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5. CONCLUSIONS Based on the presented survey results study it is possible to observe that Google ranking factors are evolving from an internal and technical website perspective to a more complex approach, considering external website factors and much probably human behavior patterns. Furthermore, according to Google ́s patent named “Modifying Search Result Ranking Based On Implicit User Feedback” (2014), Google points the search users behavior as a crucial ranking determinant factor, so that if the user select a particular search result, it is considered to be relevant, or at least more relevant than other search results presented alternatives. In addition, global user experience over the website is a key factor that Google will probably use to determine websites rank in SERP’s. Moreover, it was also important to note that for other SEO study authors, user experience factors will keep increasing importance regarding the optimization to be done over the ranked pages, internal and external page links, and all the complete set of technical aspects of search engine result pages. Moreover, SEO algorithms no longer just help us find what we know but can also suggest what we don’t know. Together with those ethics concerns, it is growing the debate about the limits of digital marketing. The author intends that due the lack of scientific works and documentation in this area together with the powerful influence of SE to business and society behaviors, the presented study data and considerations raise an important forum of discussion that affects whole society. Whether we want or not, each of us is already a part in this experiment context. Admitting to stimulate innovation in artificial intelligence may prove to be beneficial, such improvements must be considered alongside legislation defining socially acceptable limits and controls over the application of artificial intelligence. Limitations and Recommendations for Future Works Although the work has considered a significant sample of research respondents, the results analyzed here are limited to the opinion of the respondents of the study research. Due to lack of literature and scientific knowledge in this area, all presented work was based on empirical efforts. At this point, it is also important to emphasize that correlation is not causation. In such a way, new studies on the subject can even deepen the knowledge here developed. As the market studied comprises figures of great business value, obviously Google does not publicly reveal its ranking secrets and search engines are updated frequently to adjust to the advancement of SEO professionals’ capabilities and to the market. In addition of being a fully dynamic environment which is usually part of common human daily tasks, it seems extremely necessary, besides understanding the evolution of the SE technical aspects, also to develop ethical and moral studies regarding the accepted limit boundaries of search mechanisms performance, as well as considering recent data protection efforts and legislation. 25PDF Image | Prova de trabalho de projeto conducent
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