How much of it is real? Analysis of paid placement in Web search engine results
✍ Scribed by Scott Nicholson; Tito Sierra; U. Yeliz Eseryel; Ji-Hong Park; Philip Barkow; Erika J. Pozo; Jane Ward
- Publisher
- John Wiley and Sons
- Year
- 2006
- Tongue
- English
- Weight
- 198 KB
- Volume
- 57
- Category
- Article
- ISSN
- 1532-2882
No coin nor oath required. For personal study only.
✦ Synopsis
Abstract
Most Web search tools integrate sponsored results with results from their internal editorial database in providing results to users. The goal of this research is to get a better idea of how much of the screen real estate displays “real” editorial results as compared to sponsored results. The overall average results are that 40% of all results presented on the first screen are “real” results, and when the entire first Web page is considered, 67% of the results are nonsponsored results. For general search tools such as Google, 56% of the first screen and 82% of the first Web page contain nonsponsored results. Other results include that query structure makes a significant difference in the percentage of nonsponsored results returned by a search. Similarly, the topic of the query also can have a significant effect on the percentage of sponsored results displayed by most Web search tools.