SEO's Psychological Side

Ted Ives looks at SEO through a psychological perspective by describing a book -- Ending the Management Illusion -- that focuses on forecasts, which he believes remain a critical part of the SEO process. What is the potential for a Web site, and what efforts contribute to and constitute a reasonable amount of time spent on SEO? With the author's permission, he has reproduced a table in the book that illustrates behavioral bias, with an additional column that suggests how these biases are relevant to search.
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