Few mainstream brands are as fascinating SEO-wise as Wise.

In this one-of-a-kind case study, we’ll explore five reasons why Wise’s SEO strategy rocks

1. Landing page templates that can be scaled up
2. A custom CMS built around their SEO needs
3. Content optimised for featured snippets
4. Multiple ways of attracting and acquiring links
5. Flawlessly migrating millions of pages with a lot of risk

1. Landing page templates that can be scaled up

Wise reflects what their (potential) customers search for with the content they produce. They try to be present in the search results throughout the whole customer journey, and there’s a lot of content to cover - especially at the top of the funnel.

2. A custom CMS built around their SEO needs

Fabrizio Ballarini, the person in charge of Wise’s organic growth, outlines some of the most crucial SEO features of their custom CMS, Lienzo:

Using templates and boilerplates to create thousands of new landing pages quickly
Managing proper internal linking
Generating and updating meta tags and structured data at scale

Handling hreflang attributes and canonical tags generation and updates
Cloning, updating, or deleting existing pages at scale
Testing changes in a local environment before pushing them to production

Built-in platform monitoring to detect and fix issues ASAP
Built-in split testing capabilities for SEO experiments
Seamless integration with databases and APIs
Assigning user roles, so team members have access to all the tools they need

3. Content optimised for featured snippets

One thing that amazed me about Wise’s SEO performance is how many featured snippets they own. It’s clear that Wise does featured snippet optimization really well, and it drives them quite a lot of traffic. I’m rather surprised that their organic competitors don’t do a better job

4. Multiple ways of attracting and acquiring links

Product-led companies naturally attract links

Your best link-building asset is arguably something you don’t influence much as an SEO: a truly valuable and popular product. This often comes with a strong brand. I, myself, am a satisfied Wise customer, and I knew about them long before I converted.

Use of creative PR campaigns

When researching how Wise grew into the company it is today, I encountered many examples of them using great PR campaigns to get great coverage and links.

5. Flawlessly migrating millions of pages with a lot of risk

Migrating a large website to a new domain is a daunting task on its own. Add to that a vast customer base that relies on your service 24/7 to handle their money, and you’ve got a challenge that would stress out any SEO expert.

They managed to successfully transfer their organic traffic from Transferwise without any noticeable losses to their new domain wise .com  within four months of the migration.