From 0 to 37 Million: How Wise.com Built a Programmatic SEO Framework
Growing with SEO shouldn’t be complicated.
→ You don’t need a giant team.
→ You don’t need link-building armies.
→ You just need the right framework.
Wise.com is the perfect example.
From a small fintech startup to 37M monthly visits, Wise scaled through programmatic SEO, smart PR, and useful content published at scale.
No tricks. No backlink games. Just a repeatable system that works even in the era of AI Mode, AI Overviews, and AI chat erosion.
And here’s the good news:
You can use the same methods.
This study breaks down the Wise approach used to grow in an AI-dominated search environment. You’ll learn how to create high-quality, structured content at scale that AI can’t easily rewrite, steal, or summarize away.
Content that earns real clicks to real target URLs, even when AI sits above your rankings.
By the end, you’ll see the full picture of a programmatic SEO framework anyone can implement.
Simple. Scalable. Future-proof.
Keep reading.
The playbook starts now.
Simplicity and Trust Wins Google Ranking
The first visible screen shows one idea: simplicity wins. The navigation is minimal – three tabs on the left (Personal, Business, Platform) and four quick actions on the right (language switch, Help, Login, Sign up). Nothing extra.
Right below, Wise builds instant trust – 4.8 stars on the App Store and Google Play.
Then comes the emotional hook:
The fast way to send money abroad.
The short description widens the appeal:
Send money to family and friends. Most transfers arrive in under 20 seconds. Deliver to 140+ countries.
Right after that, only the top edge of the currency calculator appears. It’s the core driver of Wise’s programmatic SEO pages. Showing just the top encourages users to scroll and interact. No distractions – just a clean, focused tool.
Scrolling down introduces strong visuals that show sending in one currency and receiving in another. The bank fee comparison highlights how much cheaper Wise is without overwhelming users.
Most Popular Pages Are Converters (Fully Automated, Always Fresh)
The Semrush report shows a clear pattern: the highest-traffic pages on Wise.com are almost all currency converters in different languages. These pages aren’t written manually—they’re generated programmatically.
But unlike low-quality automation, Wise’s system delivers real value because all data is fresh, accurate, and updated in real time.
There’s no irrelevant text, no filler content, no noise users don’t need. Each page gives the exact numbers, charts, and conversions people search for, in their own language, with zero delay.
This is the main difference between true programmatic SEO and mass-produced manual pages. Programmatic done right means scale and quality – every page reflects current rates, correct currencies, and up-to-date calculations.
If you want to analyze your own top pages the same way Wise does, market research tools can help. Try Semrush One for free right now (I may earn a commission at no extra cost to you).
Watch more on how to rank high in AI search on this video below:
How Wise Scales Converter Pages Without Losing Quality
Every converter page follows the same structure but is fully optimized for each currency pair. A large headline matches the exact search query, like “Euros to US Dollars Today” or “1 US Dollar to Mexican Pesos.”
Below it, a short description repeats both currencies in a natural way. This confirms relevance for users and reinforces the topic for Google.
This simple pattern lets Wise scale thousands of pages without losing clarity or quality.
Each converter page uses the same clean model. At the top, the calculator shows the mid-market exchange rate for the specific currency pair. The fields are simple: amount entered and amount converted, with clear flags and symbols.
Below the converter, every page shows the same simple block: a short headline about saving money, a brief description covering 40+ currencies, and three core benefits.
This section repeats across all converter pages, and Google considers it fine because it’s relevant to the broad intent of managing and moving money globally.
Each page ends with the same app section: a phone mockup, a short invite to download the free converter app, and three quick benefits. It’s repeated across all pages, and Google accepts it because it supports the main intent of tracking rates and comparing providers.
A live chart below shows the current rate and recent price changes for that exact currency pair. The headline, numbers, and graph all update per pair, adding unique, real-time data that keeps the page fresh and useful.
These tables expand the converter pages into thousands of extra long-tail keywords. Each block lists real exchange values for many specific amounts: 1, 5, 10, 20, 50, 100, 250, 500, 1000, 2000, 5000, 10000, and more
Because every currency pair gets its own version, Wise automatically targets hundreds of “amount-based” searches like: 1000 yen to usd, 30000 yen to usd, 20000 yen to usd
The FAQ section is the same on every converter page. The questions and answers aren’t specific to any currency pair – they cover general topics like how conversion works and why fees differ.
Even with this repetition, Google accepts it because the content matches broad user intent around currency exchange, so it’s safe to reuse at scale.
Wise’s converter pages strike the right balance. The unique parts – currency pairs, live rates, charts, and amount tables – give each page real relevance. The repeated parts – benefits, app promo, and FAQs-fit broad user intent, so duplication is fine.
Nothing disrupts the experience. UX stays clean, fast, and consistent, which is why this model scales smoothly.
Traditional SEO Metrics Have Different Impact
Traditional SEO metrics don’t tell the full story for Wise. Their programmatic converter pages don’t need emotional words, numbers, or fancy title tricks. Instead, the Title is stuffed with two keyword formats—one long (“Japanese yen to US dollars exchange rate”) and one short (“Convert JPY/USD – Wise”).
This isn’t done for flair. It’s done because users search in both styles, and programmatic pages perform better when the Title mirrors those exact queries. A tool may score it low, but for converters, clarity beats creativity every time.
And it’s not just the Titles — the meta descriptions across all converter pages show the same pattern. They tend to score “medium” because they repeat the same core keywords and add only a few simple benefits like charts, live rates, or email alerts.
But again, this works in Wise’s favor. These descriptions aren’t meant to be emotional or high-impact; they’re meant to be clear, predictable, and instantly relevant.
Beyond titles and descriptions, the Unmiss.com metrics show a few other interesting patterns across Wise’s converter pages. The average text length sits around 600 words, which is just enough to satisfy Google’s need for context without overwhelming users who only want the rate.
Keyword density is also steady at 1–2%, which is exactly what you’d expect from pages built around a single, very specific intent.
Page speed scores land in the “average” zone, and honestly, that makes sense. These pages carry a lot of dynamic blocks – live charts, calculators, tables, and app sections – so hitting a perfect green score everywhere is almost impossible without stripping away the features users actually rely on.
The tool also flags that images have no alt tags, but for a site like Wise, that’s intentional. Image search won’t drive traffic to generic converter visuals repeated across thousands of pages, so adding alt text wouldn’t have a meaningful SEO impact.
The only surprising part is that Open Graph tags and Schema.org data aren’t fully optimized. These don’t require much development time, and they could make sharing and indexing even cleaner.
Still, Wise ranks incredibly well without them – another sign that strong intent matching and real-time utility outweigh perfect technical scores for programmatic SEO.
So, that’s fine to miss some metrics in order to get higher impact for important data.
No Link Building – Just PR
One of the most interesting parts of Wise’s growth is what they didn’t do. They didn’t build armies of backlinks, chase guest posts, or try to manipulate authority metrics. Instead, Wise leaned entirely on strong PR, product credibility, and brand trust.
Because the product is genuinely useful and globally relevant, journalists naturally reference Wise in articles about money transfers, currency trends, fintech, and consumer fees. These mentions create high-authority, editorial links without any manual outreach or link-building campaigns.
In other words, Wise earns links the way Google actually prefers – through real impact, not tactics. Their PR strategy brings visibility, news coverage, and long-term trust, which quietly strengthens the entire domain without ever needing a traditional backlink playbook.
If you want to start your PR campaigns then you don’t need to break your pocket with this extremely expensive services. Learn on this guide on how I save $3,744,000 a year with digital PR.
It’s a great reminder for any brand: If your product solves a real problem at scale, and you communicate it well, links come on their own.
Conclusion
Wise proves that modern SEO doesn’t require tricks, perfect scores, or complicated strategies. Their programmatic system works because it delivers exactly what users want in a simple, reliable format. Even with average technical metrics, the real-time data, clear structure, and consistent UX make every page genuinely helpful. It’s a reminder that usefulness beats optimization when you’re building at scale.
What makes Wise even more unique is their approach outside of SEO. They don’t build links – they earn them naturally through strong PR and a trustworthy product. Media mentions come without outreach because the brand is relevant and credible. When you combine that with a clean programmatic framework, growth becomes steady and predictable. Wise shows that putting users first is still the most powerful SEO strategy.
