검색결과의 최적 조정 비율 분석

Naver, a leading search engine in South Korea, may show modified and reorganized search results for some trendyand popular keywords; when popular words such as the titles of soap operas and films are searched for,all the detailedand well-organized information regarding them can be presented. By recognizing that search engines may modify andreorganize search results for some popular keywords, we mathematically model the impact of the degree of modificationof search results on the search engine’s profit to derive its optimal modification degree. We show how the optimaldegree of search result modification may change according to the different shapes of the search engine’s advertisingrevenue function.