How wise Programmatic SEO Delivers 90M+ Monthly Organic Traffic 

Segregation of traffic numbers behind Wise’s programmatic SEO strategy

• • Direct: 50.55% (34.7M)

• • Organic Search: 42.99% (29.5M)

Here’s what makes Wise’s traffic a commendable achievement:

• • High Direct Traffic: A significant portion (over 50%) of their traffic is direct, indicating brand awareness and user loyalty. People know Wise and trust the brand enough to visit directly. This is especially impressive for a financial services company.

• • Strong Organic Search Presence: Despite the high direct traffic, Wise also has a substantial organic search presence (almost 43%). This suggests their SEO & content strategy efforts are successful, attracting users who might not be familiar with the brand but are actively searching for related information.

Having a strong presence in both direct and organic traffic channels demonstrates a well-rounded digital strategy. It shows Wise is attracting both loyal users and new ones who find them organically through search.

Detailed Wise programmatic SEO strategy

 {Currency1} to {Currency2} Today

1. 1. US dollars to Indian rupees today

1. 1. US dollars to Euro today

{Bank Name} Routing Number

1. 1. Wells Fargo routing number

1. 1. Citibank routing number

A Deep Dive into the Structure of Wise Pages/Section

Wise leverages programmatic SEO content strategy to target a wide range of long-tail keywords in the international finance realm. To understand their approach in more detail, let’s explore a case study that analyzes the structure of their programmatically generated pages. This case study likely dives into specific examples like currency converter pages and bank routing number pages, explaining the data points used to populate each page type.

Currency Converter Page

Wise utilizes programmatic SEO content strategy to target a vast array of long-tail keywords encompassing currency conversions, like “{currency 1} to {currency 2}”. These programmatically generated pages function as both informational resources and landing pages, guiding users towards Wise’s money transfer services. Let’s delve into some specific examples and explore the potential organic traffic they generate each month.

Data Points

Wise infuses these programmatically generated pages with several key data points.Few of them are as follows:

• • Title comprising the names of two currencies

• • Currency converter input and output fields

• • CTA buttons

• • Currency conversion chart

• • CTA for email alerts for any price changes

• • Comparison with other competitors for sending money

• • List of Top Currencies

• • 3-step guide on how to do conversions

• • Options to Change Converter Source Currency

• • Conversion rates for converted currencies

Bank Routing Number Pages

Wise leverages programmatic SEO to target informative content related to specific bank routing numbers, like routing numbers for {bank}. These programmatically generated pages serve primarily as informational resources, although they might also subtly nudge users towards Wise’s services.

Let’s delve into some concrete examples of these pages and explore the potential organic traffic they generate each month.

Data Points

To enhance user experience and guide conversions, Wise programmatic SEO integrates various data points into these programmatically generated pages.

• • Title with little description

• • CTA buttons to get started with

• • Bank’s routing numbers for wire transfers

• • Bank’s routing numbers for different states

• • Different sections with diverse information about bank and routing numbers

• • FAQs

How Wise’s international SEO approach successfully executed with Wise programmatic SEO (If international SEO approach used)

Wise’s programmatic SEO approach appears to be successful based on the information we have about their organic traffic. Here’s how it demonstrates successful execution of international SEO:

• • Targeting Long-Tail Keywords: By programmatically generating content for long-tail keywords like “routing number for {bank}”, Wise captures a wide range of user queries related to international finance. This increases their chances of appearing in search results for relevant searches.

• • Informative Content: The focus on informative content, like currency conversion tools and explanations of routing numbers, positions Wise as a valuable resource for users. This builds trust and credibility, encouraging users to return and potentially consider their money transfer services.

• • Strategic User Guidance: While the content leans towards being informative, elements like CTAs (calls to action) gently nudge users towards exploring Wise’s money transfer services. This subtle approach can be effective in converting users who find the content helpful.

• • High Organic Traffic: The organic traffic figures (USA: 7.8M, UK: 3.8M, etc.) showcase the success of Wise’s programmatic SEO. These impressive numbers indicate they are capturing a significant portion of organic search traffic for their target keywords.

In essence, Wise’s programmatic SEO achieves international SEO success by:

• • Appearing in search results for relevant searches through long-tail keyword targeting.

• • Building trust and user base through informative content.

• • Encouraging service exploration with subtle CTAs.

• • Generating substantial organic traffic across multiple countries.

Critical Examination of Wise’s Programmatic SEO Strategy

Ethical Implications of Programmatic SEO

Programmatically generated SEO content, while efficient and scalable, raises ethical questions concerning transparency and the integrity of search engine practices. Wise leverages automation to create large volumes of SEO-optimized content, but it must balance the need for high-ranking pages with the delivery of genuinely valuable information to users. The benefits of this approach include increased reach and efficiency, but there is a potential risk of search engine manipulation if content is created solely to rank well, rather than serve users. Ethical programmatic SEO focuses on maintaining transparency, providing users with accurate information, and avoiding tactics that deceive search engines, such as keyword stuffing or thin content.

Comparison of Wise’s Programmatic SEO vs Traditional SEO

Wise’s programmatic SEO strategy contrasts with traditional SEO in both scope and methodology. Programmatic SEO uses automation to scale content creation across numerous search terms, while traditional SEO typically involves manual content optimization for specific keywords and individual pages. The advantage of programmatic SEO is the ability to quickly cover a large number of keywords, driving significant organic traffic, as Wise demonstrates with its 90M+ monthly visitors. However, traditional SEO allows for more targeted, personalized, and often higher-quality content, which can lead to better engagement metrics. In certain situations, such as niche markets or highly competitive search terms, traditional SEO may prove more effective, while programmatic SEO excels in broad-scale, data-driven content production.

User-Centric Design and Its Contribution to SEO Success

Wise’s focus on user-centric design plays a pivotal role in the success of its SEO strategy. By structuring its landing pages to provide clear, relevant, and valuable information, Wise not only meets user expectations but also aligns with search engine ranking factors that prioritize user experience. This approach, which emphasizes content that solves users’ problems, helps Wise convert organic traffic into business goals, such as account sign-ups or money transfers. The relationship between delivering value and SEO success is clear: the more useful the content, the higher the likelihood of attracting and retaining visitors, thus contributing to Wise’s overall business objectives.

Sustainability of Wise’s Programmatic SEO Strategy

While Wise’s programmatic SEO strategy is highly effective, its sustainability in the long term poses several challenges. Search engines are constantly evolving, and practices that work today may become less effective as algorithms change. One potential risk for Wise is over-reliance on automation, which could result in a loss of quality or user engagement if not carefully managed. To maintain long-term success, Wise will need to continuously adapt its approach by staying updated on search engine guidelines, refining its content based on user feedback, and possibly incorporating more human oversight into its automated processes. This hybrid approach could help ensure that the strategy remains both effective and sustainable.

Automation and the Future of Digital Marketing

Wise’s success underscores the growing role of automation in digital marketing. As SEO becomes more data-driven, businesses are increasingly leveraging programmatic tools to scale their efforts. However, as automation grows, maintaining ethical practices and user-centricity becomes crucial. Wise demonstrates how automation can drive significant traffic while still offering value to users. The key to sustainable automation in SEO is striking a balance—businesses must focus not just on ranking but also on delivering meaningful content and experiences to their users. Ethical use of automation, combined with ongoing improvements in content quality, will define the future of SEO and digital marketing

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Glossary

• Programmatic SEO: An automated, data-driven approach to SEO that uses tools and algorithms to generate content and target keywords at scale.
• Long-tail Keywords: Longer, more specific keyword phrases users search for, representing lower competition and higher intent.
• Organic Traffic: Website visitors who arrive through unpaid search engine results, indicating genuine interest and relevance.
• Direct Traffic: Visitors who access a website directly by typing the URL, using bookmarks, or clicking links in emails, signifying brand awareness.
• User-Centric Design: A design approach prioritizing the needs and experiences of users, ensuring content is accessible, relevant, and easy to navigate.
• CTA (Call to Action): A prompt encouraging users to take a specific action, such as “Get Started” or “Learn More,” guiding them towards conversion.
• Data Points: Individual pieces of information used to populate programmatically generated content, ensuring accuracy and relevance.
• International SEO: Optimizing a website for users and search engines in multiple countries and languages, expanding reach and visibility.
• Conversion: When a user completes a desired action on a website, such as signing up for a service or making a purchase.
• Algorithm: A set of rules or instructions used by search engines to rank websites in search results based on relevance and authority.