MoneyHelper provides free, impartial information on a wide range of money-related topics, such as pensions, benefits and savings, alongside government-backed guidance, tools and calculators to help people across the UK improve their finances.
As organic search shifts from information retrieval to decision mediation, and the volume of AI-generated results continues to grow, MoneyHelper must secure organic search visibility to remain a trusted source of money-related information and guidance.
The challenge was to ensure that, despite AI increasingly providing summarised answers directly on search results pages, which reduces click-through rates, particularly for informational queries, MoneyHelper could continue to drive users to its website.
We carried out an in-depth audit to identify the key areas for optimisation to help improve MoneyHelper’s discoverability and appearance in organic search results. We have been working closely with various in-house teams on implementing our recommended strategy, including technical and site structure enhancements as well as targeted content optimisation.
Our focus is on ensuring that the website provides valuable guidance and information on topics that are high demand. Another key area is ensuring that the tools and calculators remain up-to-date as they are key performance drivers providing tangible impact for people.
Increased appearance in SERP features including Google AI Overviews YoY
Improved visibility and rankings in organic search results YoY (In top 3 positions)
Growth in branded demand YoY
While many informational websites have reported declining traffic, MoneyHelper has recorded notable year-on-year growth in both page views and visits. Increased visibility in Google AI Overviews has played a key role, helping to drive greater branded demand as the MoneyHelper website is shown more frequently to users searching for money and personal finance topics.
