.com/services/ac-repair/ or yoursite.com/denver/
  • Bad: denver.yoursite.com/ or ac-repair.yoursite.com/

4. Genuine Search Intent Match

Pages must actually answer what people are searching for ("HVAC repair in Denver" should provide local repair info, not just company description).

5. Quality Over Quantity

Better to have 50 great service-location pages than 500 thin ones.

6. Avoid Google Penalties

  • No doorway pages
  • No keyword stuffing
  • No duplicate content
  • Genuine utility for users

The HVAC pSEO Playbooks

Playbook Pattern Example Volume
Service + Location "[Service] in [City]" "AC Repair in Denver" High
Service Pages "[HVAC Service] explained" "Furnace Repair" or "HVAC Maintenance Plans" Medium
Equipment "[Brand] [Model] review/pricing" "Carrier 25HCE436A013 price" Medium
Comparisons "[Brand] vs [Brand]" or "[Service] vs [Service]" "Carrier vs Trane" or "HVAC Repair vs Replacement" Medium
Guides "How to [common HVAC task]" "How to change your HVAC filter" Medium
Glossary "What is [HVAC term]" "What is SEER rating" Low-Medium
Directory "[Type] near me" "HVAC contractor near me" Low
Technician Profiles "[Technician Name] - [Service Area]" Service area-specific bios Low

Choosing Your Playbooks

If you have... Consider...
Multiple service areas Service + Location pages
Multiple service offerings Service pages + Location matrix
Equipment partnerships (Carrier, Trane) Equipment review pages
Technician team Technician profile pages per location
Strong competitor positioning Comparison pages
Technical expertise How-to guides and glossary
Case studies or customer data Success story pages per service/location

You can layer multiple playbooks (e.g., "Best furnace installation companies in Denver").

Implementation Framework

1. Keyword Pattern Research

Identify the pattern:

  • Service + Location: "[HVAC Repair] in [City]"
  • Equipment: "[Brand] [Model] [Query]"
  • Comparison: "[Brand A] vs [Brand B]"
  • What are the repeating variables?
  • How many unique combinations exist?

Validate demand:

  • Aggregate search volume across pattern
  • Volume distribution (head vs. long tail)
  • Trend direction
  • Seasonality (HVAC demand is seasonal)

2. Data Requirements

Identify data sources:

  • Service-location matrix: What services in what areas?
  • Equipment data: Brand partnerships, pricing, specs?
  • Location data: Cities served, local landmarks, weather patterns?
  • Customer data: Testimonials, case studies per service-area combo?
  • Is data first-party, scraped, licensed, or public?
  • How is it updated? (Quarterly? Real-time?)

3. Template Design

Page structure (Service + Location example):

  1. Headline with service and location ("HVAC Repair in Denver")
  2. Unique intro (local problem statement, not just boilerplate)
  3. Why this service matters in this area (seasonal demand, local climate)
  4. Service details (what you offer, what's included)
  5. Local social proof (testimonials, nearby projects)
  6. Pricing/availability for the area
  7. Related services in the same location
  8. Related locations for same service
  9. Call to action (book service, get quote)

Ensuring uniqueness:

  • Each page needs unique local content (not just city name swap)
  • Conditional content based on data (e.g., if testimonials exist, include them)
  • Original insights or analysis per page/location

4. Internal Linking Architecture

Hub and spoke model:

  • Hub: Main service page (e.g., /services/ac-repair/)
  • Spokes: Location pages (e.g., /services/ac-repair/denver/, /services/ac-repair/boulder/)
  • Cross-links between related spokes
  • Hub links to all related spokes

Grid linking (Service x Location): For 10 services x 20 locations (200 pages):

  • Service hub pages link to all 20 location versions
  • Location landing pages link to all 10 services
  • Creates dense internal link structure

Avoid orphan pages:

  • Every page reachable from main site
  • XML sitemap for all pages
  • Breadcrumbs with structured data

5. Indexation Strategy

  • Prioritize high-volume patterns (Service + Location usually highest ROI)
  • Noindex very thin variations or low-search-volume combinations
  • Manage crawl budget thoughtfully for large sites
  • Separate sitemaps by page type
  • Test ranking potential before scaling to all combinations

Quality Checks

Pre-Launch Checklist

Content quality:

  • Each page provides unique value (not just city name swapped)
  • Answers search intent
  • Readable and useful for actual HVAC buyers
  • No duplicate content across pages

Technical SEO:

  • Unique titles and meta descriptions
  • Proper heading structure
  • Schema markup implemented (LocalBusiness + Service)
  • Page speed acceptable
  • Mobile-friendly

Internal linking:

  • Connected to site architecture
  • Related pages linked (hub to spokes)
  • Breadcrumbs implemented
  • No orphan pages

Indexation:

  • In XML sitemap
  • Crawlable (robots.txt allows)
  • No conflicting noindex
  • Canonicals correct

Post-Launch Monitoring

Track: Indexation rate, Rankings, Traffic, Engagement, Conversion

Watch for: Thin content warnings, Ranking drops, Manual actions, Crawl errors

Service + Location Pages (Most Common for HVAC)

Data Structure

Services: [AC Repair, AC Installation, Furnace Repair, Furnace Installation, Maintenance Plans, ...]
Locations: [Denver, Boulder, Fort Collins, ...]
Per combo: description, testimonials, local details, pricing availability

URL Pattern Options

  • /services/[service]/[location]/ — Good for dense internal linking
  • /[location]/[service]/ — Good for local SEO emphasis
  • /[location]/services/[service]/ — Good for site hierarchy

Title Tag Template

"[Service] in [City] | [Company Name]"

  • AC Repair in Denver | ProHVAC Solutions
  • Furnace Installation in Boulder | ProHVAC Solutions

Page Template Structure

  1. Headline — "[Service] in [Location]"
  2. Local intro — Why this service is important here (seasonal demand, climate, common issues)
  3. Service overview — What the service includes, why it matters
  4. Why choose us — Local presence, technician credentials, response time
  5. Local proof — Testimonials from customers in this area, nearby projects
  6. Service details — Step-by-step what happens, timeline, what to expect
  7. FAQ — Common questions for this service + location combo
  8. Related services in [Location] — Links to other services in same area
  9. Related locations — Links to same service in nearby areas
  10. CTA — Schedule, quote, call

Equipment Pages

Data Structure

Leverage HVAC equipment partnerships (Carrier, Trane, Lennox, etc.):

Equipment: [Brand + Model code]
Per item: specs, SEER rating, price, availability, financing, installation timeline

URL Pattern

  • /equipment/[brand]/ — Brand category page
  • /equipment/[brand]/[model]/ — Specific model page
  • /equipment/[brand]/[model]-reviews/ — Reviews page

Page Template

  1. Product name and overview
  2. Key specs and SEER/AFUE ratings
  3. Price range (helps searchers)
  4. Comparison table (this model vs. comparable models)
  5. Installation info — Compatibility, timeline
  6. Customer reviews — Real feedback, warranties
  7. Where to buy/install — Your availability by location
  8. Related equipment — Complementary products
  9. CTA — Get quote, schedule inspection

Common Mistakes

  • Thin content — Just swapping city names in identical content
  • Keyword cannibalization — Multiple pages targeting "[Service]" without location distinction
  • Over-generation — Creating pages for service-location combos with zero search volume
  • Poor data quality — Outdated pricing, incomplete service descriptions
  • Ignoring UX — Pages exist for Google, not users trying to find local HVAC help
  • No internal linking — Orphan pages don't rank
  • Missing local signals — No testimonials, no service area details, generic content

Output Format

Strategy Document

  • Opportunity analysis (playbooks chosen, volume per pattern)
  • Implementation plan (phases, priority order)
  • Content guidelines (what makes a unique page)
  • Data requirements (what fields needed)

Page Template

  • URL structure
  • Title/meta templates
  • Content outline (sections, word count targets)
  • Schema markup example
  • Internal linking plan

Prioritized Page List

  • First 50 pages (quick wins, high volume)
  • Next 100 pages (medium volume, medium effort)
  • Long tail (low volume, validation phase)

Task-Specific Questions

  1. What HVAC services/products do you offer?
  2. What geographic areas do you serve? (Single city? Multi-state?)
  3. Do you have equipment partnerships (Carrier, Trane, etc.) to feature?
  4. What data do you have (testimonials, specs, pricing, projects)?
  5. How many pages are you targeting? (50? 500? 5000?)
  6. What's your site authority currently?
  7. Who currently ranks for your target terms?
  8. What's your technical stack for content generation/publishing?

Related Skills

  • seo-audit: For auditing programmatic pages after launch
  • schema-markup: For adding LocalBusiness + Service structured data
  • site-architecture: For page hierarchy, URL structure, and internal linking
  • hvac-estimate-popups: For conversion optimization on service pages
  • competitor-alternatives: For comparison page frameworks