
SERP's Up SEO Podcast
Dive into SEO with your hosts Mordy Oberstein (Head of SEO Branding at Wix) and Crystal Carter (Head of SEO Communications at Wix), all while having a bit of fun along the way. Each week we offer an in-depth and unconventional take on SEO—from hot topics to the latest industry developments. Get quick and dirty tips along with pearls of wisdom from a wide range of SEO guest experts. It’s a 360° twist of SEO learning for all.
Latest episodes

May 12, 2023 • 43min
SERP’s Up | What’s up for SEO at Google I/O?
Massive news in the SEO world on this special edition podcast! Wix’s Head of SEO Branding, Mordy Oberstein, and Head of SEO Communications, Crystal Carter give their impressions of Google I/O 2023 to deliver the inaugural SERP’s Up SEO Podcast BONUS episode. Google bounces back with its AI capabilities as a search engine. Back again for all the changes soon to come in search, Mordy and Crystal discuss their takes on the 2023 Google I/O conference as well as other notable SEOs. Plus, the scary reality of AI, and some big changes in how Google rewards input with human ‘experience’. Dig into this exciting SEO news on this week's special BONUS episode on the SERP’s Up Podcast! Key Points [00:03:20] AI Ability to Answer Emails & Generate Images [00:04:21] Information Retrieval Within Their Products [00:04:50] Are We Okay With Things Not Being Real? [00:06:40] Guardrails to Manage This Reality [00:09:38] Generating from "Less Thank Stellar Content" from the Web [00:10:42] Search Looked Amazing: More Visual and More Refinement [00:15:30] SEO Tools: Red Alert! [00:17:22] Your Website is an Entity [00:19:24] The Opportunities Lie in the Entities from Here On Out [00:20:51] Why is Google Targeting Transactional Queries? [00:22:50] Connecting with Google Merchant Center [00:23:50] Major Helpful Content Update Changes Coming Soon! [00:25:25] A Shot Across the Bow [00:28:23] Google Ranking Reviews based on ‘Experience’ [00:34:25] VERY Hot Takes! [00:38:51] So Many More Questions Hosts, Guests, & Featured People: Crystal Carter Mordy Oberstein Nati Elimelech Idan Segal Garrett Sussman Barry Schwartz Brian Freiesleben Lily Ray Aleyda Solis Caitlin Hathaway Gianluca Fiorelli Kavi Kardos Jamar Ramos Brandon Schmidt Resources: SERP's Up Podcast Wix SEO Learning Hub Searchlight SEO Newsletter Google i/o 2023 Keynote: The new Google search generative experience: Here’s what it looks like Google to update the helpful content system algorithm in the coming months

May 10, 2023 • 37min
SERP’s Up | Harnessing SEO for lead generation
What makes SEO for capturing leads so unique? What should you consider when using SEO to capture more leads? What challenges come with SEO for lead generation and how can you overcome them? Join Wix’s own Mordy Oberstein and Crystal Carter as they help you better leverage SEO for lead generation. Plus, content marketer extraordinaire, Kelsey Jones, joins the podcast to share how you can best leverage content marketing for even more lead generation. It’s all things SEO and lead generation on this episode of the SERPs Up SEO Podcast. [00:01:54] What's on this episode of SERP's Up? [00:03:59] Focus Topic of the Week: Lead Gen SEO [00:17:46] Focus Topic Guest: Kelsey Jones [00:23:14] Is This New? Google screenings [00:30:44] Snappy News [00:34:46] Follow of the Week Hosts, Guests, & Featured People: Crystal Carter Mordy Oberstein Glenn Gabe Kelsey Jones Jason Brown Greg Gifford Joy Hawkins Elizabeth Rule Krystal Taing Darren Shaw Amalia Fowler Crystal Horton Resources: Wix SEO Learning Hub Searchlight SEO Newsletter Google Local Service Ads Gains More Service Type Google Local Service Ads Seeing A Lot Of Fake Reviews You Can Now Report Some Reviews On Google Local Service Ads: News: Google Plans to Make Search More ‘Personal’ with AI Chat and Video Clips Google no longer recommends canonical tags for syndicated content

May 3, 2023 • 37min
SERP’s Up | How to Shape an SEO Campaign
How do you effectively manage an SEO campaign? What exactly qualifies as an SEO campaign? (The answer might surprise you!) Wix’s Crystal Carter and Mordy Oberstein explore how to start, manage, and finish SEO campaigns. Dive into tips on setting the right expectations and how to create synergy across multiple teams when running an SEO campaign. Special guest Jeremy Moser, founder and CEO of uSERP, shares his experience running all sorts of teams from SEO to content marketing and how to manage them all for an effective SEO campaign and beyond. It’s all things SEO campaigns on this episode of the SERP’s Up SEO Podcast. [00:02:54] What's on this episode of SERP's Up? [00:04:51] Focus Topic of the Week: How to Shape an SEO Campaign [00:20:27] Focus Topic Guest: Jeremy Moser [00:24:20] People Also Ask [00:31:23] Snappy News [00:35:09] Follow of the Week: Kevin Gibbon Hosts, Guests, & Featured People: Crystal Carter Mordy Oberstein Jeremy Moser Kevin Gibbon Resources: Wix SEO Learning Hub uSERP Resignal SEO Agency The Searchlight Newsletter News: Google: Page Experience Is A Ranking Signal, Not A Ranking System Google Analytics To Show UA3 Data For A Year After It Stops Collecting Data On July 1, 2023:

Apr 26, 2023 • 43min
SERP’s Up | Should SEOs adopt a content mindset?
Can a content marketer’s mindset help you with creating highly successful SEO content? Did you know that the gap between content marketing and SEO has significantly narrowed in recent years? Wix’s own Mordy Oberstein and Crystal Carter welcome guest Sarah McDowell, SEO Manager at Captivate, where they discuss the nuances and crossroads between SEO and content marketing on this episode of the SERP’s Up SEOPodcast. [00:02:17] What's On This Episode of SERP's Up? [00:03:56] Focus Topic of the Week: SEO & PPC: Should SEOs adopt a content mindset? [00:19:52] Focus Topic Guest: Sarah McDowell [00:20:27] Going, Going,... Google! [00:34:50] Snappy News [00:35:07] Follow of the Week: Ann Handley Hosts, Guests, & Featured People: Crystal Carter Mordy Oberstein Sarah McDowell Joe Hall Ann Handley Resources: Wix SEO Learning Hub Capitvate The SEO Mindset Podcast Do Ranking Factors Matter for SEO Featured Snippet Market Share Study Featured Snippet Content Diversity The Searchlight Newsletter News: Google Search Console To Drop Page Experience Report, Mobile Usability Report & Mobile-Friendly Tests Google Drops Mobile-Friendly, Page Speed, Secure Sites & Page Experience As Retired Ranking Systems Understanding page experience in Google Search results Creating helpful, reliable, people-first content

Apr 19, 2023 • 38min
SERP’s Up | SEO & PPC: With our powers combined...
Can your PPC campaigns actually help drive your SEO efforts? Can SEO and PPC share intelligence and data? How does quality content for SEO factor into PPC and how do you manage conflicts between the two disciplines? Join guest host, Greg Finn, Co-founder of Cypress North along Wix’s own, Mordy Oberstein and Crystal Carter, as they share insights into how your PPC efforts can help drive SEO success on this episode of the SERPs Up SEO podcast. [00:01:59] What's On This Episode of SERP's Up? [00:03:22] Focus Topic of the Week: SEO & PPC: With our powers combined... [00:04:31] Focus Topic Guest: Greg Finn [00:20:27] So Many Search Engines [00:32:18] Snappy News [00:35:07] Follow of the Week: Ginny Marvin Hosts, Guests, & Featured People: Crystal Carter Mordy Oberstein Greg Finn Ginny Marvin Google Ad Liaison Resources: Wix SEO Learning Hub Cypress North Agency Marketing O'Clock Podcast Interview on Baidu SEO The Searchlight Newsletter News: Google April 2023 Reviews Update Rolls Out, Expands To Cover Reviews About Products, Services, and Things Google Removes Video Thumbnails In Search Results When Video Is Not Main Content

Apr 12, 2023 • 40min
SERP’s Up | What you need to know if you want to go Enterprise SEO
Is there a difference between enterprise SEO and SMB SEO? Yes, there is, but it’s probably not what you think it is. Hosts Crystal Carter and Mordy Oberstein sit down with Wix’s own Matt Matergia, Vice President of Global Strategic Sales, to discuss the challenges of navigating the enterprise space. They also welcome guest Eli Schwartz, author of Product-Led SEO, who discusses how SEOs can ensure that they’re staying hands-on and sharp at their craft. Walk with us into the enterprise this week on the SERP’s Up SEO Podcast. Key Segments: [00:03:50] What's On This Episode of SERP's Up? [00:04:12] Focus Topic of the Week: What you need to know for Enterprise SEO [00:16:57] Focus Topic Guest: Eli Schwartz [00:23:39] Across the Wixverse [00:34:03] Snappy News [00:37:27] Follow of the Week: Paul Andre De Vera Hosts, Guests, & Featured People: Crystal Carter Mordy Oberstein Eli Schwartz Matt Matergia Paul Andre De Vera Resources: Wix SEO Learning Hub Enterprise SEO Tips Product Led SEO Eli Schwartz SEO Consulting State of Technical SEO 2023 The Searchlight Newsletter News: Google CEO Sundar Pichai Talks Bard & The Future Of Search Seeing Early Signs Of A Google Search Ranking Algorithm Update Maximizing Sales Team Efficiency with Location Intelligence Bing Preview Release Notes: Image & Video Search Exploring Italy’s ChatGPT Ban And Its Potential Impact

Apr 5, 2023 • 43min
SERP’s Up | SEO for gates, paywalls and exclusive content
Do you have a paywall with gated content? Are you worried if it can rank? Fear not, because gated content can certainly rank in the SERPs. Hosts Crystal Carter and Mordy Overstein explore strategies for ensuring rankings for gated content. They connect with Amalia Fowler, Principal Strategist at Good AF Consulting, to discuss how to ensure gated content is relevant and properly reflects the buyers’ journey. Let’s go on a conversion journey with gated content together on this episode of the SERP’s Up SEO Podcast. Key Segments: [00:02:16] What's On This Episode of SERP's Up? [00:04:08] Focus Topic of the Week: SEO for gates, paywalls and exclusive content [00:20:21] Focus Topic Guest: Amalia Fowler [00:27:13] From the Top of the SERP [00:35:44] Snappy News [00:40:03] Follow of the Week: Antoine Eripret Hosts, Guests, & Featured People: Crystal Carter Mordy Oberstein Amalia Fowler Barry Adams Shelby Blackley Jessie Willms Antoine Eripret Resources: Wix SEO Learning Hub Polemic Digital WTFSEO Best Practices for Paywalls and SEO Guide to Wix SEO The Searchlight Newsletter News: How the March 2023 Google core update compared to previous core updates Google Maps can detect fake phone numbers in photos and remove them Google Restructures Company To Prioritize Bard AI Chatbot Bing Chat To Feature Ads, Shaking Up The Ad-Free Experience

Mar 29, 2023 • 43min
SERP’s Up | Building you SEO team, the right way
What skillsets make the perfect SEO team? Hard skills, soft skills, communication skills, etc.? What should you consider when making new SEO hires to build a solid SEO team for yourself? Hosts Crystal Carter and Mordy Oberstein discuss what they look for when putting together the perfect SEO team. Plus, a very special guest as Google’s own John Mueller joins in to add his thoughts on the traits that make up a strong SEO team. Come join us as we help you put together an all-star SEO squad on this episode of the SERP’s Up SEO Podcast. Key Segments: [00:02:59] What's On This Episode of SERP's Up? [00:03:43] Focus Topic of the Week: Building a Solid SEO Team! [00:18:01] Focus Topic Guest: John Mueller [00:31:38] Tool Time – Looker [00:37:19] Snappy News [00:39:36] Follow of the Week: Lizzi Sassman Hosts, Guests, & Featured People: Crystal Carter Mordy Oberstein John Mueller Nick LeRoy Lizzi Sassman Resources: Wix SEO Learning Hub Google Looker Google Search Console Bubble Chart Core Web Vitals Technology Report in Google Looker Lazarina Stoy Google Looker Resources Search Off the Record News: Bing Chat Image Creator Now Working Google Bard: Everything You Need To Know Google Search's guidance about AI-generated content Google March 2023 Broad Core Update Tremors & Fluctuations Continue

Mar 22, 2023 • 52min
SERP’s Up | Get Ready for GA4
Whether you’re ready or not Google’s GA4 is rolling out this July and UA will be sunsetted. Jill Quick, an analytics consultant, and trainer for The Coloring In Department, joins us as a special guest host to help us get a better grasp of GA4. Join us as Jill sits down with hosts Crystal Carter and Mordy Oberstein to discuss what SEOs need to know about the new GA4. From how the data in GA4 differs from UA to the mindset GA4 demands - you don’t want to miss this one if you plan on continuing to use Google Analytics past July 2023. With all the talk of analytics, Crystal, and Mordy will help you explore how much “analytics” are actually useful so that you don’t overwhelm yourself out of the gate. Listen in to learn the differences between UA and GA4 and more in episode 30 of the SERP’s Up SEO Podcast. Key Segments: [00:01:18] What's On This Episode of SERP's Up? [00:02:52] Focus Topic of the Week: Get Ready for GA4 [00:04:17] Focus Topic Guest: Jill Quick [00:34:22] Deep Thoughts - How Much of "Analytics" are Actually Useful? [00:44:35] Snappy News [00:49:40] Follow of the Week: Dana DiTomaso Hosts, Guests, & Featured People: Crystal Carter Mordy Oberstein Jill Quick Dana DiTomaso Resources: Wix SEO Learning Hub The Coloring In Department What you need to know about GA4 Resources to learn GA4 from Jill Quick News: Google releases March 2023 broad core update Google announces AI features in Gmail, Docs, and more to rival Microsoft Google Search Save Your Favorite Brands Feature

Mar 15, 2023 • 45min
SERP’s Up | The ChatGPT episode
Are you using generative AI to help create content yet? Do you wholesale copy and paste its output or use it for inspiration and content organization? Hosts Crystal Carter and Mordy Oberstein welcome special guest Ryan Laws of Animalz to discuss AI writers, SEO, and content creation. Join them as they dive into the right way and the wrong way to use AI for content creation and its potential implications for the web as a whole moving forward. Listen in with us as we discuss how generative AI will change search and the web as we know it on the SERP’s Up SEO podcast. Key Segments: [00:01:38] What's On This Episode of SERP's Up? [00:03:00] Focus Topic of the Week: How will ChatGPT Change Search and the Web [00:03:48] Focus Topic Guest: Ryan Laws [00:24:43] So Many Search Engines [00:37:21] Snappy News [00:42:01] Follow of the Week: Charly Wargnier Hosts, Guests, & Featured People: Crystal Carter Mordy Oberstein Ryan Law Charly Wargnier Resources: Wix SEO Learning Hub Animalz Content Marketing SEO Pythonistas How AI will impact SEO News: OpenAI GPT-4 Arriving Mid-March 2023 Google February 2023 product reviews update more volatile than previous updates, say data providers Google rolled out new site names, favicon and sponsored label on desktop search