Mitchell Keller

I'm actively building the most efficient system to go from product market fit to message market fit using outbound and inbound led outbound and I'm having a blast doing it. Basically my team will find the people you want to contact no matter how hard they are to find, and ideally ones that have a clear publicly available issue to pray o- i mean help them with. hahaha. 

It's simple, empower sales teams with top of funnel that drives revenue, acquisition value and fatter fundraising rounds. 

Here's some case studies: From Rought US market entry to 2m in popeline in 40 days:https://gamma.app/docs/From-Market-Entry-to-2M-Pipeline-How-LeadGrowai-Transformed-a-Top-gp4lui8pe6n30v4?mode=doc 

https://gamma.app/docs/From-1-meeting-a-quarter-to-320K-in-closed-revenue-12m-in-pending-j3zinck91npcgmv

Some more sweet stuff on my youtube: https://www.youtube.com/@MitchellKeller_ 

If you believe your sales team should spend more time crushing and less time data crunching then send me a message. 

P.S. We tend to work with extremely high ticket companies, companies with tiny hard to find markets and seed to series A funded looking to take their product market fit and find an assymetry that scales it to the moon.

Co-Founder

Our Solutions  *Ask about our work for free performance guarantee ⚡️

✅ Organic Social: We drive quality traffic to your social channels, to generate exponential awareness to your brand, so you can draw in further investments, partners & have the community base for successful IDOs & INOs.

✅ Paid Social Advertising: We create grandslam offers & dynamic engagement-focused design to structure powerful campaigns that generate leads & increase conversions. 

✅ Web3 Consultations: We leverage our 60+ IDO's of experience to provide you endless value.


✅ Website Design & Copy: We research your brand & its competitors to generate compelling copywriting & design that is purpose-built to create the best customer journey possible. Through this we turn web traffic into valuable leads & conversions for you to increase ROI. 

✅ NFT Art: We conceptualize & create world-class 2D & 3D art that enhances your brand’s value to Web3 consumers & turn them into loyal fans that will buy your NFTs, while you sit back & focus on refining your business & utilities. 

✅ Pitch Deck Design & Copy: We do all the market research, copywriting & design for your pitch deck to be concise and tell your value story in a straightforward manner, so you can raise money effectively.


✅ Brand Design & Copy: We identify your brand voice & create value-focused copy that is empowered by dynamic design. Helping you connect with your target customer more deeply & generate lifetime value. 


✅ Video Production: We create premium 2d & 3d narrated promotional videos that provide a fantastic first impression of your business. Turning profile views into active followers for you. 

✅ Community Management: We manage & encourage participation in events to cultivate loyal communities. By gamifying user experiences we are able to provide daily value to community members & generate authentic discussions to turn members into fans. All of which creates the perfect community for you to sell anything too.

the job of a GTM engineer isnt building lists

it isn't research

it isn't consolidating data, sending messages, writing offers.

it's finding a single thread.

a thread that when pulled on unravels markets and unmasks opportunities.

the job of a GTM engineer is to use any tools necessary to find this thread, that is all.

if you knew exactly what to say to your market, how many deals would you close? ⊚ Turn strangers into customers with Stealth Offers 👉 the ones your competitors didn’t even think were possible.

My entire GTM tech stack (and what each tool does):

Building a GTM engine that doesn't require a 10-person ops team + helps you stop wasting money on Clay Credits. 

Here's what powers it:

List Sourcing

- Apollo → Company list building (love filtering by job titles on team)
- AI Ark → AI-powered prospecting
- DiscoLike → Lookalike audiences & list expansion
- GTME. business → Disgustingly + cheapest good local lead scraping (Gmaps)
- Followingg.co → Competitor/partner follower scraping (gauges company maturity)
- Crunchbase → SaaS/investor data for enterprise targeting
- ScrapeCreators → Social scraping
- TopYappers → Influencer data (tiktok + IG)
- LeadsonTrees → Daily Newly funded startups fully enriched.
- CCLeads → coaches and creator biz's

Research & Intelligence

- Serper → Google Search API for Maps, News, general data (~$50/mo vs $500+ traditional)
- Custom RSS feeds (Serper + Google News) → Funding alerts, competitor monitoring
- Spider. Cloud → Web scraping at scale
- Apify, Scrapingdog, RapidAPI → Various scraping for cheap (including the business network ;))
- Job post monitoring → Competitor hiring signals
- TheirStack → historical technology data from sites and job posts

Lead Enrichment (Waterfall System)

- Icypeas → TryKitt.ai → LeadMagic
~$0.005-0.01/email vs $0.50+ on ZoomInfo
- BlitzAPI → LinkedIn enrichment (trialing - extremely promising)

Phone data: Leadmagic + clay waterfall

List Hygiene & Deliverability

- EmailGuard → Spam checking, placement tests, Surble checks
- In-house MX checker → Security gateway detection
- In-house list batching → Send cadence optimization
Outreach

- EmailBison → Campaigns, sequences, best in class deliverability
- Raw Claude+claudecode + custom skill → Copy generation

Sales & Conversion

- Fireflies.ai → Meeting transcription, summaries, content fuel
- Gamma → AI-generated proposals & custom client resources
- Tella→ Personalized VSLs & 1:1 video outreach
Content & Distribution
- Any CRM tbh. 

Knowledge & Client Management

GitHub + Git worktrees → Client knowledge bases in markdown
Fireflies.ai → Feeds content creation + improves knowledge base over time
Google Workspace → Deliverables
GitBook → Client-facing knowledge sharing


Raw Infrastructure

- Supabase → Database backend
- OpenRouter → LLM API routing (pay per token, not per seat)
- Trigger.dev → Background jobs & automation
n8n → Workflow automation (self-hosted = $0)
- Trigify.io → socail data -> Slowly replacing with in-house solutions
- Brightdata → Disgustingly good proxies and data unblockers
- Snowflake → Tons of free bulk data


The glue: Claude Code and Clay
Skills (SOPs as code) tie everything together. One command can:

- Conduct research
- Qualify companies, format data
- Programmatically search Supabase to pull leads
- Spintax and spam check copy iteratively.

Whereas Clay has extreme concurrency, and useful tools built in. 

The individual tools are commodities. The orchestration layer is the multiplier.

Study any Alex Hormozi funnel.

Top to bottom, nuts to bolts.

They're ALL "bet on you" offers.

Here's what I mean:

Most offers make prospects bet on YOU.
"Trust us. We're good. Here's our case studies."

The best offers make prospects bet on THEMSELVES as well.

The difference is subtle but massive.

Here's an example:

Generic: "We'll help you implement AI agents"

Bet on you: "You already hired a head of AI strategy. He probably has coherent thoughts on how your business should implement AI. We're just the way to get from idea to production."

See the shift?

The second version:
- References an investment THEY already made
- Validates a decision THEY already committed to
- Makes success feel like a natural extension of their judgment

The prospect thinks: "Yeah, I DID hire that person. They DO have ideas. This makes sense."

Belief goes up cause they're not betting on a stranger.
They're betting on a decision they already believe in.

How to find your "bet on you" angle:

1. What has this prospect already invested in? (Hiring, tech, strategy)
2. What do they already believe? (Their thesis, their approach)
3. How does your offer validate and extend that belief?

When you nail this, one-call closes become normal.

Cause you're not selling anymore.

You're just validating what they already want to believe.

Video breaking down Alex's bet on your offers coming soon.

We start every client on cold email.

Not LinkedIn DMs.
Not cold calls.
Not ads.

Cold email first. Always.

Here's why.

The problem:

LinkedIn has reputation risk. If you test bad messaging on LinkedIn, your personal brand takes the hit. Your connections see it. Your prospects remember it. There's no reset button.

Cold email is anonymous. You can test 10 different positioning angles in a week. The ones that fail disappear. The ones that work become your foundation.

What makes it worse:

Most teams test messaging on the channel that matters most. They run experiments on LinkedIn—where their CEO's face is attached to every message.

Then they wonder why sales feels risky.

The fix:

Use cold email as your messaging lab.

People are painfully honest in email replies. They'll tell you to F off if they don't like your angle. That honesty is data. It tells you exactly what your market thinks.

Once you find what works—the situations that resonate, the language that lands—you graduate to LinkedIn with confidence.

But here's the thing: LinkedIn is a complement, not a replacement.

More people have email addresses than LinkedIn profiles. You can reach your entire market faster through email. And you're not outsourcing your thinking to a black box like ads—you know exactly who replied and what they said.

Plus, LinkedIn has friction email doesn't.

On average, only 40% of people accept connection requests. That means 60% of your outreach never even lands. And without content backing up your profile, LinkedIn doesn't convert as well anyway.

The sequence that works:

1. Test messaging on cold email (low risk, precise targeting, fast learning)
2. Find the positioning that resonates
3. Scale through LinkedIn with proven language + content

Stop testing on channels where failure has consequences.

Start where failure is free.

Well this is giving me the warm fuzzies

Got a DM from someone saying they've been enjoying my content. 

Really reassuring cause it's easy to think what you know is too simple to share. You prob have way more value to give than you think.

No alternative text description for this image

Employee count is lazy targeting.

Here's a better signal:

maturity.

We were figuring out how to segment a market of PE firms recently.

The obvious move: big firms vs small firms.

The better move: look at the makeup of their team.

Do they have someone with "AI" or "automation" in their title?
Have they hired for technical roles recently?
Is there evidence of data infrastructure investment?

Why this matters:

A 200-person company with zero technical talent is harder to sell AI to than a 20-person firm with a head of AI strategy.

Size tells you scale.
Maturity tells you readiness.

When you segment by maturity:
- You can make technical arguments to technical buyers
- You skip the education phase
- Close rates go up cause they already believe AI works

When you segment by size alone:
- You waste time explaining basics
- You get stuck in "we're not ready" objections
- Pipeline feels full but nothing closes

The signal hierarchy:

1. Do they have technical leadership? (AI lead, automation role, data team)
2. Have they made related investments? (AI tools in their stack, recent tech hires)
3. What's their public stance on AI? (Content, job postings, press)

Size is the last filter. Not the first.

This is how you stop getting stuck in education-mode sales calls.

Target readiness. Not revenue.

Looking for head of GTM

Must be excited about building outbound strategies and copy that generate companies 100's of thousands from outbound and get founders acquired.

You will be my right hand man on strategy and copy and help lead a GTM team

This role is for you if:
- You're a former/tired agency owner that doesn't wanna close deals.
- And/or you come from a high level sales background.
- And/or you come from a growth background.

+ Are competitive as hell and like me (somewhat austically) tend to pursue excellence to a fault.

Technical acumin welcome.

Competitive base + disgusting revshare available.

interested?

🚨Send a DM outlining why you're right for the job and a specific example of executing a top of funnel campaign from strategy to end outcome🚨

Other keys to role:

- elite communicator
- systems thinker (can make a coherent plan and see it through to the end)
- disturbingly comprehensive understanding of gtm tools (see my post on gtm tools)

ie: clay, apollo, instantly, heyreach, Claude code/cursor, sales NAV, apify.

Intent signals are useful.

Pricing page visits. G2 reviews. Job postings.

But they're not how you test your offer.

Here's the problem most people miss:

The math:

- 3% of your market is actively looking (signals)
- what about the rest?
If you're testing your offer based on signals only, you're testing it on 3% of the market.

That's too slow.

Here's what happens:

You send 1,000 emails to signal-triggered leads.
You get 50 replies.
You book 10 calls.
3 close.

What now?

Now you think you know if your offer works and you're out of leads. 

But it doesn't.

You know if your offer works on the 3% who were already looking.

That's not the same thing.

Here's the thing:

Signals don't test the meat and bones of your offer.

They test your ability to catch people at the right moment.

That's valuable. But it's not product-market fit.

The real test is the people that would buy but don't know it yet. 

People who are in a situation to buy but haven't announced it to the world -> the situations beyond the signals.

- Series A -> no CMO (could extend runway by months with the right hire)
- Ripping ads but no newsletter + fat sales team (leaving hella food on the table)
- Team growing fast (process breaking, need help)

These people will tell you if your offer actually resonates.

Cause they're not already shopping.

They're being interrupted. Shown a new way. 

If you can make them stop and pay attention, your offer is real.

Signals are complementary.

Run them for quick wins and pipeline padding.

But don't confuse high conversion on signal campaigns with a validated offer.

That's just good timing.

Strategically test outside of signals. 

That's where you learn your winning offer the one that unlocks the rest of your gtm strategy.

Best performing campaign we're running right now:

40% positive reply rate.

The source: SAM(.)gov (government contract awards).

Here's the play:

When a company wins a government contract, they get paid... eventually.
Government payment terms are notoriously slow.
30, 60, 90 days.

Meanwhile, they need capital to deliver on the work.

The signal: Contract won.
The situation: Cash flow gap.
The offer: Capital against the invoice.

Why this works so well:

1. **Timing is perfect**

They just won. They're excited.
But reality is about to hit: they need to fund the work before they get paid.

2. **Relevance is obvious**

"Congrats on the $X contract. Need capital to bridge the gap?"

That's not a pitch. That's a genuine question.

3. **Qualification is built-in**

Government contracts are vetted.
These are real businesses with real revenue.
No tire-kickers.

The tradeoff:

Volume is limited.
Only so many contracts get awarded weekly.

That's why signals aren't always the best strategy.
They're high-converting but volume-constrained.

The lesson:

Find your SAM(.)gov equivalent.

What public event signals genuine, immediate need?
That's your 40% reply rate campaign waiting to be built.

Low volume. High conversion.
That's the signal play.

But keep in mind this is just a drop in the bucket. it's got the best stats but not the best outcome. 

10x volume at a 12% PR is still the biggest winner.

Once you have an offer that's working what's next? 

How do you make it transcendent. How do you make it so lethal it turns strangers into customers on autopilot. 

Here's a breakdown on what I call building worldview alignment into offers until they become that holy grail Stealth Offer. 

An offer so good that it must be uncovered not created. Mined out of the very market itself.

Lending is a 'crowded market.'

Everyone offers rates. Terms. Speed.

When there's a crowd it's your positioning that matters most. You don't wanna be Waldo you wanna be the blacksheep in an ocean of white. 

Here's a positioning angle most miss:

Rescue.

We were working on positioning for a revenue-based financing company's repackaging service.

The obvious frame: "We offer better rates than your current loan."

The better frame: "Loan rescue."

"This guy was drowning. We came in with a capital rescue. Repackaged his debt. Now he can breathe."

Same service. Completely different story.

Why "rescue" works:

1. It implies urgency without creating it
2. It positions you as the hero, not just another option
3. It speaks to emotional state, not just financial state

Most people with bad loans don't think "I need better rates."
They think "I'm stuck."

"Rescue" meets them where they actually are.

How to find your rescue angle:

Look at repackaging case studies.

Not the numbers. The narrative.

- What was the emotional state before?
- What changed after?
- What would have happened without intervention?

The story writes itself.

"She took an MCA that felt manageable. 6 months later, she couldn't make payroll. We restructured. She made payroll. Now she's expanding."

That's not "better rates."
That's rescue.

Position the transformation, not the transaction.

Most lenders sound the same cause they sell the same.

Rescue positioning makes you the only option that feels like relief.

100% 1-1 AI emails are a fools errand for any company that is pre offer-market fit.

you're outsourcing your distribution to a black box and making it 20x more difficult to discern what's working and what isn't.

you'll be lucky to stumble on a true outlier doing this.

this is for after you find your offer.

You launched an AI SDR. One-of-one campaign. Booking a few meetings.

Crushing it. Happy.

But you have no idea why it works.

You let AI take over from day one. Outsourced your figure-it-out phase to a black box.

Campaign performs? Great. Now scale it.

You can't. Because you don't actually know what's working. Was it the targeting? The angle? The timing? The AI won't tell you.

The founders who win learn the game first. Then automate.

🚨tHiS uLtiMaTe GeMiNi 3.o MeThOd BrInGs RaInWaTeR tO tHe SaHaRa

this system unlocks 300,000 square km of viable land mass that everyone else has overlooked but after 36 hours of studying the back of my hand im giving it away.

this system will:

- extract unblooded diamonds 
- automatically send a dollar a day to that local infomercial village
- solve how tf they got the 400 ton stone up the Nile and in the kings chamber
- and even stand up hyper cooled Giga data centers so you can make millions serving up sweet sweet inference.

like and comment 'wow this is gonna be a life changing lead magnet'

and I'll send it over. must be connected like this system makes me feel connected to humanities potential birthplace.

If your offer feels flat, do this:

Look at what every other player in your market does. Find the thing customers hate about it.

Position against that.

Same offer. Different angle.

Example: "Growth partner" vs "growth agency."

Same service. But "partner" positions against the extraction feeling people got from agencies for years. Skin in the game instead of invoice-and-disappear.

That one word change shifts the whole frame.

You might have a similar retainer but you make it FEEL like you're aligning with their upside. 

The market cycles though. What worked five years ago might be stale today. What was stale might be fresh again.

Your job isn't to invent a new offer. It's to find the thing your market is tired of and position as the opposite.

All you need to do is make an offer WORTH testing that's it. 

Don't over complicate shit. 

It's offer then offer framing.

"but what about targeting" 

A good offer has the targeting baked in my friend. 

"WTF is framing?" 

frame is how will you can frame the offer around their current day to day situation AKA their worldview. 

if you can do that you are so unreasonably trust worthy that they ACTUALLY BELIEVE YOUR DREAM OUTCOME.

We built a GTM knowledge base for a K-12 EdTech client.

Now claude code is one-shotting newsletter sequences.

Single prompt. Crisp copy. Ready to send.

But what matters is where the knowledge came from: 
1. all of our successful outbound GTM campaigns and the research that fueled them 
2. Sales call transcripts 
3. Direct conversations with the founder to bridge the gap between what is said and what is understood. 

So here's what changed:

Before the knowledge base:
- 3-4 prompt iterations to get usable copy
- Constant corrections on tone and positioning
- Output felt generic, needed heavy editing
- Constant copy and pasting of context + searching notion.

After the knowledge base:
- Single prompt produces ready-to-use sequences via SKILLS
- Tone is dialed in automatically
- References the right proof points without being told
- Now they can instantly turn good newsletters into segmented ones by geography and titles. 
 
The difference isn't the AI.

It's the context.

Here's what we structured:

1. **Voice and tone rules** - How they sound, what words they use, what they avoid
2. **ICP pain points** - Specific problems their buyers have, in their language
3. **Proof points** - Case studies, metrics, testimonials organized by use case
4. **Positioning angles** - What makes them different, framed for different segments

When the AI has this context loaded, it doesn't guess.

It executes.

The pattern:

Most people treat AI like a magic box.
"Write me a newsletter sequence."

Then they're surprised when the output is generic.

The AI isn't the bottleneck.

Your knowledge organization is.

When you invest in structuring your GTM knowledge:
- AI becomes a force multiplier
- Junior team members produce senior-level work
- Output is consistent across channels

The K-12 client went from "AI is inconsistent" to "AI is our fastest copywriter."

Same AI. Better context.

Talked to a founder building AI for private equity recently.

He said something that stuck:

"Every company claims they're AI for private markets. There's so much noise. The question is what engenders trust."

He's right.

In saturated markets, the dream outcome isn't what closes deals.

Believability is.

Here's the thing most people miss:

You don't build trust by CLAIMING results.
You build trust by demonstrating that you understand their world better than they expected.

The way you bridge the gap between "sounds nice" and "I believe you" is how you frame and position the offer.

Some tactics that work:
- Reference investments they've already made ("You hired a head of AI strategy... he probably has coherent thoughts on implementation...")
- Make them feel like they're betting on THEMSELVES, not just you
- Surface problems they didn't know they had

When someone reads your message and thinks "this person gets my situation"... trust is already half-built.

That's why diagnosis beats personalization every time.

The goal isn't to sound different.
It's to prove you see what others miss.

What's the hardest market you've had to build trust in?

The startup journey:

1. Create reasonably good idea
2. Get funding for idea 
3. Pour capital into a website
4. Make Hero Headline: Supercharge your X
5 ???
6. Profit. :


Naw but seriously why do people think this is a strong headline.

Freddie Chatt

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.

Ecommerce SEO Consultant

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.

Just received a connection request with a note:

“Hi, I noticed that we both use LinkedIn. Let’s connect?”

I can’t do this anymore.

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

Still the best SEO joke ever told 
 
Happy Friday! 
 
✌️

I just broke down Gymshark - one of the juiciest ecommerce SEO setups I’ve ever seen. 🦈

And you guys can get the full thing for free.

Get it here: https://lnkd.in/eANaqnPQ

They’re pulling in:

- 2M organic visitors/month
- $529K in organic traffic value (every month)
- 349k+ keyword rankings

It’s no accident. Their SEO and content strategy is *world-class.*

What I analysed in the reverse case study:

Backlink + authority analysis
Technical SEO + crawlability
How they blend SEO with UX 
Blog category + blog post structure
Keyword targeting + content strategy
Top-performing pages (and why they rank)
Homepage, product pages, category pages
Social media strengths (and how it fuels SEO)
AI citations (where Gymshark is already showing up)

If you run an ecom brand, you’re gonna wanna see this and take notes 🤓

Want the full breakdown?

Get it here: https://lnkd.in/eANaqnPQ

Geoff Kennedy

I'm giving away the proposal that secured me my highest-paying client.

$8000/month.

I've tried many different proposal types over the last 10 years.

And always kept coming back to a simple formula. 

→ Here's your total potential (get them excited)
→ Here's what we could get to (within a certain timeframe)
→ Here's how we are going to do it (top level, not the nitty-gritty) 
→ Here's how much it's going to cost 

With no fancy designs, just a simple Google Doc.

Once you have all the information you need from the discovery call.

And built that rapport with the potential client. 

You don't need an all-singing, all-dancing proposal to secure well paying opportunities. 

Want access to the doc? 

→ React to the post
→ Comment "proposal"
→ I'll DM you the link to access

Let's make 2026 your best year yet!

I knew every SEO tactic in the book.

Then I put £4,000 of my own money on the line and realised I knew nothing about what actually matters.

The gap between SEO theory and profit reality isn't just wide, it's a completely different game when it's your bank account draining while waiting for keywords to rank.

What I knew intellectually about ecommerce SEO as an expert:

🟢 Collection pages drive more revenue than blog posts
🟢 Commercial intent keywords convert better than informational
🟢 Technical SEO creates the foundation for success
🟢 Bottom-funnel content deserves priority

What owning Village Cricket Co with my own £4,000 made me feel differently about:
💠 Unit economics hit differently when it's your bank account - seeing organic traffic worth 2-3x more than paid traffic in real profit
💠 Time constraints force brutal prioritisation - the ROI gap between your best - SEO activities and everything else is massive
💠 Branded search opportunities become non-negotiable - creating discount code pages that competitors let affiliates steal
💠 The weight of implementation speed vs. perfection becomes crystal clear
💠 The true value of evergreen SEO vs. temporary paid traffic reveals itself in month-to-month cash flow

I knew these principles working in-house growing a brand to £10M/year.

But knowing and feeling are entirely different experiences.

When it's your own money at stake, theoretical knowledge transforms into visceral understanding.

The shift wasn't in SEO tactics - it was in perspective:

✅ Client success becomes less about comprehensive strategies and more about identifying the 20% of actions that drive 80% of profit
✅ The patience for top-of-funnel content diminishes when you can see exactly what bottom-funnel optimisation does to your bank account
✅ Reporting shifts from "here's what we did" to "here's what made money"

Village Cricket Co hit six figures primarily through SEO while competitors poured money into Meta ads.

Not because I suddenly learned new SEO tactics.

But because having skin in the game forced me to apply what I already knew with ruthless prioritisation.

The best SEO isn't about knowing everything - it's about executing the right things in the right order with relentless focus on profit.

A 7-figure rug brand just made SEO its most profitable revenue channel.

Bigger than Facebook ads. Bigger than Google ads.

Most DTC brands think this is impossible.

They're wrong.

Firstly, the Q4 numbers:

2024
• Traffic: 10,700
• Sales: 107
• Revenue: $60,000

2025
• Traffic: 23,600
• Sales: 423
• Revenue: $303,000

5x revenue growth. Same brand. Different strategy.

Here's what they did:


Strategy 1: They ditched broad category pages

Instead of "Area Rugs," they built pages for exactly how people search.

By Colour:
• "Navy Blue Area Rugs"
• "Cream Rugs for Living Room"
• "Black and White Geometric Rugs"

By Size:
• "8x10 Rugs"
• "Large Living Room Rugs"
• "Runner Rugs for Hallways"

By Room:
• "Bedroom Rugs"
• "Nursery Area Rugs"
• "Kitchen Rugs"

By Style:
• "Boho Area Rugs"
• "Modern Geometric Rugs"
• "Vintage Persian Rugs"

Result: Each page now ranks for 20-50 specific keywords.

Nobody converts from searching for "rugs." They do for "large boho rug for living room."


Strategy 2: Content that actually drives sales

Forget generic buying guides.

They created hyper-specific content:

• "How to Choose the Right Rug Size for Your King Bed"
• "Layering Rugs in Small Living Rooms"
• "Best Rug Colors for Dark Hardwood Floors"

Every single piece had an email signup for room-specific design guides.

Built 15,000 email subscribers in 8 months.

All actively decorating their homes.


Strategy 3: The partnership move

They partnered with complementary brands.

Not competitors. Complementary.

• Furniture stores (cross-promote styling guides)
• Interior designers (feature rugs in client photos)
• Home decor brands (joint room makeover content)
• Paint companies (colour coordination guides)

The process:
1. Identify brands serving your customers
2. Propose content collaboration
3. Share audiences (with permission)
4. Create joint lead magnets

Impact: Doubled their reach without doubling their budget.


The compound effect

Every collection page ranks for dozens of keywords.

Every content piece captures qualified leads.

Every partnership amplifies their reach.

Example: Their "8x10 rugs" page now ranks #1-3 for 37 different search terms.

SEO revenue tripled year-over-year.

It's now their most profitable channel.

What you can steal today:

1. Audit your category pages
Are they matching specific searches or just broad terms?

2. Map content to buyer intent  
Create content for people actively shopping, not just browsing.

3. Find your complementary brands
Who sells to your customers but doesn't compete on product?

4. Think specific, not general
"Blue bedroom rugs" beats "bedroom decor" every time.

The reality:

While everyone fights over paid ad placements, SEO sits there waiting.

Most underutilised channel in ecommerce.

What's your brand's SEO revenue potential?

Just imagine running a store with 1,000 products…

…and finding out Google indexed 90,000 thin, useless pages instead.

That’s exactly what was happening to an ecommerce furniture retailer I worked with.

(and it could be happening to you too!!)

Faceted navigation (filters) was creating a MASSIVE mess of junk URLs:
- Colour filters
- Size filters
- Price filters

Each one spun up a new URL.
Each one thin, duplicate, and unhelpful.
And Google was wasting crawl budget on them instead of the pages that actually make money.

HOW I FIXED IT:
🧹 Noindexed every filter-generated page (they’d driven 0 traffic in 12 months)
🧹 Once Google dropped them, blocked future crawling in robots.txt
🧹 Consolidated crawl budget + shifted focus back to product and category pages

RESULT:
🥇 Index bloat slashed from 90k → 11k
🥇 Crawling efficiency massively improved
🥇 Focus restored to high-value URLs

Often the best SEO move isn’t more/better content..

… it’s clearing out the rubbish that’s holding your site back.

My 7 essential elements for creating a high-converting ecommerce category page (after optimising 80+ of them):

1. Clear Category Name (Target Keyword)

Use your target keyword in the category name. Simple as that.

"Running Shoes" beats "Athletic Footwear" every time. Users know exactly what they'll find. Search engines understand the page instantly.

No creativity needed here. Just clarity.

2. Short Category Description

I add a brief description right at the top. Sets context without overwhelming people who just want to browse.

Two sentences max. Tell users what they'll find. Give search engines that context they love.

Most sites skip this. Don't be most sites.

3. Internal Links Above Product Grid

Navigation and filter links go above your products. Users can refine their search without scrolling through everything.

You're also pushing link authority deeper into your site. UX and SEO both win.

I've seen 15% increases in page views just from better internal linking here.

4. Product Grid Should Always Be Main Focus

This is why people came to your page. The products.

Make them prominent. Easy to scan. Clear images, visible prices, key details.

I've seen sites bury their product grid under paragraphs of text. Don't do this. People want to shop, not read essays.

5. Below Product Grid Description for Added Context

After your products, now you can add more detailed content. This gives you SEO juice without cluttering the important stuff above.

More keywords, more context, more value for interested users.

The people who want it will scroll for it. The people who don't won't be forced through it.

6. Relevant FAQs for More Help

Answer the questions people actually ask about this category. Reduces friction. Increases conversions.

FAQs also dominate featured snippets and People Also Ask sections. Free traffic from Google.

I track which questions come up in support tickets. Those become FAQs.

7. More Internal Links Below to Flow Authority

At the bottom, link to related categories or subcategories. Helps search engines crawl deeper.

Keeps users exploring your site instead of bouncing back to Google.

Authority flows down. Traffic flows around. Everyone wins.

Which of these elements are you missing from your category pages right now?

We're obsessed with the big milestones.

The six-figure year. The dream client. The viral moment.

But those happen maybe twice a year if you're lucky.

What about the other 363 days?

You're grinding through rejections, quiet periods, and that constant voice asking if you're actually cut out for this. If you only celebrate the massive wins, most days will feel like you're not making progress.

Small wins happen every single day:

↳ Getting a nice email from a client
↳ Actually sending that pitch instead of rewriting it again
↳ Finishing something you've been putting off for weeks
↳ Posting on LinkedIn without deleting the draft
↳ Sending a nervous follow-up email
↳ Finishing a proposal before the deadline
↳ Replying professionally to a difficult client
↳ Successfully raising your rates

You don't need to throw a party.

Just take a moment to think "yeah, I did that."

These small wins add up. They build momentum. They make the hard days easier to get through.

Stop waiting for the milestone that might never come.

What's one small win you had this week?

Your product just went out of stock.

Do you hide it completely? Keep it live? Panic?

I see brands making the same costly mistake.

They either nuke the page entirely or leave users staring at a useless "out of stock" button.

Both options lose you money.

For temporary out-of-stock products, here's what actually works:

Demote, don't delete. Push them to the bottom of category pages so users find available products first.

Keep them indexed. You've already done the SEO work to rank those pages.

Give people something to do:
↳ Add pre-order if you can
↳ "Notify when back" email capture
↳ Show similar available products
↳ Never leave users with just "sorry, no"

Will this skyrocket your search rankings? No.

But it keeps people on your site instead of bouncing to competitors. They explore alternatives, maybe discover something new, definitely don't leave frustrated.

Better user signals. Better business outcomes.

What's the worst out-of-stock experience you've had as a shopper?

The root of procrastination isn't laziness, it's anxiety.

And it's costing you the clients you could've helped and the business you could've built.

Here are 9 proven strategies to beat procrastination:

1. Pomodoro Technique
Work for 25 minutes, then take a 5-minute break. After 4 cycles, take a longer break. Makes any task feel manageable.

2. 2-Minute Rule
If it takes less than 2 minutes, do it immediately. Reply to that client email. Send that invoice. File that document.

3. 5-Second Rule
Count down 5-4-3-2-1 and take immediate action before your brain talks you out of it.

4. 1-3-5 Rule
Every day: 1 big thing, 3 medium things, 5 small tasks. Prevents overwhelm while ensuring progress.

5. 80-20 Rule (Pareto Principle)
Focus on the 20% of tasks that produce 80% of your results. Identify high-impact activities and prioritise ruthlessly.

6. Eat the Frog
Do your biggest, nastiest task first thing in the morning when your willpower is strongest. Everything else feels easy.

7. Create a "Not To-Do" List
Identify tasks that drain your energy. Stop doing them or delegate them. Protect your time like your life depends on it.

8. Break Tasks into Smaller Pieces
That overwhelming project? Break it into:
↳ Research
↳ Outline  
↳ First draft
↳ Revisions
↳ Final version
Suddenly manageable.

9. Eliminate Multitasking
Your brain can't actually multitask. Single-task with ruthless focus. One project at a time. One email at a time.

2026 will be the year you overcome procrastination!

Share this if it helped someone you know 👍

Follow Freddie Chatt for more productivity insights ♻️

Tomorrow's newsletter might be my favourite yet.

Owain Lloyd-Williams is breaking down three tactics enterprise brands can use to win LLM citations today.

Not theory. Practical moves that work within rigid compliance, inflexible CMS templates, and slow internal buy-in.

His three strategies:

↳ One involves information you already have but structure completely wrong for AI.

↳ Another uses a content format compliance teams love but most brands waste for citations.

↳ The third costs nothing but turns your internal architecture into citation gold.

Subscribe now - link in my bio.

Adam followed the keyword research and content strategies I share in my newsletter.
 
He found commercial keywords for products he already sold but didn't have pages for.
 
He bought expired domains in his niche and 301-redirected them (yes it still works if you do it right).
 
Result: 15k to 71k organic visitors. All in 7 months.
 
No fluff. Just implementation.
 
This is exactly why I write Search to Sale.
 
It's the only newsletter focused exclusively on ecommerce SEO. Over 8,000 people read it every week.
 
If you run an online store (or work with clients who do), it's free and takes 5 minutes to read.
 
Link just up there 👆

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