How Investing.com scaled to 200+ million monthly organic visitors with programmatic SEO

Investing.com is a powerhouse in the online finance world.

Originally founded by Dror Efrat in 2007 as Forexpros.com, it offers a wealth of resources for investors, including market quotes, foreign exchange data, stock prices, commodities updates, and interest rates. In 2012, the company rebranded to Investing.com following the purchase of the domain for $2.45 million—one of the most expensive domain deals in history.

From the outset, Investing.com has been a bootstrapped success story, relying primarily on organic channels for growth. Led by Igal Stolpner, the company’s first employee and long-time SEO strategist, Investing.com built an SEO machine that scaled the site’s traffic from zero to over 200 million monthly visits. In fact, as of November 2024, Investing.com ranks among the top 100 most visited sites in the world.

A key part of Investing.com’s success: programmatic SEO (pSEO), which has helped position the site as a top-tier resource for investors of all experience levels. Below, we’ll explore how Investing.com leveraged pSEO to create a comprehensive, localized content strategy that drives immense traffic across multiple regions and languages.

Investing.com’s content strategy: an overview

Investing.com’s content strategy is built around three core pillars:

1. Editorial content: According to its editorial guidelines, Investing.com publishes hundreds of user-contributed articles on a daily basis. These include news articles and market analyses that provide readers with up-to-date financial insights.
2. Programmatic content: Besides user-written commentary, Investing.com features hundreds of programmatically generated pages with rich financial data, all of which are updated in real time.
3. SEO localization: From English to Turkish to Greek, the site is available in over 20 languages and even includes regionalized content. For instance, clicking on Canadian English will bring users to a localized version of Investing.com with content specifically tailored to the Canadian market.

Investing.com’s SEO performance speaks to the success of its content strategy. According to Ahrefs, Investing.com’s 1.375 million pages rank for over 3 million organic keywords across all of its localized versions. English keywords dominate with more than 800,000, followed by Indian (445,000) and Turkish (289,000) keywords.

Because Investing.com generates revenue through a diversified model centered on advertising, SEO is crucial to its success. The site’s ability to attract high volumes of visitors directly drives ad revenue, affiliate conversions, and subscription sales, and is amplified further by its cross-cultural presence across multiple languages and regions. Below, we’ll take a closer look at how programmatic SEO makes this all possible.

Investing.com’s pSEO templates

A key piece of how Investing.com maintains its position as a go-to resource for financial insights is its programmatically generated financial content, which attracts the lion’s share of the site’s traffic.

There are six pSEO templates in particular worth noting:

• Stocks (equities)
• Exchange-traded funds (ETFs)
• Currency exchange
• Crypto
• Index funds (indices)
• Commodities

As one might expect from a website dedicated to investing, each of these templates covers a financial asset. We provide a high-level overview of each one below, including examples of the keywords it targets and the number of pages that exist for each category. (Note that the number of pages shown reflects only the U.S. version of Investing.com.)

Stocks (equities)

• Subfolder: /equities/
• Keywords: “wework stock,” “nio stock”
• Pages: 130,000+

These pages provide comprehensive information about individual stocks, including prices, performance data, and charts.

Exchange-traded funds (ETFs)

• Subfolder: /etfs/
• Keywords: “invesco qqq price”
• Pages: 10,700+

Users can explore ETF prices, performance metrics, and historical trends on these pages.

Currency exchange

• Subfolder: /currencies/
• Keywords: “usd to rmb,” “gbp to usd”
• Pages: 9,300+

Investing.com’s currency exchange pages provide real-time conversion rates and historical data. These pages are reminiscent of Wise’s currency converter pages, which similarly show exchange rates. However, there’s a clear difference in user intent, as Investing.com’s readers use the data to make informed decisions in forex trading—not for banking or international money transfers, as Wise’s audience does.

Crypto

• Subfolder: /crypto/
• Keywords: “ethereum price history”
• Pages: 8,700+

Cryptocurrency pages offer detailed pricing histories, market caps, and news for popular digital currencies.

Index funds (indices)

• Subfolder: /indices/
• Keywords: “dow futures,” “nasdaq futures”
• Pages: 5,500+

Indices pages provide real-time updates on major market indices, catering to both retail and professional investors.

Commodities

• Subfolder: /commodities/
• Keywords: “gold futures,” “aluminum price”
• Pages: 1,700+

Finally, these pages focus on commodities trading, offering data on prices, trends, and historical charts.

Leveraging pSEO for data-driven content and engaged communities

Take a quick look through Investing.com’s templates and you’ll see clear similarities in format and structure. For instance, each template features:

• a price chart that updates in real time
• relevant news
• technical analysis and indicators
• a live discussion forum for active users

This templatized content is made possible through pSEO. Rather than designing and publishing each page manually, Investing.com’s team relies on automation, using real-time data from financial data providers and market maker CFDs to keep each page updated.

Publishing such comprehensive financial data earns Investing.com a diverse range of organic keywords, from “premarket movers” to “s&p futures” to “usd inr.” However, even beyond keywords for different financial instruments, Investing.com also ranks highly for forum and message board keywords because of its community feature.

These communities, which appear under the “Forum” tab of each financial instrument page, foster active user engagement. Sample keywords that Investing.com’s community pages consistently rank in the top positions for include:

• “nvidia stock forum”
• “tesla stock discussion”
• “soun message board”
• “corn futures forum”

Capturing forum and message board traffic makes Investing.com not just a hub for financial information but also for peer-to-peer discussion.

Investing.com takes pSEO one step further with localization

Investing.com’s templates are just one aspect of how the site leverages pSEO to scale its content. Besides aggregating financial data, it also uses pSEO to support its localization strategy.

SEO localization describes the practice of adapting a website’s content to different geographic markets. Though often misunderstood as simply translating content from one language to another, there’s much more to localization. True localization considers cultural, linguistic, and regional nuances, adapting content to the target audience’s context for more relevance and authenticity.

Needless to say, localization is no easy feat. As founder Dror Efrat said in a 2016 interview, “Content is very hard to create at a high level in a multilingual fashion and on a global basis—you need a lot of local writers with local knowledge and the costs are very high. This makes it very hard to be a global player.”

Despite these challenges, Dror and his team recognized that tapping into a global audience would be game-changing for the site. It would, in Dror’s words, “allow us to target a huge potential market of five billion potential users and not just the English worldwide audience.”

Initially, the company focused on smaller European markets, but it quickly realized that larger, developing countries offered more growth potential. For example, while Finland’s site saw 5,000 visits per day after eight years, India’s edition reached over 55,000 daily sessions in just over a year.

The lack of competition in these regions not only enabled Investing.com to gain faster traction, it also helped the site to develop stronger brand awareness from the get-go. According to Dror:

“In developing countries, where our competition isn’t as fierce, the high-level tools that we’ve built (calendars, graphs, quotes and predictors) are helping to place our brand head and shoulders above the rest due to the lack of competing equivalents.”

To that end, Investing.com has strategically focused on non-Western countries where financial information is not as readily available. Oftentimes, these countries have tens of millions—even hundreds of millions—of potential users, including Indonesia, Malaysia, Brazil, and India. For an idea of how many regions it’s expanded to, simply take a look at the site’s language options.

In the same way Investing.com used pSEO to scale its financial templates in English, it’s also used pSEO to scale the same content in other languages—albeit with a focus on the companies and assets most relevant to a given region.

The result is an amplified search presence, drawing investors from dozens of countries around the world.

Unlock the potential of pSEO with daydream

Investing.com’s pSEO strategy has made it a go-to resource for investors worldwide. Each of its programmatic templates provides valuable market and financial data—and scaled across multiple languages, has resulted in massive organic reach and global visibility.

The platform’s success is a testament to the power of a robust, well-executed pSEO strategy. By leveraging programmatic templates and localization, Investing.com has scaled its content to meet the needs of a global audience while maintaining a strong focus on user intent.

Curious about using pSEO to drive traffic and grow your business? daydream can help. We specialize in AI-driven pSEO content for all kinds of industries and can even support SEO localization efforts. Let’s chat to learn how we can unlock your business’s organic growth potential.