Garrett Sussman explores the influence of cognitive biases on Search Engine Optimization (SEO) in his article, 'The Psychology Behind Search: Cognitive Biases in SEO'. He emphasizes the importance of understanding the audience's search behavior and the psychology of their search journey. He discusses the role of cognitive biases in shaping our search behavior. These biases, such as confirmation bias and search engine bias, can influence the way we phrase our queries and interpret search results. Sussman highlights how Google's algorithms like BERT and MUM have improved the search engine's understanding of natural language, synonyms, entities, and relationships between words. He suggests SEO strategies to counter these biases, like conducting interviews and surveys with customers to identify the terms they use, using MozPro's SERP Feature tracker to monitor keyword lists at scale, and leveraging online reviews to visually stand out in the SERPs. He discusses the role of authority bias in SEO and suggests using power words in titles and meta descriptions to give off trust signals and building the brand to leverage authority bias. Finally, Sussman talks about familiarity bias, mere exposure effect, and the halo effect, explaining how these biases can be leveraged through brand partnerships and appearances on best-of lists. He concludes by emphasizing the importance of understanding human behavior and psychology in leveling up one's SEO career.
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