Royal Auto Ship — programmatic SEO marketing site
A Next.js rebuild that generates SEO-optimized pages at scale.
A modern rebuild of an auto-transport marketing website on the Next.js App Router, designed around programmatic SEO — template-driven, dynamically generated pages that scale search visibility without hand-authoring every page.
The problem
Marketing sites in logistics live and die by search ranking, but writing hundreds of location- and service-specific landing pages by hand is unmaintainable. The site needed to scale content while staying fast and consistent.
Approach
I rebuilt it on the Next.js App Router with a clean separation: a data layer drives templates, a shared component library renders them, and dynamic routes generate pages from data. This is the core of programmatic SEO — one template, many indexable pages.
Engineering decisions
Static generation and server rendering keep pages fast and crawlable; TypeScript across ~98% of the codebase keeps the data-to-template contract safe; the Geist font and Tailwind keep typography and layout consistent across every generated page.
What I learned
Programmatic SEO is an architecture problem more than a content problem: get the data model and routing right and the content scales itself. Keeping templates type-safe prevents a whole class of broken generated pages.