Dissertation on

CONSUMERS PERCEPTION OF SEARCH ENGINE OPTIMIZATION AND ITS POTENTIAL

IMPACT ON ONLINE SEARCH”

SUBMITTED BY : ADVISOR :
Mr. Ali Ahmad Dr. Harshit Eric Williams
ID :22MBA059 (Assistant Professor )

Department of Business Studies Joseph School of Business Studies &

Commerce SHUATS
Joseph School of Business Studies &
Commerce SHUATS
MBA IV SEMESTER

Submitted in
partial fulfillment for Award Degree of Master of Business
Administration (MBA) Faculty of Management , Humanities and Social Sciences
ACADEMIC SESSION: 2022-24
Department of Business Studies
Joseph School of Business Studies and Commerce (JSBS&C)
Sam Higginbottom University of Agriculture Technology and Sciences Naini, Prayagraj, UP, India.
2024
 Introduction
In the vast world of the internet, finding what we're looking for can sometimes feel like searching for a needle in a haystack. But
fear not, for search engines like Google are here to help. They're like digital librarians, sorting through billions of web pages to
find the ones that match our queries. But have you ever wondered how these search engines decide which websites to show first?
That's where Search Engine Optimization, or SEO, comes into play.
SEO is like a secret recipe that websites use to climb to the top of search results. It's all about making sure a website has the right
ingredients—like keywords, links, and quality content—to catch the attention of search engines and rank higher than the
competition. But while SEO can help websites get noticed, it also raises some important questions about trust and reliability in
online search.
Imagine you're searching for information about healthy eating. You type your query into Google and hit enter, expecting to find
trustworthy advice on nutrition. But what if the top results are from websites that paid to be there, rather than offering the best
information? This is where consumers' perceptions of SEO come into play. Do people trust the results they see, or do they
question whether they're being manipulated by clever SEO tactics? This thesis explores exactly that: how regular folks like you
and me perceive SEO and its potential impact on our online searching habits. We want to understand if knowing about SEO
affects how much people trust the information they find online. Are consumers aware of the tricks some websites use to game
the system, and does this affect
Search engines have become an integral part of our daily lives, serving as our gateway to information on virtually any topic
imaginable. Whether we're researching a school project, planning a vacation, or looking for the best pizza place in town, we turn
to search engines to guide us. But as powerful as search engines are, they're not without their flaws.
One of the biggest challenges facing search engines today is the issue of trust. With billions of web pages competing for
attention, search engines like Google have the difficult task of determining which results are the most relevant and trustworthy.
This is where SEO comes into play. By optimizing their websites for search engines, companies can increase their visibility and
attract more visitors. But this raises the question: are the top search results really the most helpful and reliable, or are they simply
the ones with the best SEO?

Consumers' perceptions of SEO play a crucial role in how they interact with search engines. If people believe that search results
are heavily influenced by SEO tactics, they may be less likely to trust the information they find online. This can lead to
frustration and confusion, particularly when searching for important or sensitive topics. On the other hand, if consumers are
unaware of how SEO works, they may blindly trust the top search results without considering their credibility.
 OBJECTIVE OF THE STUDY

1) To explore how consumers perceive SEO techniques and their impact on search results.

2) To Investigating the level of trust consumers, place in search engines like Google and how this trust is influenced by
their understanding of SEO practices.

NEED OF THE STUDY

1. Dominance of search Engines: Search engines like Google have become the primary gateways to information on the
internet. As such, understanding how users perceive and interact with search engine results is crucial for ensuring a fair and
informative online environment.

2. Influence of SEO Practices: Search Engine Optimization (SEO) techniques significantly impact the visibility and ranking
of websites in search engine results. However, the extent to which users trust and engage with SEO-optimized content
remains a critical question, especially given concerns about manipulation and bias.
 RESEARCH METHODOLOGY
36
Research methodology refers to the systematic process used by researchers to conduct their studies, gather data, analyze findings, and draw conclusions. It encompasses various
methods, techniques, and approaches tailored to the specific objectives and nature of the research. It refers to the systematic process of planning, conducting, and analyzing research
to answer specific questions or solve problems. It involves several key components like Research Design ,Data Collection
,Data Analysis , Validity and reliability, Ethical considerations .

RESEARCH DESIGN

Research design is a frame work of research methods and techniques choosen by researcher. The design allow researcher to bone in on research methods that are suitable for the subject
matter and set up their studies up of success. Research Design is a plan to answer your research question . A research method is strategy used to implement the plan. Research design
and methods are different but closely related because good research design ensure that the data you obtain will help you answer your research question more effectively .

This study is in descriptive nature since it is based on primary data’s facts and findings of investigation in a structured manner.

SAMPLE DESIGN

A sample design refers to the plan or strategy for selecting participants or subjects from a population for a study. It outlines how the sample will be chosen to represent the larger
population accurately.

Sampling Method: Convenient sampling

Convenient sampling, also known as convenience sampling, is a non-probability sampling technique where subjects are selected based on their easy availability and accessibility to the
researcher. In other words, participants are chosen because they are convenient to reach or because they are readily accessible to the researcher. This method is often used in situations
where the researcher wants to gather data quickly and with minimal resources. It's commonly seen in exploratory research, pilot studies, or when the population of interest is difficult to
access.

o Sampling method: Convenient Sampling

o Sampling Frame: to select participants who represent diverse viewpoints and experiences related to online search behavior. Ensure demographic diversity and include participants with varying
levels of familiarity with SEO.
o Sampling Size: 80

 Research Area: Prayagraj

  SOURCES OF DATA

The study is based on primary and secondary data:

37
 Primary Data: Primary data refers to information collected directly from its source through methods such as surveys, interviews, observations, or experiments. It is original
data that hasn't been previously published or analyzed, making it valuable for specific research purposes or decision-making processes. For primary data, research work has
been collected through Structured, Undisguised Questionnaire is used.

 Secondary Data: Secondary data refers to data that has been collected by someone else for a purpose other than the one currently being pursued. It is often readily available
from various sources such as a research organizations, or previous studies. Researchers can utilize secondary data for their own analysis, saving time and resources compared
to collecting primary data. However, they need to carefully assess the quality, relevance, and reliability of the secondary data to ensure its suitability for their research
objectives.

For this study data has been collected through books, magazines, journals and the internet is used.

TOOLS FOR DATA COLLECTION

 Structure non-disguise questionnaire a structured non-disguised questionnaire is one in which the responder is informed of the purpose of the inquiry and the questions are
listed in a predetermined order. Such questionnaires are used in the majority of marketing research investigations.

DATA ANLYSIS
 Statistical tool: Computer with MS Excel software/application, Pie chart, Bar Graph
 DATA INTERPRITATION ANALYSIS

S. No. Gender No. of Respondents Percentage

1 Male 57 71.3%

2 Female 23 28.7%

Total 80 100%
2. What is your age?

a. 18-24
b. 25-34
c. 35-44
d. 45-54

S. No. Age No. of Respondents Percentage

1 20-24 40 50%

2 25-34 24 30%

3 35-44 13 6.2%

4 45 -54 3 3.7%

Total 80 100%
3.How much trust do you have in search engine results when
searching for information online?

S. No. Trust No. of Respondents Percentage

1 Complete Trust 21 26.3%

2 Moderate Trust 37 46.3%

3 Little Trust 17 21.3%

4 No Trust 5 6.3%

Total 80 100%
4.How would you describe your knowledge of SEO?.

S. No. Knowledge No. of Respondents Percentage

1 Expert 14 17.5%

2 Intermediate 14 17.5%

3 Beginner 27 33.8%

4 No Knowledge 25 31.3%

Total 80 100%
5.Do you believe that search engines like Google provide
unbiased search results?

S. No. Believe unbiased search results No. of Respondents Percentage

1 Yes always 10 17.5%

2 Yes mostly 23 28.7%

3 No sometimes 27 33.8%

4 No never 22 27.5%

Total 80 100%
6 Have you ever clicked on sponsored/paid search results
when using a search engine?

S. No. Clicked on sponsored/ Respondents Percentage

paid search

1 Yes,Frequently 24 30%

2 Yes,Occasionally 29 36.3%

3 No I avoid them 21 26.3%

4 No, I prefer organic results 6 7.5%

Total 80 100%
7. Do you think search engine rankings influence your perception of a website's credibility or trustworthiness?

S. No. search engine rankings Respondents Percentage

influence your perception on
website credibility or
trustworthiness?

1 Strongly agree 24 30%

2 Agree 29 36.3%

3 Neutral 26 32.5%

4 Disagree 1 1.2%

Total 80 100%
 •What comes to your mind when you hear the term "Search Engine Optimization (SEO)"?

S. No. "Search Engine Optimization Respondents Percentage

(SEO)
1 Increasing website visibility 24 53.8%

2 Manipulating search results 29 8.8%

3 Improving website content 21 13.7%

4 No, Idea 6 23.8%

Total 80 100%
 •.Have you ever knowingly or unknowingly interacted with content that has been optimized for search

engines? (e.g., clicking on a link from a search result)

S. No. Interacted with content has been optimized for Respondents Percentage
Search engine
1 Yes,Knowingly 55 66.3%

2 Yes, Unknowingly 14 17.5%

3 No 13 16.2%

Total 80 100%
•Have you ever changed your search query because you were dissatisfied with the results you received?

S. No. search query Respondents Percentage

dissatisfied
with the result
1 Yes, Frequently 32 40%

2 Yes, Occasionally 33 41.3%

3 No, rarely 12 15%

4 No, never 3 3.7%

Total 80 100%
Do you think SEO impacts the quality of search engine results?

S. No. Seo Impact the Respondents Percentage

quality of
search engine results
1 Yes, It improve relevancy 42 52.5%

2 Yes,It can manipulate results 16 20%

3 No,it does not have any impact 6 7.5%

4 Not,sure 16 20%

Total 80 100%
.How likely are you to click on the first few search results when looking for information online?

S. No. Click on the first few search Respondents Percentage

results when looking for
information online

1 Very likely 35 43.8%

2 Likely 24 30%

3 Somewhat likely 17 21.3%

4 Unlikely 4 5%

Total 80 100%
.Would you be willing to pay for a service or product that appears in search results if you find it relevant to your search
query?

S. No. Pay for a service or product that Respondents Percentage

appears in search results if you find it
relevant to your search query

1 Yes 35 43.8%

2 Yes 31 38.7%

3 No, I prefer organic results 14 17.5%

Total 80 100%
Overall, do you believe that consumers' perception of SEO impacts their online search behavior?

S. No. Believe that consumer’s perception of Respondents Percentage

seo impacts their online search behavior

1 Yes 59 73.8%

2 No 5 20.7%

3 Not sure 16 6.3%

Total 80 100%
What improvements do you think could be made to search engines to enhance transparency and trust in search results?

S. improvements do you think could be made to Respondents Percentage

No search engines to enhance transparency and trust
. in search results

1 Increased disclosure of sponsored content 29 36.3%

2 Better algorithms to detect and penalize black hat 19 23.8%

seo techniques

3 Providing more diverse search results 21 26.3%

4 Other 11 13.7%

Total 80 100%
 FINDINGS

Among the Respondents 71.3% Percent are male and 28.7 are percent female

The majority of respondents 50 % are of Age group of 18 – 24 .

The majority of respondents of trust is 46.3%

The 28.7% majority respondents Yes mostly

The 33.8% majority respondents no sometimes that search engines like Google provide unbiased search
results

The 36.3% majority respondents Yes,Occasionally clicked on sponsored/paid search results when using a search engine

The 36.3% majority respondents Yes Agree of search engine rankings influence your perception of a website's credibility or

trustworthiness
 The 53.8% majority rerspondent Increasing website visibility when comes to your mind when they hear the term "Search
Engine Optimization (SEO)

The knowingly or unknowingly interacted with content that has been optimized for search engines (e.g., clicking on a link from
a search result) of respondent 66.3% were respond yes,

The majority41.3% respondent were were yes occasionally changed your search query

The Seo Impact the quality of search engine results of respondent 52.5% were respond Yes, It improve relevancy,

The 43.8% majority were respondent to click on the first few search results when looking for information online.

The 43.8% majority were respondent yes willing to pay for a service or product that appears in search
results if you find it relevant to your search query

The 73.8% of majority were respondent believe that consumer’s perception of seo impacts their online search behavior

The 36.3% of majority were respondent increased disclosure of sponsored content on improvements could be made to
search engines to enhance transparency and trust in search results
 Suggestions

It is suggested to build trust among consumers, businesses and marketers should prioritize transparency in their SEO
practices. Clear disclosures about sponsored content and an emphasis on providing genuinely valuable information can
help mitigate skepticism.

It is suggested educating consumers about what SEO is and how it works can demystify the process and build a more
informed user base. This could involve content that explains the purpose and benefits of SEO, distinguishing it from
deceptive practices

It is suggested to Educating consumers about what SEO is and how it works can demystify the process and build a more
informed user base. This could involve content that explains the purpose and benefits of SEO, distinguishing it from
deceptive practices.

It is suggested for while optimizing for search engines, businesses should not lose sight of the importance of high-quality,
relevant content. SEO should enhance, not detract from, the user experience by ensuring that the content delivered meets the
users' needs and expectations.
It is suggested to given the dynamic nature of consumer perceptions and technological advancements, businesses should
adopt flexible and adaptive SEO strategies. This includes staying updated with the latest SEO trends and continuously
monitoring consumer feedback to refine approaches accordingly.

It is suggested to implementing personalized SEO strategies that cater to the specific preferences and search behaviors of
target audiences can improve engagement and satisfaction. Leveraging data analytics to understand and predict consumer
behavior can make SEO efforts more precise and effective.

It is suggested to ethical SEO Practices: Adhering to ethical SEO practices that align with search engine guidelines and
prioritizing user-centric optimization over manipulative tactics can foster long-term trust and credibility among consumers.
 CONCLUSION

The exploration of consumers' perception of Search Engine Optimization (SEO) and its potential impact on online search
reveals critical insights into how consumers interacted with and respond to SEO-driven content. This thesis has identified
several key findings that underscore the complex relationship between SEO practices and consumer behavior.

In conclusion, we understood the consumer perceptions of SEO is crucial for devising effective digital marketing strategies.
Marketers must navigate the fine line between optimizing for search engines and maintaining the authenticity and relevance that
consumers value. By prioritizing transparency, quality content, and ethical SEO practices, businesses can enhance their online
presence while fostering trust and engagement among their target audiences. Continued research in this area is essential to adapt
to the evolving digital landscape and to better understand the long-term effects of SEO on consumer behavior.