“An Investigation into the Long-Term Effects of Ethical SEO on Business Reputation”

Introduction

You are invited to participate in a doctoral research project examining how ethical Search Engine Optimisation (SEO) practices affect business reputation over the long term. This document details the aims, methods, participant expectations, and data protection measures. Please read the information carefully and contact Neil Chinnock with any questions or concerns.

Study Overview

Research Objectives

The core aim of this research is to systematically examine how ethical SEO practices shape and influence the reputation of businesses over an extended period. By focusing on the long-term rather than short-term effects, the study hopes to capture slow-developing trends, shifts in perception, and outcomes that may not be immediately visible. The study will consider both the experiences of individuals directly involved in SEO and the wider organisational context, seeking to build a nuanced understanding that accounts for different roles, sectors, and business sizes. These objectives serve as a compass for the project, keeping the process focused and ensuring that each stage of the research aligns with the intended outcomes.

Research Questions

This study will explore the following key questions to deepen understanding of ethical SEO’s role in business reputation:

1. What factors encourage small and medium-sized enterprises (SMEs) to adopt ethical SEO practices, and how do these practices shape their reputation over time?
2. In what ways does ethical SEO influence reputation management strategies differently for startups compared to established corporations within the digital marketplace?
3. How does ethical SEO contribute to environmental sustainability in digital marketing campaigns, and how does this relationship affect a company’s reputation among eco-conscious consumers?
4. How have ethical SEO practices reshaped the competitive dynamics of digital advertising, and what implications does this have for a company’s capacity to manage its digital reputation?
5. What impact does the use of ethical SEO techniques have on attracting high-quality organic traffic to a company’s online presence?
6. How do corporate governance frameworks affect the adoption and implementation of ethical SEO practices within organisations?

These questions will guide data collection and analysis, helping to uncover motivations, approaches, and outcomes of ethical SEO across diverse business contexts.

Project Planning

The planning phase of the project involves translating the research objectives and questions into a practical roadmap for action. This includes drafting a comprehensive project plan that outlines each stage, from recruitment through to final reporting. The plan will detail methodologies, anticipated timelines, and resources required, allowing for thorough preparation and effective monitoring of progress. Securing ethical approval is an integral part of this process, demonstrating a commitment to upholding the highest standards in participant welfare and research integrity. All research activities and decisions are the responsibility of the principal researcher, ensuring accountability at every stage. The project plan will also specify how data will be managed, protected, and eventually disposed of, providing participants with clear assurances about their information.

Participant Recruitment

Recruitment is an intentional and transparent process, designed to attract a diverse and representative sample of participants. Recruitment materials—such as flyers, digital posts, and emails—will be crafted to reach individuals from various backgrounds and industries. These materials will be distributed across social media, professional networks, and community boards to maximise reach. Screening procedures will be used to ensure participants meet the study criteria and to achieve diversity in age, experience, and professional context. Once selected, participants will receive accessible information sheets and clear, plain-language consent forms. At every stage, participation is entirely voluntary, and individuals can withdraw at any point without giving a reason or suffering any disadvantage.

Research Scheduling

A clear, detailed schedule will be used to guide the study through its various phases. Each phase—recruitment, data collection, analysis, peer review, and reporting—will have specific milestones and deadlines. A research calendar may be shared with participants to set expectations about timelines for surveys, observations, interviews, and feedback. Flexibility is built into the schedule to accommodate participant availability and any unforeseen circumstances. Regular self-checks and progress reviews will help ensure the project remains on track and that participant commitments are respected. This structured approach supports transparency and effective time management for both the researcher and the participants.

Qualitative Approach

The qualitative approach in this study is designed to yield in-depth, context-rich insights into ethical SEO and business reputation. Using open-ended surveys, observations and semi-structured interviews, the research explores participant experiences, perceptions, and motivations in their own words and actions. Standardised guides and templates ensure that data collection is consistent across participants, while still allowing for flexibility and the emergence of unexpected themes. The researcher will be trained in best practices for qualitative interviewing and observation, and will regularly reflect on his own biases and assumptions. All data will be transcribed and anonymised, with special care given to the confidentiality and comfort of participants. This approach not only uncovers what people do, but also why they do it, providing a comprehensive picture.

Online Surveys

• Surveys will be created using secure online tools.
• Questions will be open-ended to elicit detailed perspectives.
• Survey links and instructions will be sent directly to participants.
• Responses will be stored securely upon collection.

Online surveys offer a flexible and accessible way for participants to share their thoughts and experiences related to ethical SEO and business reputation. By using open-ended questions, the surveys encourage reflection and detailed responses, allowing participants to express their views in their own words. This method helps gather a broad range of perspectives efficiently, forming a foundational dataset that informs and complements the richer data collected through observations and interviews.

Observations

What to Expect in Observations

Observations are designed to study real behaviours in context, providing insight into how individuals make decisions when searching for information about businesses online. During an observation session, you will be asked to complete a realistic search task—such as looking for a reputable local service provider using a search engine—while the researcher observes your process. The session will begin with a short introduction, where the researcher will explain the purpose, procedures, and answer any questions you may have. You will use your own device or one provided, depending on preference, and the researcher will quietly observe, taking notes and, if you agree, making a recording.

You’ll be encouraged to “think aloud,” discussing your reasons for clicking on certain results, your trust or distrust in websites, and any factors that influence your choices. The researcher will not judge your performance or direct your actions; instead, the focus is on capturing your natural decision-making process. After the task, a brief follow-up discussion will clarify specific choices or reactions observed. All data from the session will be anonymised and securely stored. This method gives a unique window into how ethical SEO cues are noticed and acted upon in real-world settings.

Observation Focus and Checklist

Observations will focus on actions, behaviours, and decision-making processes related to ethical SEO and business reputation. Each session will use a detailed checklist to ensure consistency:

Observation Checklist:

• Use of branded vs. non-branded search terms
• Criteria for selecting search results
• Stated reasons for trust or distrust
• Awareness of ethical SEO cues (transparency, content quality)
• Time spent evaluating results
• Comparison of multiple sites
• Influence of reviews, meta descriptions, or reputation signals
• Evidence of uncertainty or confusion
• Avoidance of certain results (e.g., ads, low-quality listings)
• Other notable behaviours, comments, or nonverbal cues

Interviews

What to Expect in Interviews

Interviews are conducted one-to-one, either in person or via secure online video call, offering a private and comfortable setting for open conversation. Each interview is semi-structured, meaning there are key topics and prompts to guide the discussion, but you are encouraged to speak freely and introduce any experiences or opinions you feel are relevant. The interviewer will start by explaining the purpose of the interview, the voluntary nature of your participation, and how your data will be protected. With your consent, the interview may be recorded to ensure accuracy.

The questions will cover your professional background, your understanding and experience of ethical SEO, any situations where SEO ethics influenced your decisions or your business’s reputation, and your views on industry standards. You may also be invited to reflect on challenges, dilemmas, and lessons learned. The aim is not to test your knowledge, but to understand your perspective in depth. The interviewer will listen actively, ask follow-up questions, and ensure the conversation remains respectful and productive. After the interview, your responses will be transcribed, anonymised, and securely stored. This process allows for a rich, contextual understanding of ethical SEO in practice.

Interview Focus and Checklist

Key topics and prompts will be prepared in a semi-structured interview guide to ensure comprehensive yet flexible coverage. The following checklist will be used in each interview:

Interview Checklist:

• Participant’s background and role in SEO/business reputation
• Understanding of ethical SEO practices
• Influence of ethical SEO on decisions and reputation
• Specific incidents involving SEO ethics
• Process for evaluating SEO strategies
• Challenges or dilemmas faced regarding SEO ethics
• Views on long-term vs. short-term SEO outcomes
• Methods for measuring changes in reputation
• Perspectives on industry standards and transparency
• Advice or lessons learned
• Opportunity for any additional comments

Thematic Analysis

Thematic analysis is the method used to interpret and organise the qualitative data collected from surveys, observations, and interviews. The process involves a rigorous, multi-step approach to ensure comprehensive and credible findings:

Data Familiarisation:

The first step involves immersing oneself fully in the data by reading and re-reading all collected materials, including survey responses, observation notes, and interview transcripts. This repeated exposure helps the researcher gain a deep understanding of the content, context, and nuances. During this phase, preliminary notes and observations about potential patterns or interesting points are recorded in a research journal. Technical tools such as qualitative data analysis software (e.g., NVivo, ATLAS.ti, or MAXQDA) may be used to organise and manage the data efficiently, allowing easy retrieval and cross-referencing of text segments.

Initial Coding:

Next, the researcher systematically examines the data line-by-line or segment-by-segment to identify meaningful units of text that relate to the research questions. Each unit is assigned a code—a concise label that summarises its essence or significance. Coding can be inductive (data-driven) or deductive (based on pre-existing theory or the research questions). Codes are often descriptive at this stage, capturing explicit content and latent meanings. Using qualitative analysis software, codes can be attached to specific text excerpts, making it easier to sort and revisit coded data throughout the analysis process.

Theme Development:

After initial coding, the researcher reviews all codes and begins grouping similar or related codes into broader categories, known as themes. Themes represent overarching patterns or concepts that capture important aspects of the data in relation to the research aims. This clustering involves comparing codes for similarities and differences and conceptualising how they interrelate. Visual tools like mind maps or code trees within software platforms can assist in organising themes hierarchically, showing main themes and sub-themes. At this stage, the researcher also considers the relevance and coherence of each theme to ensure they provide meaningful insight.

Review and Refinement:

The developed themes are then critically reviewed and refined by returning to the original data to verify that the themes accurately represent participants’ statements and experiences. This iterative process may involve merging, splitting, or discarding themes to enhance clarity and distinctiveness. The researcher checks for internal consistency within themes and clear boundaries between them. Reflexive journaling continues to document decisions and rationale throughout. Peer or supervisory review can be sought at this point to challenge interpretations and ensure reliability.

Reporting:

In the final stage, themes are clearly defined and named in preparation for presentation in reports or publications. The researcher selects vivid, representative participant quotes that illustrate each theme, grounding interpretations in authentic voices. The report explains how themes relate to the research questions and the wider literature, providing context and depth. Transparency about the analytic process is maintained, including descriptions of coding methods, theme development, and efforts to ensure rigor (such as triangulation and peer review). The end result is a coherent, well-supported narrative that communicates the study’s findings effectively.

This structured thematic analysis approach ensures that qualitative data is handled systematically and thoughtfully, producing insights that are both credible and rich in detail.

Informed Consent

Informed consent is a vital part of ethical research. Before any data is collected, you will be given a clear, jargon-free consent form that explains the study’s purpose, what participation involves, and your rights—including the right to withdraw at any time. You will have the opportunity to ask questions before deciding whether to take part. Consent forms will be signed and kept securely, separately from your data. This process ensures you are fully aware of what the research involves and that your participation is entirely voluntary.

Confidentiality

All data collected during this study will be anonymised and securely stored. Each participant will be assigned a code, and all identifying information will be removed from notes, transcripts, and reports. Data will be stored on encrypted, password-protected servers, and only the principal researcher will have access. In any reports or publications, participants will be referred to using pseudonyms or general descriptors, never by name or any details that could identify them. These measures are in place to guarantee your privacy and protect your personal information.

Triangulation

Triangulation is a rigorous methodological strategy employed to enhance the credibility, validity, and depth of qualitative research findings by cross-verifying data through multiple sources, methods, or theoretical perspectives. In this study, triangulation involves systematically comparing and integrating data collected from online surveys, participant observations, and semi-structured interviews. The goal is to identify convergent patterns that reinforce the reliability of the findings, as well as divergent or contradictory data that may reveal complexities, contextual nuances, or alternative explanations.

This multi-faceted approach helps to mitigate the limitations inherent in any single method, reducing potential biases introduced by the researcher, participants, or data collection instruments. For example, behaviours observed during search tasks can be corroborated or contextualised by participants’ verbal accounts in interviews, while survey responses provide broader contextual data from a larger group. By methodically documenting instances where data sources align (convergence) or differ (divergence), the researcher gains a more comprehensive and nuanced understanding of how ethical SEO practices influence business reputation.

Throughout the analysis, reflexive practices are employed to critically assess how triangulation shapes interpretation, ensuring that conclusions are not prematurely drawn from isolated findings. Detailed records of the triangulation process, including decisions made and challenges encountered, will be maintained to provide transparency and allow for external scrutiny. This careful application of triangulation strengthens the study’s overall trustworthiness and contributes to producing robust, well-substantiated insights.

Peer Review

To further strengthen the credibility of the research, anonymised data and draft findings will be shared with trusted colleagues or academic experts for peer review. Feedback will be gathered on the analysis, interpretations, and conclusions, and any substantive changes will be documented. This process helps to identify blind spots, challenge assumptions, and improve the quality of the final report.

Participant Engagement

From recruitment to reporting, the project is designed to keep participants engaged and informed. Recruitment strategies will target places and channels relevant to potential participants, and regular updates will be provided throughout the research. Participants will be encouraged to ask questions, provide feedback, and stay involved as much as they wish. This ongoing engagement fosters trust and ensures that participants feel valued and respected.

Timeline

The study will follow a phased timeline, with each phase mapped out in advance. Progress will be monitored using project management tools, and timelines will be adjusted as necessary to accommodate participant needs and any unforeseen circumstances. At the end of the project, all ethical and data management tasks will be reviewed to ensure proper closure, and a final report will be produced and shared as appropriate.

Flexibility Statement

This research plan is subject to change as the study progresses. If new challenges or opportunities arise, methods and schedules may be adapted. All changes will be made transparently and with the intention of maintaining the highest ethical and methodological standards.

Thank you for considering participation in this research…

For further information or to discuss any aspect of the study, please contact: ne**********@***ch.wales