Managing SEO expectations at DTC companies

Jason Berkowitz, Founder and SEO Director at Break the Web, delves into SEO management at DTC companies. Unlike B2B markets, where demand generation may dominate, DTC businesses capitalize on existing consumer interest. However, managing expectations requires a nuanced approach, encompassing education, alignment on goals and KPIs, and transparency about the variables influencing SEO performance. Today, Jason discusses managing SEO expectations at a DTC company.
About the speaker

Jason Berkowitz

Break the Web

is a little camera shy

Jason is Founder and SEO Director at Break the Web

Show Notes

  • 01:38
    An overview of DTC companies
    DTC, or direct-to-consumer, companies sell their products or services directly to their target customers, bypassing middlemen. Break the Web focuses exclusively on working with DTC brands because they can track directly against consumer behaviors.
  • 02:28
    Differences between B2C and DTC marketing
    The market demand in B2B is typically not as extensive as in B2C due to the higher-priced offerings. Unlike DTC, where there are numerous touchpoints and conversion methods, B2B involves complexities related to sales, closing, conversions, data tracking, and ROI.
  • 05:56
    Managing SEO expectations in DTC marketing
    Seasonality plays a significant role in DTC markets, impacting consumer behaviors differently based on factors like weather, holidays, etc. Understanding these fluctuations through data helps in managing expectations for SEO strategies.
  • 07:15
    Grouping SEO expectations
    For Break the Web, setting expectations starts with educating clients and internal stakeholders. SEO expectations are grouped by understanding the basics of SEO, defining goals and KPIs, and consumer behavior changes in terms of seasonality, competition, and SERP changes.
  • 09:45
    Balancing the margin of error in SEO forecasting
    It's crucial to educate clients about the likelihood of inaccuracies due to factors beyond your control, like Google's constant updates. In addition, you can leverage industry benchmarks and historical data from similar brands to make more informed forecasting predictions.
  • 12:47
    Algorithm updates and managing SEO expectations
    After an algorithm update, it's important to acknowledge that SEO success is a team effort involving marketing, tech, sales, UX, and branding. Sharing credit across teams helps manage expectations and fosters collaboration, whether the outcomes are positive or negative.
  • 14:26
    Managing SEO expectations for DTC projects
    Gain alignment on goals, KPIs, the controllables and uncontrollables in SEO. Also, set expectations with clients regarding collaboration time in the early stages and the influence of consumer behavior changes on conversions, revenue, and forecasts.

Quotes

  • "In our SEO approach, collaboration is key with in-house teams spanning marketing, tech, sales, branding, and UX. When SEO succeeds, it's a win for everyone. We celebrate together, sharing both successes and failures." - Jason Berkowitz

  • "Set expectations with clients that traffic fluctuations could be due to the competition doing something better, seasonality, or Googles roll out of new SERP features." - Jason Berkowitz

  • "Use historical data from similar brands to build a framework for forecasting, rather than reinventing the wheel." - Jason Berkowitz

  • "We try to set expectations with clients around forecasting, providing a lot of education before we present a forecast. Things change that are beyond our control, like Google updates and the release of new SERP features." - Jason Berkowitz

  • "Even as consumer behavior changes, conversions and revenue, which might throw a wrench in forecasts, will indeed change as well." - Jason Berkowitz

About the speaker

Jason Berkowitz

Break the Web

is a little camera shy

Jason is Founder and SEO Director at Break the Web

Up Next: