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adrian (PowerPoint)

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									Personalized Search

   Adrian Salido-Moreno
                   Outline
   Introduction
   Implementations (google, yahoo, eurekster)
   Search Engine Optimization
   Privacy
   Future
   Conclusions
                Introduction
 “Personalized Search is the fine-tuning of search
  results and advertising based on an individual’s
  preferences, information and other factors”
  [Johnson]
 Basically obtaining information from user to
  provide better results.
 Users should see what they are interested in
 Uses same techniques used for personalizing web
  pages (amazon, netflix, etc)
   Google’s Personalized Search
 URL: http://www.google.com
 Google adds personalized search by default to all
  new users.
 It uses search history, personalized homepage and
  bookmarks to determine which web pages are
  more relevant.
 By being logged into any of google’s services you
  get personalized google results on web searches.
Example
 Image taken from Sullivan’s article

 Results are rearranged according to
  Sullivan’s favorite sites.

 He often visits ClickZ, SEMPO and
  Search Engine Guide, this last one moves
  from second results page to first
              Yahoo’s Myweb
 URL: http://myweb.yahoo.com/
 It let’s the user save search results, add tags and
  see other people’s results.
 “My Web's features also include tools that let
  people automatically save their searches, archive
  exact copies of Web pages as they appear at a
  certain time, and import bookmarks from
  Microsoft's Internet Explorer browser” [Hines]
 It only allows searching through other users or
  own bookmarked sites.
       QuickTime™ and a
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are need ed to see this picture.
                   Eurekster
 URL: http://www.eurekster.com
 Creates a social network in which results are
  influenced by the users in it.
 If someone visits a site using a specific search it
  will move to the top result in the group’s search
  engine for all other users.
 It doesn’t have listings of its own. Uses other
  search engines (AllTheWeb) to get results and do
  the rankings based on users.
    Search Engine Optimization
 Rankings on just link analysis can face link
  spamming, and it may not be as reliable.
 Eurekster could be influenced by click spamming
  from its users, but because generally friends
  belong to a network, they don’t usually spam their
  network.
 The ability to block/save pages allows the user to
  see only desirable results.
 When users click on links, it means that the site is
  important for what he is looking.
    Search Engine Optimization
 Every search by two different users should bring
  back different results personalized to each one of
  them.
 Because marketers can no longer control the
  rankings in search engines with the arrival of
  personalized search, they now have to focus on the
  content so users would want to come to the site
  often and get high rankings.
                  Privacy
 Personalized search means the search engines
  store information about the users.
 With news about leaks like the one from AOL,
  people are reluctant to share information.
 Story:http://www.nytimes.com/2006/08/09/techno
  logy/09aol.html?ex=1312776000&en=f6f61949c6
  da4d38&ei=5090
                     Future
 Personalized search is the future of web searching.
 It’s the user who’s supposed to decide what
  information is relevant.
 Searching for something doesn’t really mean that
  a person is truly interested in that.
 Watching user behavior has a lot of static (could
  be searching for someone else, sharing computer,
  etc)
                   Future
 Personalized search is currently on its first
  steps, currently it might not be what it
  should be (not getting what expected), but
  it’s the right direction.
 Using the information gathered from users
  of personalized engines, these engines can
  study them and come up with a better way
  to display results.
              Conclusions
 “Every search is an island” [Hotchikis]
 People are sensitive about the information
  they want to share
 Personalized search is the future of web
  searching, but still a work in progress.
                        Bibliography
   Barbaro, Michael and Zeller, Tom. "A Face Is Exposed for AOL Searcher No.
    4417749". The New York Times. 9 Aug 2006
    <http://www.nytimes.com/2006/08/09/technology/09aol.html?ex=1312776000
    &en=f6f61949c6da4d38&ei=5090>
   Brick, Rusty. "Your Google Search Results Are Personalized". Search Engine
    Roundtable. 5 Feb 2007
    <http://www.seroundtable.com/archives/007384.html>
   Dafforn, Erik. "When Google Changes, SEO Takes It Personally". ClickZ. 7
    Feb 2007 <http://clickz.com/showPage.html?page=3624877>
   Hines, Matt. "Yahoo debuts personalized search". CNet News. 27 Apr 2005
    <http://news.com.com/Yahoo+debuts+personalized+search/2100-1038_3-
    5686585.html>
   Johnson, Steve. "Personalized Search". IMEDIA CONNECTION. 27 Jan 2005
    <http://www.imediaconnection.com/content/4977.asp>
                        Bibliography
   Sherman, Chris. "Google Personalized Search Leaves Google Labs". ClickZ.
    30 Nov 2005 <http://www.clickz.com/showPage.html?page=3566476>
   Sullivan, Danny. "Google Ramps Up Personalized Search". Search Engine
    Lnad. 2 Feb 2007 <http://searchengineland.com/070202-224617.php>
   Sullivan, Danny. "Google Relaunches Personal Search - This Time, It Really
    Is Personal". Search Engine Watch. 28 Jun 2006
    <http://blog.searchenginewatch.com/blog/050628-073541>
   Hotchikis, Gord. "The Inevitability of Personalized Search". Search Engine
    Guide. Feb 20 2007
    <http://www.searchengineguide.com/hotchkiss/2007/0220_gh1.html>
   Thompson, Brittany. "Is Personalized Search the Future?". WebProNews. Aug
    3 2004 <http://www.webpronews.com/topnews/2004/08/03/is-personalized-
    search-the-future>
   Ward, Eric. "Google Personalized Search, Google Bookmarks & Link
    Building". Search Engine Land. 5 Mar 2007
    <http://searchengineland.com/070305-091740.php>
Thanks!

								
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