In this episode of Chat With Sean, I’m joined by Freddie Chatt - freelance SEO consultant, e-commerce strategist, and founder of a successful Ecommerce SEO Newsletter — to explore what makes Gymshark one of the smartest SEO success stories in retail.Freddie breaks down his fantastic Gymshark SEO Miro board, showing how the brand combines storytelling, structure, and smart internal linking to dominate search while staying true to its community-driven roots. We discuss how e-commerce 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:- How Gymshark built brand authority and organic visibility- What e-commerce sites can learn from Gymshark’s homepage and internal linking- Why “helpful content” still matters for SEO in 2025- How product naming and reviews impact AI search and Google Lens- The future of SEO for DTC and lifestyle brandsRelated Links -Newsletter - https://searchto.sale/?ref=freddiechatt.com&_rvid=019a73dc-12bf-73ed-b618-e4f4b146d8acMiro Board - https://miro.com/app/board/uXjVJPiIrcM=/?utm_source=convertkit&utm_medium=email&utm_campaign=Here%27s%20the%20SEO%20breakdown%20-%208748315Website - https://freddiechatt.com/Gymshark - https://uk.gymshark.com/