Learning from Failed Programmatic SEO: A Photographer Directory Case Study

The Initial Opportunity

This case study examines a programmatic SEO project targeting local photographer searches. The strategy focused on capturing searches like "photographers near me" across different cities, capitalizing on the vast number of location-based variations.

Page Structure and Keyword Hierarchy

The content structure followed a three-tier approach:

• Top level: "photographers near me" (main landing page)
• Second level: Country-specific pages (e.g., "photographers United States")
• Third level: City-specific pages (e.g., "photographers in San Francisco")

Data Collection Process

The project utilized the Google Maps API to gather photographer information across different cities. For each location, the system collected:

• Business names and locations
• Website content
• Customer reviews
• Contact information

The project covered 52 cities and gathered data for 240 photography studios in the United States alone.

Content Generation Approach

The content strategy involved creating automated listings similar to business directories. Each city page featured:

• Top 5 local photographers based on Google Maps data
• Location details and reviews
• AI-generated descriptions summarizing each business
• Basic business information like addresses and ratings

Why the Project Failed

The primary reason for failure was insufficient content depth and value. The pages essentially duplicated information readily available on Google Maps, offering no unique value to users or search engines.

Key Lessons Learned

• Simply aggregating publicly available information isn't enough to rank
• Content must provide unique value beyond what's available in Google Maps
• Automated content needs substantial enhancement to be truly useful
• Users need compelling reasons to choose your directory over direct Google searches

Better Approaches for Directory Sites

To succeed with directory-style content, focus on:

• Adding unique insights and analysis about each business
• Including detailed comparison features
• Providing specialized information not available elsewhere
• Creating genuine value for both users and businesses listed