In this live Wix webinar, host George introduces SEO experts Morty Oberstein (head of SEO branding at Wix and founder of Search Engine Journal) and Lauren. After covering logistics, recording details, and how participants can ask questions, Morty leads a marketing‑focused review of two e‑commerce sites. He first examines Boscer, a boxing‑equipment retailer, praising its about page for clear audience targeting but critiquing the homepage for lacking brand context, taglines, and resource content. He recommends adding a concise tagline, emotional hooks, and supplemental resources (training guides, progress trackers) to improve both user experience and search‑engine relevance. Next, Morty reviews League Outfitters, a sports‑equipment and uniform supplier, highlighting the need for strong emotional messaging (e.g., “making an impact on the heart of the game”) and niche focus. He references BSN Sports as a benchmark for effective H1 messaging and suggests incorporating community‑building language (e.g., “join the movement”) to differentiate the brand. Throughout, Morty emphasizes the balance between conversion‑focused design and SEO‑friendly content, while promising to hand off to Lauren for deeper technical SEO analysis. The session also includes plugs for Search Engine Journal, Wix’s SEO Learning Hub, and instructions for accessing the recorded webinar.
Chapters
Allow me to introduce my esteemed colleague, Morty Overseen. The only time I ever say esteemed is when I'm introducing you. Other times, I'm just like my homie Morty. This is Morty Oberstein, head of SEO branding here at wix, and of course, the founder of Search Engine Journal. Founder, Right, Lauren? Not co founder.
Founder, yeah. Founder of search engine journal. 20.
What?
What year? 24 years ago. Oh, wow. It's been a while. Yep.
That's a good year to start. Because, you know, like, it's like if it's 2000, so it's like 24 years later, I got it perfect. It's 2025, actually.
I got my dates mixed up 21. 21 years ago.
Oh, now it's not as easy.
So it was 2003, we. I started SCJ and it's grown since.
Sure has.
Yeah.
By the way, plug for SCJ, check out surgeon journal.com. they got a bunch of great content over there. And you'll see Lauren, every every once in a while, pop up in a webinar and a podcast.
Yeah, yeah, I got webinars at least three times a month right now.
Wow.
And yeah, the occasional podcast Morty's been on a couple times, so it's always fun.
Thanks, man.
Despite Morty being on. Is that what you were saying?
Exactly.
I never missed a chance to take a pod shot.
We never do Morty's live. We have to just, you know, beep some things out and edit from time to time.
But it happens. Unlike the. We're just connected.
Anyway, we're here to do something live. SEO audit. Site audit for E Commerce. Let's get it started, everyone. I'm going to run you through the logistics. I'm going to hand it off. Okay, so I've already introduced us. You don't need to know anything about me, you know, just pay attention to these two wonderful professionals. We are being recorded. You will be able to watch this recording on YouTube or on the landing page later after the fact. So, yes, we're being recorded. You don't have to ask that question. It will be there as soon as it's ready. YouTube link will be sent with the recording URL to your email address. You can ask questions via the Q and A panel. Sometimes people ask questions in the chat. That's perfectly fine. But there you're probably going to get more of the attention of other participants, which is a great resource as well. But if you want to get in front of us, the Q and A is much better. And if you're asking questions you really engaged. You have a better shot of your question being picked. If you choose to write a very detailed question, provide a little bit of context, you know, let us know about your business. That's how we can provide the best answers possible there. And then if you want to learn more about SEO in general, check out the SEO Learning Hub. That's where you can sign up for the webinars that we have every month, Wix.com SEO learn and then slash webinars for the webinars. All right, Morty, you game? You ready?
I'm always ready. Let's do it.
All right, I'm gonna go off this screen share and I'm gonna hand off to you right now. Screen share is gone. I feel like the pressure is off now.
No, the person now on me to figure out which screen is the right screen, which is always the right moment of truth.
I think it's easier for you because you only have one screen, but I
don't have one screen. I wish I had one screen sometimes. Do you see a boxer?
I see a boxer.
All right, we're good.
We're ready to go.
Okay. So welcome. Really glad you all are here. I'm gonna take a wider look at some of the. The sites that came through a couple of websites and take it from more of a marketing strategy point of view and to little bit on the SEO and then I'll hand it off to. To Lauren, who will drive it home from the SEO point of view. So a little bit of, like, balance in the force. Today I'm going to start off with the website Boscer, which sells boxing equipment. And I'm going to actually not start off on the. On the homepage. I'm going to start on the about page. I love the about page. The about page basically tells the story of, like, what they're. Who they're targeting and why. And it's basically, you know, if you're like a weekend warrior kind of trying to get into boxing, this is a great place for you because they sell equipment that's affordable, but it's also quality, so you don't have to worry. Like, I don't know if I really want to be a boxer, so I don't want to spend a ton of money, but I also don't want to buy anything cheap. So perfect. Like, you know, middle ground. Here we go. But if we go to the home page and I feel like I'm highlighting this because I think a lot of E Comm sites make this. I want to call it a mistake but fall into this little like trap where you're, you want to get that conversion right away. You want to get people like shop. Now here we go, let's get, let's get started. But from a search engine optimization point of view and also from a brand point of view, there's not much here outside of the actual product images or product, you know, product titles or pricing. So you're not really giving much context. So imagine your audience is coming in because they want, they're a weekend warrior who wants to take up boxing and they hit that about page and they understand it, but they don't hit that about page. They don't really understand what differentiates you from the, from the rest of the market. So imagine you had a tagline. I'm going to be a little bit cliche for a second. Imagine you had a tagline here, like step into the fight with boxing equipment that is both affordable and yada yada, yada yada yada. You'd be giving context to the user and you'd be giving context to search engines at the same time and you give them a reason to understand, like, wait a second, like this is not like, I don't know, I'm not a boxer. So like, I don't know, maybe they don't make boxing equipment like Wilson or Spalding or whatever the big name brands are that, that sell boxing equipment. Why you're not going to them and why you're sticking with us over at Boss because like, we understand you and to really like lean into that and you can go even one step further with it, like double down on that targeting if you're really targeting that niche audience or the very like, you know, crosshairs of weekend warrior getting into boxing kind of thing. You can not only have a tagline information that would a give context to the user and the search engines, but you can also have resources like, I don't know, like training guides or track your progress, all that kind of thing that shows that you really speak to that audience is super helpful on an E. Comm site. And a lot of ecom sites don't think that way because again, you really are trying to get into that, that conversion. Okay, site number two, you know, let's stick with sports. This is league outfitters. So they sell training equipment and they do a lot of custom stuff for, I know, your local high school team, your local, I don't know, university, you know, D3D2 kind of school. And they sell uniforms, which is awesome. And it's a big sports nut. I'm totally into this side point and this is just like a thing like, just want to be careful with like that. To me, it looks like Trey Young, the basketball player. Lauren, you click me if I'm wrong because I'm not a big basketball nut, but I'm pretty sure that's Trey Young.
Does look similar there. Let me see.
Right, and that's Francisco Lindor of the New York Mets, who I definitely know you want to just be a little bit careful because are you targeting your local school team? Are, are you the supplier for the Mets? Which would be amazing. Right? So just like the visuals, it's something to keep, keep an eye on and just, and just be aware of the thing that I'll say here. And as someone who is into the youth sports, there's a lot of meat to chew on. There's a lot of emotion in this. And I'll give you an example of a website that, that really nails it. It's called BSN Sports. And they do similar things. They sell uniforms and their, their H1 or I think it's their H1, their tangle is making an impact on the heart of the game, which is like solid messaging. Like it really hits home. It explains why you want to spend the money on buying uniforms for your team because it shows like who you are, your identity, your heart and so forth. And if they could do something again similar to the boxer website, if you had that, that emotional hook in there, it helps give you the differentiation and it gives you that, that buy in to really convert. And what the site's doing here, like another little lesson from an econ point of view is they're, they're, they're focusing on basketball. And that could be because like that's where their main market is. It could also be like, maybe now is when, I don't know, high school teams are starting to order for their basketball season, whatever it may might be, and they're going with, you know, premium basketball gear for every player. And that's fine and that's good and it's definitely better than having nothing there. Like the boss website went right into it. That, that's messaging. It's trying to connect with you. It's trying to be there for you, trying to show. But when you think into it and you think into those, those, those hooks that get you to convert and get you to dive into, you know, now I'll click that cta. If you add a layer of depth and you add a layer of meaning, and in this particular Case with youth sports, there's so much there that you can do. I mean, if you look at the other website for a second, they even have like, you know, like join the movement. They're powering girls in sports. There's so much there to chew on. If you can put a little bit of emotional emphasis or emotional, they'll call it meaning into that initial messaging. I think you'll see that click on shop all basketball jump. Give them a reason to connect, give them a reason to click outside of utility. And it's something that on the E Comm side, again, I'm emphasizing because it's so easy to lose that because we're so concerned about getting the. Getting the click and getting the dollar. But that emotional connection first goes a really, really long way. And to continue with that
morning.
Yes.
I'm going to hop in first of all to give you a little bit of a breather and let your heart rate, your blood pressure, maybe settle down.
The taglines and just go for that emotional hook. It's so hard for ecom sites.
I just want to get things. Because you're going from a very much a messaging perspective. Right. And we're talking about SEO side. I want to clarify things. We are going to get more towards the SEO nuts and bolts here.
I'm going to get in.
Yes.
One, okay, that's true. And two or three, I'm going to show you how it connects directly. Right now. This is like part of my game plan for all of this. All it's. I have a master plan, George. All this kind of like plays into how you can leverage things for SEO because like, again, I don't speak Spanish well. But what this website does is talking about like collectible, like Matchbox, Hot Wheel cars and there's. It's a niche market, but it's a market that's very engaged. It's. They're hobbyists. Right. So if you can do things, which it's like started to do, but could really double down on showcasing how to repair things, how to restore things. And there are, by the way, like super nice keywords that have nice search volumes around, like, how much is my car worth? All those kind of things that you can really showcase and create community about if you're in the SEO space right now. Like one of the hot things I saw us on SCJ the other day, they had like Dr. P talking about this, I think is brand and SEO. And the reason why I'm focusing on messaging and I'm focusing on the brand side and this is a direct tie in to SEO is if you can get that momentum, you can get people connecting with your brand. You can get people coming to this website because they have a whole community about how to restore your Matchbox cars, or how to sell them, or which ones are valuable or what to look for, what makes them valuable or not valuable. And you can really establish community around that. That gets you mentions, that gets you links, that gets you people searching for branded searches. So let's imagine like you're this sports website, and you really get your audience to connect with you. If you get.
