The policy that we really want to see - Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast

Voices of Search Podcast: “The policy that we really want to see”

Episode Overview

Date: April 29, 2026
Host: Joran Cooney
Guest: Garrett Sussman (Director of Marketing, iPull Rank)

In this episode, Joran Cooney sits down with Garrett Sussman to dissect the evolving landscape of SEO, focusing on how AI is shaping search behaviors, the rise of conversational search, and the pressing need for actionable policy in the industry. The conversation homes in on practical strategies for marketers to filter out industry noise and seize genuine opportunities amid ongoing technological change.

Key Discussion Points & Insights

1. The Shift in AI Search Behavior

AI’s Role: The discussion opens with the observation that AI is fundamentally altering how people interact with search engines.
Garrett Sussman: Stresses the significance of understanding how AI is influencing not only what users search for, but how they search and consume information.

2. Rise of Conversational Search

Changing Discovery: Both speakers remark on the rapid movement towards conversational, query-driven search versus keyword-centric approaches.
User Interaction: There’s an emphasis on users now expecting natural, dialogue-like interactions with search engines and the implications for content creators.

3. Sorting Signal from Noise

Industry Clutter: The conversation points out the abundance of hype around “new” SEO tactics and AI capabilities.
Garrett Sussman’s Advice: Marketers need to focus on data-backed, actionable opportunities rather than getting distracted by trends that may not offer real business value.

4. Desired Policies: Regulation and Interoperability

Key Question: Joran asks, “If there were one policy that you'd love to see, what would it be?”
Garrett’s Response:

“I'm a fan of regulation for AI deployment and interoperability. I think that we should remove some of the DMCA IPs around the Internet of Things and tech.”
(00:55, Garrett Sussman)

This underscores the need for sensible governance of AI, with a call to address legacy intellectual property laws that may be hindering technological advancement and innovation in search and content.

Notable Quotes & Memorable Moments

Garrett Sussman:

“I'm a fan of regulation for AI deployment and interoperability. I think that we should remove some of the DMCA IPs around the Internet of Things and tech.”
(00:55)
Joran Cooney:
“How people discover information, and how marketers can separate real opportunity from industry noise.”
(00:22, opening topic framing)

Timestamps for Key Segments

00:22-00:55 — Framing the Discussion: Overview of episode’s focus on AI, conversational search, and policy.
00:55-01:10 — Policy Wish-List: Garrett’s views on AI regulation and DMCA limitations.
[Omitted] 00:55-02:25 (Advertisement Break)
02:25 — Outro and Resources: Where to find more about Garrett and connect with the Voices of Search community.

Summary & Takeaways

AI is redefining how users search and discover content, making conversational approaches central to future SEO strategies.
Marketers should be patient and discerning, looking for genuine, data-driven opportunities instead of following unproven industry hype.
There’s a pressing call for updated policy and regulation to enable both technology interoperability and ethical, innovative AI deployment in SEO.

The episode is a quick but insightful discussion that urges listeners to adapt to new search paradigms and to push for smarter, future-ready regulations in digital marketing.

For more from Garrett Sussman:

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Transcript

A (0:00)

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 (0:22)

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. If there were one policy that you'd love to see, what would it be? I'm a fan of regulation for AI deployment and interoperability. I think that we should remove some of the DMCA IPs around the Internet

C (0:55)

of Things and tech 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 can pay an hourly rate for a consultant who will inevitably nickel and dime you with hourly charges, or you can work with a cookie cutter agency to quickly launch a strategy less project with low success rate. None of those sound very good now do they? Well, 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 O

B (2:25)

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 iPoll rank.com if you haven't subscribed yet or want a daily stream of SEO and content marketing knowledge and 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.