Voices of Search Podcast Summary

Episode Title: Should SEOs Pay More Attention To Offline Marketing For SEO?
Release Date: January 10, 2025
Host: Jordan Cooney
Guest: Morty Overstein, Founder of Unify and Head of SEO Brand at Wix

Introduction

In this insightful episode of the Voices of Search podcast, host Jordan Cooney engages in a compelling discussion with Morty Overstein about the interplay between offline marketing and search engine optimization (SEO). Building on their previous conversation about PR and marketing's impact on SEO, they delve deeper into whether SEOs should allocate more attention to offline marketing strategies and how these efforts can influence online presence and brand reputation.

Defining Offline Marketing

Timestamp: [04:07]

Jordan initiates the conversation by seeking Morty's definition of offline marketing. Morty elaborates that offline marketing encompasses all non-digital promotional activities such as real-life events, partnerships, sponsorships, and community-building efforts. He provides examples like sponsoring sports teams (e.g., Wix's past sponsorship of the Yankees) and participating in local fairs or industry conferences.

Morty Overstein [04:07]: "Offline marketing is community building, real community building... anything that's not... some kind of channel other than your TV channel, like social media channel, device, whatever it is."

The Nature and Impact of Offline Marketing

Timestamp: [06:29]

Jordan raises a valid concern about the perceived antiquity of certain offline marketing methods, such as newspaper placements and billboards, questioning their relevance in the digital age. Morty counters by emphasizing the unique emotional connections fostered through offline channels. He argues that activities like radio ads and TV sponsorships create a lasting presence and resonate differently compared to digital ads.

Morty Overstein [07:16]: "It's the power of radio... an emotional connection. It's different than seeing a banner ad or a promoted post on social media."

Morty also highlights the inherent presence of offline marketing, noting that unlike digital ads, which can feel artificial and transient, offline efforts like billboards maintain a constant, authentic presence in people's daily lives.

Challenges in Measuring Offline Marketing

Timestamp: [09:25]

A significant hurdle in integrating offline marketing with SEO strategies is measurement. Jordan points out the difficulty in quantifying the ROI of offline activities, drawing parallels to personal relationships where intangible benefits aren't easily measured. Morty humorously illustrates this by comparing the inability to measure offline marketing's impact to trying to quantify affection in a marriage.

Jordan Cooney [10:21]: "How do you take the reality that offline is very difficult to measure and it's very difficult to relate to, especially when you come from a very performance-driven environment?"

Morty acknowledges this challenge but underscores that offline efforts contribute to brand mentions, backlinks, site visits, and brand searches, all of which positively influence SEO.

Morty Overstein [12:23]: "Offline things will produce mentions, links, site visits, navigational searches, brand searches."

The Incremental Nature of Marketing Efforts

Timestamp: [16:48]

Jordan introduces the concept of the Marketing Efficiency Ratio (MER), a simple metric calculating revenue generated from marketing divided by marketing costs. This ratio encompasses all marketing activities, both online and offline, providing a holistic view of marketing's effectiveness. Morty agrees, emphasizing that marketing efforts, whether digital or offline, build incrementally over time, much like relationships.

Morty Overstein [17:46]: "Everything is incremental. All the important things are incremental and they're not isolated."

He further explains that offline activities sow the seeds for future online successes, contributing to long-term brand perception and connection.

Integrating Offline Marketing with SEO Strategies

Timestamp: [20:44]

Jordan and Morty discuss how SEOs can initiate conversations about incorporating offline marketing within their organizations. Jordan suggests leveraging the Marketing Efficiency Ratio to present a unified view of marketing's impact, transcending traditional silos.

Morty advocates for honest dialogue about the symbiotic relationship between SEO and brand presence. He emphasizes that SEO does not operate in isolation but is inherently linked to broader brand-building activities.

Morty Overstein [25:31]: "Understanding that authority is built over years of other activities have nothing to do with SEO. If you want to rank for that keyword and get that traffic, you have to consider the brand presence."

Jordan concurs, highlighting the importance of moving beyond performance-only metrics to appreciate the cumulative value of offline marketing efforts.

Conclusion and Key Takeaways

Timestamp: [25:45]

As the episode concludes, Jordan and Morty reiterate the importance of integrating offline marketing with SEO strategies to foster sustainable growth and brand reputation. They encourage SEOs to advocate for a more holistic approach within their organizations, emphasizing that offline efforts significantly contribute to online success.

Morty Overstein [25:31]: "SEO is part of understanding the brand presence... It all contributes to how we are perceived and ultimately how we perform online."

Jordan summarizes the discussion by underscoring the need for SEOs to broaden their perspectives and collaborate across marketing channels to enhance overall effectiveness.

Notable Quotes

• Morty Overstein [07:16]: "It's the power of radio... an emotional connection. It's different than seeing a banner ad or a promoted post on social media."
• Jordan Cooney [10:21]: "How do you take the reality that offline is very difficult to measure and it's very difficult to relate to, especially when you come from a very performance-driven environment?"
• Morty Overstein [17:46]: "Everything is incremental. All the important things are incremental and they're not isolated."
• Morty Overstein [25:31]: "SEO is part of understanding the brand presence... It all contributes to how we are perceived and ultimately how we perform online."

Final Thoughts

This episode of Voices of Search offers a profound exploration of the often-overlooked relationship between offline marketing and SEO. Morty Overstein provides valuable insights into how real-world brand-building activities can enhance online visibility and search performance. For SEOs looking to expand their strategic horizons, integrating offline marketing efforts is not just beneficial but essential for long-term success.

For more insights and to connect with Morty Overstein, visit Unify Brand Marketing or find his LinkedIn profile in the show notes.