Looking “Under the Hood” of SEO Conversion

Paradoxical Goals and Moral Dilemmas Faced by the Digital Age Rhetorician

Abstract

Digital rhetoricians, such as technical writers, SEO specialists, and social media marketers, are increasingly asked to balance ethical considerations in writing for both humans and algorithms. The need to rank highly on search engine results pages drives how search engine optimization (SEO) operates. An understanding of this often unseen, but ever-present appeal to a non-human audience, or what Michelle Gibbons calls “persona 4.0,” is crucial for professionals, instructors, and students alike. A reliance on search engines without awareness of their practices can perpetuate injustices against marginalized groups who are overlooked in the design of certain technologies. In this article, we discuss the implications of SEO and provide pedagogical approaches to improve students’ understanding of search engines.