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Alienation in the Algorithmic Labour of Search Engine Optimisation Specialists.

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Title: Alienation in the Algorithmic Labour of Search Engine Optimisation Specialists.
Authors: Ivanova, Mirela1 (AUTHOR) mirela.ivanova@unibas.ch, Nachtwey, Oliver1 (AUTHOR), Thaa, Helene1 (AUTHOR), Hardering, Friedericke2 (AUTHOR)
Source: New Technology, Work & Employment. Nov2025, Vol. 40 Issue 3, p635-645. 11p.
Subjects: Search engine optimization, Social alienation, Management controls, Occupational prestige, Computational complexity, Google Inc., Industrial relations
Abstract: The study examines alienation in the labouring activity of Search Engine Optimisation (SEO) specialists and probes the role of Google's algorithm in these experiences. Drawing on qualitative interviews, it identifies two forms of alienation. The first form involves powerlessness and insecurity due to managerial control by objectives, making employees responsible for influencing an algorithm beyond their control. The second form, occupational status alienation, is marked by insecurity and lack of recognition, driven by a resource allocation mechanism disadvantaging SEO due to its algorithmic uncertainty. These findings enhance our understanding of alienation in algorithmic labour by emphasizing the need to examine workers' algorithmic experiences within the broader context of capital‐labour relations. In SEO's case, experiences of alienation do not arise from interactions with opaque algorithm wielding power over labour but rather from a managerial model that holds employees responsible for achieving success within an environment defined by algorithmic uncertainty. [ABSTRACT FROM AUTHOR]
Copyright of New Technology, Work & Employment is the property of Wiley-Blackwell and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
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  Data: Alienation in the Algorithmic Labour of Search Engine Optimisation Specialists.
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  Data: <searchLink fieldCode="JN" term="%22New+Technology%2C+Work+%26+Employment%22">New Technology, Work & Employment</searchLink>. Nov2025, Vol. 40 Issue 3, p635-645. 11p.
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  Data: <searchLink fieldCode="DE" term="%22Search+engine+optimization%22">Search engine optimization</searchLink><br /><searchLink fieldCode="DE" term="%22Social+alienation%22">Social alienation</searchLink><br /><searchLink fieldCode="DE" term="%22Management+controls%22">Management controls</searchLink><br /><searchLink fieldCode="DE" term="%22Occupational+prestige%22">Occupational prestige</searchLink><br /><searchLink fieldCode="DE" term="%22Computational+complexity%22">Computational complexity</searchLink><br /><searchLink fieldCode="DE" term="%22Google+Inc%2E%22">Google Inc.</searchLink><br /><searchLink fieldCode="DE" term="%22Industrial+relations%22">Industrial relations</searchLink>
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  Data: The study examines alienation in the labouring activity of Search Engine Optimisation (SEO) specialists and probes the role of Google's algorithm in these experiences. Drawing on qualitative interviews, it identifies two forms of alienation. The first form involves powerlessness and insecurity due to managerial control by objectives, making employees responsible for influencing an algorithm beyond their control. The second form, occupational status alienation, is marked by insecurity and lack of recognition, driven by a resource allocation mechanism disadvantaging SEO due to its algorithmic uncertainty. These findings enhance our understanding of alienation in algorithmic labour by emphasizing the need to examine workers' algorithmic experiences within the broader context of capital‐labour relations. In SEO's case, experiences of alienation do not arise from interactions with opaque algorithm wielding power over labour but rather from a managerial model that holds employees responsible for achieving success within an environment defined by algorithmic uncertainty. [ABSTRACT FROM AUTHOR]
– Name: AbstractSuppliedCopyright
  Label:
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  Data: <i>Copyright of New Technology, Work & Employment is the property of Wiley-Blackwell and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
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        Value: 10.1111/ntwe.12341
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      – Code: eng
        Text: English
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        PageCount: 11
        StartPage: 635
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      – SubjectFull: Search engine optimization
        Type: general
      – SubjectFull: Social alienation
        Type: general
      – SubjectFull: Management controls
        Type: general
      – SubjectFull: Occupational prestige
        Type: general
      – SubjectFull: Computational complexity
        Type: general
      – SubjectFull: Google Inc.
        Type: general
      – SubjectFull: Industrial relations
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      – TitleFull: Alienation in the Algorithmic Labour of Search Engine Optimisation Specialists.
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            NameFull: Ivanova, Mirela
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            NameFull: Thaa, Helene
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            – D: 01
              M: 11
              Text: Nov2025
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              Y: 2025
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