← Back to blog home

Why Is NerdWallet's SEO Strategy So Successful?

By drips.ai team · 9 min read

Last Updated on July 22, 2023

Wait a minute...

Every blog post on DripsAI is a mix of AI and human creation.
We believe in using our own product to maximize our understanding of what to build. Everything you see on this page was a collaboration of content creators and AI. See what you can do with DripsAI.


In the competitive world of SEO, where businesses constantly vie for the top spot in search engine rankings, NerdWallet has emerged as a true powerhouse. With its innovative strategies and relentless pursuit of excellence, the one-time startup has managed to crush its competition and establish itself as a leading brand in the finance industry. Entrepreneurs and SEO enthusiasts can draw great inspiration from NerdWallet's remarkable success.

NerdWallet's journey to SEO dominance has been nothing short of extraordinary. The company's ability to attract 18 million monthly organic traffic and drive exponential growth is a testament to the power of effective SEO strategies. By leveraging the strength of SEO topic clusters, NerdWallet has managed to establish authority, attract a massive audience, and generate substantial revenue.

In this article, we will delve into the strategies employed by NerdWallet and uncover the secrets behind their staggering success. From their implementation of topic clusters to their content optimization techniques, we will explore how NerdWallet has harnessed the power of SEO to supercharge their growth. Whether you're a small business owner or an aspiring entrepreneur, there is much to learn from NerdWallet's SEO triumphs.

How NerdWallet Uses SEO Topic Clusters to Dominate the SERPs

One of the key factors that sets NerdWallet apart in the SEO game is their strategic use of topic clusters. A topic cluster is a content framework that revolves around a pillar page and related subtopic pages. This approach not only helps organize content but also signals to search engines the depth and expertise of a website on a particular subject.

NerdWallet has masterfully implemented topic clusters to establish itself as a go-to resource for all things finance. By creating comprehensive pillar pages that cover broad topics such as "personal finance" or "credit cards," and interlinking them with in-depth subtopic pages, NerdWallet has built a dynamic web of interconnected content. This not only improves user experience but also enables search engines to crawl and index a wealth of valuable information.

The pillar pages serve as content hubs, providing a detailed overview of the main topic and guiding users towards more specific information provided in the subtopic pages. This organizational structure helps NerdWallet dominate the search engine result pages (SERPs) by ranking for a wide range of related keywords. Additionally, their content is well-optimized, providing users with relevant and comprehensive answers to their financial queries.

Internal Links

Moreover, NerdWallet's topic clusters foster interlinking, which strengthens the overall architecture of their website. Each subtopic page links back to the relevant pillar page, and the pillar page links to each subtopic page within the cluster. This interconnectivity not only improves the user experience by allowing easy navigation but also signals to search engines that the content is valuable and authoritative.

By implementing topic clusters, NerdWallet has effectively positioned itself as an industry leader in finance. Their comprehensive and interlinked content ecosystem not only attracts massive organic traffic but also helps establish trust, credibility, and authority in the eyes of both users and search engines.

Marketing Via Tools and Calculators

Something else that folks often tie to NerdWallet are its financial tools and calculators that they make available for free.

These tools and calculators are essential resources for individuals looking to make informed financial decisions. NerdWallet offers a wide range of calculators, including mortgage calculators, retirement calculators, loan calculators, and more. These tools provide users with the necessary information to assess their financial situations accurately.

NerdWallet's calculators are incredibly user-friendly and provide valuable insights. For example, their miles to money calculator helps users determine the value of their frequent flyer miles in terms of cash. This tool takes into account various factors such as airline loyalty programs, credit card rewards, and current market rates. With this information, users can make informed decisions about whether to use miles or cash for their travel expenses.

The importance of these calculators is further emphasized by the fact that NerdWallet's target audience largely consists of 25-34 year-olds. This age group is often faced with significant financial decisions, such as buying a home or planning for retirement.

By providing these calculators, NerdWallet positions itself as a go-to resource for this demographic, assisting them in making smart financial choices.

Furthermore, these tools and calculators also play a crucial role in NerdWallet's overall SEO strategy. By offering free, valuable resources, they attract millions of monthly organic traffic, establishing authority within the industry. Their calculators serve as entry points to their content ecosystem, enticing users to explore the wealth of information available on their website.

The Impact of NerdWallet's SEO Strategy on Organic Traffic and Authority

NerdWallet's meticulous approach to SEO has yielded remarkable results, particularly in terms of organic traffic and establishing authority in the finance industry. Through their strategic implementation of topic clusters and other SEO techniques, they have attracted a staggering 18 million monthly organic visitors to their platform. This influx of traffic not only drives brand visibility but also opens up opportunities for revenue generation and business growth.

The power of NerdWallet's SEO strategies lies in their ability to align content with user intent. By conducting thorough keyword research and understanding the pain points of their target audience, NerdWallet consistently delivers valuable, informative, and (most importantly) highly relevant content. This not only satisfies their users' needs but also helps them rank higher in search engine results pages (SERPs).

Featured Snippets

Furthermore, NerdWallet's focus on content optimization is evident in their ability to capture featured snippets. Featured snippets are concise informational summaries that appear at the top of search results, providing users with quick answers to their queries. By optimizing their content for featured snippets, NerdWallet has secured prime real estate on SERPs, enhancing their visibility and attracting a significant portion of organic traffic.

In addition to driving organic traffic, NerdWallet's SEO strategy has played a crucial role in establishing the brand as an authoritative voice in the finance industry. By consistently producing high-quality, in-depth content that covers a wide range of financial topics, they have earned the trust of their audience and positioned themselves as an industry thought leader. This authority not only attracts more organic traffic but also opens up opportunities for collaborations, partnerships, and further business expansion.

NerdWallet's commitment to SEO excellence has clearly paid off, allowing them to differentiate themselves from their competitors, dominate search engine rankings, and become a trusted resource for financial guidance. As entrepreneurs, there are invaluable lessons we can learn from NerdWallet's SEO success. Let's delve into these lessons and explore how we can apply them to our own SEO strategies for business growth and success.

Lessons for Entrepreneurs from NerdWallet's SEO Success

NerdWallet's SEO triumphs offer valuable lessons for entrepreneurs seeking to optimize their digital presence and drive organic growth. Here are some key takeaways from NerdWallet's success story:

1. Embrace a Strategic Approach

NerdWallet's success can be attributed to their strategic approach to SEO. They didn't just rely on random content creation; instead, they developed a well-defined topic cluster strategy. Entrepreneurs can learn from NerdWallet by investing time in research, understanding their target audience, identifying key topics, and developing content clusters that provide comprehensive coverage. By aligning content with user intent and organizing it in a logical and interconnected manner, entrepreneurs can increase their chances of ranking higher in search results.

2. Prioritize User Experience

NerdWallet's user-centric approach has been fundamental to their SEO success. Entrepreneurs should focus on delivering a seamless user experience by creating informative, engaging, and optimized content. By understanding their audience's pain points and delivering valuable solutions, entrepreneurs can not only attract organic traffic but also build trust and loyalty with their users.

3. Create Authoritative Content

Authority is crucial in SEO, and NerdWallet understands this well. Entrepreneurs should strive to establish themselves as industry thought leaders by consistently producing high-quality, accurate, and in-depth content. By demonstrating expertise and providing valuable insights, entrepreneurs can gain credibility and trust from both users and search engines.

4. Optimize for Featured Snippets

Featured snippets are highly coveted spots in search results, and NerdWallet has successfully captured them. Entrepreneurs should aim to optimize their content for featured snippets by answering common queries concisely and providing clear solutions. By optimizing content structure, formatting, and providing explicit answers to user queries, entrepreneurs can improve their chances of earning featured snippets and driving more organic traffic.

5. Stay Updated on SEO Trends

SEO is an ever-evolving field, and NerdWallet has excelled by staying ahead of the curve. Entrepreneurs must stay updated on the latest SEO trends, algorithm updates, and best practices. By keeping a finger on the pulse of SEO industry developments, entrepreneurs can adjust their strategies, leverage emerging opportunities, and continue to drive organic growth.

A Final Note On Longevity

One final thing to consider - NerdWallet has been doing thing since 2009, which— as of this writing— is 14 years of producing quality, helpful content and sending strong trust signals to search engines.

This longevity has undoubtedly played a significant role in their success. Building authority and establishing a solid online presence takes time and consistent effort. Entrepreneurs should not expect immediate results but rather focus on the long-term goals of becoming industry thought leaders. By consistently producing high-quality, accurate, and in-depth content, entrepreneurs can gradually build credibility and trust with users and search engines.

Conclusion: NerdWallet's SEO Conquer and Your Path to Success

As we reach the end of our exploration into NerdWallet's SEO strategies, it is abundantly clear that their relentless pursuit of excellence has paved the way for their outstanding success. Through their implementation of topic clusters, focus on user experience, production of authoritative content, optimization for featured snippets, and dedication to staying on top of SEO trends, NerdWallet has managed to dominate the SERPs, attract an immense amount of organic traffic, and establish themselves as a trusted resource in the finance industry.

For entrepreneurs aspiring to achieve similar SEO triumphs, the path forward is illuminated by the lessons we have learned from NerdWallet. By embracing a strategic approach, prioritizing user experience, creating authoritative content, optimizing for featured snippets, and staying updated on industry trends, entrepreneurs can chart their way to success in the digital landscape.

Remember, SEO is not a one-time endeavor but an ongoing journey. It requires continuous adaptation, data analysis, and a commitment to delivering exceptional value to users. By taking inspiration from NerdWallet and applying these lessons to your own business, you can gain a competitive edge, drive organic growth, and establish your brand as an industry leader.