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    How Much of It is Real? Analysis of Paid Placement in Web Search Engine Results

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    Author
    Nicholson, Scott
    Sierra, Tito
    Eseryel, U. Yeliz
    Park, Ji-Hong
    Barkow, Philip
    Pozo, Erika J.
    Wan, Yunzhen "Jane"
    Issue Date
    2005
    Submitted date
    2005-05-31
    Keywords
    Web Mining
    Internet
    Local subject classification
    Use pattern
    Search results
    Pay-for-placement
    Resolutions
    
    Metadata
    Show full item record
    Citation
    How Much of It is Real? Analysis of Paid Placement in Web Search Engine Results 2005, Journal of the American Society for Information Science and Technology
    Journal
    Journal of the American Society for Information Science and Technology
    URI
    http://hdl.handle.net/10150/105115
    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 â realâ editorial results as compared to sponsored results. The overall average results are that 40% of all results presented on the first screen are â realâ results, and when the entire first Web page is considered, 67% of the results are non-sponsored results. For general search tools like Google, 56% of the first screen and 82% of the first Web page contain non-sponsored results. Other results include that query structure makes a significant difference in the percentage of non-sponsored results returned by a search. Similarly, the topic of the query can also have a significant effect on the percentage of sponsored results displayed by most Web search tools.
    Type
    Journal Article (Paginated)
    Language
    en
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