The effect of search engine optimization on the search results of web search engines: model development, empirical testing and triangulation with user and expert assessments(SEO effect)

搜索引擎优化对网络搜索引擎搜索结果的影响：模型开发、实证测试以及用户和专家评估的三角测量（SEO 效果）

• 批准号: 417552432
• 负责人: Professor Dr. Dirk Lewandowski
• 金额: --
• 依托单位: Department Information
• 依托单位国家: 德国
• 项目类别: Research Grants
• 财政年份: 2019
• 资助国家: 德国
• 起止时间: 2018-12-31 至 2021-12-31
• 项目状态: 已结题
• 来源: https://gepris.dfg.de/gepris/projekt/417552432?language=en
• 关键词: effect; search; engine; optimization; results

The overall goal of the project is to describe and explain the role of search engine optimization from the perspective of the participating stakeholder groups by analysing search results/search result pages for optimized content as well as quantitative and qualitative surveys of search engine users, search engine optimizers and content providers. Thus the external influence on the results of commercial search engines can be described and quantified for the first time. The project contributes to theory building in information science by extending existing information-seeking models by a component of external influence on the search results.The project focuses on informative content; it examines how documents that play a role in answering information-oriented search queries can be influenced externally. This sets the project apart from pure questions of online marketing, where the focus is on the optimization itself and not on the consequences for the compilation of result sets.To measure the effect of search engine optimization, a software will be developed that can automatically query search engines and analyze the returned results. The results of the search result analyses carried out using it are combined with findings from the survey and further investigations of search engine users, search engine optimisers and content providers in order to obtain a comprehensive picture of the influence of search engine optimisation. Methodologically, the project is characterized by a triangulation of methods of data analysis from computer science and social science methods. The interdisciplinary basis of the analysis is unique and will significantly advance the understanding of search engines in general and the influence search engine optimization has in particular.With search engine optimization, the project addresses a highly relevant topic for information seeking in society, which to a considerable extent takes place via commercial search engines. The expected empirical and theoretical results contribute to a better understanding of information seeking in the context of modern web infrastructures. At the level of transfer into practice, the results will be relevant to issues like consumer protection.

该项目的总体目标是从参与的利益攸关方群体的角度描述和解释搜索引擎优化的作用，方法是分析搜索结果/搜索结果页面的优化内容，以及对搜索引擎用户、搜索引擎优化者和内容提供者进行定量和定性调查。从而首次对商业搜索引擎结果的外部影响进行了描述和量化。该项目通过将外部因素对搜索结果的影响扩展到现有的信息搜索模型，为信息科学的理论建设做出了贡献。该项目关注信息内容;它研究了在回答面向信息的搜索查询中发挥作用的文档如何受到外部影响。这使该项目有别于单纯的在线营销问题，后者的重点是优化本身，而不是结果集的汇编的后果。为了衡量搜索引擎优化的效果，将开发一种软件，可以自动查询搜索引擎并分析返回的结果。使用它进行的搜索结果分析的结果与调查结果相结合，并对搜索引擎用户，搜索引擎优化者和内容提供商进行了进一步调查，以便全面了解搜索引擎优化的影响。在方法上，该项目的特点是从计算机科学和社会科学方法的数据分析方法的三角测量。分析的跨学科基础是独特的，将大大提高对搜索引擎的理解，特别是搜索引擎优化的影响。通过搜索引擎优化，该项目解决了一个高度相关的话题，在社会上寻求信息，在很大程度上通过商业搜索引擎进行。预期的实证和理论结果有助于更好地理解信息寻求在现代网络基础设施的背景下。在转化为实践方面，其结果将与消费者保护等问题有关。

项目成果

The influence of search engine optimization on Google's results: A multi-dimensional approach for detecting SEO

• DOI: 10.1145/3447535.3462479
• 发表时间: 2021-06
• 期刊: Proceedings of the 13th ACM Web Science Conference 2021
• 作者: D. Lewandowski;Sebastian Sünkler;Nurce Yagci

"Outside the industry, nobody knows what we do" SEO as seen by search engine optimizers and content providers

• DOI: 10.1108/jd-07-2020-0127
• 发表时间: 2020-12
• 期刊: J. Documentation
• 作者: Sebastian Schultheiß;D. Lewandowski

Misplaced trust? The relationship between trust, ability to identify commercially influenced results and search engine preference

信任错位了？

• DOI: 10.1177/01655515211014157
• 发表时间: 2021
• 期刊: Journal of Information Science
• 影响因子: 2.4
• 作者: Schultheiß;Lewandowski
• 通讯作者: Lewandowski

Does Search Engine Optimization come along with high-quality content?: A comparison between optimized and non-optimized health-related web pages

搜索引擎优化是否会带来高质量的内容？：优化与未优化的健康相关网页之间的比较

• DOI: 10.1145/3498366.3505811
• 发表时间: 2022
• 期刊: Proceedings of the 2022 Conference on Human Information Interaction and Retrieval
• 作者: Schultheiß;Häußler;Lewandowski
• 通讯作者: Lewandowski