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Undue Influence: Eliminating the Impact of Link Plagiarism on Web Search Rankings

Undue Influence: Eliminating the Impact of Link Plagiarism on Web Search Rankings. Baoning Wu and Brian D. Davison Lehigh University Symposium on Applied Computing 2006. Motivation. Link-based ranking algorithms are important to current popular search engines. (e.g., HITS for Teoma)

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Undue Influence: Eliminating the Impact of Link Plagiarism on Web Search Rankings

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  1. Undue Influence: Eliminating the Impact of Link Plagiarism on Web Search Rankings Baoning Wu and Brian D. Davison Lehigh University Symposium on Applied Computing 2006

  2. Motivation • Link-based ranking algorithms are important to current popular search engines. (e.g., HITS for Teoma) • Link farms will deteriorate the performance of link-based ranking algorithms

  3. HITS algorithm • Each page has two measures, authority score a shows how good this page is for a query, hub score h shows the possibility that the page points to good authority pages. E is the adjacency matrix. a = ET h h = E a

  4. Example: for query “weather” • http://www.tripadvisor.com/ • http://www.virtualtourist.com/ • http://www.abed.com/memoryfoam.html • http://www.abed.com/furniture.html • http://www.rental-car.us/ • http://www.accommodation-specials.com/ • http://www.lasikeyesurgery.com/ • http://www.lasikeyesurgery.com/lasik-surgery.asp • http://mortgage-rate-refinancing.com/ • http://mortgage-rate-refinancing.com/mortgage-calculator.html

  5. Factors that degrade HITS • Mutually reinforcing relationships • Duplicate pages • Link farms

  6. Complete hyperlink • Definition: • The link with its anchor text as a unit. • Duplication of a complete link is a much stronger sign of copying behavior on the Web than a duplicate link target.

  7. Document - Complete link Matrix

  8. Bipartite Graph • Two disjoint sets X and Y, each edge starts from an element in X and ends with an element in Y.

  9. Link farms • Link farms are usually densely connected via multiple overlapping small bipartite cores. • Task: to detect densely connected bipartite components from “document - complete link” matrix

  10. Algorithm for finding bipartite components

  11. Result: k=2 and l=2

  12. Adjustment: document-document matrix

  13. Final matrix

  14. Weighted adjacency matrix

  15. Experiment: HITS result of “rental car” • http://www.discountcars.net/ • http://www.motel-discounts.com/ • http://www.stlouishoteldeals.com/ • http://www.richmondhoteldeals.com/ • http://www.jacksonvillehoteldeals.com/ • http://www.jacksonhoteldeals.com/ • http://www.keywesthoteldeals.com/ • http://www.austinhoteldeals.com/ • http://www.gatlinburghoteldeals.com/ • http://www.ashevillehoteldeals.com/

  16. Experiment: B&H HITS result of “rental car” • http://www.rentadeal.com/ • http://www.allaboutstlouis.com/ • http://www.allaboutboston.com/ • https://travel2.securesites.com/ about_travelguides/addlisting.html • http://www.allaboutsanfranciscoca.com/ • http://www.allaboutwashingtondc.com/ • http://www.allaboutalbuquerque.com/ • http://www.allabout-losangeles.com/ • http://www.allabout-denver.com/ • http://www.allabout-chicago.com/

  17. Experiment: CL-HITS result of “rental car” • http://www.hertz.com/ • http://www.avis.com/ • http://www.nationalcar.com/ • http://www.thrifty.com/ • http://www.dollar.com/ • http://www.alamo.com/ • http://www.budget.com/ • http://www.enterprise.com/ • http://www.budgetrentacar.com/ • http://www.europcar.com/

  18. Experiment: B&H HITS result of “translation online” • http://www.no-gambling.com/ • http://www.teleorg.org/ • http://ong.altervista.org/ • http://bx.b0x.com/ • http://video-poker.batcave.net/ • http://www.websamba.com/marketing-campaigns • http://online-casino.o-f.com/ • http://caribbean-poker.webxis.com/ • http://roulette.zomi.net/ • http://teleservices.netfirms.com/

  19. Experiment: CL-HITS result of “translation online” • http://www.freetranslation.com/ • http://www.systransoft.com/ • http://babelfish.altavista.com/ • http://www.yourdictionary.com/ • http://dictionaries.travlang.com/ • http://www.google.com/ • http://www.foreignword.com/ • http://www.babylon.com/ • http://www.worldlingo.com/products_services /worldlingo_translator.html • http://www.allwords.com/

  20. Duplicate example: BH-HITS result of “maps” • http://www.maps.com/ • http://www.mapsworldwide.com/ • http://www.cartographic.com/ • http://www.amaps.com/ • http://www.cdmaps.com/ • http://www.ewpnet.com/maps.htm • http://mapsguidesandmore.com/ • http://www.njdiningguide.com/maps.html • http://www.stanfords.co.uk/ • http://www.delorme.com/

  21. Duplicate example: CL-HITS result of “maps” • http://www.maps.com/ • http://maps.yahoo.com/ • http://www.delorme.com/ • http://tiger.census.gov/ • http://www.davidrumsey.com/ • http://memory.loc.gov/ammem/gmdhtml/gmdhome.html • http://www.esri.com/ • http://www.maptech.com/ • http://www.streetmap.co.uk/ • http://www.libs.uga.edu/darchive/hargrett/maps/maps.html

  22. User evaluation

  23. Discussion • Using link alone, the precision at 10 is 66.4%. Much lower than using “complete link”. • Random anchor texts.

  24. Questions? • baw4@cse.lehigh.edu • davison@cse.lehigh.edu

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