Abstract
Dominant horizontal search engines have recently been facing antitrust challenges around the globe based on allegations that their search results are biased. In this short article, we present empirical evidence based on Internet traffic data from Korea that weakly supports this search bias claim. In short, we show that search engines tend to herd their users back to their own content significantly more than their share of overall page views. Moreover, about a quarter of all page views originating from outside sources come from search engines, thus suggesting that search engines are fairly important to most websites. However, results of this study do not fully justify immediate antitrust intrusion. Instead, they may be used as an initial test for a more thorough scrutiny.
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