How I experimented with Programmatic SEO and get instant traction

· 1153 words · 6 minute read

Launching a new product or website in record time can seem impossible, but programmatic SEO (pSEO) opens up a game-changing way to gain traction fast. In this case study, I’ll walk you through how I used programmatic SEO to build roxnation.fr — a gym directory for Hyrox training gyms in France — in under 12 hours.

With the help of GPT tools, automation, and programmatic SEO principles, I managed to create a live product, optimize it for search engines, and get immediate traction.

What is Programmatic SEO? 🔗

Programmatic SEO refers to creating and optimizing a large number of pages automatically based on structured data.

Structured data is organized information formatted in a way that search engines can easily understand and use. For example, structured data can include elements like names, addresses, or categories stored in a consistent format (e.g., JSON or CSV). This strategy works exceptionally well for directories, e-commerce, jobboards and niche-focused websites.

In my case, I applied this to roxnation.fr to:

  • Build a directory of Hyrox gyms.
  • Optimize it for local SEO.
  • Scale it with minimal time and cost.

Let’s break down the step-by-step process I followed to get instant traction.

1. Finding the Niche: Hyrox Training Gyms 🔗

Identifying an Opportunity 🔗

While exploring ideas, I started with the CrossFit niche. However, CrossFit directories already existed in France and the US, making it a saturated market.

Instead, I turned to Hyrox — a new and rapidly growing sport with relatively low keyword competition. In France, the keyword difficulty was particularly low, offering a perfect opportunity for programmatic SEO.

To validate the opportunity, I used keyword research tools like Ahrefs and Google Keyword Planner to analyze:

  • Search volume for “Hyrox gyms” and related terms.
  • Keyword difficulty (KD) scores.
  • Competition in SERPs.

The data showed clear growth potential with minimal competition, making it a prime niche to target.

Key Steps:

  • Research niche opportunities using tools like Ahrefs and Google Keyword Planner.
  • Validate keyword difficulty and market saturation.
  • Pick a focused niche: Hyrox training gyms.

2. Building the Directory 🔗

Choosing a Boilerplate 🔗

To ship the product quickly, I needed a fast and simple way to build a directory. After searching GitHub, I found a directory boilerplate that was:

  • Lightweight.
  • Easy to deploy.
  • Customizable for my needs.

Tool Used: dambrubaba/directory-boilerplate

Since I primarily work with Svelte, not React, I leveraged GPT to help me adapt the boilerplate:

  • Fix category routing.
  • Add SEO-friendly optimizations.
  • Implement React changes without deep coding knowledge.

Time to Build: A couple of hours with GPT’s assistance.

3. Scraping and Enriching Data 🔗

Gathering Initial Data 🔗

I compiled a list of gyms offering Hyrox training in France. To populate the directory, I scraped this data into a JSON file (no database required), which streamlined the build process.

Data Points Collected:

  • Gym names.
  • Addresses.
  • Website links.

Enriching the Data 🔗

Next, I enriched the gym data by automating tasks with GPT:

  • Scraped websites for metadata (e.g., favicon, descriptions).
  • Added precise addresses and extracted regions for local SEO.
  • Generated JSON-LD snippets for structured data.

Creating Interactive Maps 🔗

To enhance user experience, I asked GPT to create interactive maps for individual gym pages using the address data.

Outcome: Each gym page now included enriched, optimized content with local SEO relevance.

4. Optimizing for SEO 🔗

Key SEO Improvements 🔗

Once the directory was built and populated, I focused on SEO optimizations to ensure visibility in search results:

Technical SEO Fixes 🔗

  • Added categories with individual pages.
  • Included footer links to improve internal linking.
  • Implemented react-helmet for meta tags (title, description, Open Graph).

Content Optimization 🔗

  • Added keyword-focused content for Hyrox gyms.
  • Used basic spintax to add variety while maintaining scale.
  • Ensured proper use of H1, H2, and H3 tags for content structure.

Local SEO Enhancements 🔗

Local SEO was a crucial aspect of this project, as users would search for gyms near their locations. I optimized:

  • Gym addresses for Google Maps and local search.
  • Structured data for improved SERP appearance.
  • Regional keywords for increased relevance.

5. Design and User Experience Tweaks 🔗

Building a User-Friendly Interface 🔗

The directory started with a basic template, but I focused on improving its usability:

  • Replaced the default menu with a more intuitive select dropdown.
  • Fixed mobile glitches for responsive design.
  • Tweaked colors and fonts for a clean, modern look.

Creating a Logo and Branding 🔗

For branding consistency, I created a simple logo using a free online tool.

Key Tasks:

  • Made a clean, recognizable logo.
  • Ensured the site design was functional and visually appealing.

6. Launching and Deployment 🔗

Final Steps Before Launch 🔗

With the SEO and design improvements done, I finalized the deployment:

  • Linked Google Search Console for indexing.
  • Set up analytics with Plausible.io.
  • Bought a domain and configured email hosting.

Deployment Platform 🔗

I deployed the site using Netlify, a fast and cost-free platform for static site hosting.

Total Cost: $0

Results: Instant Traction 🔗

Within hours of launching, the site was live, indexed, and started gaining traction. The combination of programmatic SEO, local optimization, and fast deployment led to quick results, including:

  • Indexing in Google SERPs.
  • First clicks and impressions.
  • A scalable foundation for further growth.

Why Programmatic SEO Works 🔗

Programmatic SEO accelerates product launches because it allows you to:

  1. Scale Content Creation: Automate page creation based on structured data.
  2. Target Long-Tail Keywords: Focus on niche-specific, low-competition keywords.
  3. Leverage Automation Tools: Use GPT and scraping tools to save time.
  4. Optimize for Local Search: Gain visibility in regional searches with minimal effort.

What next? 🔗

Good question! Now i have 50ish visits/day on average, I’ll try to get some backlinks and see if the traffic grows on the long term. If it does then, I’ll try to monetize either by selling some premium spots to the gyms or info products to the visitors. Affiliation could also be a source of revenues.

Conclusion: Build Fast, Optimize Smart 🔗

Experimenting with programmatic SEO for roxnation.fr proved that it’s possible to:

  • Identify a niche opportunity.
  • Build a directory in hours.
  • Optimize pages for search engines with minimal coding skills.

With the right tools and a clear process, programmatic SEO allows anyone to launch a product quickly and effectively. Whether you’re a developer, marketer, or no-code enthusiast, this strategy can unlock instant traction for your next project.

FAQs 🔗

1. What is programmatic SEO?
Programmatic SEO involves creating large-scale pages automatically based on structured data to target long-tail keywords.

2. How did you find the Hyrox niche?
I researched niche opportunities and identified Hyrox as a fast-growing sport with low keyword competition in France.

3. What tools did you use to build the directory?
I used a GitHub directory boilerplate, GPT for automation, and Netlify for deployment.

4. How did you optimize for SEO?
I added technical SEO fixes, enriched content with keywords, and optimized pages for local SEO using structured data.

5. What was the total cost of launching the site?
The total cost was $0, thanks to free tools like Netlify, GPT, and Plausible analytics.

6. More questions? Ask me on Bluesky ↓