Mordy Oberstein: The Intersection of Brand & SEO

As the host of the Unscripted SEO podcast, I'm always excited to dive into deep conversations about the ever-changing world of search engine optimization. Recently, I had the chance to sit down with Mordy Oberstein, the head of SEO brand at Wix and the founder of Unify Brand Marketing, to discuss a topic that's been top-of-mind for many SEOs - the growing importance of brand.

Mordy is a well-known figure in the SEO community, with an extensive background in helping brands build a strong online presence. In our conversation, he shared his unique perspective on how the role of brand is evolving in the world of search, and what that means for SEO professionals like myself.

One of the key themes that emerged was the idea that SEO can no longer exist in a silo. As Mordy put it, "SEO has been way super duper navel gazing about its own capabilities for so long that we've forgotten that we exist in a bigger matrix of marketing." In other words, search optimization has to be closely integrated with a brand's overall marketing and communications strategy.

Mordy elaborated on this point, explaining that "Google is attracted to whoever has the biggest digital light. And the only way to get that digital light is to brand, to build your brand." It's not enough to simply focus on technical SEO tactics - you need to have a strong, cohesive brand presence across the web.

We also discussed the concerning trend of "digital bubbles" that many SEOs and marketers find themselves in. As I shared, "We've so obsessed with, okay, how do we rank? What are the impressions? What are these things, these metrics that we've created our own isolated little bubble." But the reality is that SEO exists within the broader context of marketing and branding.

Mordy provided a fascinating framework for how SEOs can approach this challenge, outlining a "depth audit" process for assessing a brand's emotional resonance with its audience. By understanding the brand's core identity, positioning, and messaging, SEOs can create content and campaigns that truly support and amplify that brand.

It was a wide-ranging and thought-provoking discussion, and I'm grateful to Mordy for sharing his expertise. If you're an SEO professional looking to expand your skillset and better integrate your work with broader marketing initiatives, I highly recommend giving this episode a listen.
And if you're interested in learning more about the intersection of SEO and brand building, be sure to check out our previous episode with James Brockbank as well.