Sarah Pokorná
Co-Founder and Director at Impulse Riot
Kunovice, Czech Republic
Sarah Pokorná is a psychology-led SEO and marketing strategist based in Kunovice, Czech Republic. The SEO industry knows her as Sarah Presch, the name she spoke and published under for most of her career. Today she is the co-founder and director of Impulse Riot, a boutique agency that builds marketing strategy on consumer psychology, covering SEO, copywriting, web design and international campaigns.
Sarah came to search from the language industry. She lectured at university, worked in EU translation, and ran a boutique marketing agency with her husband before serving as digital marketing director at Dragon Metrics, the international SEO platform. She holds a BA in Psychology from Dublin City University and speaks eight languages, which shaped her focus on multilingual and international SEO.
Her best known work connects cognitive science with search behavior. Her Dragon Metrics article on confirmation bias argued that SEOs optimize for what people type rather than what they actually want to believe, and she developed the theme across podcasts like Experts on the Wire and Search With Candour. She also co-founded Neurodivergents in SEO, a community for neurodivergent search professionals.
On September 25, 2024 she spoke at SEO for Paws, the charity live stream supporting animal shelters in Ukraine, with a talk on the psychology of authority.
Key facts about Sarah Pokorná
- Known across the SEO industry as Sarah Presch, she now works under her married name Sarah Pokorná.
- Co-founder and director of Impulse Riot, a psychology-led marketing agency based in Kunovice, Czech Republic.
- Former digital marketing director at Dragon Metrics, the international SEO platform.
- Co-founder of Neurodivergents in SEO.
- Holds a BA in Psychology from Dublin City University and speaks eight languages.
- Started in the language industry with EU translation work and university lecturing before moving into search.
- Known for applying cognitive bias research to search behavior, including her Confirmation Bias article for Dragon Metrics.
- Spoke at SEO for Paws on September 25, 2024, on the psychology of authority.
What Sarah Pokorná is famous for
Sarah is best known for connecting psychology and search. Her work on confirmation bias, on what people are really searching for and on the psychology of authority made her a repeat podcast guest and conference speaker under the name Sarah Presch. She co-founded Neurodivergents in SEO and now runs Impulse Riot, a psychology-led boutique agency she co-founded in 2025.
Notable work
- Company: Impulse Riot
- Article: Confirmation Bias, What People are REALLY Searching For
- Podcast: Experts on the Wire ep. 131, Bias in SEO
- Podcast: Search With Candour, Confirmation Bias in Search
