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Confirmation bias – what people are REALLY searching for Sarah Presch DRAGON METRICS @sarah_presch Speakerdeck.com/sarahpresch

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Psychology Time

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Cognitive Biases Cognitive biases are errors in thinking, which we’re often unaware of, which impact our ability to make judgements. @sarah_presch

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Why does it happen? As people, we’re not very good at making quick, rational decisions. Which is why we use heuristics to help us. @sarah_presch

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Categorization Categorization in psychology is the process humans use to sort objects, experiences, and even people into groups or classes. @sarah_presch

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@sarah_presch Social Learning Theory

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How Search Works

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How People Search @sarah_presch

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How Content’s Distributed @sarah_presch

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Misinformation Disinformation Malinformation …. WHAT?! @sarah_presch

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This is where problems start @sarah_presch

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Confirmation Bias Case Study

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Confirmation Bias Confirmation bias is the human tendency to search for, interpret, and remember information which confirms our existing beliefs @sarah_presch

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@sarah_presch

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@sarah_presch

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@sarah_presch

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@sarah_presch

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@sarah_presch

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@sarah_presch

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In the SERPs @sarah_presch

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In the SERPs @sarah_presch

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In the SERPs @sarah_presch

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In the SERPs @sarah_presch

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@sarah_presch

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@sarah_presch

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@sarah_presch

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It’s even worse for non-English results @sarah_presch Is ADHD linked to food? Are you energized? Or, on the contrary, depressed, tired and irritated? Sugar is to blame for everything. One rule is certain, the higher the blood sugar rises after a meal…

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It’s even worse for non-English results @sarah_presch Is ADHD linked to food? Official research did not find a link between specific ingredients and allergies or mental conditions…

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What can we do about it?

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Understand Limitations @sarah_presch

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@sarah_presch

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@sarah_presch

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Improve Media Literacy @sarah_presch • Think about sources • Be aware of biases • Fact-check • Understand search engine algorithms • Evaluate website quality • Think about how keywords are phrased • Think critically about keywords

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Steps We Can Take • Use qualified writers • Think before we mass produce content • Evaluate the keywords we choose • Understand there’s more to the algorithm that SEO • Educate ourselves & our team @sarah_presch

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Let’s save the internet rather than ruin it J @sarah_presch

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Thank you! sarah.presch@dragonmetrics.com Sarah Chaya Presch @sarah_presch @sarah_presch

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