Public awareness and attitudes towards search engine optimization
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This research focuses on what users know about search engine optimization (SEO) and how well they can identify results that have potentially been influenced by SEO. We conducted an online survey with a sample representative of the German online population (N = 2,012). We found that 43 a better ranking can be achieved without paying money to Google. This is in stark contrast to the possibility of influence through paid advertisements, which 79 differ from organic results. The term "search engine optimization" is known to 8.9 labelling results that can be influenced through SEO varies by search engine result page (SERP) complexity and devices: participants achieved higher success rates on SERPs with simple structures than on the more complex SERPs. SEO results were identified better on the small screen than on the large screen. 59.2 often perceived as positive (75.2 this study have implications for search engine providers, regulators, and information literacy.
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