Nicholson, S.; Sierra, T.; Eseryel, U.Y.; Park, J.-H.; Barkow, P.; Pozo, E.J.; Ward, J.: How much of it is real? : analysis of paid placement in Web search engine results (2006)
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- 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.
- Date
- 22. 7.2006 16:32:57
- Source
- Journal of the American Society for Information Science and Technology. 57(2006) no.4, S.448-461
