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