JUST Branding S06.EP14 - Why Brands Shouldn’t Rely on Google (+ How to Actually Get Visibility) with Mordy Oberstein
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Aug 29, 2025 
Join Mordy Oberstein, a leading voice in SEO and former head of SEO branding at Wix, as he unpacks the shifting landscape of online visibility. He argues that brands should stop solely relying on Google and emphasizes the difference between being found and being genuinely known. Mordy discusses the impact of AI and large language models on content and reputation, suggesting that future visibility hinges on strong brand identity rather than just keyword rankings. It's a crucial wake-up call for marketers to rethink their strategies in this AI-first world.
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Search Is A Weak Medium For Brand
- Google Search is a poor medium for building brand because it lacks consistent presence and timing.
- Mordy Oberstein argues brand requires sustained consistency that search cannot reliably provide.
Google Rewards Sitewide Quality
- Since 2018 Google has shifted to evaluating site-wide content quality rather than isolated SEO tricks.
- Mordy explains Google now favors expertise, authoritativeness and trustworthiness (E-E-A-T) across websites.
AI Overviews Upend Rankings
- AI overviews aggregate web content and often surface community sources like Reddit, disrupting prior rankings.
- Mordy calls AI overviews messy and born from Google racing to match ChatGPT and Bing.