brightonSEO April 2024. Confirmation Bias - what people are REALLY searching for

Slide 1

Slide 1 text

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

Slide 2

Slide 2 text

Psychology Time

Slide 3

Slide 3 text

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

Slide 4

Slide 4 text

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

Slide 5

Slide 5 text

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

Slide 6

Slide 6 text

@sarah_presch Social Learning Theory

Slide 7

Slide 7 text

How Search Works

Slide 8

Slide 8 text

How People Search @sarah_presch

Slide 9

Slide 9 text

How Content’s Distributed @sarah_presch

Slide 10

Slide 10 text

Misinformation Disinformation Malinformation …. WHAT?! @sarah_presch

Slide 11

Slide 11 text

This is where problems start @sarah_presch

Slide 12

Slide 12 text

Confirmation Bias Case Study

Slide 13

Slide 13 text

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

Slide 14

Slide 14 text

@sarah_presch

Slide 15

Slide 15 text

@sarah_presch

Slide 16

Slide 16 text

@sarah_presch

Slide 17

Slide 17 text

@sarah_presch

Slide 18

Slide 18 text

@sarah_presch

Slide 19

Slide 19 text

@sarah_presch

Slide 20

Slide 20 text

In the SERPs @sarah_presch

Slide 21

Slide 21 text

In the SERPs @sarah_presch

Slide 22

Slide 22 text

In the SERPs @sarah_presch

Slide 23

Slide 23 text

In the SERPs @sarah_presch

Slide 24

Slide 24 text

@sarah_presch

Slide 25

Slide 25 text

@sarah_presch

Slide 26

Slide 26 text

@sarah_presch

Slide 27

Slide 27 text

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…

Slide 28

Slide 28 text

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…

Slide 29

Slide 29 text

What can we do about it?

Slide 30

Slide 30 text

Understand Limitations @sarah_presch

Slide 31

Slide 31 text

@sarah_presch

Slide 32

Slide 32 text

@sarah_presch

Slide 33

Slide 33 text

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

Slide 34

Slide 34 text

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

Slide 1

Slide 1 text

Slide 2

Slide 2 text

Slide 3

Slide 3 text

Slide 4

Slide 4 text

Slide 5

Slide 5 text

Slide 6

Slide 6 text

Slide 7

Slide 7 text

Slide 8

Slide 8 text

Slide 9

Slide 9 text

Slide 10

Slide 10 text

Slide 11

Slide 11 text

Slide 12

Slide 12 text

Slide 13

Slide 13 text

Slide 14

Slide 14 text

Slide 15

Slide 15 text

Slide 16

Slide 16 text

Slide 17

Slide 17 text

Slide 18

Slide 18 text

Slide 19

Slide 19 text

Slide 20

Slide 20 text

Slide 21

Slide 21 text

Slide 22

Slide 22 text

Slide 23

Slide 23 text

Slide 24

Slide 24 text

Slide 25

Slide 25 text

Slide 26

Slide 26 text

Slide 27

Slide 27 text

Slide 28

Slide 28 text

Slide 29

Slide 29 text

Slide 30

Slide 30 text

Slide 31

Slide 31 text

Slide 32

Slide 32 text

Slide 33

Slide 33 text

Slide 34

Slide 34 text

Slide 35

Slide 35 text

Slide 36

Slide 36 text

Slide 37

Slide 37 text