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An iPullRank Webinar

The Psychology of Search: Leveraging Cognitive Bias
in SEO

Featuring Garrett Sussman

Time Stamps:

  • [3:20] Google incentivizes boring content
  • [8:00] Search volume and traffic for Google vs ChatGPT
  • [10:45] What Google cares about – Relevance, Authority, and User Behavior
  • [19:20] Personalization – Individual context and how Google tries to avoid bias
  • [24:45] The psychology of search
  • [25:49] The role bias plays in search
  • [27:15] Cognitive Ease
  • [27:50] Status Quo Bias – The DOJ vs Google
  • [30:45] Confirmation Bias
  • [37:20] Position Bias
  • [39:42] Framing Effect
  • [41:35] Familiarity Bias
  • [42:27] Authority Bias
  • [44:48] Halo Effect
  • [45:55] Ingroup Bias
  • [50:40] The Messy Middle
  • [53:26] Conversational Search Bias
  • [55:46] AI in modern search
  • [59:58] How to optimize for AI Overviews
  • [1:01:54] SEO strategies for an AI search journey
  • [1:03:31] Audience research
  • [1:05:59] Using SparkToro topics [1:08:00] Monitoring topics in ChatGPT with Profound
  • [1:13:35] Anecdotal AI search insights
  • [1:16:55] Tracking AI search traffic in GA4
Garrett Sussman, Director of Marketing at iPullRank, explores how cognitive biases impact search behavior and what this means for SEO strategies.
 
As AI reshapes Google search, learn how biases like confirmation bias and the modern version of the marketing funnel, the “messy middle,” will influence future engagement—and discover actionable strategies to design content that aligns with these principles.
 
What’s covered:
 
  • The Future of Google Search Results: How AI-organized search results will change the user journey.
  • Cognitive Bias in Search: The influence of confirmation bias, authority bias, and other biases on the messy middle of consumer behavior.
  • Content Strategy Framework: Practical tips for building organic search strategies that address these cognitive biases.
  • Adapting to AI-Driven Search: How brands can stay ahead by understanding behavioral patterns and leveraging their brand familiarity for search.

Key Resources:

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Garrett Sussman | Director of Marketing | iPullRank

Garrett is the Marketing Director at iPullRank, a MozCon 2024 Speaker, and host of The SEO Weekly. When he’s not crafting content, he’s scouting the perfect ice coffee, playing with his daughter, devouring a non-fiction psychology book, or concocting a new recipe in the kitchen.

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