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Simrank++: Query rewriting through link analysis of the click graph

Antonellis, Ioannis and Garcia-Molina, Hector and Chang, Chi-chao (2007) Simrank++: Query rewriting through link analysis of the click graph. Technical Report. Stanford.

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We focus on the problem of query rewriting for sponsored search. We base rewrites on a historical click graph that records the ads that have been clicked on in response to past user queries. Given a query q, we first consider Simrank as a way to identify queries similar to q, i.e., queries whose ads a user may be interested in. We argue that Simrank fails to properly identify query similarities in our application, and we present two enhanced version of Simrank: one that exploits weights on click graph edges and another that exploits ``evidence.'' We experimentally evaluate our new schemes against Simrank, using actual click graphs and queries form Yahoo!, and using a variety of metrics. Our results show that the enhanced methods can yield more and better query rewrites.

Item Type:Techreport (Technical Report)
Uncontrolled Keywords:Simrank++, query rewriting, sponsored search, link analysis, click graph, random walks
Subjects:Computer Science > Data Mining
Computer Science > Databases and the Web
Computer Science > Digital Libraries
Related URLs:Project Homepage
ID Code:868
Deposited By:Import Account
Deposited On:28 Oct 2007 17:00
Last Modified:10 Dec 2008 16:41

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