Anthony Fedosenko is the host of Adsy Talks, where he sits down with leading voices in SEO, marketing, growth, and tech to explore what happens after visibility. His conversations go beyond tactics and trends, focusing on the decisions, systems, and ideas that turn traffic, authority, and brand presence into real business results.
Mordy Oberstein joined Adsy Talks to explore why modern SEO is becoming increasingly connected to brand, identity, and how companies are understood across search and AI. Head of Brand at SE Ranking and a longtime voice in the SEO industry, Mordy is known for challenging tactical thinking and pushing marketers to look beyond rankings toward stronger brand clarity, trust, and visibility across the wider search ecosystem.
🤯 Everyone is optimizing for AI visibility, citations, and positioning. But if your company cannot clearly explain who it is, AI will only amplify the confusion. In Episode 14 of Adsy Talks, Anthony sits down with Mordy Oberstein, Head of Brand at SE Ranking and formerly of Wix and Semrush, to explore why most companies don’t have a positioning problem – they have an identity problem. ❗ Spoiler: You cannot position your brand until you understand what your brand actually is. Identity comes first. Positioning comes next. In this episode:
🧠 Why 70% of websites fail to clearly explain what they do
🤖 Why AI didn’t create marketing’s problems—it made them impossible to ignore
🗑️ How marketers flooded the web with generic, commodity content
🏷️ Why brand identity must come before positioning
🥤 What Gatorade’s AI visibility and negative sentiment reveal about brand perception
🥧 Why choosing between brand and performance is a false argument
🐭 Why trying to hack Google and AI is a pointless cat-and-mouse game
🥊 How performance marketing pushes people away before asking them to buy
🌐 Why websites still matter in the age of AI answers and Reddit citations
🚩 Why your homepage and About page are more important than ever
💔 Why websites are like first dates: people use them to check that you’re not insane
🚗 What Jaguar’s rebrand teaches us about destroying brand continuity
👥 Who should really own visibility: SEO, brand, PR, the CMO, or the CEO?
🎮 Plus: a Blitz Round on AI optimization, LinkedIn influencers, startups, marketing buzzwords, and unpopular opinions
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