Insights from Mordy on SEO Leadership:
Recently in SEO Leadership, our team was excited to welcome the Head of SEO Brand at Wix and founder of Unify Brand Marketing, Mordy, to the webinar series.
Mordy joined us to share:
- His journey into the world of SEO
- Strategies for brand development
- Intricate relationship between SEO and brand marketing
This blog post delves into the key themes and actionable insights to help SEO leaders enhance their brand marketing strategies within the SEO landscape.
Mordy’s Journey into SEO
Initially a teacher, Mordy transitioned into the SEO field while working at an educational software company.
Tasked with writing web copy and driving organic traffic, Mordy educated himself through resources like the Search Engine Land periodic table of SEO.
His career progressed through various roles, including content manager and CMO at Rank Ranger, which was later acquired by SimilarWeb.
Mordy was then recruited by Wix, where he now focuses on positioning the brand as a leader in the SEO space while also running his own brand marketing consultancy.
Brand Development at Wix
Diagnosing Brand Toxicity
One of the significant challenges Mordy faced was addressing the brand’s reputation in the SEO community. He identified a “toxic relationship” between, and within the SEO community.
Mordy emphasizes the importance of diagnosing the root cause of brand toxicity, likening the process to managing a temper tantrum:
The key is to de-escalate the situation by listening to the community’s concerns and acknowledging past mistakes.
Rebuilding Trust
To rebuild trust, Wix engaged with the SEO community, addressing their concerns and demonstrating a commitment to improvement. This approach helped reposition Wix as a supportive player in the SEO space.
Mordy’s strategy underscores the importance of transparency and genuine engagement in brand development.
The Launch of SEO Courses
Education as a Brand Strategy
As part of Wix’s strategy to strengthen its brand authority, Mordy discusses the launch of the SEO Learning Hub and the accompanying courses.
These high-quality, accessible courses were designed to provide valuable resources for partners and users without requiring email sign-up.
Mordy believes that education is a crucial component of community building and brand development. By offering free educational resources, Wix aims to establish itself as a trusted authority in the SEO space, fostering goodwill and engagement within the community.
Maintaining Brand Authority
Balancing Expansion and Core Audience
Once a brand establishes authority, it is essential to maintain that status.
Mordy warns against the mistake of assuming that once an audience is captured, the focus can shift elsewhere.
He advocates for a balanced approach that allows for expansion into new areas while still nurturing the core audience. Being opportunistic and responsive to emerging trends and community needs is crucial for maintaining brand authority.
Building Authentic SEO Communities
Organic Engagement
Mordy argues that successful SEO communities thrive when brands allow members to engage organically.
Instead of pushing constant promotions, brands should create space for genuine interactions and discussions. This approach fosters a sense of trust and loyalty, which is crucial for long-term success.
Resonance Over Visibility
Brands should aim to create positive associations with their audience rather than forcing their presence into consumers’ minds.
This resonance is more valuable than mere visibility, as it builds a deeper connection with the audience.
Common Brand Mistakes
Avoiding Trend Chasing
Mordy addresses common pitfalls in brand marketing strategies, such as poorly received advertisements and over-reliance on AI. He cautions against chasing trends without a clear understanding of core values and audience.
Brands should focus on building authentic connections and maintaining a consistent message.
The Evolving Landscape of SEO and Brand
Impact of AI
Mordy discusses the impact of AI on SEO and brand marketing. While the fundamentals of brand building remain unchanged, the digital landscape is evolving.
He emphasizes the need for brands to humanize their identity and differentiate themselves in a crowded market.
Targeted SERPs
The SERP are becoming more targeted, with users expecting precise answers to their queries.
This shift necessitates a refined approach to SEO, where brands must focus on understanding their audience and delivering relevant content.
The Importance of Brand Positioning
Understanding Value Proposition
Mordy underscores the significance of brand positioning, which he defines as the intersection of:
- Who a brand is
- What it does
- How it fits into people’s lives
Brands should deeply understand their unique value proposition and how they can serve their audience effectively.
Aligning Strategy with Performance Metrics
Brands should analyze user behavior to identify areas for improvement.
For instance, if a brand is receiving clicks but experiencing high bounce rates, it may indicate a disconnect between user expectations and the content provided.
Addressing these issues can enhance online presence and foster stronger connections with the audience.
Building Internal Brand Awareness
Strong Internal Communications
Mordy highlights the challenges of fostering internal brand awareness.
He advocates for strong internal communications to ensure that all team members are aligned with the brand’s mission and values. This alignment is crucial for executing effective marketing strategies and maintaining a consistent brand voice across all channels.
Gaining Executive Buy-In
To gain buy-in from executives, Mordy advises demonstrating the connection between brand activities and performance outcomes.
By illustrating how brand positioning can influence metrics such as engagement and conversion rates, marketers can effectively communicate the value of brand strategy to decision-makers.
Personal Branding for SEOs
Building a Personal Brand
Mordy stresses the importance of personal branding for SEO professionals.
Building a personal brand can open doors and create opportunities for career advancement. However, he cautions against taking oneself too seriously.
SEOs should approach personal branding with a sense of humor and humility, focusing on genuine contributions to the field.
Conclusion
This episode of “SEO Leadership” provides valuable insights into the intersection of SEO and brand marketing through Mordy’s experiences at Wix.
By emphasizing the importance of community, education, and authenticity, Mordy offers a roadmap for brands looking to navigate the complexities of the digital landscape.
Find our full webinar with Mordy, now live on Youtube.
