Dirk Lewandowski and Sebastian Sünkler
The purpose of this paper is to describe a new method to improve the analysis of search engine results by considering the provider level as well as the domain level. This approach…
Abstract
Purpose
The purpose of this paper is to describe a new method to improve the analysis of search engine results by considering the provider level as well as the domain level. This approach is tested by conducting a study using queries on the topic of insurance comparisons.
Design/methodology/approach
The authors conducted an empirical study that analyses the results of search queries aimed at comparing insurance companies. The authors used a self-developed software system that automatically queries commercial search engines and automatically extracts the content of the returned result pages for further data analysis. The data analysis was carried out using the KNIME Analytics Platform.
Findings
Google’s top search results are served by only a few providers that frequently appear in these results. The authors show that some providers operate several domains on the same topic and that these domains appear for the same queries in the result lists.
Research limitations/implications
The authors demonstrate the feasibility of this approach and draw conclusions for further investigations from the empirical study. However, the study is a limited use case based on a limited number of search queries.
Originality/value
The proposed method allows large-scale analysis of the composition of the top results from commercial search engines. It allows using valid empirical data to determine what users actually see on the search engine result pages.
Details
Keywords
Sebastian Schultheiß and Dirk Lewandowski
In commercial web search engine results rankings, four stakeholder groups are involved: search engine providers, users, content providers and search engine optimizers. Search…
Abstract
Purpose
In commercial web search engine results rankings, four stakeholder groups are involved: search engine providers, users, content providers and search engine optimizers. Search engine optimization (SEO) is a multi-billion-dollar industry and responsible for making content visible through search engines. Despite this importance, little is known about its role in the interaction of the stakeholder groups.
Design/methodology/approach
We conducted expert interviews with 15 German search engine optimizers and content providers, the latter represented by content managers and online journalists. The interviewees were asked about their perspectives on SEO and how they assess the views of users about SEO.
Findings
SEO was considered necessary for content providers to ensure visibility, which is why dependencies between both stakeholder groups have evolved. Despite its importance, SEO was seen as largely unknown to users. Therefore, it is assumed that users cannot realistically assess the impact SEO has and that user opinions about SEO depend heavily on their knowledge of the topic.
Originality/value
This study investigated search engine optimization from the perspective of those involved in the optimization business: content providers, online journalists and search engine optimization professionals. The study therefore contributes to a more nuanced view on and a deeper understanding of the SEO domain.