Freddie Chatt

Helping ecommerce stores and DTC brands worldwide to get more sales from organic search.

Over a decade of SEO experience with expertise in full-spectrum SEO, from strategy, technical, on-page, content & link building.

Ecommerce SEO Consultant

Village Cricket Co.

Cofounder and qualified cricket fitness instructor, enabling cricket to be played by more people.

We exist to make cricket more accessible. Whether you are new to the game, getting back into it after a few years out, or a passionate player who doesn’t want to pay crazy prices for new gear – we are for you.

Co-Founder

Amara Living Ltd

Creating & supporting strategy and execution across the company ensuring that the customer at the forefront of everything we do.

Product Strategist (Growth)

SEO & International Growth Manager for the one of the fastest growing pure play retailers in the UK, managing UK, USA, Australia & International strategy via fully in-house SEO team driven by a desire to be best in class and to constantly outrank our competitors. 

As SEO & International Growth Manager at Amara.com I am responsible for technical SEO, SEO content & outreach strategy and implementation across 9 international websites that sell products from over 400 different brands. 

Since becoming SEO Manager at Amara I have redefined the entire SEO strategy by setting out a structured development road-map focusing on technical SEO improvements and content focused link acquisition campaigns.

This has resulted in the SEO team growing from 1 to 5 people over the last 3 years, and growing the organic sales channel by over 150% each year (traffic & revenue). I recruit, coach, grow and nurture my team, helping them to produce the best possible results for the business and always stay ahead of the curve. 


Key achievements:

• Average YoY Organic traffic increase 150% (previous 4 years)
• Migrated amara.co.uk to amara.com seeing an immediate 10% boost in traffic 
• Increased average click through rate from ranking category & product pages by 25%
• Ranking #11 in 2015, and #30 in 2016 for International sales growth in The Times SME Export Track 100
• Growing international revenue 100% YoY for the past 3 years through a mix of traffic driving campaigns and conversion boosting localisation initiatives 
• Launching the Amara Interior Blog Awards – a coveted industry leading campaign that reaches over 15m people worldwide

SEO & International Growth Manager

Joined a two-person marketing team at a small ecommerce brand. Learned the full spectrum of marketing channels suitable for an ecommerce business, from SEO, PPC, affiliates, Facebook ads, etc.

Web Marketing Assistant

Growing ecommerce brands with SEO & content

Hey 👋 I’m Freddie!

I’m a freelance SEO consultant who specialises exclusively in ecommerce SEO. I help ecommerce and DTC brands unlock sustainable growth from organic search through increasing traffic, conversions and revenue - whilst decreasing dependency on paid channels.

A top-level overview of what I do 👇
✔️ Clear SEO strategy and competitor analysis to reach business goals
✔️ Conducting a full SEO audit to discover the best areas for growth
✔️ Content strategy that can help you grow traffic by over 100%
✔️ Finding opportunities to drive high converting traffic to landing pages
✔️ Consultation with international ecommerce brands to maximise SEO potential across different markets

I’ve worked with brands on almost every platform including:
💡 Shopify (incl. Plus)
💡 Woocommerce 
💡 Bigcommerce 
💡 Magento 
💡 Prestashop
💡 Custom-built platforms

My approach to ecommerce SEO has helped me get results like this for my clients: 
📈 Create content strategies that bring in $10k per month
📈 Reduce 100% reliance on paid traffic to under 50%
📈 Build campaigns that bring in £100k per month in under a year
📈 Take a fresh domain and store to over 10k/month traffic in under 12 months


I've been lucky enough to work with some incredible brands. Here are just a few: Amara, Manual, The Bottle Haus, Swisse, Blendtopia, Mattress Insider, ConvertKit, Zest Tea, Lamp Twist.

Interested in working with me? 

👉 Send a DM or Head over to freddiechatt.com and get in touch.

Helping ecommerce stores and DTC brands worldwide to get more sales from organic search.

Over 9 years of SEO experience with expertise in full-spectrum SEO, from strategy, technical, on-page, content & link building.

I shouldn't be giving this away for free... 😳

I made a 96-point SEO checklist built specifically for ecommerce brands.

Why?

Because most SEO checklists are written by SEOs for other SEOs.

Not for store owners. 

Not for marketers.

Not for people who actually need SEO to drive revenue.

That’s where this one’s different:
✅ 96 points, you’ll understand
✅ With step-by-step guides to implement each one
✅ So you can stop Googling and start ranking

And it’s 100% free.
(Yes, really.)

If you run or grow an online store and want to implement SEO that actually works …

Comment “CHECKLIST” down below 👇

And keep an eye on your DMs!

SEO Consultant 🏏 Founder of Village Cricket Co. 🧑🏻‍💻 Helping freelancers find their best clients

Most freelancers are leaving money on the table.

And it's not because they don't know their worth.

It's because they're terrified to raise prices.

"When should I raise my prices?" is the wrong question.

The right question is: "Why haven't I already?"

Here's the dead simple system:

→ Pick your day rate (£300)
→ Fill your calendar completely
→ Hit capacity? Raise rates for new clients (£400)
→ Give existing clients 30 days notice

"But everyone will leave!"

No. They won't.

The math proves it:

4 clients at £300/day = £1,200/week

Raise to £400/day:
• 1 client leaves (good riddance)
• 3 clients stay = £1,200/week
• You work 1 day less

Land 1 new client and you're at £1,600/week.

More money. Less work.

The brutal truth?

The clients who leave over price were always going to be problems.

Price-sensitive clients question everything, pay late, and demand the most.

The ones who stay? They value quality and understand it costs money.

Stop undercharging out of fear.

Your bills don't care about your imposter syndrome.

When did you last increase your rates?

SEO Consultant for ambitious ecommerce brands 🏏 Founder of Village Cricket Co. 🧑🏻‍💻 Helping freelancers find their best clients

Shopify is incredible for SEO (except for this ONE thing)

Google struggles to find your product pages.
 
And it's as simple as this:

<a href="{{ product.url | within: collection}}">

Updated to

<a href="{{ product.url }}">

I still find myself recommending this fix on a weekly basis.

Your freelancer just spent 2 hours chasing an overdue invoice.

That's 2 hours they didn't spend on your project.

I've watched this pattern destroy good working relationships.

When payments are prompt? I'm 100% focused on delivering exceptional work.

When I'm chasing payments? Part of my brain is always elsewhere. Checking bank accounts. Following up on emails. Calculating which bills I can delay.

You're not getting the freelancer you hired.

The hidden cost of late payment:

→ Distracted freelancers who can't give you full attention
→ Rush jobs because they need quick income from other clients
→ Resentment that shows up in work quality
→ Good freelancers who eventually walk away

The clients who pay straight away get something different.

They get freelancers who invest in premium tools. 
Who turn down rushed projects to focus on theirs. 
Who go the extra mile because they're not worried about survival.

I've seen the same freelancer deliver mediocre work for slow-paying clients and exceptional work for prompt payers. 

Same person. 

Different mental state.

Late payment isn't just a cash flow problem for freelancers.

It's a productivity killer for your business.

What could your freelancers accomplish if 100% of their mental energy was focused on your success instead of chasing what they're owed?

Want to annoy a freelancer?

These 10 sentences will do the trick:

 1. We'll pay you in exposure.
 2. We need this done by tomorrow.
 3. Can you do this as a quick favour?
 4. This should only take an hour, right?
 5. Net 90 is our standard payment term.
 6. We found someone cheaper on Fiverr.
 7. AI can probably do this for free anyway.
 8. Can you start before we sign the contract?
 9. Just a few more revisions (for the 10th time).
10. Let's kick this off now (after 4 months of ghosting)
    
Am I missing anything?

Add it in the comments. 👇

How to optimise category pages and grow your ecommerce sales (6 tips) 

If your eCommerce sales are stalling

And you're struggling to increase conversions

Your category pages might be the problem. 

Most brands ignore them. But here's the truth:

People search for categories, not specific products (unless you're selling Nike Dunks).

Here's how to optimise eCommerce category pages: 

1. Target an achievable keyword
- Don't target 'necklaces' (unless you're Tiffany & Co.) 
- Target something specific to your USP (like 'waterproof necklaces'

2. Clean above the product grid section
- Category name = target keyword
- Short description ~50-70 words
- Internal links to subcategories

3. Useful filters & sorting
- Give users the ability to filter for their needs
- Price, colour, size, whatever is relevant
- Block these from being crawled

4. Consistent imagery
- Make it a pleasant experience for the user
- Make it easy for them to tell the difference between products

5. Helpful content below the product grid
- Extra ~200 words of context for the user
- 3-5 useful FAQs that actually answer real questions
- Feature warranty details if relevant
- Feature social proof from reviews
- More internal links to complementary or sub-categories

6. Implement structured data
- ItemList, CollectionPage
- Validate across all pages

Follow these 6 tips and your ecommerce store will see a significant boost in organic traffic.

Whoever runs CRAFTD's SEO deserves a raise 💰

And I’ve broken down exactly why it’s working so you guys can do the same.

In this FREE reverse case study, I check out what an 8-figure ecommerce brand is getting right with SEO.

You’ll learn from the pros:
🧘‍♀️ what a clean technical setup looks like
🧘‍♀️ how to nail your menu, structure & content
🧘‍♀️ smart plays that drive traffic AND conversions
🧘‍♀️ plus a couple high-leverage wins they could still achieve

What I looked at:
→ Homepage
→ Technical SEO
→ Authority & CRO
→ Content & backlinks
→ Menu & site structure
→ Category & product pages
→ Even the revenue side

If you run an ecommerce brand and want to see what great SEO looks like in 2025 (and how to copy it)...

Drop "Craftd" in the comments and I’ll DM you the link 🔥

6 years ago, I bid farewell to corporate life.

I decided to go all-in on freelancing.

What I'd miss:

→ The steady monthly salary hitting my account
→ Company pension contributions and benefits
→ Paid holiday and sick leave without question
→ Clear career ladder with predictable promotions

What I'd get instead:

→ Working from anywhere with decent WiFi
→ Choosing exactly which clients I work with
→ Setting my schedule around my life, not the other way around
→ Never sitting through another "quick sync" that could've been an email

The hardest part wasn't the financial uncertainty.

It was realising how much of my identity was tied to corporate titles and external validation.

Six years later, I've learned that security isn't about a steady paycheck.

It's about betting on yourself.

Your skills. Your judgment. Your ability to solve problems people actually care about.

The corporate ladder promised safety.

But it was just another form of risk - the risk of never discovering what you're truly capable of when nobody else is setting the rules.

If you're thinking about making the jump, ask yourself this:

What would you regret more - trying and failing, or never trying at all?

Life's too short to live someone else's version of success.

The best feeling as a consultant?

Getting an email like the one I received last week.

Someone who just started as Head of Growth at a new company. First week on the job. And I'm one of the first people they reach out to for SEO strategy and support.

That's the validation right there.

When someone changes roles, they could work with anyone. They have a fresh budget, new priorities, a clean slate.

But they think of you first.

It happens when you focus on delivering brilliant work instead of chasing the next shiny thing. The results speak for themselves. Trust travels with people.

When someone puts their reputation on the line by recommending you in their new role, that's the real measure of what you've built.

Still gives me a buzz every time.

Gymshark has one of the best SEO games out there right now.

I was lucky enough to chat through some of what makes their SEO so impressive on Sean Barber's YouTube Channel, Search with Sean.

Check it out: https://lnkd.in/ePmsE5vd

We discuss how ecommerce brands can balance brand building with optimisation, why Gymshark’s content strategy works so well, and what the rise of AI search and Google Lens means for the future of product discovery.

We cover this + more:
→ What ecommerce sites can learn from Gymshark’s homepage and internal linking
→ How product naming and reviews impact AI search and Google Lens
→ How Gymshark built brand authority and organic visibility
→ Why “helpful content” still matters for SEO in 2025
→ The future of SEO for DTC and lifestyle brands

Here's the link to watch: https://lnkd.in/ePmsE5vd

Making a proper coffee at 10:30am.

Not the instant crap from the office kitchen.

A real one.

Good beans. Proper milk. Take your time with it.

Mid-morning. In your pants if you fancy it.

These are the simple joys of freelancing nobody warns you about.

And honestly? They matter more than you'd think.

It's back! 

The Ecommerce SEO Summit returns this Thursday.

The Digitaloft team have secured a cracking line up including: 
→ Crystal Carter
→ Ryan Jones
→ James Brockbank
→ Amy Gibson
→ Anthony Barone

I'm back on the Ecommerce SEO Summit panel talking about where ecommerce SEO is actually heading in 2026 - you'll be much better listening to the other panellists, though of: Liv Day, Matt Coughlan & Juliette van Rooyen

Don't miss it: https://lnkd.in/eFXTGrW6

No fluff. Just the tactics that are working right now from SEOs managing proper revenue growth.

The Digitaloft team have pulled together some solid sessions covering:
→ What's actually driving ecommerce organic growth (not what the LinkedIn gurus tell you)
→ First look at their State of eCommerce Search report with fresh data on how shopping behaviour is shifting
→ Real predictions from in-house and agency SEOs on what to prep for in 2026

Grab a coffee and tune in to the afternoon session, completely virtual, and free.

If you're trying to figure out your SEO strategy for next year, this will sort you out.

Register for free: https://lnkd.in/eFXTGrW6

You know that feeling when a client email lands in your inbox and your stomach drops?

I had a client who'd email me at 9pm demanding to know why we weren't ranking #1 after two weeks. They'd question every keyword I recommended, insist on checking rankings daily, and panic when competitors ran paid ads.

Every call left me exhausted. Every discussion felt like a battle.

Then I had another client who said "you're the expert, show me what works" and actually implemented my technical recommendations within the week.

Same SEO strategies. Same expertise. Completely different energy.

[no guesses who got the better results]

That's when it hit me.

You are the average of the five people you spend the most time with. For freelancers, those people aren't just friends - they're clients too.

Bad clients don't just hurt your revenue. They make you second-guess solid strategies, rush work that needs time, and drain the confidence that makes you good at what you do.

Great clients make you better. They push you to think bigger, trust your instincts, and deliver work you're genuinely proud of.

The green flags I look for now:

→ They implement recommendations instead of debating them endlessly  
→ They trust your expertise without micromanaging every decision
→ They celebrate ranking wins and understand SEO takes time
→ They respond to emails and requests quickly
→ They pay invoices on time without chasing
→ They refer other great clients

You don't have to fire everyone tomorrow.

Just quietly move towards the green flags.

When a great client refers someone, prioritise that conversation. When choosing between projects, pick the one that energises you.

Over time, your entire client base transforms. Your energy changes. Your work gets better.

What's one green flag you wish all your clients had?

£18.3 trillion.

That's the global disposable income controlled by people with disabilities.

Yet 54% of assistive technology users say ecommerce companies don't care about earning their business.

Let that sink in for a second.

With the holiday season upon us, we've got an underserved market worth trillions, who are actively telling us we're excluding them, and most retailers are... doing nothing about it.

This isn't charity. This is business.

Some quick maths on what you're potentially missing during your biggest trading period:
• 1.3 billion people globally have a disability affecting web use
• 26% of the US population alone (that's 1 in 4 people)
• Average retail site has ~330 accessibility issues per page
• 43% have abandoned purchases due to accessibility problems
• 81% won't return after hitting a barrier

Your competitors are probably ignoring this too. Which means there's a genuine first-mover advantage for retailers who get this right before the holiday rush.

Plus, here's the bit everyone forgets: accessible design benefits everyone, especially during peak shopping season. 

• Captions help people shopping in busy environments. 
• Clear navigation helps stressed holiday shoppers in a rush. 
• High contrast helps people browsing on their phones outdoors.

You're not building a separate experience for a niche audience. You're building a better experience for all your holiday customers.

And you're tapping into a market opportunity most of your competitors haven't even noticed yet.

Check the link in the comments for AudioEye’s accessibility holiday retail guide.

Brand partnership • SEO Consultant 🏏 Founder of Village Cricket Co. 🧑🏻‍💻 Helping freelancers find their best clients

5 SEO quick wins you can knock out on your lunch break: 👇

I’ve used all of these in the last year.
Each one moved the needle.

1. Submit your sitemap to GSC

Sounds obvious…
..but I once onboarded a client doing 7 figures who hadn’t done it.
We fixed it in 2 minutes. Traffic started rising within a week.

👉 Go to GSC → select your domain → click “Sitemaps” → submit yourdomain. com/sitemap . xml

2. Remove deadweight pages

One ecommerce client had over 2000 collection pages.
Only 250 had products…
Additionally they had 1000+ thin blogs driving zero traffic.. 

It was a mess. We cleaned it up.
Result? +50K visits in 3 months.

👉 Use Screaming Frog to find: 

• Empty collections
• Blog posts with 0 visits in 6+ months
Then: noindex, redirect, or delete.

3. Fix Shopify’s product URL structure

Shopify duplicates product URLs across collections by default.
It bloats your site and splits link equity.

👉 Start in your Shopify dashboard by going to:

Online Store > Themes > Customize > Theme Actions > Edit Code > Snippets > product-grid-item.liquid:

→ Find “within:collection”
→ Delete it.
→ Hit Save and all your links should be fixed.

4. Build a discount code page 

Voucher sites are eating traffic that should be yours.
A simple landing page with a first-time offer can reclaim it.. and convert it.

👉 Create a `/discount` page. Add:
• Intro offer (e.g. 10% off)
• Sign-up form
• Why buy from you
• Trust signals
Google will index it - and people WILL search for it.

5. Fix your broken links

One UK brand I looked at had 100+ broken backlinks.
From major publications.
That’s authority just… wasted.

👉 Use Ahrefs or GSC’s “Links” report
→ Filter for 404s
→ Redirect those URLs to relevant live pages
→ Start with the ones from high-authority sources.

These fixes aren’t sexy. But they work.

Tweak them today, thank yourself next quarter.

I made £500K+ from freelancing in the last 4 years without working all the time.

Here's everything I learned.

Solo operation. No courses, no agencies.

Just me, a laptop, and clients who needed problems solved.

But here's what nobody mentions about that success:

It took me 4 years of freelancing to hit my first £100K year.

And during those years? I travelled regularly, renovated a house, and had two kids.

This wasn't about working all the time. It was about working differently.

The only real growth hack: Narrow your focus and stick around

Most freelancers jump between niches chasing quick wins. I picked one thing and became known for it.

Reputation spreads exponentially when people know exactly what you do.

Here's the simple math that drives everything:

(Work quality + service quality) × marketing ability = freelance potential

Do a good job. Do a good job. Do a good job. Do a good job. Do a good job.

Everything else is noise if you can't deliver consistently.

But delivery alone isn't enough. You need the mindset shift that separates successful freelancers from everyone else:

From "I need the client" to "The client needs me"

This changes everything.

When you build authority, you gain leverage. Leverage creates optionality. Optionality enables impartiality.

You stop being desperate. You start being selective.

The pricing follows naturally:

Raise your rates regularly. Experiment constantly. Pricing is 50% confidence, 50% credibility.

The confidence comes from knowing your worth. The credibility comes from proving it repeatedly.

You'll want more money until you want more time. Finding "enough" is the real skill.

When you're charging what you're worth, 3-4 hours of focused work is plenty.

Exercise is everything. Physical and mental separation between work and life is non-negotiable.

The business fundamentals matter:

Freelancing means becoming a businessperson first, specialist second. Make marketing part of your job, not an afterthought.

Don't sell all your best time to clients. Work hard until you can work smart too.

The path isn't overnight success stories or secret frameworks.

It's showing up consistently, delivering quality, and gradually building authority in your corner of the market.

Almost £200k in the last 12 months.

All while having a life outside of work.

Stop chasing shiny tactics. Start building something sustainable.

What's your one thing going to be?

p.s. Want my free 5-day crash course to create a thriving freelance business? Comment FREELANCE and I'll send over the link

31 steps to scaling SEO for your ecommerce brand

I've scaled a brand from £0 to £10M/year with SEO.
Just last month, a client crossed £2M in organic revenue alone

If I had to start from scratch, here’s EXACTLY how I’d build an SEO strategy that drives real revenue:

Step 1: Find high-intent keywords that actually drive sales
1. Research competitors → What keywords are making them money?
2. Use Ahrefs/Semrush “Keyword Gaps” → Find buyer-intent keywords they missed
3. Skip broad keywords → Ranking for “dining room ideas” won’t convert
4. Instead, go after "revenue-driving searches" → “farmhouse dining tables”
5. Look at Google’s People Also Ask & Autocomplete → See what real customers ask
6. Find quick-win branded search queries → “[brand] reviews”

Step 2: Optimise product & category pages for search (and conversions)
1. Have a focus keyword → Add it to the key areas (page title, H1, description)
2. Stop using manufacturer descriptions → Google hates duplicate content
3. Add structured data (schema markup) → Helps rank in rich snippets
4. Optimise images → Compress + add keyword-rich alt text
5. Link from high-ranking blog posts → Pass authority to revenue-driving pages
6. Use AI-powered heatmaps (like Hotjar) → Find where users drop off & fix weak points
7. Add scarcity & urgency signals → "Only 3 left in stock" boosts conversion rates
8. Test discount code pop-ups → Exit-intent pop-ups can recover up to 15% of lost sales

Step 3: Create content that ranks & converts
1. Find 20-50 high-intent KWs → Comparisons, alternatives, buying guides
2. Study the top 3 ranking pages → Reverse-engineer what’s working
3. Make your content better → More in-depth, clearer, faster, more actionable
4. Use FAQs & structured data → Helps grab featured snippets
5. Internally link blog posts → Guide traffic to product & category pages

Step 4: Fix technical SEO issues that silently kill rankings
1. Find crawl errors & broken links → Use Google Search Console & Screaming Frog
2. Fix slow-loading pages → 1-second delay = 7% drop in conversions
3. Ensure mobile-friendliness → 70%+ of e-commerce traffic is mobile
4. Eliminate duplicate content issues → Canonical tags prevent SEO cannibalisation
5. Use lazy loading for images → Improves page speed without killing UX
6. Remove unnecessary Shopify apps → Each extra script slows your site
7. Fix Shopify’s product URL issue → biggest and quickest win

Step 5: Build links that actually move the needle
1. Supplier & manufacturer links → Ask brands you work with to link back
2. Digital PR → Get featured in niche publications
3. Get featured in gift guides → easiest win to get links to products
4. Leverage your images → add your images to distribution sites (like Unsplash)
5. Stop buying spammy guest posts → 99% of them are useless

I charge thousands to help ecommerce brands implement link building systems.

And I'm giving away my top 5 tactics for FREE

That's the SOPs, templates, trackers and real life examples - delivered right to your inbox.

Here’s the deal:

Link building is still one of the most important parts of your SEO strategy (even in the magical AI world).

Why?

Because by having the best links in place, you can: 

→ Use publications logos to boost social proof
→ Accelerate the "trust building" process
→ Get ahead of all of your competitors

Yet, most ecommerce brands don't have scalable systems.

(They're probably stuck buying the same terrible guest posts like their competitors.)

NOT ANYMORE.

So I created a free mini-course showing you how to create your own link building systems to scale your SEO.

It includes:
→ How to use your products for links
→ How to use your expertise for links
→ How to use your images for links
→ How to use the news for links
→ How to use your brand for links

Want access?

→ Like this post 
→ Comment the word “LINKS”
→ Send me a connection request (so I can DM you)

I’ll send you the link to get access ASAP.

There’s a better way to handle discount code hunters.

Start here.
 
People will inevitably search for discount codes for your brand. 
 
"[brand] discount code" 
"[brand] coupon code" 
"[brand] promo code" 
 
It's happening whether you like it or not. 
 
Google knows it - start searching any brand and the autocomplete will include it. 
 
You can choose to own this conversation or run away from it. 
 
Whether you offer discount codes or not, this is your traffic. Claim it! 
 
What you should do... 
 
→ Create a dedicated page on your site 
→ URL is /discount-code 
→ Page title is [Brand] Discount Code 
→ Short description mentioning discount codes (if you offer them, if you don't etc) 
→ Embed a sign-up form to collect emails 
→ If you offer an intro discount, use this offer 
→ Highlight your USPs for extra incentive 
 
These pages can easily get thousands of visitors a month and convert to subscribers as much as 50% of the time. 
 
I've seen attributed revenue of people landing on these pages be over £250,000 per year! On first purchase alone.

My new newsletter just passed 100 subs 🎉

If you're a freelancer - you might want to sign up...

In the coming weeks, I'll be sharing: 

→ The curse of knowledge
→ How to find your BEST clients
→ Tools of the (freelancing) trade
→ How to overcome imposter syndrome
→ How to find 'secret' freelance opportunities
→ A simple approach to always be increasing your rates

I've got so much planned for this to help you get more clients without losing your soul (or your Saturdays)

Let me know if you want in and I'll send over a link

Growthack

Director & SEO Consultant

SEO & Content lead for businesses that are positioned for growth. 

Clients include a leading law firm, an HR SaaS tech company and a 125-year-old UK manufacturer.

SEO Consultant 

The Freelance Coalition For Developing Countries

Mentor

Nottingham Trent University

Mentor - NTU Black Leadership Program

Experian

SEO Specialist, part of the B2B Digital Media marketing team across the UK & Ireland (previously including the EMEA regions). 

Delivering strong website performance for lead generation through digital initiatives and projects. 

My responsibilities included assisting with the delivery of Experian's growth strategy through online channels, with a key focus on Technical Organic Search performance (SEO), Analytics, Research, and Conversion Rate Optimisation (CRO).

SEO Specialist

KEVK Digital

Providing support in my spare time to high-potential businesses, helping them scale their online revenue using specialist digital marketing strategies such as:

- Technical SEO
- Content Marketing
- Email Marketing
- Paid Advertising
- Creative Campaigns

Freelance Marketing Consultant

Hallam Internet

Worked with clients such as WEX Europe Services (Esso Fuel Card), British Gypsum (Saint Gobain), Trent College and more. 

Here are some of my highlights:

► Leading the introduction of CRO as a new service offering for Hallam’s clients

► Improved website architecture and increased business leads by over 30% YoY with over 40% Organic growth for a leading, global exhibition stand supplier

► +1,000% in Organic growth YoY for a local Leeds home improvement company and having an immediate impact on leads and organic growth within the first 2 months of SEO

► Improved content effectiveness for several websites with content marketing plans which add true business value as well as traffic, usually over double-digit increases

Owned Media Consultant (SEO, CRO & Content Marketing)

I was promoted to this role and successfully retained a portfolio of over 15 clients. I grew accounts to increase their marketing spend following the implementation of proven digital marketing strategies that ensured a positive ROI and client satisfaction. 

As a Digital Account Manager and Strategist, I had the following achievements:

► Achieved strong performance results for the majority of my clients which led to some accounts doubling their marketing retainer with the agency.

► Managed a portfolio of over 15 clients and provided effective top-level strategies leading to business growth for clients as well as the agency.

► Attended account management training at Google’s London HQ to further improve my account management skills.

I successfully worked with key stakeholders to ensure a clear digital marketing strategy was in place in line with business or financial goals. 

These activities included:

► Digital marketing (SEO, PPC, CRO etc)
► Digital strategy planning
► Project management
► Account management
► Building client relationships
► Business development

Working with specialist teams in:

► Owned Media (SEO, CRO, Content Marketing) 
► Earned Media (Social Media, Link Building, Outreach) 
► Paid Media (PPC, Google Ads, Bing Ads, LinkedIn Ads, Facebook Ads) 
► Web Development (New Website Builds, UX, Design)

Digital Account Manager & Strategist

► SEO for new websites, developed content strategies to grow organic traffic and provided general consultancy

► PPC campaigns to drive more leads and sales for businesses within Google AdWords, Bing Ads and LinkedIn Ads

► Client management skills to allow for client retention and growth

Digital Marketing Executive

NRS Healthcare

Worked in an in-house digital marketing team, gaining insight and knowledge within e-commerce for a healthcare retailer which stocks over 3,000 products. 

Main highlights included:

► Managed Email Marketing: consistently increased revenue month on month at record levels with effective campaigns

► I trained two new starters on how to use Google Analytics due to my proficiency

► Helped achieve the year's PPC revenue target with a spend of over £1m

► Took sole responsibility for updating the CMS: Icon (in-house) and Magento

► Leading calls with agencies namely CRO (Fresh Egg), SEO (Bronco) and PPC (RocketMill) to improve website performance

Junior Digital Marketing Executive

Specsavers

► Responsible for all transactions relating to over 200 Specsavers stores and reconciling the transactions

► Working directly with store directors and relevant departments within head offices to improve the accuracy and integrity of financial records

► Planning daily activities and executing proactive solutions to outstanding issues

► Resolving outstanding queries whilst adhering to monthly deadlines, ensuring the complete reconciliation of store accounts

► Ensuring deadlines, SLA's and KPI's are adhered to.

Bank Reconciliations

► Responsible for extracting financial information (payroll data) whilst producing HMRC and pension contribution returns within strict time-lines

► Advised pension members on schemes and recommended suitable options using payroll systems and data from pension provider

► Worked directly with office staff and stores to resolve complex queries 

► Implemented Auto-Enrolment for any outstanding Specsavers stores due to be in line with new legislation

Pension Analyst

► Exceeded accuracy targets, processing high volumes of Dutch and Irish Stores supplier invoices on a right first time basis, achieving a consistent rate above 99% 
► Analysed received invoices and identified compliance issues
► Pro-actively reviewed entered transactions for errors as per "In house" quality check and amend accordingly, prior to payment
► Ensured evidence of regular reconciliation of financial information and statements are kept by contacting relevant suppliers and store directors in a timely manner 
► Assisted with other tasks as well as my own on an ad-hoc basis due to absences/illnesses.
► Trained new team member

Euro Accounts Payable Administrator

► Nominated for overall Specialist of the month on 3 occasions.
► Won 100% Club award on 5 occasions for great call quality and received positive customer feedback via email on one occasion
► Advised previous Specsavers Lensmail customers, resolving their issues and retained them on the scheme using a soft sales approach 
► Helped Increase team retention rates well over the monthly target of 65% on calls with high performance

Customer Loyalty / Service Specialist

► Won the election to be appointed in the role in which the application process involved a vote after performing a speech addressing all present and future society members
 
► Led the creation of the society's new professional logo to see us into the new academic year and proved so successful that the following year adopted it as well 

► Raising awareness around campus about the society, its events and engaging with students of all backgrounds 

► Actively involved in meetings for the creation of events, the marketing and the sales of tickets

African Caribbean Society (Committee Member) - Marketing & Promotions

Hi there, I'm Kevin – the founding SEO consultant and director. My last job was working in-house for Experian's B2B marketing team across 20 websites within EMEA, UK & Ireland. In the last 4 years, my sole focus has been developing a trusted independent consultancy that delivers effective growth strategies for clients who want more from their agency investment.

We specialise in SEO for complex B2B, local, and international brands.

If we need something else to meet your goals, we’ll hook you up with hand-picked designers, writers, developers and strategists.

As a result, you get first-rate technical expertise and laser-focused advice from experienced specialists who know what they’re talking about.

Kevin Kapezi

30 months ago: Sarif went from an intern to a Junior.

11 months ago: he stepped into a part-time SEO role.

3 months ago: he started full-time.

Now... he owns content systems for all of our clients.

Here's just one example of what he achieved with an e-commerce brand we work with in his first 90 days. 

- Clicks +121%
- Impressions +149%
- New users +151%
- Add to baskets +12%
- Checkouts +85%

All from /blog/ content as the landing pages.

While also improving visibility across key category pages.

And we're seeing similar results 
↳ with every client that works with him.

Before working with Growthack.io:

❌ It's a time problem.
❌ It's a budget problem.
❌ It's a content problem.

But this is the reality.

✅ It’s a structure problem.
✅ It’s an ownership problem.
✅ It’s a systems problem.

Looking forward to seeing even more progress in 2026 Mr Sarker :)

It's been a pleasure watching you develop! ❤️

Big impact.

Bigger year ahead. 💪

Brands attract new customers with SEO Systems | eCommerce & B2B | EU Search Awards Winner 2025 ‘Best B2B SEO Campaign’

Yesterday's Nottingham City Business Club event with Daniel Priestley didn't disappoint.

A couple points hit home:

📌 Opportunity

Next year can be positive or negative depending on your perspective. As with every season, some brands will lose and others will win. 

For the winners: leaning on a more positive mindset and making clever bets on the right technologies are key.

📌 The 7-11-4 Rule

Daniel broke down Google's research into buyer behaviour. 

- 7 Hours of Engagement
- 11 Touchpoints
- 4 Platforms

That very much aligns with how we're approaching things at Growthack.io with brands we work with as well as our own marketing across YouTube, website, socials, newsletters etc. 

It all adds up.

And building trust takes time and effort.

Looking forward to doubling down on our podcast in the coming months.

It was nice catching up with Glen Chamisa and Rob Dawes. Also, meeting Serena Humphrey FCMA and chatting about building healthier businesses.

Guess what? It's not all about scaling!

Also, great meeting new and old faces

Tonight we’re back at the UK Search Awards.

Our client has been shortlisted in 3 categories. 💫

And Glen Chamisa is heading down to represent the Growthack.io team.

It’s a nice moment for us.

Not just because of the nominations…
but because of what it represents.

We just want to do our best work and be recognised in the industry for doing so.

And this project wasn’t straightforward but we enjoy complex work and the challenge behind it.

- We fix foundations before growth sprints.
- We rebuild structure around how buyers search.
- We work with our clients through the messy middle.

Tonight is recognition of that effort.

If you’re at the event and spot Glen…
please say hello. 

He’s earned a well deserved break! 🥂

Don't Panic Events 
#UKSearchAwards

p.s. he may or may not invite you as a guest on our podcast 😅

5-year plans? We can barely look ahead for the next few months! 

In this episode, we look into Growthack.io's future.
(Or at least attempt to.)

 And what that means for the B2B, SaaS and e-commerce brands we work with.

We cover:

📌 Why we shifted from the single-consultant model

📌 Why the “special forces” approach beats big agency headcount

📌 The 4 functions we’re now building around: technical, content, strategy and creative

📌 How alignment (not vanity metrics) moves the needle in tough markets

📌 Why SEO is the connective layer across marketing, product and revenue

📌 What Growthack might look like 12 months from now

Special thanks to Ross Brown for helping me get unstuck at a time when I needed it most. 

And to the coaches, consultants and friends who shaped the direction we’re heading in. 

"Ubuntu ngumuntu ngabantu."

I've had that embedded in me since I was a child growing up in Zimbabwe.

Loosely translated, it means: 

"We are who we are because of others." or "I am because we are."

Fun fact: NBA basketball coach, Doc Rivers, famously used the African philosophy of "Ubuntu" as the guiding principle for the 2008 Boston Celtics.

It became a core part of their culture, ultimately contributing to their championship win. 

Final thoughts.

Here's my personal take on 2026:
Brands don’t need more noise, more dashboards or more people.

- They need clarity.
- They need alignment.
- They need senior ownership over the work.

That’s the direction we’re taking.

Small. Focused. Deep in the work.

We aim to help marketing leaders cut through the noise, not add to it.

In this internal episode of Beyond SEO, Glen sits down with Kevin and Sarif to talk honestly about the next chapter for Growthack: moving from a solo 

Open article: EP06 Inside Growthack: What Does The Future Look Like? by Kevin Kapezi • 7 min read

EP06 Inside Growthack: What Does The Future Look Like?

Is hiring a full-service agency the “safer” decision?

Here’s an example of some of the hidden costs.

Full-service often means:

- One team.
- One retainer.
- One place to point the finger.

Sounds good on paper, right?

But in my experience, I've often found that the above may not be the most efficient distribution of marketing budgets.

2023: we worked with an e-commerce brand.

We had them ranking on page one for their key commercial terms.

High-intent searches that directly feed revenue.

They left for a full-service agency.
↳ Within months, they started bleeding £,£££.

When everything is bundled into one “full-service” package, SEO usually becomes an afterthought.

It often looks good on a pitch deck.
↳ But not in practice.

2025: We recently started working again with the brand.

(same one we supported two years ago.)

Fast-forward to now:

- We’ve made a comeback.
- We’ve rebuilt their structure.
- We’ve cleaned up the issues that were neglected.

And after a few months of work…

Those same page one rankings are back.

No magic.

Just specialist work done well.

And now we’re supporting their move back to Shopify, where we’ve seen the strongest growth across other clients making the switch from WooCommerce and older CMS setups.

With specialists, there’s nowhere to hide.
The work either moves numbers or it doesn’t.

For high-intent search, structure and depth win.
And that takes focus.

More to come as Growthack.io supports their migration this month with our recommended specialist Shopify development partner.

What skills will actually move the needle in SEO next year?

Lumar (formerly Deepcrawl) just released their 2026 report featuring insights from 20+ SEO professionals.

Here’s what stood out for me:

❌ 1. “SEO sits with one team.”

The brands that win treat it as a shared discipline across:

- Product
- Development 
- Content
- Brand 
- CRM etc.

Not a marketing silo.

❌ 2. “AI will replace SEO.”

AI isn’t removing work, it’s exposing weak foundations. 

- Bad structure. 
- Broken tracking. 
- Messy architecture.

These problems become louder, not smaller.

❌ 3. “Tech issues aren’t urgent.”

Technical debt is now a commercial problem directly influencing revenue and the ability to scale. 

- Migrations
- Analytics integrity
- Site structure 

Going from Series A to B? 

This could be the difference.

And here’s a brief summary of my contribution:

✅️ 1. Stakeholder Management

SEOs need to think more like CMOs, aligning organic, brand, product, UX and data into one narrative leaders can act on.

✅️ 2. Data Analysis

Log files. First-party data. Large datasets. And the ability to challenge LLM studies with real evidence.

✅️ 3. Creativity

AI has solved content production but not differentiation. So, winning brands will emotionally connect with buyers.

Thanks to Sharon M. for putting all this together! Great to be amongst so many SEOs I respect on here :)

Read the full report and let me know your thoughts? 👇

The biggest SEO problems have nothing to do with SEO.

We break down the issues senior marketing leaders bring to us the most:

- Migrations that feel risky.
- Broken or unreliable data.
- Problematic tracking setups.

And the patterns tend to be the same.

1. AI is exposing gaps in positioning.
2. Teams can't grow on shaky foundations.

Before you can scale anything, the fundamentals need to work.

❌ A migration isn’t just about redirects.

❌ AI isn’t a shortcut for growth.

❌ And analytics isn’t optional.

In the episode we cover:

📌 Why we specialise in migrations

📌 Why messy inputs make AI useless

📌 Why server-side tracking is essential

📌 Why brands move from “big agencies”

And why transparency matters more now than ever.

This is Part 1 of our 3-part look inside Growthack.io

- It’s honest.

- It’s practical.

- It's fully unscripted!

And it reflects the work we’re doing every day across e-commerce and B2B brands. If you want to understand how we think, this is a good place to start.

Now live on Spotify, YouTube and Apple Podcasts.

I’ll share Parts 2 and 3 next week.

Brands attract new customers with our SEO Systems | eCommerce & B2B | EU Search Awards Winner 2025 ‘Best B2B SEO Campaign’

In this internal episode, Kevin Kapezi, Glen Chamisa and Sarif Sarker take you inside Growthack to unpack the technical work, strategic thinking and d

Open article: EP04 Inside Growthack: How Migrations, Data & AI Are Changing SEO by Kevin Kapezi • 4 min read

EP04 Inside Growthack: How Migrations, Data & AI Are Changing SEO

Still believe SEO takes 6 to 12 months?

That’s not always true.

Speed depends on:

↳ 1. The size of the opportunity
↳ 2. The strength of the product
↳ 3. How quickly can changes be implemented

We started working with a US-based supplement brand six weeks ago.

Multi-million revenue. 

Heavy spending on paid. 

Organic was an afterthought.

So we focused on showcasing clear SEO value fast.

- No big rebuild.
- No long migration.
- No 120-page audit nobody will implement.

Just high-impact fundamentals.

Working with their dev team, Glen & Sarif prioritised:

📌 Their core product terms
📌 Search-led naming within titles
📌 Data-led internal linking

Six weeks later:

We’re already ranking on page one for several high-intent product queries.

Search terms their paid team rely on every day.

This is why the “SEO is slow” belief is often wrong.

If you focus on the right things, it moves quickly.

The big restructure is coming...

➤ New navigation.

➤ Clearer product architecture.

➤ Buyer-led content.

But you don’t need the perfect site to see movement.

If opportunity is big enough + fundamentals are off, 
6 weeks is more than enough time to make an impact.

This is how Growthack.io approaches projects:

✅ Find the biggest levers

✅ Fix the fundamentals

✅ Build trust quickly

And earn time for deeper work

More to come!

DM me "SEO" for more details on how we could help.

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