How Village cricket grew their brand by 350%

Introduction

Village Cricket Co. is a small e-commerce brand Freddie Chatt co-founded selling cricket bats and equipment. The site itself went live in the summer of 2020 on a brand new domain, but no real work was undertaken on the site until the summer of 2021.

Freddie Chatt was searching for the best opportunity to drive traffic and sales as efficiently as possible. As he was limited on budget, he needed to make the right decision on how to produce relevant content that would rank.

After conducting the initial keyword research, Freddie Chatt was unsure which keywords could be targeted on the same page when creating content. Using Keyword Insights to cluster the keywords, it provided him with a list of over 100 content ideas.

The Story of Village Cricket

Freddie & George, founders of Village Cricket Co. started Village Cricket Co. to make cricket more accessible than ever and to give back to the community that they have loved for so many years. Upon investigation of cricket bats, the types of willow and the manufacturing process they learned there was an opportunity to make a new bat suitable for village cricketers without the common high price tag, and so Village Cricket Co. was born.

The Challenge Of Deciding The Right Content Development Approach Before Keyword Insights

As they were growing the site primarily through SEO, being supported by email marketing and community building, they were unsure of the best approach to developing content, whether it be to target content with the highest search volume or the lowest difficulty.

Keyword Insights provided Freddie with combined keyword cluster search volumes, and so by combining Keyword Insights cluster data with a third-party tool [Ahrefs], it gave him the means to discover the traffic opportunity and opportunity to rank for the new content.

How Freddie Chatt Used Keyword Insights

Freddie Chatt conducted a keyword research around cricket bats using a third party tool [Ahrefs], which he then uploaded into Keyword Insights selecting the ‘cluster’ and ‘context’ options. The keyword clusters gave him a list of keywords which can be targeted on a single page.

By selecting the ‘context’ option, he could see which types of pages rank in the SERPs (blog, transnational or other) on average for each cluster, as well as for each keyword within the cluster separately. This largely helped with deciding on which keyword clusters to use for creating informational blog content and which to use to target the product pages.

“Combine Ahrefs and Keyword Insights and you can have hundreds of content options in a few hours.”

The Results

Freddie Chat grew the brand to over £10k/month from the organic search using keyword research and Keyword Insights to drive their content creation process.

To highlight a few pieces of content Freddie Chatt created for Village Cricket Co. and their sales:

Keyword Insights fits seamlessly into my keyword research and content planning workflow, saving me hours of time every single week. Within minutes, I know the exact opportunities I can target and what types of content ranks to know what I need to create. Thank you to Sugan and Andy for building such an incredible tool.