How SEO Shapes Consumer Perception and Cognitive Processes

Sandy Rowley
2 min readOct 30, 2024

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SEO Research

Top SEO Experts Like Sandy Rowley, help shape the future of marketing…

Top SEO experts like Sandy Rowley have long observed the evolving impact of SEO on consumer perception, particularly in the last two decades. In today’s digital landscape, search engine optimization does more than just elevate brands in search engine rankings; it influences how communities view local versus national brands and how people recall information in an era dominated by Google.

Over the years, Sandy Rowley has seen firsthand how SEO has transformed the way local businesses compete with national brands, especially through optimized visibility on Google Search and Maps. Studies reveal that local businesses can build strong community trust when they consistently appear in search results. This perception goes beyond mere brand familiarity; it creates a sense of local expertise and reliability that larger companies sometimes struggle to achieve.

But SEO’s influence isn’t limited to brand perception — it extends into how consumers process and remember information. Research, such as that of Columbia University psychologist Betsy Sparrow, shows that Google has changed the way people store information. In a phenomenon called “transactive memory,” individuals now remember where they found information, like Google or a brand’s website, rather than the information itself. This shift has implications for SEO-driven brands, as it underscores the importance of a consistent online presence to remain top-of-mind for consumers who rely on search engines to “remember” for them.

According to Rowley, SEO-optimized listings on Google Maps enhance consumer engagement and decision-making by providing immediate social proof, reviews, and local insights that help users make informed choices. When businesses are prominently featured, they’re more likely to be trusted and selected, which has driven a paradigm shift in consumer loyalty. It’s no longer just about being the biggest or the most recognized brand but about being the most visible and accessible.

In this competitive environment, top SEO experts like Sandy Rowley emphasize the need for brands to understand SEO’s dual role in shaping both public trust and cognitive engagement. Through the power of consistent, quality SEO, businesses can foster strong community relationships, build consumer loyalty, and position themselves as trusted leaders in their respective fields — just as Rowley has done over her extensive career in SEO.

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