Introduction To Information Retrieval And Web Search

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Introduction to InformationRetrieval and Web SearchTao YangUCSB CS293S, Winter 2017

Table of Content Information RetrievalSearch Engine Architecture and ProcessWeb Content and SizeUsers Behavior in SearchSponsored Search: AdvertisementImpact to Business and Search EngineOptimizationRelated ents1. Doc12. Doc23. Doc3.

History of IR and Web Search 1960-70’s: § Initial exploration of text retrievalsystems for “small” corpora ofscientific abstracts, and law andbusiness documents.§ Development of the basicBoolean and vector-spacemodels of retrieval.1980’s:§ Larger document databasesystems, many run bycompanies:– Lexis-Nexis– Dialog– MEDLINE1990’s:§ Organized Competitions– NIST TREC§ Searching FTPabledocuments on the Internet– Archie– WAIS§ Searching the World WideWeb– Lycos– Yahoo– Altavista3

History of IR/Web Search 2000’s§ Link analysis for WebSearch– Google– Inktomi– Teoma§ Feedback based engine:– DirectHit (Ask.com/AskJeeves)§ Automated InformationExtraction– Whizbang– Fetch– Burning Glass§ Question Answering– TREC Q/A track– Ask.com/Ask Jeeves2000’s continued:§ Multimedia IR– Image– Video– Audio– music§ Cross-Language IR§ Document Summarization§ Mobile search4

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Search engine architecture: key pieces Spider (a.k.a. crawler/robot) – builds corpus§ Collects web pages recursively– For each known URL, fetch the page, parse it, and extract newURLs– Repeat§ Additional pages from direct submissions & other sources Indexer and offline text mining§ create inverted indexes so online system cansearch§ Enrich knowledge on things and their relationship(e.g. names and events) and documents thoughdata mining and learning Online query process– serves query results§ Front end – query reformulation, word processing§ Back end – finds matching documents and ranks them

Inverted index Linked lists generally preferred to arrays§ Dynamic space allocation§ Insertion of terms into documents easy§ Space overhead of 13211283416PostingsSorted by docID (more later on why). 7

Indexing ProcessKnowledge onevents/things

Indexing Process with Mining Text acquisition§ identifies and stores documents for indexing Text transformation§ transforms documents into index terms or features Index creation§ takes index terms and creates data structures(indexes) to support fast searching Data mining§ Knowledge learning on things (people name,organization, etc) and their relationship (knowledgegraphs)

Indexing and Mining at ParsingParsingContentclassificationSpammer DuplicateremovalremovalWebdocumentsInverted indexgenerationLink graphgenerationClick dataanalysisOnlineDatabase

Query Process User interaction§ supports creation andrefinement of query, displayof resultsRanking§ uses query and indexes togenerate ranked list ofdocumentsEvaluation§ monitors and measureseffectiveness and efficiency(primarily offline)

Ask.com Online Engine ArchitectureTraffic load balancerClient lCacheCacheCacheCacheClustering MiddlewareRankingWeb page tionWeb pageindexStructuredDBPageInfoPage ctAbstractdescription

User Interaction Query transformation§ Improves initial query,– Stopword removal, spell correction, long querytrimming– marriot hotel at golet§ Spell checking suggestion and query suggestionprovide alternatives to original query– Did you mean “Marriott hotel at Goelta”?§ Query expansion and relevance feedback modify theoriginal query with additional terms– UC santa babara admission rate

User Interaction Results output§ Constructs the display of ranked documents for aquery– Merge results from multiple channels– Retrieves appropriate advertising§ Generates snippets (dynamic description) toshow how queries match documents– Highlights important words and passages§ May provide clustering and other visualizationtools

Online System Support Performance optimization§ Designing matching&ranking algorithms for efficientprocessing– Term-at-a time vs. document-at-a-time processing– Safe vs. unsafe optimizations Distribution§ Processing queries in a distributed environment§ Query broker distributes queries and assemblesresults§ Caching is a form of distributed searching

Evaluation Logging§ Logging user queries and interaction is crucial forimproving search effectiveness and efficiency§ Query logs and clickthrough data used for querysuggestion, spell checking, query caching, ranking,advertising search, and other components Ranking analysis§ Measuring and tuning ranking effectiveness Performance analysis§ Measuring and tuning system efficiency

General Search vs. Vertical Search General Search: identify relevant information with ahorizontal/exhaustive view of the world. Vertical Search: Focus on specific segment of web content Integrate domain knowledge (e.g. taxonomies/ontology), & deep web Examples: travel in Expedia, products in Amazon.

Example of Vertical Search: Question Answering

Table of Content Information RetrievalSearch Engine Architecture and ProcessWeb Content and SizeUsers Behavior in SearchSponsored Search: AdvertisementImpact to Business and Search EngineOptimization Related Fields

Characteristics of Web Content No design/co-ordination Distributed content creation, linking Content includes truth, lies, obsoleteinformation, contradictions Structured (databases), semistructured Scale -- huge Growth – slowed down from initial“volume doubling every few months” Content can be dynamically generatedThe Web

Dynamic Web ContentAA129Application serverBrowserBack-enddatabases A page without a static html version§ E.g., current status of flight AA129§ Current availability of rooms at a hotel Usually, assembled at the time of a request from abrowser§ Typically, URL has a ‘?’ character in it Most dynamic content is ignored by web spiders§ Many reasons including malicious spider traps§ Acquired for some content (e.g. news stores)– Application-specific spidering

The web: size What is being measured?§ Number of hosts§ Number of (static) html pages– Volume of data Number of hosts – netcraft survey§ http://news.netcraft.com/archives/web server survey.html– -2014-web-server-survey.html§ Gives monthly report on how many web servers are out there Number of pages – numerous estimates§ More to follow later in this course§ For a Web engine: how big its index is

The web: the number of hosts

The web: web server vendors

Static pages: rate of change Fetterly et al. study: several views of data, 150 millionpages over 11 weekly crawls§ Bucketed into 85 groups by extent of change

Diversity Languages/Encodings§ Hundreds (thousands ?) of languages,§ W3C encodings Document & query topic

Table of Content Information RetrievalSearch Engine Architecture and ProcessWeb Content and SizeUsers Behavior in SearchSponsored Search: AdvertisementImpact to Business and Search EngineOptimization Search Engine History/Related Fields

The user Diverse in access methodology§ Increasingly, high bandwidth connectivity§ Growing segment of mobile users: limitations ofform factor – keyboard, display Diverse in search methodology§ Search, search browse, filter by attribute – Average query length 2.5 terms Poor comprehension of syntax§ Early engines surfaced rich syntax – Boolean,phrase, etc.§ Current engines hide these

Web Search: How do users findcontent? Informational ( 25%) – want to learn about somethingautism Navigational ( 40%) – want to go to that pageUnited Airlines Transactional ( 35%) – want to do something (web-mediated)§ Access a service§ Downloads§ Shop Gray areasSanta barbara weatherMars surface imagesNikon D-SLR§ Find a good hub§ Exploratory search “see what’s there”Car rental Finland29Broder 2002, A Taxomony of web search

Users’ evaluation of engines Relevance and validity of results UI – Simple, no clutter, error tolerant Trust – Results are objective, the engine wants tohelp me Pre/Post process tools provided§ Mitigate user errors (auto spell check)§ Explicit: Search within results, more like this, refine.§ Anticipative: related searches

Users’ evaluation Quality of pages varies widely§ Relevance is not enough§ Duplicate elimination Precision vs. recall What matters§ Precision at position 1? Precision above the fold?§ Comprehensiveness – must be able to deal withobscure queries– Recall matters when the number of matches is very small User perceptions may be unscientific, but aresignificant over a large aggregate

What about on Mobile Query characteristics:§ Best known studies by Kamvar and Baluja (2006and 2007) and by Yi, Maghoul, and Pedersen(2008) Have a different distribution than the querydistribution for PC users§ Bias towards shorter queries– Data contradicts that: 2.6 words per query, same # charsas PC§ Difficulty of query entry is a significant hurdle§ Much higher location-based activity More notification-driven tasks32

Implications and Challenges Task-orientation§ Specialized content packaging§ “Santa Barbara” Locality Inference from queries and fromdevices§ “Dentist” Minimize typing and round-trips: getresults, not just links§ Less room to display search engine replypage other accessories§ Direct answer33

Table of Content Information RetrievalSearch Engine Architecture and ProcessWeb Content and SizeUsers Behavior in SearchSponsored Search: AdvertisementImpact to Business and Search EngineOptimization

Search queryAd35

Questions Do you think an “average” user, knows thedifference between sponsored search links andalgorithmic search results?36

How it worksAdvertiserI want to bid 5 oncanon cameraI want to bid 2 oncannon cameraAd IndexSponsoredsearch engineEngine decides when/where to show this ad.Landing pageEngine decides how much to charge advertiser on a click.37

Higherslotsgetmoreclicks

Three sub-problems1. Match ads to query/context2. Order the ads3. Pricing on a click-throughIREcon

Table of Content Information RetrievalSearch Engine Architecture and ProcessWeb Content and SizeUsers Behavior in SearchSponsored Search: AdvertisementImpact to Business and Search EngineOptimization Related Fields

Search Traffic is Important for Business:Example of Site Traffic Analysis

Paid placement vs Search EngineOptimization Paid placement costs money. What’s thealternative? Search Engine Optimization:§ “Tuning” your web page to rank highly in the searchresults for select keywords§ Alternative to paying for placement§ Thus, intrinsically a marketing function§ Also known as Search Engine Marketing

Search engine optimization Motives§ Commercial, political, religious, lobbies§ Promotion funded by advertising budget Operators§ Contractors (Search Engine Optimizers) for lobbies,companies§ Web masters§ Hosting services Forum§ Web master world ( www.webmasterworld.com )– Search engine specific tricks– Discussions about academic papers J– More pointers in the Resources

The spam industry

Simplest forms Early engines relied on the density of terms§ The top-ranked pages for the query maui resortwere the ones containing the most maui’s andresort’s SEOs responded with dense repetitions of chosenterms§ e.g., maui resort maui resort maui resort§ Often, the repetitions would be in the same color asthe background of the web page– Repeated terms got indexed by crawlers– But not visible to humans on browsersCan’t trust the words on a web page, for ranking.

Keyword stuffing

Invisible textauctions.hitsoffice.com/PornographicContent

Cloaking:

Link FarmsBoost pagerank of a website

Table of Content Information RetrievalSearch Engine Architecture and ProcessWeb Content and SizeUsers Behavior in SearchSponsored Search: AdvertisementImpact to Business and Search EngineOptimization Related Fields

From Information Retrieval to Web Search Challenging due to Large-scale and noisy data.§ retrieving relevant documents to a query.§ retrieving from large sets of documents efficiently. Relevance is a subjective judgment and mayinclude:§ Simplest notion of relevance is that the query stringappears verbatim in the document.§ More:––––Being on the proper subject.Being timely (recent information).Being authoritative (from a trusted source).Satisfying the goals of the user and his/her intended use ofthe information (information need).51

Related Areas Information Management and Data Mining§ Information Science &CHI§ Machine Learning and data mining§ Natural Language Processing Large-scale systems§ Database/data stores§ Operating systems/networking support§ Web language analysis§ Compression/fast algorithms.§ Fault tolerance/paralle distributed systems52

Problems with Keywords May not retrieve relevant documents thatinclude synonymous terms.§ “car” vs. “automobile”§ “UCSB” vs. “UC Santa Barbara” May retrieve irrelevant documents that includeambiguous terms.§ “bat” (baseball vs. mammal)§ “Apple” (company vs. fruit)§ “bit” (unit of data vs. act of eating)53

Search Intent Analysis Taking into account the meaning of the wordsused. Taking into account the order of words in thequery. Adapting to the user based on direct or indirectfeedback. Taking into account the authority of the source.54

Topics: Text mining “Text mining” is a cover-all marketing term A lot of what we’ve already talked about is actuallythe bread and butter of text mining:§ Text classification, clustering, and retrieval But we will focus in on some of the higher-leveltext applications:§ Extracting document metadata§ Topic tracking and new story detection§ Cross document entity and event coreference§ Text summarization§ Question answering

Topics: Information extraction Getting semantic information out of textual data§ Filling the fields of a database record E.g., looking at an event web page:§ What is the name of the event?§ What date/time is it?§ How much does it cost to attend Other applications: resumes, health data, A limited but practical form of natural languageunderstanding

Topics: Recommendation systems Using statistics about the past actions of a groupto give advice to an individual§ E.g., Amazon book suggestions or NetFlix moviesuggestions A matrix problem:§ but now instead of words and documents, it’s usersand “documents”

Table of Content Information Retrieval Search Engine Architecture and Process Web Content and Size Users Behavior in Search Sponsored Search: Advertisement Impact to Business and Search Engine Optimization Related fields IR System Query String D

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