Why Norma, our Programmatic SEO Platform Never Saw the Light of Day

Programmatic SEO is one of our fortes. But implementing pSEO can be very hard - especially for small, non-technical teams or solo founders. So, in mid-2024, we envisioned a programmatic SEO platform that would help non-technies develop, launch & maintain programmatic SEO collections.

We gained some momentum and had some interesting conversations. But in early 2025, we finally decided to suspend development. Here’s why + everything we learned in the process.

Why we cancelled our pSEO SaaS product

There were many reasons why we decided that it wasn’t the right time for Norma to see the light. Some reasons were operational and relatively easy to overcome once we got some market validation. But others were just impossible to overcome without devoting our lives to pushing the AI frontier - a worthy endeavor, but one that we don’t have the skills or inclination to face. 

The key differentiating factor we were betting on was the possibility for users to populate their pSEO collections in one click, both by integrating their proprietary data and by generating factually accurate, on-brand microcopy. 

Without the in-house resources to develop a platform like Norma, we partnered with a friend’s boutique software studio. We agreed on a roadmap, designed the platform, tested the UX internally with our content team, and properly scoped the MVP. 

Additionally, to test initial interest, we launched a teaser video, a landing page and a waiting list. We also pre-launched on Argentinian software directory Appgentina. There was some external traction and internal excitement.

Norma died after months of fine-tuning and testing. For extra counselling, we connected with a friend with a long and internationally celebrated career in machine learning. We’re protecting our friend’s identity for several reasons, but mainly because:

• He’s a high-ranking AI specialist at a large company.
• He’s a generative AI skeptic.

Long story short, we had three options:

• Pivoting to AI full-time and raising a funding round, as existing technology was too unpredictable, disappointing and expensive
• Waiting a couple of years and starting again when the technology’s ready
• Finding a different way to address this need & honor our promises

“Bring frameworks, we’ve got too many tools already!”

About a year ago, I wrote a post for my personal tech newsletter, titled “Traigan frameworks, que herramientas sobran” (or “Bring frameworks, we’ve got too many tools already”).

In that post, I argued that too often, B2B tech founders think that the best way to help teams solve a problem is to provide them with new software. But, like Fred Turner once wrote, “Tools are a process”. Too many teams invest thousands of dollars per month on SaaS but don’t have the processes to go from point A to point B. So every new goal brings new tools that are used without a clear strategy and discarded after the team runs out of disposable budget. 

I was making the same mistake I had accused those founders of making. I thought that the only tool we could develop was a SaaS platform - when we develop other types of tools all the time and our clients succeed with them! 

Where we’re going next

Most of our clients appreciate our implementation but can’t get enough of our thinking. What really differentiates us from other shops is that we have better ideas (sorry for the brag) and seem to be better at research and systematization. We’re a factory of better processes, not better software. So we’ve got what thousands of teams need but can’t seem to find anywhere. 

Instead of yet another software platform with vendor lock-in and recurrent costs, we decided to produce a pay-once-own-forever framework that empowers founders and non-technical marketers to take their first programmatic SEO collection live.

Introducing our programmatic SEO guide for early-stage startups

Our programmatic SEO handbook will launch in mid-June ‘25, bringing you the strategic clarity we tried to offer through Norma. 

This guide includes:

• A non-BS explanation of core programmatic SEO concepts.
• A step-by-step guide to getting your first collection live.
• A detailed demonstration of how we ideate, test, develop and launch a pSEO collection. 
• Exclusive blueprints and tactics for keyword research, viability analysis & more.
• A programmatic SEO audit checklist.
• Future-proofing tactics.

By the end of the handbook:

• You’ll already have launched your first pSEO collection.
• You’ll be monitoring key business metrics.

Join the waitlist and get the handbook at a special launch price.

Frequently asked questions

What is programmatic SEO and how does it work?

Programmatic SEO is the practice of creating large numbers of web pages automatically using templates, data sources, and automation tools. Instead of manually writing each page, you create templates that pull from databases or APIs to generate hundreds or thousands of targeted pages at scale. For example, a travel site might automatically generate city-specific landing pages using weather data, attraction information, and local keywords.

Which platforms are best for programmatic SEO?

Popular pSEO platforms include Webflow (with third-party integrations), WordPress with custom development, Airtable combined with tools like Softr or Glide, and dedicated solutions like Programmatic Pages or SEO.com's programmatic tools. The choice depends on your technical expertise, budget, and specific requirements.

How do I avoid Google penalties with programmatic SEO?

Focus on creating genuinely useful, unique content rather than thin pages. Ensure each generated page provides real value to users, use varied templates to avoid duplicate content issues, implement proper internal linking, and regularly audit your pages for quality. Google penalizes low-quality mass-generated content, not high-quality programmatic content.

What data sources work best for pSEO campaigns?

Effective data sources include APIs (Google Places, weather, real estate), public datasets (government data, census information), user-generated content, product catalogs, and location-based data. The key is choosing data that allows you to create pages that genuinely serve user search intent.

How do I scale programmatic SEO without losing quality?

Start with a smaller test batch to refine your templates and processes. Create multiple template variations to avoid repetitive content, implement quality control checks, use conditional logic to handle data variations, and regularly monitor performance metrics to identify and fix issues before scaling further.

What are the main technical challenges with pSEO?

Common challenges include managing site speed with large numbers of pages, efficiently handling crawl budgets, avoiding duplicate content, managing URL structures at scale, ensuring proper internal linking, and maintaining site architecture that doesn't confuse search engines or users.

How long does it take to see results from programmatic SEO?

Initial indexing can take weeks to months, depending on your site's authority and crawl frequency. Meaningful traffic growth typically appears within 3-6 months, but this varies significantly based on competition, content quality, and how well your pages match search intent.

What's the difference between programmatic SEO and doorway pages?

Programmatic SEO creates genuinely useful pages that serve user needs and provide unique value. Doorway pages are low-quality pages designed solely to rank and funnel users elsewhere. The distinction lies in user value and content quality, not the creation method.

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