Established personal loan and credit card company, 118 118 Money, launched in 2013 offering customers tailored financial solutions across the UK. They enlisted the help of our expert team to improve their rankings to boost organic performance and loan applications following Google’s E-A-T.


increase in
organic traffic


increase in
organic users


increase YOY in organic
loan applications

Page 1

on Google for
‘loan’ and ‘loans’

  • Increase organic traffic YOY

  • Increase organic users YOY

  • Increase conversions through organic loan applications YOY

  • Increase ranking on Google for the search terms ‘loan’ and ‘loans’

What We Did
  • Technical triage

    A technical triage was undertaken to ensure a solid technical base. Our extensive 100+ point technical review was implemented, identifying any issues preventing optimal performance and offering prioritised, quick fixes. Forensic Link Analysis was also completed to review the quality of 118 118 Money’s link profile.  

  • Optimisation

    Using our in-house developed tool kit, we tested the impact of our optimisation to on-page content, meta descriptions and title tags across target phrases. These improvements helped Google to view the website with more relevancy generating quick potential wins to restore organic growth.  

    With a solid technical foundation in place and optimisation of existing content completed, Targeted Outreach was used to reclaim backlinks and increase page authority.

  • Quality Content

    Generating high quality, relevant and authoritative links added power to each page, improving 118 118 Money’s ability to compete for rankings. Our informative approach to E-A-T helps to guide and nurture user enquiries ensuring the website offers balanced, high-quality and relevant content that would, in turn, attract traffic and generate leads. This strategy generated astounding results in just a few months and we continue to see improvements today. 

don’t just take our word for it

“Being within a highly competitive marketplace, we wanted to increase opportunities to drive more of our ‘own’ traffic to help drive business growth. The brief for SEO was clear – drive quality, converting traffic in order to reach overall loan volume targets. We expected a slow burn and modest improvements. The results have surpassed our expectations, reaching page 1 for headline loan terms in a short space of time and continuously seeing rankings improve month on month resulting in a 187% increase in traffic year on year.”

Alice Prince Head of Search Marketing at 118 118 Money