5 Reasons Why Their SEO Rocks

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Few mainstream manufacturers are as fascinating Search engine optimization-wise as Wise.

Formerly often known as SwitchWise, this fintech firm providing multi-currency accounts and fast worldwide cash transfers with honest charges at the moment will get an estimated 6.4 million natural visits per month:

That’s particularly spectacular contemplating they moved domains in early 2021—a migration so well-executed that it made waves within the Search engine optimization group. Add to this that they’ve a customized CMS to scale their Search engine optimization efforts, and you’ve got a model whose Search engine optimization technique deserves investigation.

In this one-of-a-kind case research, we’ll discover 5 the explanation why Wise’s Search engine optimization technique rocks:

  1. Landing web page templates that may be scaled up
  2. A customized CMS constructed round their Search engine optimization wants
  3. Content optimized for featured snippets
  4. Multiple methods of attracting and buying hyperlinks
  5. Flawlessly migrating tens of millions of pages with numerous threat

1. Landing web page templates that may be scaled up

Conducting key phrase analysis is normally the simpler a part of making a content material technique, so it’s no shock that Wise displays what their (potential) clients seek for with the content material they produce.

The problem comes when your key phrase analysis tells you to make tens of 1000’s of touchdown pages. How do you create and optimize a lot content material to rank excessive in Google? 

Wise tries to be current within the search outcomes all through the entire buyer journey, and there’s numerous content material to cowl—particularly on the prime of the funnel.

For instance, they’ve almost 12,000 touchdown pages about swift code mixtures concentrating on US guests alone:

And it’s not simply the swift codes subfolder that has so many touchdown pages. There are different subfolders with 1000’s of pages about issues like forex converters and routing numbers:

Data by way of the Top Subfolders report in Ahrefs’ Site Explorer. It reveals the subfolders on clever.com sorted by natural site visitors from excessive to low.

These quite top-of-the-funnel pages contribute to a overwhelming majority of their natural site visitors throughout a number of international locations and languages. Here’s an instance from their German site visitors:

The trick to creating so many optimized touchdown pages like that is to make use of templates—and that is what Wise did. They realized that individuals trying to find particular SWIFT/BIC codes or routing numbers wished very related info. The primary variable was simply the code itself.

From a content material perspective, all they wanted was one completely crafted touchdown web page for a particular financial institution. From there, they might use the template time and again for various banks. 

Creating such a wonderfully crafted touchdown web page requires nice copy, design, UX, and alignment with the search intent—offering all the data the customer would possibly want. An instance of what searchers are in search of may be discovered of their FAQ sections (which additionally maximize Search engine optimization alternatives by way of FAQ wealthy snippets):

All in all, Wise nailed scaling up their content material creation with a deal with Search engine optimization. Their natural site visitors grows with the variety of listed pages:

2. A customized CMS constructed round their Search engine optimization wants

Scaling up content material creation to such a level requires developer sources. You can’t efficiently produce a lot content material in a number of languages utilizing your normal CMS choices.

In this presentation, Fabrizio Ballarini, the individual answerable for Wise’s natural development, outlines a number of the most vital Search engine optimization options of their customized CMS, Lienzo: 

  • Using templates and boilerplates to create 1000’s of recent touchdown pages shortly
  • Managing correct inner linking
  • Generating and updating meta tags and structured information at scale
  • Handling hreflang attributes and canonical tags technology and updates
  • Cloning, updating, or deleting current pages at scale
  • Testing modifications in an area atmosphere earlier than pushing them to manufacturing
  • Built-in platform monitoring to detect and repair points ASAP
  • Built-in cut up testing capabilities for Search engine optimization experiments
  • Seamless integration with databases and APIs
  • Assigning consumer roles, so staff members have entry to all of the instruments they want

That is perhaps quite a bit to ingest, so right here’s an instance from its UI:

While it might appear dangerous to push a lot content material from the technical standpoint, Wise managed to choose up increasingly more curiosity from Googlebot over time:

Getting Google on their aspect right here might need been a bit difficult. First, each single web page needed to be distinctive, precious, and align with the search intent. Then they needed to replace inner hyperlinks and sitemaps to make sure good crawlability and well timed indexing.

Lienzo seemingly does all of this significantly better than any out-of-the-box CMS.

3. Content optimized for featured snippets

One factor that amazed me about Wise’s Search engine optimization efficiency is what number of featured snippets they personal. But it wasn’t clear whether or not it’s because they do a significantly better job than their rivals or whether or not it’s simply the character of finance SERPs. 

So, I checked out their competing domains:

The Competing Domains report in Ahrefs’ Site Explorer reveals web sites that rank within the prime 10 for a similar key phrases as the web site you’re investigating.

Then I selected a couple of of them with typically excessive natural site visitors and plenty of overlapping key phrases. I wished to know what number of “featured snippet triggering” key phrases they rank for within the prime 10 and what number of of these they personal.

Here’s how I did this in Ahrefs’ Site Explorer for every web site that I wished to analyze:

  1. Entered the area
  2. Navigated to the Organic Keywords 2.0 report
  3. Filtered for key phrases in positions 1–10
  4. Filtered for key phrases that set off featured snippets, wrote down the variety of outcomes
  5. Filtered for key phrases that set off featured snippets the area owns, wrote down the variety of outcomes (this step is pictured beneath)

And listed here are the outcomes. Wise dominates in each absolute and relative numbers:

It’s clear that Wise does featured snippet optimization rather well, and it drives them various site visitors. I’m quite shocked that their natural rivals don’t do a greater job with such simple alternatives like this one, for instance:

You is perhaps questioning how one can make a desk stand out. It have to be a lottery which desk Google chooses for the featured snippet, proper? Well, right here’s what the desk seems like on Chase’s website:

They positioned it inside a collapsible block that’s collapsed by default. It’s not the principle content material on the web page. Plus, the desk may have higher column names, and it wouldn’t harm mentioning that these are certainly Chase routing numbers someplace within the context of the desk.

Wise does all of this better, annotates the desk with a transparent title, and interlinks every row with its respective touchdown web page:

I’m not saying such optimization would guarantee getting a featured snippet, however Wise deserves it right here.

Recommended studying: How to Optimize for Google’s Featured Snippets

4. Multiple methods of attracting and buying hyperlinks

Even the perfect on-page and technical Search engine optimization setup, processes, and execution doesn’t guarantee success within the SERPs in case your content material lacks a stable backlink profile. Link constructing is the a part of Search engine optimization you could management the least, so it’s all the time a good suggestion to make use of a number of link-building approaches and techniques. Wise additionally does a superb job at this.

Product-led firms naturally entice hyperlinks

Your finest link-building asset is arguably one thing you don’t affect a lot as an Search engine optimization: a really precious and standard product. This typically comes with a robust model. I, myself, am a happy Wise buyer, and I knew about them lengthy earlier than I transformed.

Having the perfect product within the business permits you to naturally construct a robust backlink profile with out actively constructing hyperlinks by way of outreach. In reality, Wise didn’t have an SEO team until 2015 they usually’ve managed to attain nice hyperlinks with just a few PR actions and promoting.

Reaching a Domain Rating (DR) of 75 with no Search engine optimization within the staff is de facto spectacular:

Use of inventive PR campaigns

When researching how Wise grew into the corporate it’s in the present day, I encountered many examples of them utilizing nice PR campaigns to get nice protection and hyperlinks.

Wise PR campaigns vary from advocating what they stand for in a reasonably normal approach:

To pure PR stunts that additionally strengthen their positioning:



These PR stunts obtained them some wonderful hyperlinks early on:

It’s clear that PR and promoting helped them construct a robust model and hyperlink profile earlier than they began taking Search engine optimization significantly:

Slide taken from Fabrizio Ballarini’s deck.

Referral & affiliate applications as primary acquisition channels

Wise’s incentivizes their customers to ask buddies with a financial bonus, and this grew to become considered one of their primary acquisition channels early on:

Wise additionally has an associates program that incentivizes web site homeowners to earn commissions by sharing their affiliate hyperlinks with their viewers.

Sure, the Search engine optimization worth of referral or affiliate hyperlinks is questionable at finest. Wise at the moment has near 9,000 affiliate-related backlinks with no hyperlink attributes, which ought to technically move PageRank:

Filtering for “followed” backlinks to clever.com utilizing the Backlinks 2.0 report in Ahrefs’ Site Explorer.

If we (Ahrefs) can simply determine such hyperlinks, I’m positive Google can too. They seemingly devalue or fully disqualify these hyperlinks when it comes to PageRank.

But the purpose right here is completely different. A by-product of individuals sharing referral and affiliate hyperlinks is extra normal hyperlinks and protection. The greater your referral and affiliate applications are, the extra you reap the advantages. There’s a snowball impact to it.

5. Flawlessly migrating tens of millions of pages with numerous threat

Migrating a big web site to a brand new area is a frightening process by itself. Add to {that a} huge buyer base that depends in your service 24/7 to deal with their cash, and also you’ve obtained a problem that will stress out any Search engine optimization.

Wise at the moment has over 4 million listed URLs in Google, and the quantity will nonetheless be seemingly going up as they migrated from transferwise.com not so way back (March 2021):

They managed to efficiently switch their natural site visitors with none noticeable losses to their new area inside 4 months of the migration. If you’re new to web site migrations, this is a wonderful outcome as a result of many migrations find yourself shedding a stable chunk of natural site visitors.

Here’s the natural site visitors graph for transferwise.com:

And right here’s how that translated to clever.com:


I’d attribute the newest site visitors drop you could see above to the June and July 2021 core algorithm updates. I doubt it’s something associated to the area migration. 

Migrating tens of millions of pages, retaining your service up throughout the course of, and never shedding site visitors due to it’s merely a hit. But even when you get every part proper, you possibly can nonetheless encounter points which are exhausting to clarify and repair:

Fabrizio supplied additional insights about their migration preparation in this Twitter thread:

Two bits of recommendation stood out to me:

  1. Properly inform your customers and viewers about an upcoming area migration. This was particularly essential for Wise because of the nature of their enterprise. Suddenly touchdown on a brand new weblog area is just not corresponding to logging into your cash account on a unique area with out realizing about that upfront.
  2. Test your redirects on a smaller a part of your area and monitor server logs to know how crawlers behave. This is unquestionably good observe earlier than you 301 (redirect) the entire factor. 

Final ideas

Wise stands out when it comes to how invested they’re in Search engine optimization throughout groups. This highlights the significance of sentimental abilities in Search engine optimization. You must correctly talk the worth of Search engine optimization and your wants with others within the group to succeed.

I encountered a couple of extra facets I may have mentioned right here, however the 5 above had been probably the most attention-grabbing and provoking for me. If you’ve gotten any questions, concepts, or possibly even requests to research the Search engine optimization of different firms, be at liberty to ping me on Twitter.

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