One practice that you should absolutely be using

Summary

Podcast Summary: Voices of Search

Episode Title: One practice that you should absolutely be using
Date: April 28, 2026
Featured Guest: Garrett Sussman, Director of Marketing at Ipull Rank
Host: Joran Cooney

Episode Overview

This episode of the Voices of Search Podcast explores the rapidly shifting landscape of content and search engine marketing. Host Joran Cooney and guest Garrett Sussman discuss how AI-powered and conversational search are transforming the way users discover information online. The main focus is on actionable strategies that help marketers cut through industry noise, leverage data effectively, and identify genuine opportunities in SEO. Both speakers emphasize the critical importance of using data-driven practices to understand search behavior, reverse-engineer success, and reduce bias in decision-making.

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Key Discussion Points & Insights

1. The Evolving Nature of Search

• AI Search Behavior:
  • AI is fundamentally changing how people interact with search engines. It's no longer just about keywords and blue links; users are engaging in more conversational queries.
  • Marketers must adapt by understanding how AI interprets intent and language.
  • Quote (Garrett Sussman, 00:22):
    “Today, Garrett and I are going to talk about what AI search behavior actually looks like, why conversational search is changing, how people discover information, and how marketers can separate real opportunity from industry noise.”

2. The Rise of Conversational Search

• Search is becoming more dialogue-driven, thanks to AI advancements and voice search adoption.
• Understanding conversational context and natural language is essential for crafting relevant content.

3. Data-Driven Decision Making: The "One Practice"

• Garrett and Joran emphasize that the most vital practice in SEO is systematically letting data guide your decisions.
• Marketers should:
  • Recognize and challenge their own biases.
  • Reverse engineer top-performing SERP results.
  • Analyze user behavior to determine what the audience is truly searching for.
  • Let insights (not assumptions) inform strategy.
• Quote (Host Joran Cooney, 00:50):
  “Out of all the theories and principles and practices that we discussed today, what's the one that our listeners should take away and use? Think about the biases, do reverse engineering, and look at the results of what your audience is searching for.”

4. Separating Signal from Noise in the SEO Industry

• The SEO landscape is crowded with theories; distinguishing proven tactics from unfounded claims is essential.
• Garrett recommends focusing on empirical results over industry hype.

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Notable Quotes & Memorable Moments

• On AI Search Behavior (Garrett Sussman, 00:22):

  “Today, Garrett and I are going to talk about what AI search behavior actually looks like, why conversational search is changing, how people discover information, and how marketers can separate real opportunity from industry noise.”

• On Data-Driven SEO (Host Joran Cooney, 00:50):

  “...think about the biases, do reverse engineering, and look at the results of what your audience is searching for.”

• Parting Wisdom (Host Joran Cooney, 02:24):

  “Remember, the answers are always in the data.”

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Important Segments & Timestamps

| Timestamp | Segment | |-----------|----------------------------------------------| | 00:22 | Introduction of Garrett Sussman and Episode Theme | | 00:50 | Key Practice: Data-Driven Decision Making and Reverse Engineering | | 02:24 | Closing Remarks & Data-Driven Wisdom |

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Episode Takeaways

• AI and conversational search are reshaping user expectations and SEO best practices.
• The single most valuable practice for SEOs: Rigorously analyze data, continuously reverse engineer real user search behavior, and challenge personal biases.
• Practical, empirical analysis beats following industry noise or unexamined trends.

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For more insights, connect with Garrett Sussman via LinkedIn or visit ipollrank.com. And remember, “the answers are always in the data.”

Transcript

[A]

The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com I'm Joran Cooney and

[B]

joining me today is Garrett Sussman, Director of Marketing at Ipoll Rank. Today, Garrett and I are going to talk about what AI search behavior actually looks like, why conversational search is changing, how people discover information, and how marketers can separate real opportunity from industry noise. Out of all the theories and principles and practices that we discussed today, what's the one that our listeners should take away and use? Think about the biases, do reverse engineering, and look at the results of what your audience is searching for.

[C]

Time for a one minute break to hear from our sponsor, Pre Visible. So you're looking for SEO help and you got a couple of options. You could start replying to spam from agencies that claim they can get you to rank number one on Google. You could pay an hourly rate for a consultant who will inevitably nickel and dime you with hourly charges. Or you could work with a cookie cutter agency to quickly launch a strategyless project with low success rate. None of those sound very good now do they? Well, that's where Pre Visible's integrated consulting model comes in. Pre Visible draws From a collective 40 years of SEO and digital marketing experience to unlock your organic growth opportunities. They build custom solutions that combine strategy, technical expertise, content and reporting to effectively operationalize SEO for your business. Pre Visible's four stage approach ensures that your SEO programs thrive by starting off with a strategy first approach. Then they support you in your efforts to create quality content, help you identify technical issues, and most importantly, they'll work with your cross functional teams to integrate your SEO strategies to make sure that your SEO budget actually drives results, not just your agency's bottom line. So join brands like Yelp, eBay, Canva, Atlassian Square, all who rely on the SEO consultants at Pre Visible. For more information go to Previsible IO that's Pre Visible. P R E V I S I B L E I.

[B]

Thank you to Garrett Sussman, Director of Marketing at Ipull Rank for joining us. If you'd like to contact Garrett, you can find a link to his LinkedIn profile in our show notes or on the voiceofsearch.com or you can also visit his company website ipollrank.com if you haven't subscribed yet or want a daily stream of SEO and content marketing knowledge in your podcast feed. Hit the subscribe button in your podcast app or on YouTube and we'll be in your feed every week. Okay, that's all for today, but until next time, remember, the answers are always in the data.