Suggestions for master thesis

[DK13]

Hi everyone,
I created this thread hoping to receive some feedback from you.

I am a business informatics student and would like to write my master thesis about SEO. Since I don't have much time,
I was hoping to receive some answers in this forum. I chose SEO because I work in a watch business and not so long
ago we launched a watch shopping website, so I started to search about how to get better positions on Google.
I thought this is really interesting area as a lot of potential costumers comes from google, therefore it is important to
achieve high rankings. I was doing some research and mainly found guidelines and books how to achieve better
rankings which most of them are the same.

I want to dig deeper into it, so in what areas it would be interesting to do a research?
Maybe problems/challenges of SEO? Future trends? Something with digital marketing?
I need to come up with thesis topic so any feedback will be appreciated.
I would share my findings later

Thanks in advance.