Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast One practice that you should absolutely be using
Apr 28, 2026
Garrett Sussman, Director of Marketing at iPullRank, analyzes enterprise SEO, clickstream data, and relevance engineering for big brands. He discusses AI search behavior and why many users abandon AI modes. He explains a three-tier measurement approach and a five-pillar relevance engineering framework. He also covers reverse-engineering AI search biases and personalization patterns.
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Clickstream Reveals Conversational Discovery Patterns
- iPullRank uses clickstream data across AI platforms to map how conversational search changes discovery and relevance.
- Garrett highlights combining measurement tiers and relevance engineering to understand AI-driven personalization patterns.
Low Return Rate For Google AI Mode
- 53% of users don't return to Google AI mode after initial attempts, revealing weak retention in early AI search experiences.
- This metric indicates conversational search may need better relevance and trust before it becomes habitual.
Reverse Engineer AI Search Biases
- Do think about biases and reverse-engineer AI search behavior to discover real opportunities.
- Garrett Sussman recommends analyzing what your audience actually searches for rather than relying on hype about conversational search.