Phone calls can potentially represent more than 50% of a local business's total conversions, yet most SEO reporting completely misses them.

In this Office Hours episode, Danny sits down with Optidge SEO Manager, Dorit Sasson, to break down call tracking for SEO and how most companies have a major attribution blind spot from one of the oldest lead sources: the phone call!

They walk through how Dynamic Number Insertion works, explain the three main call scenarios that matter for organic search, and share real advice on optimizing your website and Google Business Profile to drive real outcomes.

An Optidge Office Hours Episode:

Our Office Hours episodes are your go-to for details, case studies, how-to’s, and advice on specific marketing topics. Join our fellow Optidge team members, and sometimes even 1:1 teachings from Danny himself, in these shorter, marketing-focused episodes every few weeks. Get ready to get marketing!

Episode Highlights:

• Dorit shares why phone calls represent 10-80% of total conversions for most local businesses, yet get completely ignored in traditional SEO reporting
• The discussion details how Dynamic Number Insertion works technically and why you need one tracking number for every 20 visits to maintain attribution accuracy
• Dorit explains the three distinct call scenarios from Google search and why separating Google Business Profile calls from pure organic website calls changes optimization strategy
• Using a real-world example from Heartlinks ABA, Dorit shares the story of how a parent researching autism symptoms landed on an article, called for services, and revealed content gaps through the conversation
• One key strategy Dorit and her team have been using lately is listening to call recordings as a way to transform isolated SEO work into human-centered strategy by letting you walk through actual user journeys

Episode Links:

• Learn more about Optidge SEO services

• Listen to Dorit's previous episode (Episode 102)

• Connect with Optidge on LinkedIn

• Connect with Dorit on LinkedIn

• Check out Optidge’s Practical Guide to Call Tracking for SEO

Send a text

Follow The Digital Marketing Mentor:

• Website and Blog: thedmmentor.com
• Instagram: @thedmmentor
• Linkedin: @thedmmentor
• YouTube: @thedmmentor

Interested in Digital Marketing Services, Careers, or Courses? Check out more from the TDMM Family:

• Optidge.com - Full Service Digital Marketing Agency specializing in SEO, PPC, Paid Social, and Lead Generation efforts for established B2C and B2B businesses and organizations.
• ODEOacademy.com - Digital Marketing online education and course platform. ODEO gives you solid digital marketing knowledge to launch/boost your career or understand your business’s digital marketing strategy.

Sometimes the best career opportunities come from the most unexpected places. For Shiri Silkin, that meant an arranged date that didn't work out, but led to her first SEO job without a single interview.

In this episode, Danny sits down with Shiri, an ODEO Academy alum who went from teaching music and working in primary schools to becoming an SEO strategist.

She shares what it's really like to learn digital marketing from scratch: the moment everything finally clicked, why she's already referred eight people to ODEO Academy, and the advice she'd give anyone considering a similar path.

If you're exploring digital marketing for the first time or curious what these journeys actually look like, this conversation is worth your time.

Episode Highlights:

• Shiri shares her story, which is grounded, specific, and unexpectedly funny, featuring a first SEO job that arrived through an arranged date and a prospective mother-in-law-to-be who instead became her boss in her first SEO gig.
• She shares why digital marketing appealed to someone from a teaching and music background: versatility, remote flexibility, and constant learning opportunities
• Shiri explains that at first, ODEO Academy uncovered the reality of the learning curve: feeling overwhelmed at the start, then experiencing the "lightbulb moment" when foundational concepts suddenly click
• She provides insight to what an entry-level SEO role actually looks like day-to-day: competitor research, content optimization, keyword analysis, and gradual strategic ownership
• Shiri reveals that she's recommended eight people to ODEO Academy since completing the program as she attributes the course to her foundational understanding of SEO and digital marketing, and the reason for her newfound confidence in her new career path.

Episode Links:

• Learn more about Odeo Academy: https://odeoacademy.com/
  • The Spring cohort of ODEO Academy's Digital Fundamentals Career Course launches April 26, 2026. Enroll today!
• Read through other ODEO Academy stories here.

Send a text

Follow The Digital Marketing Mentor:

• Website and Blog: thedmmentor.com
• Instagram: @thedmmentor
• Linkedin: @thedmmentor
• YouTube: @thedmmentor

Interested in Digital Marketing Services, Careers, or Courses? Check out more from the TDMM Family:

• Optidge.com - Full Service Digital Marketing Agency specializing in SEO, PPC, Paid Social, and Lead Generation efforts for established B2C and B2B businesses and organizations.
• ODEOacademy.com - Digital Marketing online education and course platform. ODEO gives you solid digital marketing knowledge to launch/boost your career or understand your business’s digital marketing strategy.

Send a text

Menashe Friedman’s career didn’t follow a straight line. From failing fast in an early sales role to decades later becoming the consultant companies call when their sales teams need clarity and consistency, his journey spans industries, downturns, and hard-earned lessons.

In this episode, Danny and Menashe explore why quality matters more than quantity in sales activity, how to close the gap between sales and marketing, and why trust is built through mindset, not tactics.

Menashe’s experience building from scratch, navigating the 2008 market crash, and selling in every industry he entered delivers insights that resonate far beyond a textbook sales story.

Episode Highlights:

• Quality over quantity in sales isn't just a nice idea, it's the difference between burning through thousands of garbage leads and building a pipeline that actually converts.
• The perfect day is today because there's never a perfect time to start, and waiting for ideal conditions means you'll never begin.
• Sales and marketing aren't separate teams competing for budget and credit, they're one system where marketing makes the promise and sales keeps it.
• Building trust isn't a tactic you deploy to close deals, it's a philosophical approach to how you show up in every conversation.
• The most valuable learning happens when things go wrong, not when they go right, because growth comes from what didn't work.
• Pipeline feeds the funnel, and you're the bus driver who decides who gets on, where they sit, and which stop they get off at.

Episode Links:

• Menashe Friedman on LinkedIn
• M. Friedman Consulting on LinkedIn
• M. Friedman Consulting on Instagram

Follow The Digital Marketing Mentor:

• Website and Blog: thedmmentor.com
• Instagram: @thedmmentor
• Linkedin: @thedmmentor
• YouTube: @thedmmentor

Interested in Digital Marketing Services, Careers, or Courses? Check out more from the TDMM Family:

• Optidge.com - Full Service Digital Marketing Agency specializing in SEO, PPC, Paid Social, and Lead Generation efforts for established B2C and B2B businesses and organizations.
• ODEOacademy.com - Digital Marketing online education and course platform. ODEO gives you solid digital marketing knowledge to launch/boost your career or understand your business’s digital marketing strategy.