Programmatic Search Engine Optimization in Localized Web Applications: A Case Study on a Firewood Marketplace App

Abstract

This thesis investigates the application of Search Engine Optimization (SEO), with a particular focus on Programmatic SEO (pSEO), in localized web applications to improve visibility in Google Search. Motivated by the development of a real-world firewood marketplace application, the study aims to identify effective SEO strategies for complex, multi-locale platforms. A mixed-methods approach was adopted, comprising a literature review of SEO best practices, a qualitative content analysis of expert-authored sources on pSEO, and a case study implementing these techniques. The literature review highlighted strategies across on-page, off-page, technical, content, user experience, and local SEO, examined methods for measuring and maintaining SEO, and explored the use of AI in SEO. The review revealed a gap in academic research on pSEO. To address this, pSEO was defined and structured into a seven-step framework involving developing a strategy, keyword research, designing and building programmatic pages, creating high-quality content, managing sitemaps, acquiring backlinks, and maintaining the generated pages. This framework was then applied to the case study, which demonstrated how SEO and pSEO techniques can be practically integrated into a modern multi-locale web application. Although the direct impact on search rankings was not empirically measured in this study, the findings suggest strong alignment between the identified best practices and high SEO audit scores. This research contributes to both academic literature and professional practice by developing a practical pSEO approach and demonstrating its application in a real-world context.