Programmatic SEO is a brilliant way to scale high quality organic traffic without editorial bottlenecks.
By creating a template and populating it with a database, you can create thousands of high quality SEO-friendly pages almost instantly.
I’ve been involved in a few projects now where we’ve tried it and feels like a cheat code. Publishing thousands of pages at once, the initial trickle of traffic turning into a flood within a few weeks.
What exactly does this look like then? Here are seven of the best examples I’ve come across in the fintech space.
| Company | Theme | Traffic (monthly) | Example URL |
| 1. Robinhood | Stock Pricing Pages | 225,0000 | https://robinhood.com/us/en/stocks/TSLA/ |
| 2. Wise | Currency Conversion | 22,800,000 | https://wise.com/gb/currency-converter/eur-to-inr-rate |
| 3. Coinmarketcap | Token Data | 7,000,000 | https://coinmarketcap.com/currencies/dogecoin/ |
| 4. Groww | Gold Price by Region | 1,200,000 | https://groww.in/gold-rates/gold-rate-today-in-mumbai |
| 5. Kraken | Token Conversion | 2,880,000 | https://www.kraken.com/en-gb/convert/doge/usdt |
| 6. EquityZen | Pre-IPO Stocks | 31,000 | https://equityzen.com/company/spacex/ |
| 7. Doxo | Pay Bills | 434,000 | https://www.doxo.com/info/duke-energy |
1. Robinhood
Robinhood is the market-leading stock trading app, whose popularity nosedived thanks to its central role in the GameStop saga in 2021.
Their programmatic SEO traffic remains rock solid though, thanks to their 12,000 stock pricing pages, which rank prominently when people search for specific stocks in google.
Combined, these pages bring in around 225k visits per month, or around 2.7 million visits per year, by ranking on page one for high-demand keywords like ‘tsla stock’, ‘nvda stock’, and thousands of others.
Robinhood funnels this traffic into sign ups via the prominent ‘Sign Up to Buy’ button above-the-fold.
https://robinhood.com/stocks/TSLA/ ranks on page 1 for the search query ‘tesla stock’
2. Wise
Wise is a UK-based FinTech whose mission is to make international money transfers cheap, fair, and simple.
They’re also absolute beasts when it comes to programmatic SEO, generating an incredible 22.8 million organic search visits per month to their 120k currency converter pages.
These pages target people searching for exchange rates between different currencies, such as ‘euro to pkr’ and ‘dollars to pounds’. These pages are all generated programmatically, containing a simple calculator tool and ‘Send Money’ CTA, along with some historical data.
These are thousands of combinations of different currencies, and each combination has thousands – if not hundreds of thousands – of searches each month.
They’ve compounded the impact of this by translating the pages in a number of languages, which allows them to target these types of keywords across the globe.
Wise’s page ranks on page one for ‘Euros to Indian Rupees’
3. CoinMarketCap
CoinMarketCap is a crypto data provider which monetises via paid access to their API, advertising, and referrals.
They target people researching specific tokens, and do so by publishing 48,000 pages in the /currency folder, which contain data on pricing, market cap, and more.
Combined, these pages bring in around 7 million visits per month, by ranking on page one for keywords like ‘bitcoin price’ and ‘shiba inu coin’ and many more.
Coinmarketcap’s Ethereum dashboard page. All the currencies use this template.
They make it really easy for googlebot to crawl these pages by linking to them via a clean html sitemap.
Coinmarketcap’s HTML Sitemap
4. Groww
Groww is an Indian financial services app that offers stock investing, digital payments and lending.
They are generating a staggering 19 million visits per month thanks to a number of programmatic strategies, including stock pricing dashboards similar to the Robinhood example earlier in this article.
Perhaps the most original however is their strategy targeting people searching for gold rates in different cities across India.
Since the gold rate fluctuates by day, and also by city, there are hundreds of thousands of people everyday searching for keywords like ‘gold rate today mumbai’, ‘today gold rate in kerala’.
Groww target these keywords with around 250 programmatically generated pages with live gold price data. These pages bring in an estimated 1.2 million visitors per month, before funnelling them to their gold investment offerings.
An example of one of Groww’s gold rate pages that ranks 1st in google for ‘gold rate in Mumbai’.
5. Kraken
Kraken is a US-based crypto exchange, founded in 2011, which was valued at $10.8 billion in mid 2022.
They generate 288k monthly visits to their /convert subfolder – a series of programmatically generated pages which allow users to see the exchange rate between different tokens and fiat currencies.
These pages rank on page one for keywords like:
‘btc to usd’ (394k)
‘eth to usd’ (27k)
‘xrp to usdt’ (600)
https://www.kraken.com/en-gb/convert/doge/usdt ranks #1 in the UK for ‘doge to USDT’
They’ve also rolled these pages out in various different languages and locales, allowing them to rank across the globe.
Impressively, they only launched these pages in March 2023, meaning they’ve achieved this level of traffic in twelve months (at the time of writing). This is a great example of how quickly you can make progress when you apply a well executed programmatic strategy to a high authority domain.
6. EquityZen
EquityZen, with its roots dating back to 2013, has been at the forefront of making private market investing accessible to a broader audience. For over ten years, they have been providing a platform for investors to tap into investment opportunities typically reserved for institutional investors.
Their primary source of organic search traffic is their ‘/company’ subfolder, which, as of now, comprises 3,921 pages. This section of their website ranks impressively in the top 10 for high-volume keywords like “openai stock” (23k) and “spacex stock” (38k).
The secret behind their successful SEO strategy lies in their programmatic generation of pages under the umbrella term “invest in or sell”.
This approach not only drives significant organic traffic but also aligns perfectly with the services they offer, no doubt leading to an impressive conversion rate from this traffic.
7. Doxo
Doxo is a comprehensive bill payment service designed to simplify and secure the process of managing and paying bills in the US. It allows users to manage all their bills in one place, with the flexibility to pay anytime and on any device.
The company’s programmatic SEO strategy has proven very successful, with Ahrefs showing an impressive 462k monthly organic traffic. Of this, 434k traffic is coming from the /info subfolder, which contains over 40,000 programmatically generated pages. Each page is designed with a head term of “(Company) | Pay Your Bill Online”
Despite their simplicity, Doxo’s programmatic pages directly address the needs of users who are looking to pay their bills online. Each page is tailored to a specific company, making it easy for users to find and pay their specific bills. This direct approach effectively satisfies user intent, leading to high levels of organic traffic and user satisfaction.
Things to Consider When Building Your Own Programmatic Strategy
For a successful programmatic strategy, it’s important to concentrate on a few essential aspects:
Unique URLs and Subfolders
When creating your programmatic pages, it’s essential that each one has a unique URL. This includes using subfolders correctly to structure your site and its content efficiently. Subfolders can help search engines understand the hierarchy and relationship between different pages on your website.
Internal linking
A well-planned internal linking structure is crucial within your programmatically created pages. It not only assists search engines in crawling and understanding your content but also enhances the user navigation experience.
Indexing
It’s important to note that the indexing of programmatic pages can often be slow due to the scale of publishing. This factor should be integrated into your planning and timeline. I use URL monitor to speed things up.
Add Unique Content with AI
AI content generators like ChatGPT are a complete game changer when it comes to adding unique, optimised text content. This can allow you to add more context to your pages, as well as help Google understand what your pages are about.
Final Thoughts
In conclusion, the exploration of programmatic SEO in fintech companies underlines the transformative potential of this strategy. Companies like Robinhood, Wise, and CoinMarketCap have been pioneers, successfully leveraging programmatic SEO from the onset.
The exciting news? These types of opportunities are bountiful in the data-heavy FinTech space. If you’d like to explore some ideas for your own programmatic strategy, then please drop me an email (will [at] precisiongrowth.io) or book a call via the contact form.