When we changed our strategy post-Covid, we were looking for a new partner to help us execute multiple things in very less time. It has been an extremely satisfying experience with The Wise Idiot for all our content marketing needs.
The client is a global fintech company operating in the cross-border payments space. The category is highly competitive and dominated by long-standing players with strong brand recall and mature SEO ecosystems.
Despite having a solid product, the brand faced a discoverability gap. Their target users were younger freelancers, solopreneurs, and early-stage founders who rely heavily on search before choosing a payments partner. These users compare platforms, read alternatives, and look for clarity around fees, onboarding, and trust before making a decision.
The Wise Idiot was brought in to help the brand build long-term discoverability across search engines and emerging answer-driven platforms, with a focus on high-intent visibility rather than surface-level traffic growth.
Cross-border payments is a category where search behaviour is highly practical. Users often begin with number-based and currency-specific queries such as 1 USD to INR, 100 GBP to INR today, or USD to EUR transfer fees. These searches signal an active need to send, receive, or compare international payments.
We built a programmatic SEO framework to address this behaviour at scale.
This included structured pages for currency conversions, amount-based queries, and cross-border payment scenarios that users search repeatedly with different numbers and currencies.
Each page followed a consistent structure and answered the same core questions clearly, while adapting to the specific currency pair or amount. This allowed the brand to capture high-volume, intent-driven searches without creating thin or repetitive content.
Programmatic pages were supported with internal links to relevant comparison, fee explanation, and onboarding pages so users could move naturally from calculation to evaluation.
Alongside programmatic pages, we created comparison, alternatives, and how-to content for users actively choosing between platforms.
Internal linking was planned so educational content, calculators, and comparison pages worked together.
We focused on:
The founder had a strong LinkedIn presence that supported credibility. We aligned content topics with the founder’s narrative to strengthen trust signals and improve click rates.
Steady month-on-month growth driven by new high-intent queries.
Several competitive keywords that freelancers and early-stage users actively search for.
The brand now appears in:
The brand is increasingly discovered by evaluators choosing between cross-border platforms.
The early foundational work started compounding. Ranking velocity improved and new pages began indexing faster.
