- •List of Tables
- •List of Figures
- •Table of Notation
- •Preface
- •Boolean retrieval
- •An example information retrieval problem
- •Processing Boolean queries
- •The extended Boolean model versus ranked retrieval
- •References and further reading
- •The term vocabulary and postings lists
- •Document delineation and character sequence decoding
- •Obtaining the character sequence in a document
- •Choosing a document unit
- •Determining the vocabulary of terms
- •Tokenization
- •Dropping common terms: stop words
- •Normalization (equivalence classing of terms)
- •Stemming and lemmatization
- •Faster postings list intersection via skip pointers
- •Positional postings and phrase queries
- •Biword indexes
- •Positional indexes
- •Combination schemes
- •References and further reading
- •Dictionaries and tolerant retrieval
- •Search structures for dictionaries
- •Wildcard queries
- •General wildcard queries
- •Spelling correction
- •Implementing spelling correction
- •Forms of spelling correction
- •Edit distance
- •Context sensitive spelling correction
- •Phonetic correction
- •References and further reading
- •Index construction
- •Hardware basics
- •Blocked sort-based indexing
- •Single-pass in-memory indexing
- •Distributed indexing
- •Dynamic indexing
- •Other types of indexes
- •References and further reading
- •Index compression
- •Statistical properties of terms in information retrieval
- •Dictionary compression
- •Dictionary as a string
- •Blocked storage
- •Variable byte codes
- •References and further reading
- •Scoring, term weighting and the vector space model
- •Parametric and zone indexes
- •Weighted zone scoring
- •Learning weights
- •The optimal weight g
- •Term frequency and weighting
- •Inverse document frequency
- •The vector space model for scoring
- •Dot products
- •Queries as vectors
- •Computing vector scores
- •Sublinear tf scaling
- •Maximum tf normalization
- •Document and query weighting schemes
- •Pivoted normalized document length
- •References and further reading
- •Computing scores in a complete search system
- •Index elimination
- •Champion lists
- •Static quality scores and ordering
- •Impact ordering
- •Cluster pruning
- •Components of an information retrieval system
- •Tiered indexes
- •Designing parsing and scoring functions
- •Putting it all together
- •Vector space scoring and query operator interaction
- •References and further reading
- •Evaluation in information retrieval
- •Information retrieval system evaluation
- •Standard test collections
- •Evaluation of unranked retrieval sets
- •Evaluation of ranked retrieval results
- •Assessing relevance
- •A broader perspective: System quality and user utility
- •System issues
- •User utility
- •Results snippets
- •References and further reading
- •Relevance feedback and query expansion
- •Relevance feedback and pseudo relevance feedback
- •The Rocchio algorithm for relevance feedback
- •Probabilistic relevance feedback
- •When does relevance feedback work?
- •Relevance feedback on the web
- •Evaluation of relevance feedback strategies
- •Pseudo relevance feedback
- •Indirect relevance feedback
- •Summary
- •Global methods for query reformulation
- •Vocabulary tools for query reformulation
- •Query expansion
- •Automatic thesaurus generation
- •References and further reading
- •XML retrieval
- •Basic XML concepts
- •Challenges in XML retrieval
- •A vector space model for XML retrieval
- •Evaluation of XML retrieval
- •References and further reading
- •Exercises
- •Probabilistic information retrieval
- •Review of basic probability theory
- •The Probability Ranking Principle
- •The 1/0 loss case
- •The PRP with retrieval costs
- •The Binary Independence Model
- •Deriving a ranking function for query terms
- •Probability estimates in theory
- •Probability estimates in practice
- •Probabilistic approaches to relevance feedback
- •An appraisal and some extensions
- •An appraisal of probabilistic models
- •Bayesian network approaches to IR
- •References and further reading
- •Language models for information retrieval
- •Language models
- •Finite automata and language models
- •Types of language models
- •Multinomial distributions over words
- •The query likelihood model
- •Using query likelihood language models in IR
- •Estimating the query generation probability
- •Language modeling versus other approaches in IR
- •Extended language modeling approaches
- •References and further reading
- •Relation to multinomial unigram language model
- •The Bernoulli model
- •Properties of Naive Bayes
- •A variant of the multinomial model
- •Feature selection
- •Mutual information
- •Comparison of feature selection methods
- •References and further reading
- •Document representations and measures of relatedness in vector spaces
- •k nearest neighbor
- •Time complexity and optimality of kNN
- •The bias-variance tradeoff
- •References and further reading
- •Exercises
- •Support vector machines and machine learning on documents
- •Support vector machines: The linearly separable case
- •Extensions to the SVM model
- •Multiclass SVMs
- •Nonlinear SVMs
- •Experimental results
- •Machine learning methods in ad hoc information retrieval
- •Result ranking by machine learning
- •References and further reading
- •Flat clustering
- •Clustering in information retrieval
- •Problem statement
- •Evaluation of clustering
- •Cluster cardinality in K-means
- •Model-based clustering
- •References and further reading
- •Exercises
- •Hierarchical clustering
- •Hierarchical agglomerative clustering
- •Time complexity of HAC
- •Group-average agglomerative clustering
- •Centroid clustering
- •Optimality of HAC
- •Divisive clustering
- •Cluster labeling
- •Implementation notes
- •References and further reading
- •Exercises
- •Matrix decompositions and latent semantic indexing
- •Linear algebra review
- •Matrix decompositions
- •Term-document matrices and singular value decompositions
- •Low-rank approximations
- •Latent semantic indexing
- •References and further reading
- •Web search basics
- •Background and history
- •Web characteristics
- •The web graph
- •Spam
- •Advertising as the economic model
- •The search user experience
- •User query needs
- •Index size and estimation
- •Near-duplicates and shingling
- •References and further reading
- •Web crawling and indexes
- •Overview
- •Crawling
- •Crawler architecture
- •DNS resolution
- •The URL frontier
- •Distributing indexes
- •Connectivity servers
- •References and further reading
- •Link analysis
- •The Web as a graph
- •Anchor text and the web graph
- •PageRank
- •Markov chains
- •The PageRank computation
- •Hubs and Authorities
- •Choosing the subset of the Web
- •References and further reading
- •Bibliography
- •Author Index
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19 Web search basics |
19.4The search user experience
It is crucial that we understand the users of web search as well. This is again a significant change from traditional information retrieval, where users were typically professionals with at least some training in the art of phrasing queries over a well-authored collection whose style and structure they understood well. In contrast, web search users tend to not know (or care) about the heterogeneity of web content, the syntax of query languages and the art of phrasing queries; indeed, a mainstream tool (as web search has come to become) should not place such onerous demands on billions of people. A range of studies has concluded that the average number of keywords in a web search is somewhere between 2 and 3. Syntax operators (Boolean connectives, wildcards, etc.) are seldom used, again a result of the composition of the audience – “normal” people, not information scientists.
It is clear that the more user traffic a web search engine can attract, the more revenue it stands to earn from sponsored search. How do search engines differentiate themselves and grow their traffic? Here Google identified two principles that helped it grow at the expense of its competitors: (1) a focus on relevance, specifically precision rather than recall in the first few results; (2) a user experience that is lightweight, meaning that both the search query page and the search results page are uncluttered and almost entirely textual, with very few graphical elements. The effect of the first was simply to save users time in locating the information they sought. The effect of the second is to provide a user experience that is extremely responsive, or at any rate not bottlenecked by the time to load the search query or results page.
19.4.1User query needs
There appear to be three broad categories into which common web search queries can be grouped: (i) informational, (ii) navigational and (iii) transactional. We now explain these categories; it should be clear that some queries will fall in more than one of these categories, while others will fall outside
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them. |
INFORMATIONAL |
Informational queries seek general information on a broad topic, such as |
QUERIES |
leukemia or Provence. There is typically not a single web page that con- |
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tains all the information sought; indeed, users with informational queries |
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typically try to assimilate information from multiple web pages. |
NAVIGATIONAL |
Navigational queries seek the website or home page of a single entity that the |
QUERIES |
user has in mind, say Lufthansa airlines. In such cases, the user’s expectation |
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is that the very first search result should be the home page of Lufthansa. |
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The user is not interested in a plethora of documents containing the term |
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Lufthansa; for such a user, the best measure of user satisfaction is precision at |
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1. |
Online edition (c) 2009 Cambridge UP