What Factors Affect a Consumer’s View of Whether a Domain Name is Reputable, and thus Worth Much More Money?
In the paper embedded into this post “Domain Bias in Web Search,” several Microsoft employees and Stanford University researchers seek to establish definitively that a “domain bias” exists on the internet wherein consumers, irrespective of all other factors, will click on a domain name even as all other variables are changed around it. But what makes a domain name trustworthy to an online consumer of information, products or services?
However, clicks are fraught with biases. The most widely studied bias is position bias [12, 13], a user’s propensity to click on a search result just because it appears closer to the top of a search results page. Much work has been invested in both establishing the existence of position bias [8, 18], as well as understanding how to remove position bias from click activity [2, 3, 7]. Other biases are also known to exist, for example, snippet attractiveness bias, a user’s propensity to click on a result because the query terms appear in bold in the title multiple times [23].
In this paper, we uncover a new phenomenon in click activity that we call domain bias—a user’s propensity to click on a search result because it comes from a reputable domain, as well as their disinclination to click on a result from a domain of unknown or distrustful reputation. The propensity constitutes a bias as it cannot be explained by relevance or positioning of search results.
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