Migros Bank Organic Visibility +519% Through Focus on Relevant Content

Migros Bank offers its customers an extensive financial advice guide with articles on retirement planning, mortgages, investing, and more. The problem: Following the 2022 website relaunch, this content remained on the subdomain blog.migrosbank.ch.

A large portion of the existing articles had also been created without SEO guidance. Out of 780 articles, 540 showed no or minimal performance – many of them with redundant content. The task was clear: transform this grown, unstructured mountain of content into a search-engine-optimized advice guide without jeopardizing valuable rankings.

The challenge wasn’t just limited to consolidation: the migration also needed to lay the optimal foundation to continuously provide relevant content along the entire customer journey in the future.

Once again, this demonstrated that modern search engine optimization does not happen in a vacuum, but is closely linked to the company’s strategic direction. The core question «Who exactly do we want to reach?» forms the indispensable basis for creating targeted content with added value for the company.

• Establish Migros Bank in the upper funnel as an expert on important financial topics.
• Long-term increase in organic visibility through the targeted coverage of high-search-volume non-brand keywords.

• Migration to the main domain: The existing blog was transferred from the subdomain to the main domain migrosbank.ch to leverage domain authority for the advice section. Webrepublic supported the migration with technical specifications, design inputs, redirect mapping, and technical SEO testing.
• Content audit & consolidation: Following a detailed content audit, the 780-article inventory was streamlined; 540 low-performance pieces with redundant topics were not carried over. Instead, only the 240 best-performing articles were specifically optimized for high-search-volume non-brand keywords, and 45 new SEO/GEO articles were created based on keyword research and clear content briefings.
• Future-proof content structure: Establishment of a clear topic architecture that not only covers the customer journey in the upper funnel but also creates the basis for GEO. This is based on a topic cluster and competitor analysis, resulting in the following categories: Market Assessment, Investing, Retirement, Living, Payments, and Sustainability.

• Organic visibility YoY: +519%
• Organic clicks YoY: +95%
• 48% of organic clicks originate from newly created SEO/GEO articles

Informational content retains high traffic potential even in the age of AI answers and zero-click trends. The streamlined financial guide serves as a central channel to reach new customers in the (pre-)awareness phase – whether via Google or ChatGPT – while demonstrating expertise to existing customers.

Even if the click is no longer the holy grail in the era of AI: high-quality, tailored content continues to generate traffic, strengthens brand trust over the long term, and secures visibility across the entire customer journey.