Different Intents, Different Result Pages: A Study of Search Engine Results Pages Composition
摘要
Web search engines provide access to information through results pages (SERPs) designed to support tasks ranging from informational, such as determining the number of countries in the world, to transactional ones, such as purchasing products online. This study analyzes how search intent shapes SERP composition in leading web search engines. Using intent-classified queries, we generated SERPs, collected their source code, developed a standardized catalog of SERP elements, and compared SERPs across intent categories. We found that data-rich elements are more prevalent in informational SERPs, navigation-facilitating elements occur more frequently in navigational SERPs, and commercial or decision-supporting elements are more prominent in transactional SERPs. Additionally, the AI Overview feature is especially prevalent in instrumental SERPs, while local and search refinement features appear more frequently in navigational SERPs.