ChooseWisely
Unlocking a 30% increase in attributable revenue by resolving the technical foundations holding back organic performance. This was achieved through comprehensive technical SEO, structured data implementation, and crawl optimisation.
Headline Results
The Client
ChooseWisely 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.
They 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, with structured data implemented to support visibility across traditional search. 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 ChooseWisely's existing content and authority to perform as it should, unlocking organic growth that had previously been held back by structural and technical barriers.
The Objectives
Remove the technical barriers suppressing organic visibility and reduce dependence on paid acquisition through a sound technical foundation.
Unlock Suppressed Organic Performance
- Identify and resolve the technical issues preventing ChooseWisely 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 organic 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. Advanced crawl analysis tools processed the site's full page inventory, identifying patterns of wasted crawl budget, orphaned content, and rendering issues that manual auditing would have missed, providing a prioritised remediation roadmap ranked by estimated revenue impact.
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. Structured data was implemented comprehensively across comparison pages and lender profiles, improving traditional search performance and ensuring ChooseWisely's product data was machine-readable, supporting rich snippet eligibility and accurate parsing by search crawlers.
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. This crawl efficiency work ensured search crawlers consistently encountered the highest-quality, most authoritative pages rather than thin or duplicate variants that could dilute the site's perceived expertise.
The Campaign
Technical remediation, comprehensive structured data, content and architecture optimisation, and Core Web Vitals improvements, building the foundations for sustained organic growth.
Technical Remediation
A detailed technical audit uncovered issues across crawlability, indexation, site speed, and internal linking that were collectively suppressing organic visibility. Advanced crawl analysis identified patterns of wasted crawl budget and rendering failures that manual auditing would have missed. Structured fixes were implemented across the site, resolving the foundational issues that had been preventing ChooseWisely's existing content and authority from translating into the search visibility it deserved.
Schema & Structured Data
We implemented comprehensive schema markup across comparison pages, lender profiles, and editorial content, ensuring search engines could parse ChooseWisely's product data with precision. This structured data layer improved rich snippet visibility in traditional search, making the site's financial product comparisons machine-readable and supporting more prominent display across loan, credit card, and bank account queries.
Content & Architecture Optimisation
Metadata, heading hierarchy, and URL architecture were optimised across all commercially important pages. Thin content was consolidated and internal link distribution was restructured to channel authority toward high-value comparison and application pages. Content architecture was refined for search crawlers, ensuring clear, well-structured comparisons and recommendations that could be accurately parsed and ranked across financial product queries.
Page Speed & Core Web Vitals
Page speed improvements enhanced both user experience and Core Web Vitals performance, addressing the rendering, image optimisation, and code efficiency issues identified in the audit. Faster load times improved conversion rates for lender referrals while contributing to stronger rankings across both desktop and mobile search. These performance gains also improved the site's crawl efficiency, allowing search engines to process more pages in less time.
The Outcome
Increase in revenue
Reduction in acquisition costs
Return on investment
Within 12 months, the technical SEO programme delivered a 30% increase in attributable revenue while reducing acquisition costs by 15%. Advanced crawl analysis identified issues manual auditing would have missed, comprehensive structured data positioned ChooseWisely for stronger visibility in traditional search, and the technically sound foundation created the conditions for sustained organic growth without ongoing remediation.
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