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.

6 years freelancing.

Here's my brutally honest take.

If you want career progression (the fancy titles, the ladder-climbing), freelancing probably isn't for you.

I was 9 months into a contract when my manager offered me a director role.

Permanent. Proper job title. Great money.

I genuinely wanted it.

But I also wanted the freedom of freelancing.

Chose freelance. Best decision I ever made.

Had to completely redefine what "success" meant to me though.

Here's what I've learnt 👇

💼 Your reputation is everything
Build your name. That's your brand.

🎲 You need to be comfortable with risk
(Or at least have a decent savings cushion for the dodgy months)

🔥 Love a challenge? You'll thrive
Hate uncertainty? This life will destroy you.

Freelancing has made me way more business-minded than I ever expected.

There's no ceiling. No limits.

Just you figuring it out.

Ever had to choose between the career ladder and doing your own thing?

Ecommerce SEO Consultant 🏏 Founder of Village Cricket Co.

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.

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?

Like this post, comment ‘Gymshark’ and I’ll DM you the link.

Enrolment now open: Ecommerce SEO Bootcamp - proven frameworks, real examples. Closes 9 Oct.

Everyone bangs on about freelancing being an emotional rollercoaster.

It's not.

It's just one emotion. All day, every day.

Not enough work? Panic.
Too much work? Panic.
New client? Panic.
Client leaves? Panic.
Invoice paid on time? Somehow also panic.

Living the dream over here 😅

An underrated perk of freelancing:

Empty supermarkets at 10am on a Wednesday.

No queues.

No chaos.

Just you, the pensioners, and all the reduced-price pastries.

Living the dream.

What's your favourite off-peak activity? 👇

9 SEO AI prompts I used to build my ecommerce business this year.

Now you can get them for FREE 👇

Comment "PROMPTS" and I'll personally send you the copy/paste version.

Considering these can:

- Save you 100s of hours through automation
- Unlock insights you didn’t realise you could get
- Give you a massive edge over competitors who aren't using AI

They're a huge advantage!

I’ve used these on both my own store.
And clients doing 8-figures in SEO revenue.

Here's what each prompt does:

✅ Category Description Writer
↳ 55–85 word, grid‑top intros that improve relevance without bloat.
↳ Two A/B variants per category for quick testing.

✅ Product Page Copy from Reviews
↳ Turns voice‑of‑customer into tight benefit bullets, objections, and FAQs that convert.
↳ Makes PDPs rankable and persuasive without fluff.

✅ Programmatic Collection Generator
↳ Spins up long‑tail, facet‑driven collections with smart titles, intros, filters, and canonicals.
↳ Ships at scale while avoiding thin or duplicate pages.

✅ FAQ & Q&A Cluster + Schema
↳ Builds snippet‑ready Q&As grouped by shopper intent.
↳ Outputs valid FAQPage JSON‑LD to win AI + SERP real estate.

✅ Digital PR Angle Ideator
↳ Generates data‑backed hooks, headlines, and assets that earn authority links.
↳ Outreach packs included so you can pitch and place faster.

✅ On‑Site Search Miner → Pages
↳ Converts site‑search logs into new collections, guides, and synonyms.
↳ Fixes zero‑results and boosts discovery of money pages.

✅ Log File → Crawl Focus
↳ Finds crawl waste (params, orphans, 404s) and redirects budget to commercial pages.
↳ Robots, sitemaps, and internal link tickets included.

✅ SERP Title/Meta A/B Matrix
↳ 3–5 CTR‑oriented title/meta variants per template with a clean test plan.
↳ Roll forward winners and systemise ongoing improvements.

✅ Merchant Center “Surfaces” Optimiser
↳ Aligns feed + onsite schema to maximise free product listings visibility.
↳ Fixes identifiers, attributes, and image/link hygiene.

I've made sure these are highly detailed and structured, 
So you can plug them straight into your workflow with minimal prompting. 

If you want to start using these now, 
Don't forget to comment "PROMPTS" to get the copy/paste version 👇

Which prompt would you start with? 
I'd like to see which ones you all prefer ⬇️

How to find 'secret' freelance opportunities

Do this to find gigs no one else is applying for. 
 
🔍 Head to Google and search for: 
 
site:apply[dot]workable[dot]com "freelance"
 
BOOM. Loads of opportunities. 
 
Only get the latest ones by: 
 
Heading over to 'Tools' on the right and set it to 'Past week' 
 
You can add other variables such as your country or your specific industry to be more exact in your requirements. 
 
Use this little 'hack' to find gigs that aren't always the best advertised
 
Happy freelancing ✌️

Lost a £15K project earlier this year.

"Thanks, but we're going with someone else."

Most freelancers vanish at this point.

Delete the email. Block the contact. Never speak again.

Huge mistake.

Here's what I did instead:

Sent this email within 2 hours:

---

Hi [Name],
Thanks for letting me know.
Completely understand you found a better fit for this project.
If anything changes or you have other projects down the line, I'd love to stay on your radar.
Best of luck with the migration.
[Your name]

---

30 seconds to write.

No begging. No pushback. Just professional.

Why this works:

First choice freelancers disappear. Projects get delayed. Budgets shift.

When chaos hits, you want to be their first phone call.

The results?

That £15K project? Came back to me 4 months later.

The original freelancer ghosted them halfway through.

2 other "rejected" clients hired me within 6 months last year.

All because I stayed classy when they said no.

Your biggest rejection could become your biggest win.

How do you handle project rejections?

I asked my client to buy something from their own store last week.

As a test.

She got halfway through checkout and stopped: "Wait, I thought this was a leather bag?"

It was.

Then: "Why does this say £89 here but £92 in the cart?"

Good question.

10 minutes of "shopping" their own site revealed 6 issues their team had never noticed.

Because they don't shop their own store. They manage it.

Big difference.

Shoppers notice everything. Managers notice what breaks.

I found a tool that shops your store like thousands of real customers would.

AI agents that browse, compare, check out—finding every tiny friction point that makes people hesitate or leave.

The stuff you'd never spot from the backend:

Images that look fine on desktop, terrible on mobile
Prices that don't match between pages
Product details that contradict each other

One brand found 300+ issues in their first scan. All revenue killers. All invisible to their team.

Now they see their store the way customers do.

Before customers leave 1-star reviews about it.

(Video shows it browsing like a real shopper and catching issues)

Want to see what shoppers actually experience on your site?

Comment "SHOP" and I'll send the details.

Brand partnership • Ecommerce SEO Consultant 🏏 Founder of Village Cricket Co.

My client's marketing team spent 12 hours last week "analysing" campaigns. They made zero changes.

ROAS looked decent.
Spend was on budget.
But they couldn't tell me which channels were actually working.

The problem?

Data lived in 6 different dashboards.
Every question meant: export, pivot, cross-reference, repeat.
By the time they had answers, the campaign had already bled another £10K.

We switched them to a setup that lets them:

Ask questions in plain English, get instant answers

Spot budget waste before it becomes a P&L problem

See what's working (and what's not) across all channels in one place

Now their team spends 12 hours optimising instead of hunting for data.

Want to see how we turned their campaign chaos into clarity?

Comment "tool" and I'll send it over.

I still remember the moment the first order came through.

Launching my own ecommerce brand.

Sitting there, refreshing the app like an absolute maniac.

Then BOOM. Someone actually bought one.

His name was Alan.

Shoutout to Alan. I still check in with him every year. Legend.

In my whole career to date, this is something I will never forget.

That first year? We sold 5 bats.

(It was Covid in our defence, but still. Brutal.)

This year? Over 1000.

Here's what launching my own brand taught me:

You learn fast when it's your money on the line

Every decision matters when you're bootstrapping. You get very good at prioritising very quickly.

You understand your customers in a completely different way

When it's your product, you're not just doing a job. You care about every single person who buys from you.

It's the best business education you'll ever get

SEO, paid ads, email marketing, customer service, logistics, finance. You learn it all. Properly.

The wins hit different

Client work is great. But selling something YOU built? Nothing compares.

You'll never feel more imposter syndrome

And that's a good thing. It keeps you humble and hungry.

Best decision I ever made.

If you've been thinking about launching something, just do it.

Year one might be rough. But year three? Could change everything.

Good afternoon friends, I’m thrilled to finally share this.

This is something I’ve worked on for over 6 months.

The Ecommerce SEO Bootcamp 2.0 is here.

And enrolment is now open for the first time since March.

No fluff. 100% actionable.

Templates, trackers, and workflows you can start chipping this week.

Focused entirely on ecommerce!

Here’s what you’ll learn:

→ Strategy: pick the right approach, analyse competitors, set your store up to win
→ Keywords: find high-intent terms and use them correctly on money pages
→ On-site SEO: nail page titles in 2025, avoid my £1m mistake, add trust builders
→ Technical SEO: know what matters (and when) without chasing vanity fixes
→ Content: create traffic-and-sales content, plus scalable opportunities
→ Link building: safe, scalable systems that drive authority (and revenue)
→ AI Search Discovery: early signals, citations that matter, partnership plays
→ Leveraging AI: work faster with simple prompts + smarter analysis
→ SEO Breakdowns: deconstructions of winning campaigns (Gymshark, Wayfair, Craftd)
→ Branded SEO: branded-keyword “leaky bucket,” out-of-stock SEO, and monthly new videos

Enrolment: open now - closes 9 Oct (midnight BST).

Don't find any value in it? Get a 100% refund, no questions asked.

DM “BOOTCAMP” for access.

This is my £1m SEO mistake.

I've made a fair few mistakes over the last 13 years in SEO.

𝗕𝘂𝘁 𝘁𝗵𝗶𝘀 𝘄𝗮𝘀 𝘁𝗵𝗲 𝗯𝗶𝗴𝗴𝗲𝘀𝘁…

And I didn't even realise I made it at the time.

Let's go...

Cushions (or pillows to my US friends) were our biggest category.

Not only by sales, but also by the depth of products.

𝗜𝗻 𝗳𝗮𝗰𝘁, 𝘄𝗲 𝗵𝗮𝗱 𝗼𝘃𝗲𝗿 𝟭,𝟰𝟬𝟬 𝗼𝗳 𝘁𝗵𝗲𝗺.

I know right, that’s a lot of cushions.

We ranked very well for all our hyper-focused keywords:
• Luxury cushions
• Designer cushions
• Etc

And also competed very well with the huge brands on the highly generic terms such as ‘cushions’.

Once it got to that point, we largely left it alone (don’t change what ain't broke, right)

It wasn’t until years later that I clicked just how much money I was leaving on the table.

Let’s use my current process for unlocking additional revenue from existing categories to showcase this point:

Taking the head term ‘cushions’

In the UK, this has 31,000 searches per month.

That’s a lot of opportunity.

But let’s dive a bit deeper.

Putting ‘cushions’ as a seed term into Ahrefs (removing branded, local and super-low volume terms)

𝗬𝗼𝘂 𝗵𝗮𝘃𝗲 𝗮 𝘁𝗼𝘁𝗮𝗹 𝗼𝗳 𝟰𝟭𝟯 𝗸𝗲𝘆𝘄𝗼𝗿𝗱𝘀, 𝘄𝗶𝘁𝗵 𝗮 𝘁𝗼𝘁𝗮𝗹 𝘀𝗲𝗮𝗿𝗰𝗵 𝘃𝗼𝗹𝘂𝗺𝗲 𝗼𝗳 𝟯𝟯𝟬,𝟬𝟬𝟬(!) 𝘀𝗲𝗮𝗿𝗰𝗵𝗲𝘀 𝗽𝗲𝗿 𝗺𝗼𝗻𝘁𝗵.

That’s over 10x the opportunity vs just ‘cushions’.

Putting these terms into my favourite keyword clustering tool (and now so much more than that), Keyword Insights.

Their clustering algorithm looks at what is ranking in the top 10, and showcases the keywords on a page-level basis that you should be creating.

And of those original 413 keywords, there are opportunities for 262 specific category pages that could be created.

So, if you ONLY have a cushions category.

You are targeting around 31000 searchers per month.

Outside of that cluster, there are over 300,000 additional searches (for products you might sell) per month!

That is A LOT of potential sales I missed out on by not creating the depth within that category.

Now roll that out across all of the other categories we had on site (rugs, furniture, bedding), and it easily adds up to well over £1m per MONTH in missed revenue.

This is one of many systems that I teach inside the Ecommerce SEO Bootcamp 2.0.

Check out the featured section on my profile for the link.

The doors to the Ecommerce SEO Bootcamp close tonight.

Enrolment won't reopen until at least 2026.

And since launching last Tuesday, I've already added two new lessons.

Not much more to say, check out the link in my profile featured section.

𝗬𝗼𝘂'𝗿𝗲 𝗹𝗼𝘀𝗶𝗻𝗴 𝟭𝟬–𝟮𝟬% 𝗼𝗳 𝘆𝗼𝘂𝗿 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗱𝗮𝘁𝗮.

Even when users click "accept all cookies."

Here's what's actually happening:

• Safari ITP is blocking your tracking
• Ad blockers are killing your signals
• Chrome restrictions are starving your algorithms
• Consent Mode v2 is creating blind spots

The result? You're optimising campaigns on incomplete data.

Brands that want to recover those lost signals use server-side tracking solutions like Addingwell.

Some of the results they are seeing are:

→ significant drop in CPA
→ predictable ROAS
→ Attribution finally makes sense

The fix isn't more cookies.

It’s server-side infrastructure.

Your data flows server-to-server. No browser blockers. No signal loss. No guesswork.

Addingwell recovers that 10–20% and sends clean signals directly to Google Ads, Meta, and TikTok.

ba&sh, a premium fashion brand, turned to Addingwell to connect online ads with in-store conversions through server-side tagging.

The result: omnichannel ROAS jumped 24% year-over-year, from 6.6 in early 2024 to 8.2 in early 2025.

A new whitepaper breaks down how ba&sh moved from web-only tracking to a fully automated omnichannel model powered by Meta CAPI.

Want to recover your lost data and drive the same kind of growth?

Comment “𝗦𝗲𝗿𝘃𝗲𝗿-𝘀𝗶𝗱𝗲” and I’ll send you the whitepaper.

Yesterday, I (nervously) launched my online course: Ecommerce SEO Bootcamp.

After 2 weeks of teasing, I finally launched it. 

Here's the deal (in case you missed it): 

I've rebuilt my online course from the ground up. 

A course that has one purpose: 

Unlock the playbook driving 7-figure ecommerce SEO campaigns.

Here's who the course is for: 

- If you're an in-house SEO who can see the potential of the ecommerce store you work for, but it's not quite getting the traction...this course is for you. 

- If you're an SEO working for an agency that helps ecommerce sites and want to deliver even better results... this course is for you. 

- If you're an SEO freelancer who wants to build out processes to deliver better results for your clients... this course is for you.

I've been building this for the past 4 months to give as much value as I could possibly give. 

And yesterday, I launched it here:  https://lnkd.in/eVwjgQRX

I'm not gonna ramble on right now. 

So go grab it and enjoy (enrolment closes next week).

And message me when you are getting better results.

Tired of the 9-5 grind? 

I went from stressed employee to making £750,000+ freelancing in 6 years.

(And I've created a FREE crash course to show you exactly how I did it)

Here’s the deal:

Freelancing offers an incredible opportunity to the right kind of person.

Why?

Because here's what successful freelancers actually achieve:

→ Double or triple their previous salary 
→ Choose when and where they work
→ Build a business they're genuinely proud of

Yet, some freelancers give up too early.

(They don't build the momentum that makes it easier over time)

NOT ANYMORE.

So I created a free mini-course showing you how to get started with a successful freelancing business

It includes:
→ How to define your why so you don't give up
→ How to work out your niche for maximum success
→ How to actually get some clients (in under 24 hours)
→ How to price your services (without just saying 'value')
→ How to keep your clients happy to they keep coming back

Want access?

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

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

p.s. Don't want to comment in case your current employer may see? Ping me a DM and I'll send over the link directly.

"How much did that change impact performance?" 

The dreaded question for most SEOs. 

Until now. 

Not a new concept, but still greatly underleveraged by most SEOs - SEO Testing gives you a clearer idea of what those changes did to your performance.

I've teamed up with Ryan Jones of SEOTesting for a webinar next Tuesday (14th October) to run through the whats, hows and where to start of SEO experimentation. 

It's time to stop guessing and start testing.

Sign up here: https://lnkd.in/eDDz7Qm2

Taplio

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