How Fabrizio Ballarini Grew Wise’s SEO From 20 K to Millions in Monthly Visits

Episode notes

Welcome to Market Movers: Building Brands and Links with Linkifi! Your go-to podcast for transforming your business into an unforgettable brand where branding meets SEO and link-building. I’m Chris Panteli, Co-Founder and CEO of Linkifi, and I’m joined by my co-host and Co-Founder, Nick Biggs. In this episode we welcome Fabrizio Ballarini, Head of Organic Growth at WISE (formerly TransferWise). Hired as SEO employee #1 back in 2015, Fabrizio has helped the fintech rocket from ≈20 K non-brand visits a month to multiple millions, handling everything from CMS builds to a high-stakes 2021 TransferWise → wise.com migration—without losing traffic. Key Talking Points Building SEO from a Blank Slate – Why Fabrizio’s first 100 days focused on CMS architecture & in-house engineering firepower 12-Month Domain Switch Playbook – The phased, no-content-changes approach that kept billions in cross-border payments flowing Product-Led Page Generation – How WISE scales millions of long-tail pages with tech, not content farms Word-of-Mouth vs.