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?

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 🔥

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.

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.

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

£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.

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

A real ecommerce SEO case study. 
 
No AI. 
No guest posts. 
No patent reading. 
 
This ecommerce retailer is in the home decor space (you got a home, you'd buy their products). 
 
→ Money pages 
 
They had almost 1000 products, yet only about 40 category pages. 
 
We expanded on them, to over 200 categories now. 
 
With extensive optimisations. 
 
Products had opportunity but lacked any optimisation. 
 
We mapped out their product-level opps and optimised the 30% that had genuine search potential. 
 
→ Content strategy 
 
They already had a lot of the 'right' content just poorly written. 
 
The first 6 months was spent rewriting existing content and improving their internal linking. 
 
→ Link building 
 
Getting impactful links is hard in most industries. 
 
The site already had decent authority, but we started adding some in after 6 months. 
 
We leveraged two core approaches. 
→ Product-led link building 
→ Image distribution 
 
We're currently getting between 20-40 links per month. 
 
→ Budget 
 
We didn't have a set 'package' 
 
There was no: 
→ X number of blog posts per month 
→ X number of links built per month 
→ X number of new pages per month 
 
We ruthlessly prioritised the best action plan each quarter and focused. 
 
Now more profitable than ever. 
 
Nothing fancy. 
 
Just consistently, focusing, on what matters.

"SEO is dead" is the dumbest thing I've heard this year.

Google daily searches have doubled & ChatGPT users have tripled since 2024.

It's not SEO vs AI Search.

It's SEO + AI Search.

Both channels are growing. Your customers are using both. You need to show up in both.

Someone asks ChatGPT for recommendations. Gets 3-5 brand names.

Then they Google those brands to verify. Check reviews. Read the website. Make a decision.

The AI answer gets you discovered. Google search converts them.

The problem most brands are facing:

They're optimising for one or the other. Not both.

SEO teams focused purely on rankings. Content teams churning out articles for traditional search.

Meanwhile, they've got no idea if ChatGPT, Perplexity, or Claude are citing them at all.

I've been using AirOps for a few months to track this for my clients.

Started monitoring their visibility across ChatGPT, Perplexity, Claude alongside their Google rankings.

What I found surprised me:

The content that gets cited by AI engines also performs better in traditional search.

Not always. But consistently.

Why?

Both reward the same fundamentals: 
→ Answers real questions clearly 
→ Cites authoritative sources
→ Well-structured with proper headings 
→ Actually useful, not keyword-stuffed

This is where most brands get stuck:

They have no visibility into what's happening in AI search.

Can't track it. Can't identify gaps. Can't prioritise what to fix.

Most tools just show you where you're missing in AI search.

AirOps actually helps you fix it:
→ See where you're not getting cited 
→ Identify what competitors are cited for 
→ Create optimised content using your data 
→ Keep humans in the review loop 
→ Publish to CMS 
→ Track results

One workflow. Insight to action.

You don't need to choose between SEO and AI search.

You need to win at both.

AirOps created a guide on exactly how to do this.

Comment "GUIDE" and I'll send it over 👇

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