As SEOs, we’ve long been focused on technical optimizations, keyword research, and driving traffic to our client’s websites. But as Mordy Oberstein, head of SEO brand at Wix, recently discussed on the Unscripted SEO podcast, there’s a critical element we’ve been overlooking – brand depth.
“Brand is very much, one, it’s associative, it’s compound over time, which means it’s very latent,” Mordy explained. “So for example, I think of Nike as whatever you think of them as. It didn’t happen overnight. There was multiple touch points over a long amount of time and small little things building up to now you have an association around this brand and whatever it is you associate them with.”
In other words, a brand’s true depth and meaning doesn’t come from a single keyword or piece of content – it’s built up over time through a variety of touchpoints. And as SEOs, we need to understand that depth in order to create content and campaigns that truly resonate.
Step 1: Assess Emotional Depth
According to Mordy, the first step in a brand depth audit is to evaluate the emotional connections the brand is making (or trying to make) with its audience.
“Brand is fundamentally associative and in order to create those associations there has to be meaning. So there are things that there are emotions in life. Let’s say I don’t like fun. Okay, if I didn’t have fun today, it’s fine. If I don’t have fun tomorrow, also fine. I’ll have fun on the weekend. It’s okay. There are other emotions which are almost existential that are core to the human experience. If I don’t have them, I’m in big trouble. Connection, right? The ability to overcome struggle. Like these are…These are things that are daily things that you kind of really have to have, or you can’t really function as a human.”
The key is to assess where the brand falls on this spectrum – is it tapping into more surface-level emotions like fun and entertainment, or is it connecting with deeper, more existential needs like belonging and overcoming adversity? Morty calls this a “depth score” – understanding how deeply the brand is resonating with its audience on an emotional level.
Step 2: Audit Brand Assets
Once you’ve assessed the emotional depth of the brand, the next step is to audit the brand’s existing assets – website content, social media posts, marketing materials, etc. – to see how well they align with that depth.
As Morty explained, “You need to go and create new marketing assets that are whatever. Or like you’re at a certain place, you’ve kind of nailed it down, but you’re lacking momentum. Okay, so now the outcome is like, we’re gonna focus on activities that align with your brand positioning, that align with your messaging, that align with your identity.”
In other words, are the brand’s current touchpoints – from blog posts to email newsletters – truly reflecting the depth and meaning you uncovered in step one? Or is there a disconnect that needs to be addressed?
Step 3: Develop a Brand Depth Strategy
Based on the insights from your emotional depth assessment and asset audit, the final step is to develop a strategic plan for strengthening the brand’s depth and aligning it across all marketing and SEO efforts.
This could involve anything from revamping the brand’s messaging and positioning, to creating new types of content that tap into deeper emotional needs, to exploring offline brand-building activities like events or partnerships.
As Morty put it, “It really all depends on where the brand is at. So if the brand is at point X, let’s say they’ve kind of found that strong identity, but they haven’t been able to manifest it yet. Okay, great. So like now we need to work on your messaging and now you need to go and create new marketing assets that are whatever.”
The key is to take a holistic, brand-first approach, rather than just optimizing for search engines. By understanding and strengthening the brand’s emotional depth, you can create content and campaigns that truly resonate with the target audience – and drive sustainable, long-term results.
For more tips on conducting effective SEO audits and standard operating procedures, check out these resources: