On today’s episode, Jason Berkowitz from Break the Web talks to Daniela, Penji’s Partnership Coordinator about his journey from personal trainer to leading an SEO agency. Discover how the SEO landscape has evolved since 2010, Break the Web's approach to making complex SEO digestible for in-house marketing teams, and Jason's insights on integrating AI and navigating social media in modern marketing.
Here are three things you’ll learn in this episode:
🌐 Evolution of SEO and Adapting to Change: Jason, with 15 years of experience, explains that SEO has shifted from relying on "spam tools" to a more tactical and strategic discipline due to Google's algorithm advancements and increased transparency. He emphasizes that the key to longevity in SEO is an "adapt and evolve" mindset, viewing changes not as harder, but merely different.
🧠 Making SEO Digestible and Collaborative: Break the Web focuses on simplifying SEO for in-house marketing teams by understanding their preferred information digestion methods and providing advisements that clearly explain outcomes and required effort. Jason highlights the importance of inter-departmental collaboration, ensuring SEO recommendations align with other departments' KPIs (like user experience or conversions) to avoid conflicts.
📲 Integrating AI and Navigating the Social Media Landscape: Jason views AI as a valuable tool for workflow optimization and non-biased information gathering, particularly for tasks that traditionally take more time. While acknowledging the personal impact of social media, he sees its continued importance for DTC brands through targeted ads and social proof, emphasizing the need for marketers to strategically invest in platforms based on audience demographics and engagement stages.
About Jason and Break the web:
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