Beyond Rankings: Exploring the Impact of SERP Features on Organic Click-through Rates

Search Engine Result Pages (SERPs) serve as the digital gateways to the vast expanse of the internet. Past decades have witnessed a surge in research primarily centered on the influence of website ranking on these pages, to determine the click-through rate (CTR). However, during this period, the landscape of SERPs has undergone a dramatic evolution: SERP features, encompassing elements such as knowledge panels, media galleries, FAQs, and more, have emerged as an increasingly prominent facet of these result pages. Our study examines the crucial role of these features, revealing them to be not merely aesthetic components, but strongly influence CTR and the associated behavior of internet users. We demonstrate how these features can significantly modulate web traffic, either amplifying or attenuating it. We dissect these intricate interaction effects leveraging a unique dataset of 67,000 keywords and their respective Google SERPs, spanning over 40 distinct US-based e-commerce domains, generating over 6 million clicks from 24 million views. This cross-website dataset, unprecedented in its scope, enables us to assess the impact of 24 different SERP features on organic CTR. Through an ablation study modeling CTR, we illustrate the incremental predictive power these features hold.Comment: submitted IEEE DSAA conference, 14 pages, 5 figures, 2 table

Phases of massive scalar field collapse

We study critical behavior in the collapse of massive spherically symmetric scalar fields. We observe two distinct types of phase transition at the threshold of black hole formation. Type II phase transitions occur when the radial extent $(\lambda)$ of the initial pulse is less than the Compton wavelength ($\mu^{-1}$) of the scalar field. The critical solution is that found by Choptuik in the collapse of massless scalar fields. Type I phase transitions, where the black hole formation turns on at finite mass, occur when $\lambda \mu \gg 1$. The critical solutions are unstable soliton stars with masses \alt 0.6 \mu^{-1}. Our results in combination with those obtained for the collapse of a Yang-Mills field~{[M.~W. Choptuik, T. Chmaj, and P. Bizon, Phys. Rev. Lett. 77, 424 (1996)]} suggest that unstable, confined solutions to the Einstein-matter equations may be relevant to the critical point of other matter models.Comment: 5 pages, RevTex, 4 postscript figures included using psfi

Lack of Immediate Effects on Excitation and Interhemispheric Inhibition of the Human Motor Cortex

Transcranial alternating current stimulation (tACS) is a form of noninvasive brain stimulation and is capable of influencing brain oscillations and cortical networks. In humans, the endogenous oscillation frequency in sensorimotor areas peaks at 20 Hz. This beta-band typically occurs during maintenance of tonic motor output and seems to play a role in interhemispheric coordination of movements. Previous studies showed that tACS applied in specific frequency bands over primary motor cortex (M1) or the visual cortex modulates cortical excitability within the stimulated hemisphere. However, the particular impact remains controversial because effects of tACS were shown to be frequency, duration and location specific. Furthermore, the potential of tACS to modulate cortical interhemispheric processing, like interhemispheric inhibition (IHI), remains elusive. Transcranial magnetic stimulation (TMS) is a noninvasive and well-tolerated method of directly activating neurons in superficial areas of the human brain and thereby a useful tool for evaluating the functional state of motor pathways. The aim of the present study was to elucidate the immediate effect of 10 min tACS in the β-frequency band (20 Hz) over left M1 on IHI between M1s in 19 young, healthy, right-handed participants. A series of TMS measurements (motor evoked potential (MEP) size, resting motor threshold (RMT), IHI from left to right M1 and vice versa) was performed before and immediately after tACS or sham using a double-blinded, cross-over design. We did not find any significant tACS-induced modulations of intracortical excitation (as assessed by MEP size and RMT) and/or IHI. These results indicate that 10 min of 20 Hz tACS over left M1 seems incapable of modulating immediate brain activity or inhibition. Further studies are needed to elucidate potential aftereffects of 20 Hz tACS as well as frequency- specific effects of tACS on intracortical excitation and IHI

Anodal Transcranial Direct Current Stimulation Does Not Facilitate Dynamic Balance Task Learning in Healthy Old Adults

Older adults frequently experience a decrease in balance control that leads to increased numbers of falls, injuries and hospitalization. Therefore, evaluating older adults’ ability to maintain balance and examining new approaches to counteract age-related decline in balance control is of great importance for fall prevention and healthy aging. Non-invasive brain stimulation techniques such as transcranial direct current stimulation (tDCS) have been shown to beneficially influence motor behavior and motor learning. In the present study, we investigated the influence of tDCS applied over the leg area of the primary motor cortex (M1) on balance task learning of healthy elderly in a dynamic balance task (DBT). In total, 30 older adults were enrolled in a cross-sectional, randomized design including two consecutive DBT training sessions. Only during the first DBT session, either 20 min of anodal tDCS (a-tDCS) or sham tDCS (s-tDCS) were applied and learning improvement was compared between the two groups. Our data showed that both groups successfully learned to perform the DBT on both training sessions. Interestingly, between- group analyses revealed no difference between the a-tDCS and the s-tDCS group regarding their level of task learning. These results indicate that the concurrent application of tDCS over M1 leg area did not elicit DBT learning enhancement in our study cohort. However, a regression analysis revealed that DBT performance can be predicted by the kinematic profile of the movement, a finding that may provide new insights for individualized approaches of treating balance and gait disorders

Non-linear instability of Kerr-type Cauchy horizons

Using the general solution to the Einstein equations on intersecting null surfaces developed by Hayward, we investigate the non-linear instability of the Cauchy horizon inside a realistic black hole. Making a minimal assumption about the free gravitational data allows us to solve the field equations along a null surface crossing the Cauchy Horizon. As in the spherical case, the results indicate that a diverging influx of gravitational energy, in concert with an outflux across the CH, is responsible for the singularity. The spacetime is asymptotically Petrov type N, the same algebraic type as a gravitational shock wave. Implications for the continuation of spacetime through the singularity are briefly discussed.Comment: 11 pages RevTeX, two postscript figures included using epsf.st

Quantum corrections to critical phenomena in gravitational collapse

We investigate conformally coupled quantum matter fields on spherically symmetric, continuously self-similar backgrounds. By exploiting the symmetry associated with the self-similarity the general structure of the renormalized quantum stress-energy tensor can be derived. As an immediate application we consider a combination of classical, and quantum perturbations about exactly critical collapse. Generalizing the standard argument which explains the scaling law for black hole mass, $M \propto |\eta-\eta^*|^\beta$, we demonstrate the existence of a quantum mass gap when the classical critical exponent satisfies $\beta \geq 0.5$. When $\beta < 0.5$ our argument is inconclusive; the semi-classical approximation breaks down in the spacetime region of interest.Comment: RevTeX, 6 pages, 3 figures included using psfi