The introduction of Search Engine optimisation (SEO) has greatly influenced both digital marketing strategies as well as user engagement. Organic search optimisation and paid search ads are SEO techniques that have developed over the years to become essential between businesses, consumers, and digital platforms. This means that there is a continual adaption and fine-tuning of SEO practices by organisations to ensure online visibility as well as trust from users.

This dissertation explores the perceptions of organic search and paid search engine optimisation (SEO), focussing on Gen Z and Gen X in Chichester. The goal of this study is to find out how these age groups see and deal with search engine results, highlighting the importance of first-page visibility.

The research approach was inductive, utilising primary research in a combination of interviews and a questionnaire, the research investigates attitudes and acceptance levels, and decision-making influences related to SEO.

The results and analysis integrated both primary and secondary data, providing a comprehensive examination of the topic. Key arguments were identified, with comparisons drawn and contradictions explored to develop a well-rounded discussion of findings.

The findings provide valuable insights for businesses to develop targeted marketing strategies that will resonate with specific cohorts and ultimately enhance their online presence and overall impact.

Conclusions and recommendations were discussed based on the results and analysis, with key findings critically examined to inform actionable recommendations got business practices. The chapter concluded with recommendations for future research, outlining key areas for further exploration should the study be conducted again.