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University of Houston

1. Lu, Chongyu. Click Behavior in Search Engine Marketing.

Degree: PhD, Business Administration, University of Houston

This dissertation consists of two essays, both seeking to advance our understanding of consumer click behavior on search engine results pages. The first essay aims at resolving a critical controversy about the interaction between paid and organic search results, which our empirical results show depends on the nature of the underlining search query. Specifically, a firm’s paid search ad increases the searcher’s tendency to click on the firm’s link in the organic section for unbranded searches (the ‘spillover effect’); while a firm’s paid search ad decreases the searcher’s tendency to click on the firm’s link in the organic section for branded searches (the ‘substitution effect’). The second essay examines how consumer click behavior on paid search ads differs across devices by examining their tendency to click on the top ad and sensitivity to ad position. We find that, as compared to desktop users, a) tablet users are more likely to click on the top ad for both branded and unbranded searches; b) smartphone users are more likely to click on the top ad for unbranded searches but not for branded searches; and c) both smartphone and tablet users are more sensitive to ad position for unbranded searches. Advisors/Committee Members: Du, Rex Y. (advisor), Hu, Ye (committee member), Tirunillai, Seshadri (committee member), Peng, David Xiaosong (committee member).

Subjects/Keywords: Click Behavior; Search engines; Results page; Organic Listing; Paid Listing

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Lu, C. (n.d.). Click Behavior in Search Engine Marketing. (Doctoral Dissertation). University of Houston. Retrieved from http://hdl.handle.net/10657/2778

Note: this citation may be lacking information needed for this citation format:
No year of publication.

Chicago Manual of Style (16th Edition):

Lu, Chongyu. “Click Behavior in Search Engine Marketing.” Doctoral Dissertation, University of Houston. Accessed November 27, 2020. http://hdl.handle.net/10657/2778.

Note: this citation may be lacking information needed for this citation format:
No year of publication.

MLA Handbook (7th Edition):

Lu, Chongyu. “Click Behavior in Search Engine Marketing.” Web. 27 Nov 2020.

Note: this citation may be lacking information needed for this citation format:
No year of publication.

Vancouver:

Lu C. Click Behavior in Search Engine Marketing. [Internet] [Doctoral dissertation]. University of Houston; [cited 2020 Nov 27]. Available from: http://hdl.handle.net/10657/2778.

Note: this citation may be lacking information needed for this citation format:
No year of publication.

Council of Science Editors:

Lu C. Click Behavior in Search Engine Marketing. [Doctoral Dissertation]. University of Houston; Available from: http://hdl.handle.net/10657/2778

Note: this citation may be lacking information needed for this citation format:
No year of publication.


Pontifical Catholic University of Rio de Janeiro

2. [No author]. [pt] EXPLORANDO INFORMAÇÕES BASEADAS EM ONTOLOGIA ATRAVÉS DA REVELAÇÃO PROGRESSIVA DE RESPOSTAS VISUAIS PARA CONSULTAS RELACIONADAS.

Degree: 2020, Pontifical Catholic University of Rio de Janeiro

[pt] A busca na Web se tornou o método predominante para as pessoas suprirem suas necessidades de informação. Embora seja difundido, o modelo tradicional de páginas de resultados de pesquisa só é satisfatório se o usuário souber, com bastante precisão, como elaborar sua consulta para corresponder à busca das informações desejada. Propomos um novo modelo para páginas de resultados de pesquisa, que vai além de fornecer uma lista navegável de resultados em forma de visualizações, através da geração implícita de consultas relacionadas para expandir o espaço de busca, revelando progressivamente os resultados correspondentes.

[en] Web search has become the predominant method for people to fulfill their information needs. Although widespread, the traditional model for search result pages is only satisfactory if the user knows quite precisely how to phrase their query to match their intended information. We propose a new model for search page results, which goes beyond providing a navigable list of visualization search results, by implicitly generating related queries to expand the search space and progressively disclosing the corresponding results.

Advisors/Committee Members: SIMONE DINIZ JUNQUEIRA BARBOSA.

Subjects/Keywords: [pt] DESIGN DE INTERFACE; [en] INTERFACE DESIGN; [pt] IHC; [en] HCI; [pt] PAGINAS DE RESULTADOS DE BUSCA; [en] SEARCH RESULTS PAGE; [pt] DESCOBERTA PROGRESSIVA; [en] PROGRESSIVE DISCLOSURE; [pt] BUSCA EXPLORATORIA; [en] EXPLORATORY SEARCH

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

author], [. (2020). [pt] EXPLORANDO INFORMAÇÕES BASEADAS EM ONTOLOGIA ATRAVÉS DA REVELAÇÃO PROGRESSIVA DE RESPOSTAS VISUAIS PARA CONSULTAS RELACIONADAS. (Thesis). Pontifical Catholic University of Rio de Janeiro. Retrieved from http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=47710

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16th Edition):

author], [No. “[pt] EXPLORANDO INFORMAÇÕES BASEADAS EM ONTOLOGIA ATRAVÉS DA REVELAÇÃO PROGRESSIVA DE RESPOSTAS VISUAIS PARA CONSULTAS RELACIONADAS.” 2020. Thesis, Pontifical Catholic University of Rio de Janeiro. Accessed November 27, 2020. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=47710.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7th Edition):

author], [No. “[pt] EXPLORANDO INFORMAÇÕES BASEADAS EM ONTOLOGIA ATRAVÉS DA REVELAÇÃO PROGRESSIVA DE RESPOSTAS VISUAIS PARA CONSULTAS RELACIONADAS.” 2020. Web. 27 Nov 2020.

Vancouver:

author] [. [pt] EXPLORANDO INFORMAÇÕES BASEADAS EM ONTOLOGIA ATRAVÉS DA REVELAÇÃO PROGRESSIVA DE RESPOSTAS VISUAIS PARA CONSULTAS RELACIONADAS. [Internet] [Thesis]. Pontifical Catholic University of Rio de Janeiro; 2020. [cited 2020 Nov 27]. Available from: http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=47710.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

author] [. [pt] EXPLORANDO INFORMAÇÕES BASEADAS EM ONTOLOGIA ATRAVÉS DA REVELAÇÃO PROGRESSIVA DE RESPOSTAS VISUAIS PARA CONSULTAS RELACIONADAS. [Thesis]. Pontifical Catholic University of Rio de Janeiro; 2020. Available from: http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=47710

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation


Brno University of Technology

3. Čepelák, Tomáš. SEO analýza www serveru: SEO analysis of www server.

Degree: 2019, Brno University of Technology

Work informs about possible methods and rules that can be used for optimization of WWW server for search engines - SEO (Search Engine Optimization). These rules are explained theoretically and demonstrated in simple examples. The project explains the importance of correct choice and use of keywords in the appropriate place on the page, of various HTML tags and proper referencing. It describes important illegal practices which are penalized by search engines, thus complicating the result of optimization. It briefly covers Search Engine Marketing - SEM, specifically the PPC advertising system. It mentions an important part of SEO, which is an analysis of the optimized WWW server. It illustrates the procedure of analyzing the chosen WWW server and the procedure for subsequent optimization. It also summarizes the results obtained in the optimization and tries to determine the importance of various factors which could affect it. Advisors/Committee Members: Svoboda, Radomír (advisor), Číka, Petr (referee).

Subjects/Keywords: SEO; optimalizace pro vyhledávač; výsledek vyhledávání; analýza SEO; nepovolené praktiky SEO; SEM; marketing pro vyhledávač; WWW server.; SEO; search engine optimization; search engine results page; SEO analysis; black hat SEO; SEM; search engine marketing; WWW server.

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Čepelák, T. (2019). SEO analýza www serveru: SEO analysis of www server. (Thesis). Brno University of Technology. Retrieved from http://hdl.handle.net/11012/4548

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16th Edition):

Čepelák, Tomáš. “SEO analýza www serveru: SEO analysis of www server.” 2019. Thesis, Brno University of Technology. Accessed November 27, 2020. http://hdl.handle.net/11012/4548.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7th Edition):

Čepelák, Tomáš. “SEO analýza www serveru: SEO analysis of www server.” 2019. Web. 27 Nov 2020.

Vancouver:

Čepelák T. SEO analýza www serveru: SEO analysis of www server. [Internet] [Thesis]. Brno University of Technology; 2019. [cited 2020 Nov 27]. Available from: http://hdl.handle.net/11012/4548.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Čepelák T. SEO analýza www serveru: SEO analysis of www server. [Thesis]. Brno University of Technology; 2019. Available from: http://hdl.handle.net/11012/4548

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

.