Mordy Oberstein
@mordyoberstein.bsky.social
Founder: @unifybranding.bsky.social
https://www.unifybrandmarketing.com/brand-marketing-services
Brand Strategy | Brand Development | SEO
Former Head of Comms at Semrush
Husband/Dad - Steelers/Yankees Fan
Co-host of "Its New"
https://www.unifybrandmarketing.com/brand-marketing-services
Brand Strategy | Brand Development | SEO
Former Head of Comms at Semrush
Husband/Dad - Steelers/Yankees Fan
Co-host of "Its New"
One step closer to AI Mode entering the main search results
Gemini 3 offering a more diverse display "take" on the topic is where this is headed.
Gemini 3 offering a more diverse display "take" on the topic is where this is headed.
November 19, 2025 at 2:56 PM
One step closer to AI Mode entering the main search results
Gemini 3 offering a more diverse display "take" on the topic is where this is headed.
Gemini 3 offering a more diverse display "take" on the topic is where this is headed.
I'll give you an example.
If your audience targeting is not the result of defining who your brand/company is and why you do what you do (i.e., brand identity), then there's about a % chance you're wasting time & $ targeting an audience that will never be interested in actually paying
Ask me why.
If your audience targeting is not the result of defining who your brand/company is and why you do what you do (i.e., brand identity), then there's about a % chance you're wasting time & $ targeting an audience that will never be interested in actually paying
Ask me why.
September 30, 2025 at 1:01 PM
I'll give you an example.
If your audience targeting is not the result of defining who your brand/company is and why you do what you do (i.e., brand identity), then there's about a % chance you're wasting time & $ targeting an audience that will never be interested in actually paying
Ask me why.
If your audience targeting is not the result of defining who your brand/company is and why you do what you do (i.e., brand identity), then there's about a % chance you're wasting time & $ targeting an audience that will never be interested in actually paying
Ask me why.
Do citations really matter as much as mentions do?
Are the LLMs really all the same sort of thing?
It is messier than everyone makes it out to be.
Which is why @nickleroy.com 👩💻 @jessjoyce.bsky.social Joyce, and I are teaming up with @semrushofficial.bsky.social to have an eye-level chat!
Are the LLMs really all the same sort of thing?
It is messier than everyone makes it out to be.
Which is why @nickleroy.com 👩💻 @jessjoyce.bsky.social Joyce, and I are teaming up with @semrushofficial.bsky.social to have an eye-level chat!
September 26, 2025 at 8:22 AM
Do citations really matter as much as mentions do?
Are the LLMs really all the same sort of thing?
It is messier than everyone makes it out to be.
Which is why @nickleroy.com 👩💻 @jessjoyce.bsky.social Joyce, and I are teaming up with @semrushofficial.bsky.social to have an eye-level chat!
Are the LLMs really all the same sort of thing?
It is messier than everyone makes it out to be.
Which is why @nickleroy.com 👩💻 @jessjoyce.bsky.social Joyce, and I are teaming up with @semrushofficial.bsky.social to have an eye-level chat!
When you're running a brand audit using LLMs, you have to be VERY careful because LLMs, like people, can communicate very subtly.
As a result, you may walk away with the wrong concept about your brand, your competitors, and your market.
Let me walk you through a quick example of this in AI Mode.
As a result, you may walk away with the wrong concept about your brand, your competitors, and your market.
Let me walk you through a quick example of this in AI Mode.
September 10, 2025 at 1:19 PM
When you're running a brand audit using LLMs, you have to be VERY careful because LLMs, like people, can communicate very subtly.
As a result, you may walk away with the wrong concept about your brand, your competitors, and your market.
Let me walk you through a quick example of this in AI Mode.
As a result, you may walk away with the wrong concept about your brand, your competitors, and your market.
Let me walk you through a quick example of this in AI Mode.
Don't rely on Google to deliver traffic as it once did, and certainly not to build your brand.
All the more so, don't rely on LLMs for traffic.
Also, do not rely on LLMs to build your brand (it's the brand being built that gets you into LLM).
All the more so, don't rely on LLMs for traffic.
Also, do not rely on LLMs to build your brand (it's the brand being built that gets you into LLM).
September 10, 2025 at 6:37 AM
Don't rely on Google to deliver traffic as it once did, and certainly not to build your brand.
All the more so, don't rely on LLMs for traffic.
Also, do not rely on LLMs to build your brand (it's the brand being built that gets you into LLM).
All the more so, don't rely on LLMs for traffic.
Also, do not rely on LLMs to build your brand (it's the brand being built that gets you into LLM).
No, I don't think everything should be a KPI and that your data should determine all of your decisions.
"But how do I win consumers then?"
I'm trying to get you a "win"
"But how do I win consumers then?"
I'm trying to get you a "win"
September 9, 2025 at 12:21 PM
No, I don't think everything should be a KPI and that your data should determine all of your decisions.
"But how do I win consumers then?"
I'm trying to get you a "win"
"But how do I win consumers then?"
I'm trying to get you a "win"
Selling and marketing are not the same thing.
Yet, they often get very confused with each other (which can make both selling & marketing more difficult than it needs to be).
Yet, they often get very confused with each other (which can make both selling & marketing more difficult than it needs to be).
September 4, 2025 at 1:41 PM
Selling and marketing are not the same thing.
Yet, they often get very confused with each other (which can make both selling & marketing more difficult than it needs to be).
Yet, they often get very confused with each other (which can make both selling & marketing more difficult than it needs to be).
Standing out is not an effective marketing strategy. It's a conversation starter.
September 3, 2025 at 1:36 PM
Standing out is not an effective marketing strategy. It's a conversation starter.
I'm back!
After a really nice trip with the family to see some family (and to attend an obnoxious amount of baseball games in a short span)... I'm back at it!
After a really nice trip with the family to see some family (and to attend an obnoxious amount of baseball games in a short span)... I'm back at it!
September 1, 2025 at 1:11 PM
I'm back!
After a really nice trip with the family to see some family (and to attend an obnoxious amount of baseball games in a short span)... I'm back at it!
After a really nice trip with the family to see some family (and to attend an obnoxious amount of baseball games in a short span)... I'm back at it!
I always tell a client that the goal isn't that you should work w. me forever
And if you have worked with me, you'll know I try to weave in an approach to brand & marketing strategy so that when we're done working together, you know your next move
That approach ALWAYS centers on "brand identity."
And if you have worked with me, you'll know I try to weave in an approach to brand & marketing strategy so that when we're done working together, you know your next move
That approach ALWAYS centers on "brand identity."
August 5, 2025 at 1:29 PM
I always tell a client that the goal isn't that you should work w. me forever
And if you have worked with me, you'll know I try to weave in an approach to brand & marketing strategy so that when we're done working together, you know your next move
That approach ALWAYS centers on "brand identity."
And if you have worked with me, you'll know I try to weave in an approach to brand & marketing strategy so that when we're done working together, you know your next move
That approach ALWAYS centers on "brand identity."
"Creatives" and brand get conflated all of the time.
They are NOT the same thing.
They are NOT the same thing.
July 21, 2025 at 12:42 PM
"Creatives" and brand get conflated all of the time.
They are NOT the same thing.
They are NOT the same thing.
I'd like to take this moment to explain what has and what has not changed about marketing because of AI and LLMs.
July 20, 2025 at 3:31 PM
I'd like to take this moment to explain what has and what has not changed about marketing because of AI and LLMs.
MY CORE WEB VITALS ARE DOWN!
I WILL NOW LOSE ALL MY RANKINGS!
MORE PROOF THAT CORE UPDATES ARE ABOUT CORE WEB VITALS.
IF YOU WANT TO GET INTO LLMs, SPEND ALL OF YOUR TIME ON CORE WEB VITALS.
(I am joking).
I WILL NOW LOSE ALL MY RANKINGS!
MORE PROOF THAT CORE UPDATES ARE ABOUT CORE WEB VITALS.
IF YOU WANT TO GET INTO LLMs, SPEND ALL OF YOUR TIME ON CORE WEB VITALS.
(I am joking).
July 16, 2025 at 1:01 PM
MY CORE WEB VITALS ARE DOWN!
I WILL NOW LOSE ALL MY RANKINGS!
MORE PROOF THAT CORE UPDATES ARE ABOUT CORE WEB VITALS.
IF YOU WANT TO GET INTO LLMs, SPEND ALL OF YOUR TIME ON CORE WEB VITALS.
(I am joking).
I WILL NOW LOSE ALL MY RANKINGS!
MORE PROOF THAT CORE UPDATES ARE ABOUT CORE WEB VITALS.
IF YOU WANT TO GET INTO LLMs, SPEND ALL OF YOUR TIME ON CORE WEB VITALS.
(I am joking).
How do you corroborate what LLMs are saying?
If you're using what LLMs output as part of your brand or marketing research, how do you validate that it's accurate (& worth focusing on)?
If you're using what LLMs output as part of your brand or marketing research, how do you validate that it's accurate (& worth focusing on)?
July 9, 2025 at 1:40 PM
How do you corroborate what LLMs are saying?
If you're using what LLMs output as part of your brand or marketing research, how do you validate that it's accurate (& worth focusing on)?
If you're using what LLMs output as part of your brand or marketing research, how do you validate that it's accurate (& worth focusing on)?
One of the biggest problems I run into is a marketing team that feels stuck.
It's almost the worst feeling possible for a marketing team. Your whole purpose is to generate movement & momentum!
Why does a marketing team get stuck? How does this happen so often to teams?
It's almost the worst feeling possible for a marketing team. Your whole purpose is to generate movement & momentum!
Why does a marketing team get stuck? How does this happen so often to teams?
July 8, 2025 at 2:36 PM
One of the biggest problems I run into is a marketing team that feels stuck.
It's almost the worst feeling possible for a marketing team. Your whole purpose is to generate movement & momentum!
Why does a marketing team get stuck? How does this happen so often to teams?
It's almost the worst feeling possible for a marketing team. Your whole purpose is to generate movement & momentum!
Why does a marketing team get stuck? How does this happen so often to teams?
I don't think the conversation should be about traffic.
I kind of think that's how we ended up in this "mess."
It's about how you're being perceived.
I'm biased towards brand, duh.
Ask me what I'm really thinking!
The only way to join in the
@semrushofficial.bsky.social ambassador Slack
I kind of think that's how we ended up in this "mess."
It's about how you're being perceived.
I'm biased towards brand, duh.
Ask me what I'm really thinking!
The only way to join in the
@semrushofficial.bsky.social ambassador Slack
June 27, 2025 at 1:43 PM
I don't think the conversation should be about traffic.
I kind of think that's how we ended up in this "mess."
It's about how you're being perceived.
I'm biased towards brand, duh.
Ask me what I'm really thinking!
The only way to join in the
@semrushofficial.bsky.social ambassador Slack
I kind of think that's how we ended up in this "mess."
It's about how you're being perceived.
I'm biased towards brand, duh.
Ask me what I'm really thinking!
The only way to join in the
@semrushofficial.bsky.social ambassador Slack
Open your hearts. Open your wallets. Tell your friends.
@gregfinn.bsky.social - I cannot lie, this post is promotional.
@gregfinn.bsky.social - I cannot lie, this post is promotional.
June 26, 2025 at 2:49 PM
Open your hearts. Open your wallets. Tell your friends.
@gregfinn.bsky.social - I cannot lie, this post is promotional.
@gregfinn.bsky.social - I cannot lie, this post is promotional.
Every marketing team that I know of separates brand & performance marketing.
It is a giant mistake.
Especially in an LLM world where AI is looking at "you"... not your blog, not your landing pages, not your social... you. All of you.
It is a giant mistake.
Especially in an LLM world where AI is looking at "you"... not your blog, not your landing pages, not your social... you. All of you.
June 24, 2025 at 2:36 PM
Every marketing team that I know of separates brand & performance marketing.
It is a giant mistake.
Especially in an LLM world where AI is looking at "you"... not your blog, not your landing pages, not your social... you. All of you.
It is a giant mistake.
Especially in an LLM world where AI is looking at "you"... not your blog, not your landing pages, not your social... you. All of you.
Why does it feel like no matter what you do, you can't give your marketing strategy a sense of direction?
The root of a marketing strategy that has direction is a strong sense of self.
The root of a marketing strategy that has direction is a strong sense of self.
June 19, 2025 at 3:31 PM
Why does it feel like no matter what you do, you can't give your marketing strategy a sense of direction?
The root of a marketing strategy that has direction is a strong sense of self.
The root of a marketing strategy that has direction is a strong sense of self.
The "old ways" of the web don't apply anymore.
What does that mean you should actually do or not do anymore?
What does that mean you should actually do or not do anymore?
June 18, 2025 at 2:27 PM
The "old ways" of the web don't apply anymore.
What does that mean you should actually do or not do anymore?
What does that mean you should actually do or not do anymore?
My brother-in-law is fond of saying, "It's a time of indulgence" whenever we're, well, indulging a bit too much in a combination of foods that are more than slightly unhealthy. It's a holiday (or a Tuesday)...
If you're in marketing right now: It's a time of adjustment
#marketing
If you're in marketing right now: It's a time of adjustment
#marketing
June 4, 2025 at 1:47 PM
My brother-in-law is fond of saying, "It's a time of indulgence" whenever we're, well, indulging a bit too much in a combination of foods that are more than slightly unhealthy. It's a holiday (or a Tuesday)...
If you're in marketing right now: It's a time of adjustment
#marketing
If you're in marketing right now: It's a time of adjustment
#marketing
Here's what I would do if I were this company getting pulled into the LLM in this manner...
First off, just to make the problem clear...
I asked AI Mode, "company that makes seatbelt" (as in, what companies make seatbelts?)
First off, just to make the problem clear...
I asked AI Mode, "company that makes seatbelt" (as in, what companies make seatbelts?)
June 3, 2025 at 2:22 PM
Here's what I would do if I were this company getting pulled into the LLM in this manner...
First off, just to make the problem clear...
I asked AI Mode, "company that makes seatbelt" (as in, what companies make seatbelts?)
First off, just to make the problem clear...
I asked AI Mode, "company that makes seatbelt" (as in, what companies make seatbelts?)
It’s a good weekend read if you like sports, want to learn more about AI… and how Google tried to go off speed to fool you into thinking “wow that’s so complex”
Biased because I wrote it… and like baseball
My latest on @sejournal.bsky.social
www.searchenginejournal.com/google-i-o-2...
Biased because I wrote it… and like baseball
My latest on @sejournal.bsky.social
www.searchenginejournal.com/google-i-o-2...
May 23, 2025 at 2:21 PM
It’s a good weekend read if you like sports, want to learn more about AI… and how Google tried to go off speed to fool you into thinking “wow that’s so complex”
Biased because I wrote it… and like baseball
My latest on @sejournal.bsky.social
www.searchenginejournal.com/google-i-o-2...
Biased because I wrote it… and like baseball
My latest on @sejournal.bsky.social
www.searchenginejournal.com/google-i-o-2...
If you're part of a marketing team, there is a good chance you're using tools (like a 100% chance)... and have a limited budget for them (110% chance of that!)
May 22, 2025 at 3:51 PM
If you're part of a marketing team, there is a good chance you're using tools (like a 100% chance)... and have a limited budget for them (110% chance of that!)
Stick a fork in me.
May 20, 2025 at 6:56 PM
Stick a fork in me.