The following two articles are required reading for anyone who must search by company or product name.
- Not Brands but Entities: The Influence of Named Entities on Google and Yahoo Search Results
- Google Search Results Dominated By One Domain
Furthermore, the Official Google Blog post titled Showing More Results from a Domain, indicates that their algorithm is intended to show searchers more results from a single domain where evidence exits that there is a “strong user interest in a particular domain.” They also note that the last few results (on a search results page set to show 10 results) are from other domains to preserve diversity in the results.
This has serious implications for anybody doing due diligence research as many derogatory entries in the search engine database will not appear without additional search terms. It also means that search results set to 10, 20, 30, 50, and 100 per page may give radically different proportions of search results when sorted by domain.