▶  AI SEARCH · S5E104 · · February 2, 2026

The Future of SEO is Now: AI, Psychology & Search with Garrett Sussman

Guest: Garrett Sussman, Director of Marketing at iPullRank
Hosts: Jon Clark & Joe DeVita

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ABOUT THIS EPISODE

This episode goes far beyond technical SEO and dives deep into the intersections of AI, psychology, and storytelling in today’s marketing landscape. Garrett Sussman, Director of Marketing at iPullRank and the facilitator behind SEO Week, joins Jon Clark and Joe DeVita on Episode 104 of the Page 2 Podcast to decode the future of SEO. We explore why the term “SEO” might be outdated, how vector embeddings and personalization are redefining search, and why confirmation bias might be the most underrated force shaping SERPs. Garrett also takes us behind the scenes of launching a new kind of SEO conference, sharing what it really takes to build a brand within a brand. If you’re feeling overwhelmed by the pace of AI or unsure what “AI Search” or “GEO” really mean—this episode will ground you with clarity, insights, and inspiration.

IN THIS EPISODE

  • How AI is reshaping search behavior and the marketer’s role
  • Why confirmation bias is a critical SEO factor
  • The debate between GEO, AEO, and “Relevance Engineering”
  • The role of vector embeddings & cosine similarity in content strategy
  • Psychology, performance, and storytelling in modern marketing
  • Building SEO Week: behind-the-scenes of launching a new industry event
  • The tension and synergy of working with a visionary founder
  • Personalization vs. privacy: the future of search bubbles
  • Book recs: Thinking Fast and Slow and The Alignment Problem
  • Why ChatGPT might be Garrett’s most essential SEO tool

This episode is a masterclass in understanding where search is headed and how to adapt with creativity, strategy, and empathy.

CONNECT WITH GARRETT SUSSMAN

Garrett on LinkedIn

Chapters

  • 0:00

    Introduction to Garrett Sussman

  • 1:25

    The Exciting Shift in Technology

  • 10:25

    Debating the Future of SEO Terminology

  • 21:55

    Cognitive Bias in Search

  • 28:34

    The Future of AI Search and Google

  • 32:59

    The Impact of AI on Search Strategies

  • 35:20

    Personalizing Marketing Approaches

  • 36:25

    Leveraging Audience Insights for Success

  • 42:04

    Behind the Scenes of SEO Week

Resources mentioned