Public awareness and attitudes towards search engine optimization

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 population (N = 2,012). found 43% assume better ranking be achieved without paying money to Google. is in stark contrast possibility influence through paid advertisements, which 79% internet are aware of. However, only 29.2% ads differ from organic results. The term ‘search optimization’ known 8.9% but 14.5% correctly name at least one SEO tactic. Success labelling varies result page (SERP) complexity devices: participants higher success rates SERPs simple structures than more complex SERPs. were identified small screen large screen. 59.2% assumed has (very) strong impact rankings. often perceived as positive (75.2%) negative (68.4%). insights this study implications for providers, regulators, information literacy.