From bottleneck to breakthrough: How Journey Further rebooted TSB’s SEO performance

Client: TSB

TSB partnered with Journey Further to solve a critical SEO challenge: increasing organic visibility and growing non-brand traffic across its core product areas. With declining consumer confidence in the financial sector and high street giants dominating the SERPs, TSB needed to stand out in a competitive and cautious market. The biggest barrier was momentum. Complex internal review processes were slowing progress, and SEO improvements struggled to make it live.

Journey Further introduced a new modular delivery model, breaking optimisation work into separate tasks, metadata, FAQs and on-page content, to accelerate reviews and eliminate bottlenecks. Alongside this, a robust content strategy was implemented to align with Google’s Helpful Content guidelines, enhance EEAT signals and target high-intent search moments across commercial pages and the Money Confidence hub.

By embedding closely within TSB’s product and risk teams, Journey Further established a faster, more agile way of working, one that enabled consistent output without compromising the accuracy, clarity or tone required in the banking sector.

The approach transformed SEO performance, delivering significant year-on-year growth in visibility and traffic: a 101% increase in YoY organic visibility and a 41.7% increase in non-brand organic traffic as well as triple-digit growth across core product categories! Journey Further helped TSB not just catch up with competitors, but lead the way with a smarter, more scalable SEO strategy.