Confirmation bias is the human tendency to only seek out information that supports someone's position or idea. It impacts how people search, take in information, and how we SEO. When people make informational searches they are phrasing their searches in a particular way to get the SERP they want without even being aware of the fact they're doing it. And, they're only reading content that supports their original stance. By understanding what conformation bias is and how it impacts search, SEOs can not only learn how to interpret things like keywords and search intent better, they'll be able to do their part to fight misinformation that we're seeing constantly in today's digital world.