Choose Wisely

Responsibilities
SEO
The Client
Choose Wisely is a UK financial comparison site helping consumers find and compare personal loans, credit cards, bank accounts, and other financial products. FCA-authorised and operating since 2013, the platform is built around clarity and transparency, using plain language and proprietary rating systems to help users, particularly those with poor credit histories, navigate a complex market and make informed borrowing decisions. Revenue is generated through commissions from lenders and providers featured on the platform.
Choose Wisely engaged Digiconomy to conduct a comprehensive technical SEO audit and implement on-site optimisation, addressing the underlying issues that were limiting organic search performance and preventing the site from ranking to its full potential.

We delivered a thorough technical SEO programme covering site architecture, crawlability, indexation, page speed, and on-page optimisation. Within 12 months, this work contributed to a 30% increase in attributable revenue alongside a 15% reduction in acquisition costs, delivering a 4x return on investment.

By resolving the technical foundations first, we created the conditions for Choose Wisely’s existing content and authority to perform as it should, unlocking organic growth that had previously been held back by structural and technical barriers.

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Increase in Revenue

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Cost Optimisation

ROI

The
Objectives

Unlock Suppressed Organic Performance

Identify and resolve the technical issues preventing Choose Wisely from achieving the search visibility its content and domain authority warranted.

Ensure that search engines could efficiently crawl, index, and rank the site’s extensive library of comparison pages, lender profiles, and editorial content.

Reduce Reliance on Paid Acquisition

Improve organic traffic volume and quality to the point where it meaningfully reduced the site’s dependence on paid channels for driving qualified visitors and lender referrals.

Establish a technically sound foundation that would support future content investment and continued organic growth without requiring repeated remediation.

The Strategy

A technically focused SEO strategy designed to remove the structural barriers limiting organic performance, ensure every page on the site could be discovered and ranked effectively, and lay the groundwork for sustained, cost-efficient growth.

Comprehensive Technical Audit

Conduct a deep analysis of site architecture, crawl efficiency, indexation health, internal linking, page speed, and rendering to identify the specific issues suppressing organic visibility.

On-Site Optimisation

Implement targeted improvements across metadata, heading structures, schema markup, content hierarchy, and URL architecture to ensure every commercially important page was optimised for both search engines and users.

Crawl Budget and Indexation Management

Rationalise the site’s crawlable footprint to ensure search engines spent their time on the pages that mattered most, consolidating thin or duplicate content and improving the signal-to-noise ratio across the domain
The Campaign
A detailed technical audit uncovered issues across crawlability, indexation, site speed, and internal linking that were collectively suppressing organic visibility. We implemented structured fixes across metadata, schema markup, heading hierarchy, and URL architecture, ensuring comparison pages and lender profiles were properly optimised.

Crawl budget was managed by consolidating thin content and improving internal link distribution to prioritise high-value pages. Page speed improvements enhanced both user experience and Core Web Vitals performance. The result was a measurable uplift in organic rankings, traffic, and revenue from a technically sound foundation.

How Can We Help?
If you would like to know more about what we can do for your business, or if you would like a free digital marketing audit on your business please get in touch.
Contact Us

Free Site & Market Audit

We will analyse your website against the performance of the main competitors in your niche, providing you with a breakdown of the changes we’d recommend along with examples of the traffic potential for your business.