How much of it is real? Analysis of paid placement in web search engine results

Scott Nicholson, Tito Sierra, U. Yeliz Eseryel, Ji-Hong Park, Philip Barkow, Erika J. Pozo, Jane Ward

Research output: Contribution to journalArticle

28 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)448-461
Number of pages14
JournalJournal of the American Society for Information Science and Technology
Volume57
Issue number4
DOIs
Publication statusPublished - 2006 Feb 15

Fingerprint

Search engines
search engine
Websites
real estate
World Wide Web
Display devices
Search engine
Web search
Placement
Query

All Science Journal Classification (ASJC) codes

  • Software
  • Information Systems
  • Human-Computer Interaction
  • Computer Networks and Communications
  • Artificial Intelligence

Cite this

Nicholson, Scott ; Sierra, Tito ; Eseryel, U. Yeliz ; Park, Ji-Hong ; Barkow, Philip ; Pozo, Erika J. ; Ward, Jane. / How much of it is real? Analysis of paid placement in web search engine results. In: Journal of the American Society for Information Science and Technology. 2006 ; Vol. 57, No. 4. pp. 448-461.
@article{40b535e1ecf340cabc849a8dc7c3fb4c,
title = "How much of it is real? Analysis of paid placement in web search engine results",
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.",
author = "Scott Nicholson and Tito Sierra and Eseryel, {U. Yeliz} and Ji-Hong Park and Philip Barkow and Pozo, {Erika J.} and Jane Ward",
year = "2006",
month = "2",
day = "15",
doi = "10.1002/asi.20318",
language = "English",
volume = "57",
pages = "448--461",
journal = "Journal of the Association for Information Science and Technology",
issn = "2330-1635",
publisher = "John Wiley and Sons Ltd",
number = "4",

}

How much of it is real? Analysis of paid placement in web search engine results. / Nicholson, Scott; Sierra, Tito; Eseryel, U. Yeliz; Park, Ji-Hong; Barkow, Philip; Pozo, Erika J.; Ward, Jane.

In: Journal of the American Society for Information Science and Technology, Vol. 57, No. 4, 15.02.2006, p. 448-461.

Research output: Contribution to journalArticle

TY - JOUR

T1 - How much of it is real? Analysis of paid placement in web search engine results

AU - Nicholson, Scott

AU - Sierra, Tito

AU - Eseryel, U. Yeliz

AU - Park, Ji-Hong

AU - Barkow, Philip

AU - Pozo, Erika J.

AU - Ward, Jane

PY - 2006/2/15

Y1 - 2006/2/15

N2 - 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.

AB - 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.

UR - http://www.scopus.com/inward/record.url?scp=33645001806&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=33645001806&partnerID=8YFLogxK

U2 - 10.1002/asi.20318

DO - 10.1002/asi.20318

M3 - Article

AN - SCOPUS:33645001806

VL - 57

SP - 448

EP - 461

JO - Journal of the Association for Information Science and Technology

JF - Journal of the Association for Information Science and Technology

SN - 2330-1635

IS - 4

ER -