Few mainstream manufacturers are as fascinating SEO-wise as Sensible.

Previously often called TransferWise, this fintech firm providing multi-currency accounts and fast worldwide cash transfers with truthful charges presently 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 SEO neighborhood. Add to this that they’ve a customized CMS to scale their SEO efforts, and you’ve got a model whose SEO technique deserves investigation.

On this one-of-a-kind case research, we’ll discover 5 explanation why Sensible’s SEO technique rocks:

  1. Touchdown web page templates that may be scaled up
  2. A customized CMS constructed round their SEO wants
  3. Content material optimized for featured snippets
  4. A number of methods of attracting and buying hyperlinks
  5. Flawlessly migrating thousands and thousands of pages with numerous threat

Conducting key phrase analysis is often the better a part of making a content material technique, so it’s no shock that Sensible displays what their (potential) prospects 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? 

Sensible 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 high of the funnel.

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

Knowledge by way of the Prime Pages report in Ahrefs’ Web site Explorer.

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 foreign money converters and routing numbers:

Knowledge by way of the Prime Subfolders report in Ahrefs’ Web site Explorer. It exhibits the subfolders on smart.com sorted by natural visitors from excessive to low.

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

The trick to creating so many optimized touchdown pages like that is to make use of templates—and that is what Sensible did. They realized that folks trying to find particular SWIFT/BIC codes or routing numbers needed 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 selected 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 may want. An instance of what searchers are on the lookout for could be discovered of their FAQ sections (which additionally maximize SEO alternatives by way of FAQ wealthy snippets):

All in all, Sensible nailed scaling up their content material creation with a concentrate on SEO. Their natural visitors grows with the variety of listed pages:

Slide taken from Fabrizio Ballarini’s deck.

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

On this presentation, Fabrizio Ballarini, the particular person in command of Sensible’s natural development, outlines a number of the most vital SEO options of their customized CMS, Lienzo: 

  • Utilizing templates and boilerplates to create 1000’s of latest touchdown pages rapidly
  • Managing correct inside linking
  • Producing and updating meta tags and structured information at scale
  • Dealing with hreflang attributes and canonical tags technology and updates
  • Cloning, updating, or deleting current pages at scale
  • Testing adjustments in a neighborhood surroundings earlier than pushing them to manufacturing
  • Constructed-in platform monitoring to detect and repair points ASAP
  • Constructed-in break up testing capabilities for SEO experiments
  • Seamless integration with databases and APIs
  • Assigning person roles, so workforce members have entry to all of the instruments they want

That may be lots to ingest, so right here’s an instance from its UI:

Slide taken from Fabrizio Ballarini’s deck.

Whereas it might appear dangerous to push a lot content material from the technical viewpoint, Sensible managed to choose up an increasing number of 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 inside hyperlinks and sitemaps to make sure good crawlability and well timed indexing.

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

One factor that amazed me about Sensible’s SEO efficiency is what number of featured snippets they personal. But it surely wasn’t clear whether or not it’s because they do a a lot 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’ Web site Explorer exhibits web sites that rank within the high 10 for a similar key phrases as the web site you’re investigating.

Then I selected just a few of them with usually excessive natural visitors and plenty of overlapping key phrases. I needed to know what number of “featured snippet triggering” key phrases they rank for within the high 10 and what number of of these they personal.

Right here’s how I did this in Ahrefs’ Web site Explorer for every web site that I needed to research:

  1. Entered the area
  2. Navigated to the Natural Key phrases 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. Sensible dominates in each absolute and relative numbers:

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

You may be questioning how one can make a desk stand out. It should be a lottery which desk Google chooses for the featured snippet, proper? Effectively, right here’s what the desk appears to be like like on Chase’s web site:

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 might have higher column names, and it wouldn’t damage mentioning that these are certainly Chase routing numbers someplace within the context of the desk.

Sensible does all of this higher, 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 Sensible deserves it right here.

Really useful studying: How one can Optimize for Google’s Featured Snippets

Even the very best on-page and technical SEO setup, processes, and execution doesn’t guarantee success within the SERPs in case your content material lacks a strong backlink profile. Hyperlink constructing is the a part of SEO that 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. Sensible additionally does a wonderful job at this.

Product-led firms naturally appeal to hyperlinks

Your greatest link-building asset is arguably one thing you don’t affect a lot as an SEO: a really precious and standard product. This usually comes with a powerful model. I, myself, am a happy Sensible buyer, and I knew about them lengthy earlier than I transformed.

Having the very best product within the business lets you naturally construct a powerful backlink profile with out actively constructing hyperlinks by way of outreach. In truth, Sensible didn’t have an SEO workforce till 2015 and so they’ve managed to attain nice hyperlinks with just a few PR actions and promoting.

Reaching a Area Score (DR) of 75 with no SEO within the workforce is admittedly spectacular:

Knowledge by way of the Overview report in Ahrefs’ Web site Explorer.

Use of artistic PR campaigns

When researching how Sensible grew into the corporate it’s as we speak, I encountered many examples of them utilizing nice PR campaigns to get nice protection and hyperlinks.

Sensible PR campaigns vary from advocating what they stand for in a reasonably commonplace means:

An internet petition began by TransferWise again in 2014.

To pure PR stunts that additionally strengthen their positioning:



These PR stunts bought them some glorious hyperlinks early on:

It’s clear that PR and promoting helped them construct a powerful model and hyperlink profile earlier than they began taking SEO severely:

Slide taken from Fabrizio Ballarini’s deck.

Referral & affiliate applications as principal acquisition channels

Sensible’s incentivizes their customers to ask associates with a financial bonus, and this turned one in every of their principal acquisition channels early on:

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

Positive, the SEO worth of referral or affiliate hyperlinks is questionable at greatest. Sensible presently has near 9,000 affiliate-related backlinks with no hyperlink attributes, which ought to technically move PageRank:

Filtering for “followed” backlinks to smart.com utilizing the Backlinks 2.0 report in Ahrefs’ Web site Explorer.

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

However the level right here is totally different. A by-product of individuals sharing referral and affiliate hyperlinks is extra commonplace hyperlinks and protection. The larger your referral and affiliate applications are, the extra you reap the advantages. There’s a snowball impact to it.

Migrating a big web site to a brand new area is a frightening activity 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 bought a problem that may stress out any SEO.

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

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

Right here’s the natural visitors graph for transferwise.com:

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


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

Migrating thousands and thousands of pages, retaining your service up through the course of, and never shedding visitors due to it’s merely a hit. However even for those who get every little thing proper, you may nonetheless encounter points which are exhausting to elucidate and repair:

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

Two bits of recommendation stood out to me:

  1. Correctly inform your customers and viewers about an upcoming area migration. This was particularly necessary for Sensible as a result of nature of their enterprise. All of the sudden touchdown on a brand new weblog area just isn’t similar to logging into your cash account on a special area with out figuring out about that upfront.
  2. Check your redirects on a smaller a part of your area and monitor server logs to grasp how crawlers behave. That is undoubtedly good follow earlier than you 301 (redirect) the entire factor. 

Remaining ideas

Sensible stands out when it comes to how invested they’re in SEO throughout groups. This highlights the significance of soppy abilities in SEO. You could correctly talk the worth of SEO and your wants with others within the group to succeed.

I encountered just a few extra facets I might have mentioned right here, however the 5 above have been probably the most attention-grabbing and provoking for me. If in case you have any questions, concepts, or possibly even requests to research the SEO of different firms, be at liberty to ping me on Twitter.