Wex is pulling in 117K monthly organic visits!
It ranks #1 for key terms, and builds authority with 68.4K backlinks. Want to know how they do it?
This article breaks down Wex’s SEO strategy in detail.
Wex SEO Snapshot: The Numbers That Matter
| Organic Traffic (Monthly) | 117K |
| Domain Rating (DR) | 76 |
| Backlinks | 68.4K |
How Wex Captures Traffic: Breaking Down the Sources
#1 Branded searches: 99.2K visits (Users already familiar with the brand)
#2 Non-branded searches: 18K visits (Capturing users before they know the brand)
#3 Informational searches: 93.1K visits (Users seeking knowledge and insights)
#4 Navigational searches: 81.4K visits (Users looking for a specific website or page)
#5 Commercial searches: 93.2K visits (Users researching before making a purchase)
You might like to read this as well: OnPay SEO: How They Get 235K+ Organic Monthly Visits
Traffic MVPs: Top Pages Behind Wex’s Success
| Page | Keyword | Position | Monthly Traffic |
| https://www.wexinc.com/ | wex | 1 | 61,092 |
| https://www.wexinc.com/products/employee-benefits/ | wex benefits | 3 | 7,177 |
| https://www.wexinc.com/products/fuel-cards-fleet/small-business/ | fuel cards for small business | 1 | 5,628 |
| https://www.wexinc.com/motorpass/ | wex motorpass | 1 | 2,944 |
| https://www.wexinc.com/en-gb/ | wex | 2 | 2,098 |
| https://www.wexinc.com/products/fuel-cards-fleet/ | wex fleet | 1 | 1,994 |
| https://www.wexinc.com/products/fuel-cards-fleet/select/business-gas-card/wex-fleet-card/ | wex fleet card | 1 | 1,968 |
| https://www.wexinc.com/products/employee-benefits/compliance-and-cobra-services/cobra/ | wex health cobra | 1 | 1,270 |
| https://www.wexinc.com/en-gb/login/fleet/ | wex esso card login | 1 | 1,154 |
| https://www.wexinc.com/products/fuel-cards-fleet/compare-fleet-fuel-cards/ | best fleet fuel card | 1 | 1,051 |
Wex’s Traffic Powerhouses
#1 The homepage is a powerhouse, ranking #1 for “wex” and attracting over 61K monthly visitors; proof of strong brand recognition.
#2 Product pages pull targeted traffic, with the “fuel cards for small business” page ranking #1 and generating high-value visits.
#3 Service pages like “employee benefits” rank well, positioning Wex as a go-to solution for business needs.
Wex Wins with Search Intent
#1 Business owners find their way through targeted queries like “fuel cards for small business,” reinforcing Wex’s niche authority.
#2 Trust-building pages, such as “wex fleet card,” convert well by ranking #1 for key transactional searches.
#3 Informational intent drives engagement, with the “wex motorpass” page capturing searchers looking for solutions.
Wex’s approach highlights the power of inbound marketing in SaaS. Companies looking to refine their strategy can take inspiration from how successful brands attract and convert leads through inbound marketing.
Wex’s Global Reach: Where the Traffic Comes From
| Country | Monthly Visits | % of Total Traffic |
| United States | 90.6K | 77.3% |
| United Kingdom | 6.9K | 5.9% |
| India | 5.4K | 4.6% |
| Australia | 4.5K | 3.8% |
| Italy | 1.2K | 1.0% |
Insights
#1 The United States dominates traffic, contributing over 77% of total visits, highlighting Wex’s strong presence in its home market.
#2 India shows impressive growth, with a 3.9K increase in visits; indicating rising interest from the region.
Wex’s Backlink Profile: How They Build Authority
| Metric | Value |
| Total backlinks | 68.4K |
| Referring Domains | 3.7K |
| High-Authority Links | Links from Apple, Github, Wikipedia |
Insights
#1 Wex has secured 68.4K backlinks from 3.7K domains, showing a strong and diverse link-building strategy.
#2 High-authority links from Apple, GitHub, and Wikipedia enhance Wex’s credibility and boost search engine trust.
Building authority isn’t just about getting backlinks; it’s about earning them from the right sources. Many SaaS companies work with specialized SEO partners to develop strategies that attract high-quality links naturally.
Traffic Breakdown
| Source | Value |
| Organic Search | 117K |
| Paid Search | 571 |
Wex’s Technical Health
Core Web Vitals (Desktop):
Largest Contentful Paint (LCP): 1.8s (Moderate)
Cumulative Layout Shift (CLS): 0 (Perfect)
Interaction to Next Paint (INP): 121 ms (Moderate)
Source: PageSpeed Insights
Insights
#1 Wex’s LCP of 1.8s is moderate, meaning pages load relatively quickly but could be further optimized for a smoother experience.
#2 A perfect CLS score of 0 ensures a stable visual experience, preventing unexpected layout shifts that disrupt user interactions.
Paid Ad Keywords That Drive Conversion
Wex is heavily targeting fuel card-related searches, reinforcing its dominance in the fleet and fuel payment sector.
Top Keywords Wex Is Bidding On:
#1 “business fuel cards”
#2 “fuel cards australia”
#3 “fuel cards”
#4 “business fuel card”
#5 “motorpass fuel card australia”
#6 “wex motorpass fuel card”
#7 “best fuel card for business”
Insights
#1 The focus on Australia-specific keywords suggests a strong push to capture market share in that region.
#2 Bidding on “best fuel card for business” indicates an intent to attract high-intent users actively comparing options.
5 Key Learnings From Wex’s SEO Playbook
#1 Prioritize Branded Search Optimization
Wex’s homepage ranks #1 for the keyword “wex,” attracting over 61K monthly visitors. This dominance underscores the importance of optimizing for branded searches to capture and retain brand-aware users.
#2 Develop Targeted Product Pages
The “fuel cards for small business” page not only ranks #1 but also generates high-value traffic. Crafting product pages that address specific audience needs can significantly boost engagement and conversions.
#3 Create Informative Service Pages
Wex’s “employee benefits” page ranks well, positioning the company as a trusted solution provider. Developing service pages that offer valuable information can enhance credibility and attract potential clients.
#4 Secure High-Authority Backlinks
With 68.4K backlinks from 3.7K domains, including reputable sites like Apple, GitHub, and Wikipedia, Wex strengthens its domain authority. Pursuing backlinks from authoritative sources can elevate your site’s trustworthiness and search rankings.
#5 Optimize for International Audiences
While 77.3% of Wex’s traffic originates from the United States, there’s notable engagement from countries like the United Kingdom, India, and Australia. Tailoring content to resonate with international markets can expand your global reach.
Before We Go
At Concurate, we don’t just help SaaS brands create content—we help them turn search into a revenue engine.
We identify the highest-leverage keywords for your product, craft content that speaks to real buyer needs, and ensure every asset is designed to convert.
Book a free teardown of your current SEO approach. You’ll get three sharp, actionable insights tailored to your business—no fluff, no sales pitch, just pure strategic clarity.
Disclaimer:
This article is an independent analysis based on publicly available data regarding Wex’s SEO strategy. It is not endorsed by, affiliated with, or sponsored by Wex Inc. All trademarks mentioned are the property of their respective owners.
