Financial uncertainty worldwide was leading to more cautious spending and saving habits. Therefore, the banking sector was facing a falling search industry.

In the new era of search, with AI overviews growing and content structure more important than ever, we recognised the need for increasingly optimised content.

TSB came to us with a clear goal: to increase its visibility in organic search and grow non-brand traffic across core product areas. The bank needed to stand out in the SERPs, and compete against the high street banking giants.

Plus, TSB had a rigorous internal review process – we had to ensure that every update, and every piece of content, met the highest standards for accuracy, clarity, and tone. Our biggest blocker? Momentum. We needed a smarter, more agile way to get work live and drive tangible impact.

In the new era of search, with AI overviews growing and content structure more important than ever, we recognised the need for increasingly optimised content.

We created a streamlined delivery model to produce, review and launch SEO content. By breaking page-level optimisations into smaller, manageable tasks (metadata, FAQs, content), we removed bottlenecks and reduced turnaround time.

Then, we scaled our efforts. From optimising helpful content to launching high-impact guides and Money Confidence informational posts, we:

• Aligned content to Google’s Helpful Content and EEAT standards
• Plugged commercial content gaps under key product folders
• Created monthly, insight-led editorial calendars
• Built authority through long-form content targeting high-intent moments

Our technical and content team collaborated, implementing SEO insight in all written web content: keyword research, featured snippets, competitor research and page structure of articles.

We embedded ourselves in TSB’s product and risk teams, acting as a strategic partner, giving us a clear view of priorities and enabling closer, faster collaboration.