Programmatic SEO + User-Generated Content: The Winning Combo for B2B SaaS in 2025?

If you’ve been working in B2B SaaS for some time, there’s one thing you’ve probably already noticed: your best ideas often come from your users. While not all feedback is relevant, there's valuable insight in how users leverage your product to achieve their goals. In fact, your existing users may be your best advocates, since they've faced the same challenges as your target audience and know firsthand how your product helps overcome them.

But - could your users also provide you with the content you need for a successful, high-ROI programmatic SEO strategy?

What Would a pSEO + UGC Content Collection Look Like?

A programmatic SEO content collection powered by user-generated content would be a collection of content pieces with the same general structure, which targets different “long string” (specific) user queries.

A great example would be Yelp. Yelp is a business directory that allows owners to submit their businesses and receive reviews from customers. 

If, for example, you search for “Japanese restaurants in Los Angeles” on Google, you’ll find that one of the top results is a Yelp page that looks like this:

And, if you’re looking for, let’s say, “Mexican restaurants in Orlando”, you’ll find a page that looks like this:

Notice the similarities?

Yelp’s website consists of several pSEO (programmatic SEO) collections that curate user-uploaded content. In this case, restauranteurs upload their businesses, and users upload their reviews. The listings provide content for the website. Meanwhile, the user-uploaded reviews bring extra value and help Yelp develop their sorting criteria. 

Ever heard of Airbnb, Trivago, Booking.com & TripAdvisor? They operate under the same principle: Roughly speaking, they’re UGC (user-generated content) collections, neatly packed and optimized for long-string keywords.

The pSEO + UGC combo is not new for B2C - at all. But it has been severely under-implemented in B2B. There are many potential causes. We could attribute this to:

• Programmatic SEO’s generally poor reputation.
• A perceived lack of necessity to produce content at scale.
• Poor connection with the product’s user base, which makes this sort of program impossible.

What Does a B2B pSEO + UGC Collection Look Like? 

Now, what does a programmatic collection of user-generated content look like? Some startups have already implemented this sort of strategy. 

Here’s a quick look at Notion’s Template marketplace:

This template directory includes several categories and subcategories, all of which have their own landing page. 

For instance, we searched for “OKR templates” on Google, and found that the top organic result was a landing page within the Notion template marketplace: 

Other startups have produced similar template collections, with assets produced by their own teams. By opening up to the community, Notion is able to provide diversity - instead of one template per use case, they can provide dozens. 

Each template is hosted on a simple page, which includes:

• A template preview
• A brief description
• Creator information
• Recommended/related templates
• A “View template” secondary CTA
• A “Get template” primary CTA

Once the CTA is clicked, the user is taken to a parametrized sign-up link, facilitating conversion. 

Is a pSEO + UGC Collection Right for You? [Self-Assessment]

Excited to join early and produce a UGC-driven content collection before your competitors do? Not so fast! 

Let’s assess whether this type of content is a good fit for you:

Regardless of your score, get in touch and we’ll help you design the right solution to scale your content production - and increase your content ROI.

How to Build a pSEO + UGC Engine: A Step-by-Step Guide

Is UGC-powered programmatic SEO right for you?

In this section, we’ll outline an operational blueprint that will help you get started with this strategy.

Step 1: Assess user needs 

• The best part about programmatic collections is that they allow you to efficiently address thousands of different “long-tail”, specific user needs. 
• To get started, we suggest mapping user personas + jobs to be done and identifying a “common denominator” format that could address everyone’s needs. 
• You’ll want your collection’s core idea to be directly related to the problems you solve, so users perceive it as a relevant and frictionless way to try your product. 

For instance, if your product is an email marketing tool, you could create:

• A collection of email marketing examples/inspiration, in the style of Really Good Emails.
• A repository of clonable email sequences, like Lemlist’s.
• A directory of battle-tested email marketing templates.

Step 2: Perform keyword research

• Once you’ve got a solid collection concept that works across verticals and customer needs, verify if it makes sense SEO-wise. 
• Look for a head term that fits the collection’s overarching concept.
• Assess whether variants on the head term are worth pursuing.

For example, if you’ll create a collection of email marketing inspiration, your head term could be “{{useCase}} email marketing examples”. 

“email marketing examples” is a high-volume, but high-difficulty keyword. Let’s keep it for this example. 

If we explore further, we’ll find that there are many promising keywords - in long tail, the name of the game is mid-to-low volume, mid-to-low difficulty, and high intent.

Step 3: Outline your template

• Once you’ve got a sound keyword strategy, outline your content template. 
• Wireframe it and detect the content you/your users will need to produce.
• Don’t forget to include CTAs. A primary CTA that invites users to sign up to your platform, and a secondary CTA for user content submissions.
• Aside from a template for your single posts, produce a template for your collection’s index. 

Step 4: Source your content

• Of course, you’ll want your UGC-powered programmatic SEO collection to be powered by user-generated content. But that may not always be possible when you’re getting started.
• Get your team on board and produce/compile an initial batch of content, targeting the most promising keywords.
• Even if large-scale user engagement is unlikely, don’t shy away from running a short email campaign inviting your power users to collaborate with your collection. We recommend a 3-part email campaign, consisting of an announcement, follow-up, and collection launch announcement. 

Pro-tip:  Don’t get carried away by the prospect of high traffic. Prioritize queries that signal a user that’s qualified and ready to convert. You should validate this strategy through sign-ups, not just an increase in organic traffic.

Step 5: Set up your pages

• Once you’ve sourced your initial content batch, it’s time to design and develop your collection. 
• To streamline the production and management of content at scale, you’ll need a content pipeline that’s built on top of your content management system. This pipeline should automate repetitive tasks, help you streamline content approvals, and optimize your content template. 

Step 6: Launch

• Is your collection ready to see the light of day? Don’t let it go unnoticed. Promote it through social and email.
• Make sure that all your pages are being indexed. Use a bulk indexer if necessary.

Pss, unsure if your website is technically ready for a programmatic SEO collection? That’s what our SEO audits are for! 

Step 7: Monitor, optimize & re-engage

• Your work doesn’t end on launch day! Continue promoting, monitoring, and expanding your content collection.
• Consider setting up an automated email that invites users with a certain activity level to submit to your content collection.
• Promote the content collection as a tool within your user onboarding sequences.
• Monitor results every 1-3 months. 
• Set up a workflow for receiving, vetting, and uploading user entries.

Looking for a Programmatic SEO Partner? You’ve Found It!

Need help crafting your UGC-powered programmatic SEO collection? At Postdigitalist, we collaborate with forward-thinking startups & scaleups, to drive growth through content marketing. 

Book a free consulting session today.