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A Taxonomy of Web Search by Andrei Broder

A Taxonomy of Web Search by Andrei Broder. Web Science I.Oelze 14.12.10. Overview. Motivation Classic model for IR Web-specific Needs Taxonomy of Web Search Evaluation Evolution of Search Engines Conclusions. 1.

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A Taxonomy of Web Search by Andrei Broder

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  1. A Taxonomy of Web Search by Andrei Broder Web Science I.Oelze 14.12.10

  2. Overview • Motivation • Classic model for IR • Web-specific Needs • Taxonomy of Web Search • Evaluation • Evolution of Search Engines • Conclusions 1 Web Science I.Oelze 14.12.10

  3. Motivation • central tenet – information need • But :show me url of the site where I can find a map of New York • I want to buy a new computer intend behind web search not always informational web-specific needs should be taken into account 2 Web Science I.Oelze 14.12.10

  4. Aims of this Paper Aims : • point out the difference between classic IR and web search • introduce and analyze a taxonomy of web searches • show how search engines deal with web-specific needs 3 Web Science I.Oelze 14.12.10

  5. Classic Model for IR Info need Corpus Query Matching Rules Query Refinement Results 4 Web Science I.Oelze 14.12.10

  6. Web-specific Needs Info need Verbal form Task Corpus Query Search Engine Query Refinement Results 5 Web Science I.Oelze 14.12.10

  7. A Taxonomy of Web Search Classification of web queries into 3 categories: Informational (acquire some information assumed to be present on one or more web pages) Navigational (to reach a particular site) Transactional (perform some web-mediated activity) 6 Web Science I.Oelze 14.12.10

  8. 1. Informational Queries • Intent: acquire some information assumed to be present • on one or more web pages • information is in static form • no further interaction is predicted • 1. Where will WC 2018 be held? • WC 2018 • 2. What is the current rank of Hannover 96? • table Hannover 96 7 Web Science I.Oelze 14.12.10

  9. 2. Navigational Queries • Intent : to reach a particular site • user visited it in the past or assumes that it exists • “known item” search or “home page finding task” • only one right result • 1. What is the official website of IBM? • official website IBM • 2. HP Store in Germany • HP Germany 8 Web Science I.Oelze 14.12.10

  10. 3. Transactional Queries • Intent : perform some web-mediated activity • further interaction is expected • main categories: shopping, finding servers, downloading various types of files • 1. I need an accommodation in Rome • hotel Rome • 2. I want to buy a new bed • bed Ikea 9 Web Science I.Oelze 14.12.10

  11. Scenario • Alice wants to buy a printer. – Transactional Query • Alice found 3 printers that she likes. • She wants more information about them. – Infomational Query • Alice wants some information about firma Lexmark. • She assumes that it has a site in Germany. – Navigational Query • Alice wants to download a document with a printer test. – Transactional Query 10 Web Science I.Oelze 14.12.10

  12. Evaluation • 2 Methods : • a survey of AltaVista users • presented to random users • users are self selected • a pop-up window with the questions • analysis of the query log at AltaVista 11 Web Science I.Oelze 14.12.10

  13. Survey Queries • to distinguish between navigational and non-navigational queries: • Which of the following describes best what you are trying to do? • I want to get to a specific website that I already have in mind • I want a good site on this topic, but I don’t have a specific site in mind 24,53 % 68,41 % 12 Web Science I.Oelze 14.12.10

  14. Survey Queries • to distinguish between transactional and non-transactional queries: • Which of the following best describes why you conducted this search? • I am shopping for something to buy on the Internet • I am shopping for something to buy elsewhere than on the Internet • I want to download a file (e.g. music, images, programs, etc.) • None of these reasons 8,16 % 5,46 % 22,55 % 57,19 % 13 Web Science I.Oelze 14.12.10

  15. Survey Queries • to distinguish between informational and non-informational queries: • Which of the following describes best what you are looking for? • A site which is a collection of links to other sites regarding this topic • The best site regarding this topic 14,83 % 76,62 % 14 Web Science I.Oelze 14.12.10

  16. Log Analysis • a random set of 1000 queries from the daily AltaVista log • only English queries • sexually oriented queries are removed • queries that are neither navigational, nor transactional are assumed to be informational 15 Web Science I.Oelze 14.12.10

  17. Summary 16 Web Science I.Oelze 14.12.10

  18. Evolution of Search Engines • First generation (1995-1997) • on-page data,close to classic IR, mostly informational queries • AltaVista, Excite, WebCrawler, etc • Second generation (1998-1999) • off-page, use of web-specific data such as link analysis, anchor-text, • and click-through data, informational and navigational queries • Google, DirectHit • Third generation (2000-now) • attempt to ask the “need behind a query”, data from multiple sources, • support for informational, navigational, transactional queries 17 Web Science I.Oelze 14.12.10

  19. Conclusion and Comments • web search is task-driven • search engines need to deal with different types of queries • subtle difference between the navigational and informational queries • some misleading in the evaluation part 18 Web Science I.Oelze 14.12.10

  20. Questions ??? Thanx! 19 Web Science I.Oelze 14.12.10

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