In this episode of Simple and Smart SEO, Crystal Waddell sits down with the one and only Mordy Oberstein—Head of Brand at Wix, founder of Unify Brand Marketing, and self-proclaimed SEO contrarian (with a soft spot for brutal honesty). 

If you think SEO is just about keywords and backlinks, Mordy is here to obliterate that notion faster than an algorithm update can tank your rankings.

They dive into how businesses should stop trying to be everything (because newsflash: that means you’re nothing), and why SEOs should stop acting like lone wolves and start sitting with the comms team.

💡 Key Takeaways:

• Branding is a Mindset: If your brand is just ‘meh,’ then congrats—you’ve successfully made yourself forgettable.
• Empathy & Nuance in Marketing: Understanding your audience is not just a trendy phrase—it’s literally the difference between a brand that connects and one that screams into the void.
• SEO & Branding Are Now Besties: Gone are the days of SEO being just about technical hacks. If you don’t integrate branding, you’re just playing whack-a-mole with rankings.
• Positioning > Messaging: If you skip positioning and jump straight to messaging, you’re basically a minivan company trying to sell “coolness” (spoiler: it’s not working).
• Vulnerability in Branding: Yes, making a bold brand choice means some people won’t like you. No, you cannot please everyone. Yes, that is actually a good thing.
• Welcome to the Digital Winter: There’s too much noise, too much content, and too many companies trying to be everything. The winners? Brands that actually resonate.

🔥 Memorable Quotes:

“If you aren’t something, then you’re nothing. And if you’re something, then you’re for somebody.” – Mordy Oberstein

“No risk it, no biscuit.” – Mordy (channeling his inner Todd Bowles while explaining brand strategy)

🛠 Resources & Mentions:

• Mordy’s brand consultancy: Unify Brand Marketing 
• Follow Mordy for more hot takes: LinkedIn
• Connect with Crystal (aka the one who survived this interview): Website |

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