Wise: Programmatic SEO Case Study

If someone wants to send money abroad, Wise discovered what those users search for and created well-crafted landing pages trying to get them to start using Wise for sending money. And it's working! By using the techniques of programmatic SEO, Wise is able to generate massive 60+ million organic monthly traffic.

Wise Overview

Wise is a fintech company that offers low-cost international money transfers and a multi-currency account. Wise provides a range of services to help people and businesses manage their money internationally, including a multi-currency account, a debit card, and a business account.

Wise has implemented the techniques of programmatic SEO in the following area(s).

1. Currency converter

In this area, Wise targets {currency 1} to {currency 2} which is informational and commercial in nature. The programmatic pages generated under "currency converter" would be considered landing page type.

Let's take a look at some example pages in this area, and how much organic traffic they generate every month:

Currency converter Data Points

A few data points that Wise uses on these programmatically generated pages are:

• A title and a subtitle that correctly describes the page
• Input boxes in different currencies
• A beautiful chart showing rise-fall of the currency
• An email subscription setup to get rate alerts
• A clear CTA button to track exchange rate and send money

2. Bank routing number

In this area, Wise targets {bank} routing number which is informational in nature. The programmatic pages generated under "bank routing number" would be considered landing page type.

Now we can check out some example pages in this area, and how much organic traffic they get every month:

Bank routing number Data Points

A few data points that Wise uses on these programmatically generated pages are:

• A title and a short description about routing number
• Clear CTA buttons to find routing numbers and send money
• A section explaining routing numbers with a bunch of related resources
• A table showing routing numbers for different areas
• Different sections and quick how-to tutorials showing how to find routing numbers

3. Bank SWIFT code

In this area, Wise targets {bank name} bank SWIFT code in the {country} which is informational in nature. The programmatic pages generated under "bank swift code" would be considered landing page type.

Finally, lets dive into the example pages in this area, to see how much traffic they get for this section:

Bank SWIFT code Data Points

A few data points that Wise uses on these programmatically generated pages are:

• A detailed title and a descriptive description of the page
• A clear CTA button
• A section showing the SWIFT code and a button to copy
• A list of local branches in the country
• Section showing a pricing comparison box and FAQs about the bank and Wise

And that is how Wise uses programmatic pages to generate 60.5 million organic traffic every single month.