Should SEOs Care About PR & Marketing?
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
23 min
3 speakers
8 chapters
transcribed 29 days ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is the central question about SEOs caring about PR and marketing?
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHear Everything.com. Welcome to the Voices of Search Podcast, a member of the I Hear Everything Podcast Network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Jordan Cooney.
Hello SEOs and marketers, my name is Jordan Cooney from Previsible.
How does Mordy Oberstein define the role of PR and marketing in modern SEO?
Joining me today is Morty Overstein, who is the founder at Unify and head of SEO brand at Wix. Unify is a brand strategy consultancy helping digital brands scale their online presence in brand reputation. Today, Morty and I are going to discuss should SEOs care about PR and marketing? Okay, here's my conversation with Morty Oberstein, founder at Unify Brand Marketing and head of SEO brand at Wix. Morty, welcome to the Voice Search Podcast.
Hey, how's it going?
I'm doing well. Um, welcome to the show. You're you're a repeat guest, so uh love having those. Excited to have you on and talking about something that I think should be at the forefront of everyone's minds right now.
Why are large language models (LLMs) changing SEO strategy and how should SEOs respond?
I think this whole concept of how we think about our offline presence is becoming way more important than it ever has, not just in the SEO world and the search world, but really in the discovery world, how people discover. Things online is it's like critical right now. We used to just think about it from an SEO perspective as just backlinks, right? But it's so much more than that now. And as we think about LMs, as we think about AI, as we think about how consumers have changed over the last 20 years, their ability to find and search for products, this whole need for how we build a brand, build our online presence is super. important. So, you know, Morty, why don't we just dive right into here what like why is PR and marketing becoming a a central part of how SEOs should think?
I think the L L M thing is a great it's a great place to start with that, right? Because the LM is basically everyone's I know everyone's looking for a hack. We're gonna reverse engineer the L L Ms by giving it feedback and blah, blah, blah, blah, blah. I I think that's like a funny way to I that's a very SEO way to approach optimizing for an L L M. Right.
Right, right. We're always optimizing for the probably the least possible gain or at least the least tenure of that gain, right? Because obviously at some point in L L M
Uh-huh, we got you Sam Altman. Yeah, exactly. I idiot. You didn't figure out you didn't figure an SEO's reverse engineering this thing and optimizing by giving feedback. Ha ha ha, fool. Okay. I think it's a little bit yeah, hyperbolic.
Let's just pi pay a bunch of M turkers to start clicking on our L L M so
Anyway. It's like amazing. Like SEOs don't stop SEOing.
Hey, hey, you know, it's once you learn how to do something well, why why stop, right? I guess. I
hear this. I hear this. Like it's worked for so long. But the issue is that L L M is basically going across the web and scouring the web for information and pulling back whoever has the biggest digital presence. Right. And the the issue is getting that digital presence, I think is a little bit different now than it was back in the day, like last year. And part of that reason is there's so much, I don't know if you feel like I feel like this. There's so much noise. And I I tune everything out. Like LinkedIn. LinkedIn's a great example of this. Do you ever read the feed? Never. Never. No. I never read. I just post stuff. I never read the feed. And whoever interacts me, I interact with. Them back because I like interacting with people.
I never, it's just noise. And then when I do read, I'm like, this is completely worthless.
What does the shift from “offline” to “online” brand presence mean for SEOs?
Is there's no value? Or if I go on X, like I do not want to see that. I came here for memes and SEO.
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Chapters
8 chapters
1
What is the central question about SEOs caring about PR and marketing?
0:00–0:47
2
How does Mordy Oberstein define the role of PR and marketing in modern SEO?
0:47–1:30
3
Why are large language models (LLMs) changing SEO strategy and how should SEOs respond?
1:30–3:55
4
What does the shift from “offline” to “online” brand presence mean for SEOs?
3:55–6:04
5
How can SEOs develop a growth‑mindset instead of chasing algorithm updates?
6:04–11:44
6
What new metrics should SEOs use to measure PR, marketing, and brand impact?
11:44–15:49
7
How do cross‑functional partnerships with communications and branding teams boost SEO performance?
15:49–19:32
8
What are the key takeaways and next steps for SEOs integrating PR and marketing?
19:32–22:54