Associating searching on search engines to subsequent searching on sites

Adan Ortiz-Cordova, Bernard Jansen

Research output: Contribution to journalArticle

Abstract

In this research study, the authors investigate the association between external searching, which is searching on a web search engine, and internal searching, which is searching on a website. They classify 295,571 external - internal searches where each search is composed of a search engine query that is submitted to a web search engine and then one or more subsequent queries submitted to a commercial website by the same user. The authors examine 891,453 queries from all searches, of which 295,571 were external search queries and 595,882 were internal search queries. They algorithmically classify all queries into states, and then clustered the searching episodes into major searching configurations and identify the most commonly occurring search patterns for both external, internal, and externalto- internal searching episodes. The research implications of this study are that external sessions and internal sessions must be considered as part of a continuous search episode and that online businesses can leverage external search information to more effectively target potential consumers.

Original languageEnglish
Pages (from-to)30-43
Number of pages14
JournalInternational Journal of Information Systems in the Service Sector
Volume8
Issue number2
DOIs
Publication statusPublished - 1 Apr 2016

    Fingerprint

Keywords

  • External search
  • Internal search
  • Site search
  • Web search engines
  • Website searching

ASJC Scopus subject areas

  • Management Information Systems
  • Strategy and Management
  • Information Systems
  • Information Systems and Management
  • Management Science and Operations Research

Cite this