论文标题
公众意识和对搜索引擎优化的态度
Public awareness and attitudes towards search engine optimization
论文作者
论文摘要
这项研究的重点是用户对搜索引擎优化（SEO）的了解，以及他们如何确定可能受SEO影响的结果。我们与德国在线人群的样本代表进行了在线调查（n = 2,012）。我们发现，有43％的用户认为可以在不向Google付款的情况下获得更好的排名。这与通过付费广告产生影响的可能性形成鲜明对比，有79％的互联网用户意识到这一点。但是，只有29.2％的人知道AD与有机结果有何不同。 8.9％的用户已知“搜索引擎优化”一词，但14.5％的用户可以正确命名至少一种SEO策略。可以通过SEO影响的标记结果的成功因搜索引擎结果页面（SERP）的复杂性和设备而有所不同：参与者在简单结构的SERP上获得了比更复杂的SERP的成功率更高。在小屏幕上，SEO结果比在大屏幕上更好地确定。 59.2％的人认为SEO对排名有（非常）的影响。 SEO经常被认为是阳性（75.2％）（68.4％）。这项研究的见解对搜索引擎提供者，监管机构和信息素养有影响。
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% of users assume 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% of internet users are aware of. However, only 29.2% know how ads differ from organic results. The term "search engine optimization" is known to 8.9% of users but 14.5% can correctly name at least one SEO tactic. Success in 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% assumed that SEO has a (very) strong impact on rankings. SEO is more often perceived as positive (75.2%) than negative (68.4%). The insights from this study have implications for search engine providers, regulators, and information literacy.
