Search with Candour - SEO podcast Branded search in 2025 | Mordy Oberstein
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Mar 3, 2025 Mordy Oberstein, founder of Unify Brand Marketing and an SEO expert, dives into the future of branding and search. He highlights the importance of standing out in a crowded digital space and managing brand perception. The conversation touches on the balance of trust and skepticism in marketing, reflecting on the shifts caused by the pandemic. Humorously, they explore SEO challenges and brand identity in an AI-driven world, while also predicting how consumer behavior will evolve in the years to come.
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Importance of Branded Search
- Branded search is crucial for SEO strategy, especially with SERP changes and digital landscape shifts.
- Understanding audience perception and brand identity in organic search is key for companies and marketing.
Defining Branded Search
- Define "branded search" by identifying how your brand is perceived in organic search.
- This involves understanding brand mentions and how they relate to broader marketing.
Brand Name Variations and Personal Identity
- Buffalo Wild Wings (BWW) uses an acronym, demonstrating the need to consider variations in branded search.
- Mordy Oberstein intentionally chose a generic brand name ("Unify"), prioritizing personal identity over SERP.