Best of 2025: SEO, Branding, and Smart Business Growth

In this solo “Follow Through Friday” episode, Crystal Waddell (that's me!) reflects on the powerful branding and SEO insights shared by Mordy Oberstein (Former Head of Brand at Wix and Unified Brand Marketing.) 

I'm sharing how I've implemented them in my own business. From niching down my e-commerce offerings to optimizing emotional storytelling in my SEO strategy, I share actionable takeaways and honest lessons that led to smart growth.

Key Takeaways:

• Own Your Niche: Trying to serve everyone leads to confusion; doubling down on “senior night gifts” turned Crystal’s brand into the go-to source.
• Brand Identity Matters: When you’re for someone, you’re not for everyone — and that’s a strength, not a weakness.
• Price with Purpose: Raising prices to reflect value may turn away some customers — but it attracts the right ones.
• SEO + Branding = Power Couple: Traffic without conversion is a dead end; emotional storytelling transforms page views into purchases.
• Product Bundling for Growth: Offering customizable, repeatable product experiences increases cart size and customer retention.

Memorable Quotes:

• “SEO isn’t just about being found, it’s about being remembered.” – Crystal Waddell
• “Does your page just rank — or does it resonate?” – Crystal Waddell

Listener Action Items:

1. Audit Your Brand Message: Who are you for? Who are you not for? Rework your messaging to reflect that clarity.
2. Raise Prices Confidently: Evaluate if you’re undercharging for your work — and raise prices to align with your value.
3. SEO with Soul: Look at your top pages. Do they tell a story? Do they speak to one specific cus

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

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AFFILIATE LINKS:
Start your Shopify Store!
Get SurferSEO!

Metricool (to be everywhere online, you NEED a social media scheduler!)

Grid and Pixel

Note:
If you make a purchase using some of my links, I make a little money.
But I only ever share products, people, & offers I trust & use myself!