The Pennock Knockdown EP 34 AI Broke SEO. Here's the New Framework for DTC Brands with Jason Berkowitz

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The world of search is in chaos. Google’s AI Overviews are "taking tons and tons of clicks" from brands. What worked for 15 years is now failing, and many brands are seeing their top-of-funnel traffic collapse.

We are in the most turbulent SEO shift since 2010.

Panicked brands are asking for "AEO" and "GEO" strategies, but as we discussed with 15-year SEO veteran Jason Berkowitz and founder of Break The Web on our podcast, The Pennock Knockdown, there is no "foolproof framework" for a technology that is just months old.

Any agency claiming to have "cracked the code" is selling you a fantasy.

The real strategy is not about chasing shiny objects. It’s about a ruthless return to "great foundational SEO", but with a new, specific focus. This is the 4-point framework we are implementing for our DTC clients right now.

1. Your Old Blog Strategy Is Dead

For years, the playbook was to chase informational keywords. This is no longer viable. Google’s AI is now answering those top-of-funnel questions directly.

As Jason confirmed, "clicks went down" while "impressions significantly" rose for this content. Your blog is getting seen, but no one is clicking.

Our New Framework: We are shifting our clients' content strategies away from broad, top-of-funnel queries. The focus is now on high-intent, mid- and bottom-funnel content that supports a conversion.

We are also asking if a blog is even necessary. For some brands, it is a waste of resources.

"We have a client... their product starts at like $100k... it doesn't make sense to target 'things to do in XYZ location,' because they're not searching for it... their ideal customer persona wouldn't necessarily be looking for informational related queries." — Jason Berkowitz

Stop writing content for clicks. Start writing content that drives a purchase.

2. Schema Is No Longer Optional

If AI is a robot, Schema (structured data) is the language you must use to speak to it.

For DTC and e-commerce brands, Schema is how you feed AI bots the correct, structured information about your products, brand, and social proof. We believe this is the single most important technical factor in this new landscape.

As Jason stated, "I think schema markup is more powerful maybe than it's ever been".

Our New Framework: Full and robust Schema implementation is now a non-negotiable part of our SEO foundation.

It’s not just for AI. This data also powers the rich snippets in traditional search—like star ratings, pricing, and availability—that "grab people's eyes" and increase click-through rates.

3. Stop "Link Building." Start Digital PR.

Old-school SEO agencies still sell "link building," which often means buying spammy links from foreign countries. This is not just useless; it's dangerous.

AI algorithms are built on authority and trust. This is something you must earn, not buy.

Our New Framework: We have fully shifted our off-page strategy from technical "link building" to human-centric "Digital PR."

This means securing "good web mentions from around the web," such as getting our clients featured in "listicles of like 'top X brands for XYZ industry'". These are real, authoritative links that build your brand's reputation and, in turn, signal your authority to Google.

4. The Only Real Strategy is Proactive Data Collection

The truth is, no one has all the answers. The data on AEO and GEO is "inconclusive".

As Jason admitted, "SEO, as you know, is at the end of the day, really just theoretical".

Our New Framework: We are not waiting for the data to become public. We are collecting it ourselves. Like Jason's team, we are "tracking AI platform usage" and "tracking data" to build our own proprietary insights.

We are telling our clients that the best strategy is to be proactive, not reactive. We focus on the foundational SEO we know works while aggressively tracking and testing the new landscape.

This is no longer just "Search Engine Optimization." It's a complete integration of your brand's technical foundation and public authority.

Warp up:
Get in touch with Jason here.
Interested in being on our podcast? reach out hi@pennock.co