Overcoming Technical Complexity

Driving a step-change in performance through SEO strategy and technical improvement

In June 2016, Wiggle and Chain Reaction Cycles (CRC) merged to create a business with combined revenue in excess of £300m and a tour de force in the global retailing world of tri-sport products and accessories. With this came a series of new online challenges.


Having successfully worked with Wiggle before, Erudite were chosen as a trusted advisor to provide specialist support. Merging the two companies impacted 38 websites around the globe, and it was our job to manage the online complexities this created.



Performing detailed technical audits of Wiggle and CRC’s sites allowed us to create a strategy based on what we identified to be the top priorities. This approach meant we were able to address immediate issues, negate factors which would have harmed performance and maximise return on investment.

  • Technical SEO auditing & strategy development
  • Minimize risk of internal competition
  • Improve index efficiency
  • Hreflang implementation to improve international targeting
  • Recommendations for ‘future proofing’


Careful prioritisation ensured we were able to deliver fantastic results in a short amount of time. Both sites saw significant improvements in search performance and revenue, and the changes we made helped ensure the future success of both websites.

“This piece of work paid for itself within the first three days of implementing.”

– Damian Koblintz, Head of Online Acquisition

10x Greater than 10x Return
on Investment
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