Hey, I'm Jeff. I'm a consultant trusted by growth focused companies from around the world. 

For the past 8+ years, I’ve worked both agency-side and in-house, helping businesses generate millions in annual revenue through tailored SEO strategies that deliver real impact, no fluff.

I led Purple’s SEO, growing them to a top organic market share leader in the mattress and bedding industry. The growth and work was featured on top marketing newsletters like Growth Memo.  

I also share SEO tips, strategies, and lessons to marketers from around the world on my newsletter SEOstudyspot.

I've driven results for Industries including: Ecomm, Saas, retail/local, finance, real estate, B2B, travel/hospitality, media news publishing, fashion and beauty, crypto

Having worked in consulting, in-house, and at an agency, I know how to see the big picture, focus on what drives revenue, and get things done. I understand how to break down silos, get buy-in, and move projects forward, making sure strategies don’t just sit on paper, they’re executed with real results.

Here’s what you won’t get with me:

- SEO “checklists”
- One-size-fits-all tactics
- Endless deliverables with no ROI

Here’s what you will get:

- A custom approach tailored to your business
- Honest insights into what’s working (and what isn’t)
- Strategic execution that drives revenue, not just rankings.

If you got this far and are still reading, connect with me and let's chat. If you are in need of SEO to grow your business, reach out for a proposal if we’re a good fit

- Jeff

Jeff Collins

Jason Berkowitz

When you need help in Organic Search, but don't know where to go, whom to trust, and who's giving you the go-around, that's where we come in.

Break The Web believes in accessibility & transparency, almost to a fault (hey, we are New Yorkers after all).

Since 2010, we've been helping in-house marketing teams of B2C/DTC make SEO less annoying.

What's this mean? 

Think of us as an extension of your existing marketing team. The partners that make SEO + Content meaningful & measurable.

What type of measures? Clients have seen:
→  2,837% Increase In Organic Search Traffic
→  7,847% Increase In Keyword Rankings
→  Over 21.4 Million Impressions

So whether you're tired of a crappy SEO agency that's not really showing much work or just need a great foundational starting point, get in touch with us.

We'd love to see what's possible together!

👉ㅤbreaktheweb.agency


Accepting beers for SEO tips (rants) in:
• New York City 🗽
• Salt Lake City 🗻
• San Diego 🌴

Founder, SEO Director

SearchPilot asked 15 eCommerce SEOs one question:

𝗪𝗵𝗮𝘁’𝘀 𝘁𝗵𝗲 𝗺𝗼𝘀𝘁 𝘂𝗻𝗱𝗲𝗿𝗿𝗮𝘁𝗲𝗱 𝗿𝗲𝘁𝗮𝗶𝗹 𝗦𝗘𝗢 𝗹𝗲𝘃𝗲𝗿 𝗳𝗼𝗿 𝟮𝟬𝟮𝟲?

Everyone’s chasing AI search and shopping feed optimization right now.

Meanwhile, most DTC brands are sleeping on collection pages.

My answer: well-built collection and PLP pages.

Here's what that actually means:

𝗛𝗲𝗹𝗽𝗳𝘂𝗹 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗼𝗻 𝘁𝗵𝗲 𝗽𝗮𝗴𝗲 𝗶𝘁𝘀𝗲𝗹𝗳.
Not AI-generated SEO slop. Real buying guidance. "Best kitchen knives for small apartments" tells a story. "Kitchen Knives - Page 1" does not.

𝗦𝗺𝗮𝗿𝘁 𝗶𝗻𝘁𝗲𝗿𝗻𝗮𝗹 𝗹𝗶𝗻𝗸𝘀 𝘁𝗼 𝗿𝗲𝗹𝗮𝘁𝗲𝗱 𝗰𝗼𝗹𝗹𝗲𝗰𝘁𝗶𝗼𝗻𝘀.
If someone's looking at "acne-safe sunscreen," link them to "fragrance-free moisturizers" and "sensitive skin makeup." 

Most Shopify stores treat collections like isolated silos. Google notices. Users notice.

𝗩𝗶𝘀𝘂𝗮𝗹𝘀 𝗼𝗻 𝘁𝗵𝗲 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝗴𝗿𝗶𝗱 𝘁𝗵𝗮𝘁 𝗺𝗮𝗸𝗲 𝗽𝗲𝗼𝗽𝗹𝗲 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗰𝗹𝗶𝗰𝗸 𝘁𝗵𝗿𝗼𝘂𝗴𝗵.
Lifestyle shots, not just white-background product images. Show the product in use. Make it appealing before they even hit the PDP.

The reason this gets ignored? It's not shiny. It's not a new platform. It's foundational work that requires actual strategy.

But the brands doing this well? They're seeing 20-30% increases in collection page conversions without changing a single product.

That's the leverage.

Making SEO Less Annoying for DTC Marketers • SEO Director & Founder of Break The Web

Most Shopify stores treat collection pages like product galleries.

Here's what they show: a grid of products. Maybe a filter. Done.

Here's what they're missing: 𝗶𝗻𝘁𝗲𝗿𝗻𝗮𝗹 𝗹𝗶𝗻𝗸𝗶𝗻𝗴 𝘁𝗼 𝗿𝗲𝗹𝗮𝘁𝗲𝗱 𝗰𝗼𝗹𝗹𝗲𝗰𝘁𝗶𝗼𝗻𝘀.

Collection pages are some of the highest-value pages on your site. 

They get linked from the nav, from the homepage, from product pages. They accumulate authority fast.

But that authority stops there. It doesn't flow anywhere useful.

The fix is simple. Link from one collection page to semantically related collection pages.

Not random links. Related ones.

↳ "Men's Running Shoes" links to "Men's Athletic Socks" and "Running Accessories"

↳ "Acne-Safe Sunscreen" links to "Oil-Free Moisturizers" and "Gentle Cleansers"

↳ "Kitchen Knives" links to "Cutting Boards" and "Knife Sharpeners"

This does three things:

1. Passes authority from high-value pages to other collection pages that need it

2. Creates crawl paths so Google discovers and indexes your full catalog

3. Keeps users on-site longer by surfacing relevant products they didn't search for

The problem? Most e-commerce managers don't have the dev bandwidth to build this.

Adding related collection links requires template edits. Or custom code. Or begging the dev team for a ticket that never gets prioritized.

We ran into this with enough clients that last year we built a free Shopify app to solve it. 

It lets e-commerce managers add related collection links without touching code. It even uses AI to suggest semantically relevant collections based on your catalog.

No dev ticket. No template edits. Takes maybe 10 minutes.

The app is free!

But even if you don't use it, the strategy matters.

If your collection pages aren't linking to related collections, you're leaving authority on the table.

How many of your collection pages are currently linking to zero other collections?

AI slop isn't just bad images and weird hands anymore. It's coming for your SEO content.

Every week there's a new post about "optimizing for LLMs" or "making your pages AI-friendly."

Sounds smart. Sounds forward-thinking. Sounds like keyword stuffing with a fresh coat of paint.

And yeah, I get why people are buying into it. New channel. New buzzwords. New "experts" selling frameworks that didn't exist six months ago.

But the question nobody's asking: what happens to the content when you optimize it for a machine instead of a person?

It gets worse. Every time.

We've literally been through this cycle before. Write for Google. Stuff keywords. Ignore the human. The brands that survived all of that? They were the ones writing for the person actually reading the page.

Now the pitch is "write for ChatGPT." Same playbook, different robot.

User-first SEO has been the play for 5-7 years. Traffic that doesn't convert is just a vanity metric with good PR. Doesn't matter if that traffic comes from Google, Perplexity, Claude, wherever.

The brands we work with that are actually getting AI-referred revenue right now? They're not doing anything weird. Clear structure. Useful content. Strong product pages. The same stuff that's worked for a decade.

The fundamentals don't change just because the channel did.

SEOs ignore brand. Brand ignores SEO. And then everyone's confused why organic isn't growing.

SEOs push recommendations that would help rankings but completely ignore how a brand speaks, flows, and sells.

Brand teams shoot those recommendations down and then wonder why organic isn't growing.

We dealt with this exact situation with a client.

Leadership was strict on brand voice, even though the marketing team saw our vision but still couldn't get sign-off. 

The collection page copy and structure was locked.

This went on for months.

We kept working at it. Found ways to make the SEO optimizations work within their brand. 

Finally, we got leadership into a meeting and they came around. The marketing team finally got the room to test.

The chart below shows what happened after that.

Almost two years of organic traffic growth, with the steepest climb happening once both sides gave a little.

For SEOs: stop making recommendations that ignore the brand reality you're working in. Do the harder work of finding solutions that actually fit. Be more compelling. That's the job.

For brand marketers and leadership: "that's not on brand" isn't a strategy. If you want organic to perform, something has to be tested.

The brands seeing real organic growth aren't the ones with the strictest guidelines or the most aggressive SEO teams. 

They're the ones where both sides figured out how to work together.

Organic Traffic Growth After Optimizations

Most DTC brands are writing blog content that will never sell a single product.

They're ranking. They're getting traffic. The graphs look great in the monthly report.

And none of it converts.

I see this constantly. A kitchen brand publishes "How to Sharpen a Knife." It ranks page one. 8,000 sessions a month. The marketing team celebrates.

Then you check GA4. Conversion rate and attributed revenue from that post? 0%.

The content worked. The strategy didn't.

Here's what's actually happening. Most e-commerce content strategies are borrowed from B2B SaaS playbooks. Build awareness. Educate the market. Nurture over time.

That works when you're selling $50K software contracts with 6-month sales cycles.

It doesn't work when you're selling a $90 chef's knife to someone who wants it by Friday.

DTC buying behavior is fundamentally different. 

The intent is closer to the purchase. The window is shorter. And blog content that lives at the top of the funnel often stays there.

What actually converts for e-commerce:

Problem-aware content tied directly to products. Not "how to sharpen a knife" but "best chef's knives that hold an edge" with your product in the mix.

Collection pages built around use cases. "Kitchen knives for small hands" or "starter knife sets under $150." These rank, they convert, and they match how people actually shop.

Comparison content where you're a contender. "German vs Japanese chef's knives" posts where you show up with clear differentiators.

The unsexy truth is that bottom-funnel content doesn't generate impressive traffic numbers. It generates revenue. And most brands optimize for the wrong metric.

If your content report shows 50,000 monthly sessions and your organic revenue is flat, you don't have an SEO problem. You have a strategy problem.

Are you actually tracking revenue per blog post? Most DTC brands aren't.

OpenAI just scaled back native checkout in ChatGPT.

They're shifting to third-party app integrations instead. Adoption was lower than expected, and the technical challenges around inventory sync, fraud prevention, and tax collection didn't help.

The tl;dr — users browsed in ChatGPT but didn't buy there.

So what does this actually mean for DTC brands?

The battle isn't about where the transaction happens. It's about being discoverable when someone's researching.

If a potential customer is using ChatGPT, Perplexity, or Gemini to figure out what to buy, you need to show up in that consideration phase. They'll come to your site to complete the purchase.

This is good news.

It means the fundamentals still matter. Clear product descriptions, structured data, real customer reviews, comparison content that answers "why this product."

𝗧𝗵𝗶𝘀 𝗶𝘀 𝗷𝘂𝘀𝘁 𝗦𝗘𝗢. 𝗜𝘁'𝘀 𝗮𝗹𝘄𝗮𝘆𝘀 𝗯𝗲𝗲𝗻 𝗦𝗘𝗢.

The only new piece is tracking where the traffic actually comes from.

Set up GA4 tracking for AI-referred traffic. Create source/medium filters so you can see if ChatGPT, Perplexity, or Gemini are sending you traffic.

Add post-purchase surveys asking "How did you first hear about us?" or "What helped you decide to buy?" You'll catch AI-assisted research that doesn't show up in your analytics.

Make sure your product pages can be understood by both humans and LLMs. If your differentiation isn't clear, you won't get recommended.

And don't panic about "AI optimization" as a separate thing. Focus on discoverability through the same organic tactics that have always worked.

At least for now.

—

(𝘩/𝘵 𝘵𝘰 Yotpo 𝘢𝘯𝘥 𝘵𝘩𝘦𝘪𝘳 𝘊𝘰𝘮𝘮𝘦𝘳𝘤𝘦𝘎𝘗𝘛 𝘯𝘦𝘸𝘴𝘭𝘦𝘵𝘵𝘦𝘳 — 𝘵𝘩𝘦𝘺'𝘭𝘭 𝘦𝘷𝘦𝘯 𝘦𝘮𝘢𝘪𝘭 𝘳𝘦𝘴𝘱𝘰𝘯𝘥 𝘸𝘪𝘵𝘩 𝘥𝘦𝘵𝘢𝘪𝘭𝘦𝘥 𝘴𝘰𝘶𝘳𝘤𝘦𝘴 𝘰𝘧 𝘪𝘯𝘧𝘰𝘳𝘮𝘢𝘵𝘪𝘰𝘯, 𝘪𝘧 𝘺𝘰𝘶 𝘢𝘴𝘬 🤓)

OpenAI Recalibrates E-Commerce Ambitions with ChatGPT


Just because AI and agentic commerce are happening doesn't mean the basics stopped working.

Category and PLP pages still matter. A lot!

Helpful content, smart internal links to related collections, visuals that make people want to click through.

Most brands are chasing the shiny stuff while leaving money on the table with fundamentals.

Thanks to SearchPilot for including me in this report alongside some great eCommerce SEOs.

I've wanted to do something like this for a while.

We put one question to 15 retail SEO leaders:

"What's the most underrated retail SEO lever for 2026?"

Responses came from in-house leaders at Macy's, lululemon, JD Finish Line, Charlotte Tilbury, Frasers Group and Sweetwater.

Plus Aleyda Solís, Brodie Clark, Luke Carthy, Patrick Hathaway, and more.

Four themes kept repeating, across different brands, markets, and assumptions about where search is headed:

1. Product feed quality
2. AI surfaces and entity reasoning
3. PLP and category architecture
4. Authority and trust signals

We bundled the best answers into one piece.

Read it in full → https://lnkd.in/e2wQvCKH

What are you most focused on in your retail SEO work this year?

Thank you to everyone who contributed:
Luke Monaghan · lululemon
Hemanth Balaji · Frasers Group
John Cardinale · Macy's
Emina Demiri · Vixen Digital
Chris Dunn · FoundIt!
Katelyn Geary · JD Finish Line
Callum Lockwood · Re:signal
Antonis Konstantinidis · Charlotte Tilbury
Brodie Clark · Brodie Clark Consulting
Jason Berkowitz · Break The Web
Robin Allenson · Similar.ai
Patrick Hathaway · Sitebulb
Luke Carthy · lukecarthy.com
Greg Tippmann · Sweetwater
Aleyda Solís · Orainti

The Most Underrated Retail SEO Levers for 2026

If your answer to "why isn't this working" is "we're following the process," you've already lost the client.

SEO isn't a checklist.

You can systematize audits, deliverables, reporting, client communication. That's how you scale.

But the part that actually determines success? You can't template it.

Critical thinking. Reading the situation. Recognizing when a proven strategy doesn't fit the industry you're working in.

Here's what happens....

You run a strategy that crushes it for 80% of your clients. Technical SEO, content optimization, internal linking — the playbook works every time.

Then you hit a new vertical, and it doesn't take. Traffic stays flat. Rankings don't move.

The client asks what's wrong.

Most agencies double down on the process. They run the same plays harder, louder, longer. 

They point to the checklist and say "we did everything right."

The ones that win recognize the mismatch early and pivot fast.

You need predictable operations for the 80% that respond to fundamentals. 

And you need the ability to read the data and adjust for the 20% that doesn't.

It's 2026, and we 𝘀𝘁𝗶𝗹𝗹 see priorities all over the place.

Stop chasing shiny things and get back to the basics!

taplio

The Battle

Jeff Collins

Jason Berkowitz

Followers

Posts

Engagements

Likes

Performance ScoreJason Berkowitz's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Jeff Collins

Jason Berkowitz

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Jason Berkowitz's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreJason Berkowitz's LinkedIn Performance