➡️ Are you a leader in a DTC luxury e-commerce brand looking to scale primarily through NEW to brand customers?

⬇️ WHAT WE DO ⬇️

We help luxury DTC retail brands who are looking to scale rapidly inside 12 months, by targeting and engaging NEW customers.

When it comes to looking at ways to profitably grow revenue, most DTC luxury brands are making these mistakes:

► Still using 3rd party data tracking showing only 50% of their total traffic.
► Not putting in place a documented revenue growth framework.
► Only using last click ROAS as their decision-making north star.
► Not using an attribution model – crucial for scalable growth.
► Only producing ‘bottom funnel’ marketing activity.
► DON'T place emphasis on targeting NEW customers.
► DON'T include storytelling as part of their campaigns.

This means luxury brands get to a revenue growth ceiling and can’t get through it 🤷🏻‍♂️ AND they struggle to engage NEW audiences (crucial for growth).

Their growth strategy then becomes a vicious cycle of testing dozens of new campaigns/channels for them not to produce the required growth and it's back to the drawing board. These brands tend to get stuck at a revenue growth ceiling and can't get through.

Brands that see huge scalable growth are those that create a brand story aimed at NEW target audiences and deliver that via a proven repeatable growth framework. 

We help DTC e-commerce businesses move away from guesswork and towards next-level growth.

We can...

✔️Migrate you from relying on inaccurate 3rd party data tracking and move to use much more accurate 1st party data tracking.
✔️ Install a bespoke revenue growth framework that then becomes your marketing north star reference point.
✔️ Install an attribution model that allows us to look at marketing effectiveness through the lens of a blended ROAS figure vs the limited last-click ROAS.
✔️ Produce campaigns that create interest at the top of the funnel, use storytelling to build middle-funnel momentum that then turbo-charges the bottom-funnel acquisition activity.

You will be able to:

✅  Increase your profit and revenue by attracting NEW full price brand engaged customers with a high LTV.
✅  Have a more accurate picture of what your data is telling you and what to do with it.
✅ Better understand your customer acquisition costs in total by having a cross-channel understanding.
✅  Enjoy award-winning marketing campaigns that entertain and delight your audience.

To learn more, drop us a DM, OR book a call on my calendar here: https://calendly.com/andy_donaldson/linkedin-chat

Andy Donaldson

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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