Moneyhouse

Segmenting organic traffic and monetizing it efficiently with SEA

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About Moneyhouse

The NZZ-owned portal Moneyhouse stands for Smart Business Data and is one of Switzerland’s leading information platforms for company data. The company, a 100% subsidiary of the NZZ Media Group, connects and analyzes millions of data points from commercial registers, credit checks, and economic databases to provide users with valuable insights into company structures, management teams, and financials.

With more than 13 million indexed facts covering companies of all sizes, Moneyhouse is one of the country’s largest data platforms — and the central resource for anyone managing risk, planning a company formation, or evaluating business partners.

Step 1

The Challenge

With millions of indexed pages and enormous organic reach, Moneyhouse.ch was already an established brand in the business data space. But to further strengthen its market leadership, the goal was to tightly integrate SEO and SEA — and turn traffic into measurable conversions.

Complex product communication

The services — such as commercial register changes or credit checks — needed to be communicated in a way that was easy to understand and appealing even for users in the early research phase.

Massive data volume

With millions of indexed pages, the project required precise indexation management to differentiate between valuable and low-value traffic.

Relevance over reach

Only around 20% of organic traffic had real conversion potential — these users needed to be identified and reactivated through SEA.

Seamless SEO & SEA integration

Organic and paid strategies needed to reinforce each other to maximize efficiency, visibility, and relevance in search results.

Step 2

Our Measures

To maximize SEO-SEA synergies, a data-driven approach was implemented based on in-depth analysis of user behavior. The goal was to identify relevant visitors, target them precisely, and significantly increase conversion probability through continuous optimization.

Cluster and evaluate organic traffic

Indexation management: Ongoing monitoring and control of millions of indexed pages to ensure crawl efficiency and data quality.
Traffic segmentation: User behavior analysis to distinguish valuable from irrelevant visitors — forming the basis for targeted SEA activation.
SEO performance optimization: Identification of high-value pages with strong potential for conversion-oriented remarketing.

Smart remarketing & SEA synergies

Granular audience creation: Defining and separating audiences based on behavior, search intent, and dwell time to minimize waste.
RLSA campaigns (Remarketing Lists for Search Ads): Serving ads only to users with clear demonstrated interest — for example, searches related to “company formation” or “commercial register change.”
Cross-channel optimization: Close alignment between SEO insights and SEA campaigns to maximize efficiency and improve click and conversion rates.

We Create Digital Leaders

Step 3

WEVENTURE delivers Results

The combination of data-driven analysis, precise segmentation, and finely tuned campaign management led to significant performance improvements — both organically and in paid campaigns. (Status: March 2020)

Conversion Rate

Granular targeting and smart remarketing (RLSA) generated more qualified leads and increased conversion likelihood.

Impressions

Targeted remarketing campaigns achieved much greater visibility and more effective audience engagement.

Additional results

Learnings

Key Insights

Leverage synergies: Close integration of SEO and SEA creates a holistic understanding of user behavior — forming the foundation for stronger performance across both channels.
Traffic is not equal: Only a fraction of organic traffic creates real value. Consistent segmentation saves budget and increases targeting relevance.
Indexation management as a success factor: Continual care and optimization of indexed pages ensures long-term visibility and search relevance.
Data-driven optimization: The combination of web analytics and user clusters enables rapid learning and informed strategic decisions.