Simple and Smart SEO: A podcast for Shopify sellers who want to expand beyond Etsy! SEO For Brands: If You’re Not Something, You’re Nothing (ft. Mordy Oberstein)
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.
Text me your questions or comments!
Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)
Here's a quick question: Are people actually finding your products on Google?
If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.
I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.
No tech headaches, no fluff. Join us at
Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)
Here's a quick question: Are people actually finding your products on Google?
If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.
I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.
No tech headaches, no fluff. Join us at aise
Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)
Here's a quick question: Are people actually finding your products on Google?
If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.
I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.
No tech headaches, no fluff. Join us at
Book a Shopify Store Strategy Call With Crystal!
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AFFILIATE LINKS:
Start your Shopify Store!
Get SurferSEO!
Metricool (to be everywhere online, you NEED a social media scheduler!)
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