Programmatic SEO & Technical SEO for a Service Marketplace
We designed and developed a scalable programmatic SEO and technical SEO system for a service marketplace connecting clients and workers across different countries, provinces, cities, and districts.
The platform was built around a structured service and location model, allowing services to be connected with geographic areas and used to generate relevant local search pages. Services such as Aircon Cleaning, Aircon Repair, Cleaning, Fridge Repair, Massage, Plumbing, Washing Machine Repair, and Water Pump Repair can be managed and connected with different locations through a centralized system.
The solution combines programmatic SEO, technical SEO, dynamic service-location pages, structured content, multilingual content, AI-assisted content creation, internal content management, and performance optimization to provide a scalable foundation for organic search growth.
Project Highlights
Services Included
- Programmatic SEO Development
- Technical SEO Development
- Dynamic SEO Pages
- Local SEO Architecture
- AI-Assisted Content
Project Duration
Team Composition
- 1 Designer
- 2 Full Stack Developers
- 1 Technical Team Lead
Industry
- Service Marketplace
- Local Services
Project Type
- Programmatic SEO Platform
- Service Marketplace
- Dynamic Location Landing Page System
Technology Stack
- Next.js
- React
- PostgreSQL
- OpenAI API
- TypeScript
- Tailwind CSS
- nginx
- PM2
Key Platform Features
Dynamic Service Pages
Services can be managed centrally with descriptions, FAQs, pricing, profiles, reviews, and supporting information.
These service records become the foundation for generating and maintaining service-focused SEO pages.
Service + City Pages
Services can be connected with individual cities to create location-focused landing pages.
This provides a structured way to expand search coverage as the marketplace becomes available in additional cities.
Service + City + District Pages
The system extends the service-location structure down to the district level.
This allows visitors to access more geographically relevant information while giving the platform a structured foundation for district-level local search pages.
Country, Province, City & District Management
Country → Province → City → District
This geographic hierarchy can be used throughout the platform to organize service availability and marketplace coverage.
SEO Template Management
Reusable SEO and hero templates help maintain consistent page structures across programmatically generated pages.
Custom overrides allow individual services, cities, and districts to have unique content when required.
Client & Worker Location Structure
The marketplace connects clients and workers with services and geographic areas.
The location structure helps organize which services are available in specific areas and provides a foundation for connecting marketplace activity with service-location pages.
Multilingual Content
The platform supports English and Thai, allowing the same underlying service and location architecture to support multiple languages.
Blog & Internal Content
Blogs can be managed separately and connected with relevant services.
This helps visitors discover supporting information and provides opportunities to create contextual internal links between service pages and informational content.
Performance Optimization
Caching and targeted revalidation were implemented to improve page delivery and reduce unnecessary processing for dynamically generated content.
Many pages achieved around 90 in performance testing, based on the project information provided.
Business Challenge & Our Solution
Scaling Service & Location Pages
The marketplace needed to support a growing number of services and workers across different countries, provinces, cities, and districts.
As the number of services and locations increases, manually creating and maintaining every combination becomes difficult. The platform needed a way to expand its organic search coverage while keeping content and page management under control.
We built a structured programmatic SEO architecture that separates service information from geographic information and connects them dynamically.
Services can then be connected to relevant locations to create pages such as:
For example, the same architecture can support:
This allows new service-location combinations to be created through structured data rather than requiring a developer to manually build every page.
Managing Services, Locations & Marketplace Content
The platform needed centralized control over a large amount of service and location information.
We created a structured content management system where administrators can manage services, countries, provinces, cities, districts, FAQs, pricing, profiles, reviews, and related blogs.
Locations can be created once and reused across different services. Services can then be associated with the locations where they are available.
This reduces repetitive content management and gives the marketplace a consistent foundation for expanding into new geographic areas.
Building Technical SEO Into the Architecture
Programmatic SEO is not simply about generating a large number of pages. The underlying technical architecture also needs to support page structure, performance, content management, and search-engine accessibility.
Technical SEO was considered as part of the platform architecture, including dynamic page generation, reusable SEO templates, structured content, internal content relationships, multilingual content, caching, and targeted revalidation.
The approach allows the platform to manage a growing number of pages without treating each page as a completely separate implementation.
Creating Useful Pages at Scale
One of the challenges with programmatic SEO is avoiding pages that are simply variations of the same content.
The platform uses reusable templates for common page structures while allowing individual services, cities, and districts to have customized information.
This means the system can automate the page structure while still giving administrators control over the content that makes a particular location or service relevant.
AI-Assisted Content Creation
Creating content for a growing number of service and location combinations can require significant editorial effort.
We integrated the OpenAI API to assist administrators with drafting service information, pricing guides, city pricing, district introductions, and checklists.
AI is used as part of the content workflow rather than as an automatic publishing system. Administrators can review and refine generated content before publishing.
Technology & Development Approach
The platform uses a modern technology stack designed to support programmatic page generation, technical SEO, structured content, multilingual content, and performance.
| Area | Technology |
|---|---|
| Frontend | Next.js, React, TypeScript, Tailwind CSS |
| Database | PostgreSQL |
| AI | OpenAI API |
| Performance | Caching + Targeted Revalidation |
| Infrastructure | nginx + PM2 |
The architecture separates service data, geographic data, marketplace relationships, SEO templates, and page-specific content.
This separation allows new services and locations to be introduced through the content system without requiring each new combination to be developed as an independent page.
The Result
The project delivered a scalable programmatic SEO and technical SEO foundation for a service marketplace.
Instead of treating every service and location page as a separate project, the marketplace now has a structured system for managing and expanding its organic search content.
The platform provides:
Country → Province → City → District location architecture.
Dynamic service-location page generation.
Service, city, and district SEO pages.
Reusable SEO templates with custom overrides.
Centralized service and geographic management.
Client and worker location structure.
AI-assisted content creation.
English and Thai content support.
Blog and internal content management.
Caching and targeted revalidation.
A scalable foundation for continued organic search growth.
The website began receiving search impressions and clicks as organic visibility developed over time. Actual Google Search Console data should be used on the published case study rather than estimated figures.
What Our Client Says About Working With CumulativeApps
Before starting to work with Joshi, we had worked with a few different vendors that were not able to deliver what we were looking for. Since partnering with Joshi and the Cumulative Apps team, they have been fantastic, they are able to deliver at speed and always in a collaborative manner. The quality of what they have produced is perfectly aligned to our requirements each time.
Joshi also acts as an advisor/tech lead too, so does not just take our requirements and build but also provides his perspective and recommends improvements, which has helped us deliver better outcomes.
Would definitely recommend working with Cumulative Apps!
Daniel Austin
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