We introduce the notion of query substitution, that is, generating a new query to replace a user’s original search query. Our technique uses modifications based on typical substitutions web searchers make to their queries. In this way the new query is strongly related to the original query, containing terms closely related to all of the original terms. This contrasts with query expansion through pseudo-relevance feedback, which is costly and can lead to query drift. This also contrasts with query relaxation through boolean or TFIDF retrieval, which reduces the specificity of the query. We define a scale for evaluating query substitution, and show that our method performs well at generating new queries related to the original queries. We build a model for selecting between candidates, by using a number of features relating the query-candidate pair, and by fitting the model to human judgments of relevance of query suggestions. This further improves the quality of the candidates generated. Experiments show that our techniques significantly increase coverage and effectiveness in the setting of sponsored search.

This paper presents a novel approach for using clickthrough data to learn ranked retrieval functions for web search results. We observe that users searching the web often perform a sequence, or chain, of queries with a similar information need. Using query chains, we generate new types of preference judgments from search engine logs, thus taking advantage of user intelligence in reformulating queries. To validate our method we perform a controlled user study comparing generated preference judgments to explicit relevance judgments. We also implemented a real-world search engine to test our approach, using a modified ranking SVM to learn an improved ranking function from preference data. Our results demonstrate significant improvements in the ranking given by the search engine. The learned rankings outperform both a static ranking function, as well as one trained without considering query chains.

This paper examines the reliability of implicit feedback generated from clickthrough data and query reformulations in WWW search. Analyzing the users ’ decision process using eyetracking and comparing implicit feedback against manual relevance judgments, we conclude that clicks are informative but biased. While this makes the interpretation of clicks as absolute relevance judgments difficult, we show that relative preferences derived from clicks are reasonably accurate on average. We find that such relative preferences are accurate not only between results from an individual query, but across multiple sets of results within chains of query reformulations.

People often repeat Web searches, both to find new information on topics they have previously explored and to re-find information they have seen in the past. The query associated with a repeat search may differ from the initial query but can nonetheless lead to clicks on the same results. This paper explores repeat search behavior through the analysis of a one-year Web query log of 114 anonymous users and a separate controlled survey of an additional 119 volunteers. Our study demonstrates that as many as 40 % of all queries are re-finding queries. Refinding appears to be an important behavior for search engines to explicitly support, and we explore how this can be done. We demonstrate that changes to search engine results can hinder refinding, and provide a way to automatically detect repeat searches and predict repeat clicks.

We describe the formulation, construction, and evaluation of predictive models of human information seeking from a large dataset of Web search activities. We first introduce an expressive language for describing searching and browsing behavior, and use this language to characterize several prior studies of search behavior. Then, we focus on the construction of predictive models from the data. We review several analyses, including an exploration of the properties of users, queries, and search sessions that are most predictive of future behavior. We also investigate the influence of temporal delay on user actions, and representational tradeoffs with varying the number of steps of user activity considered. Finally, we discuss applications of the predictive models, and focus on the example of performing principled prefetching of content. 1

We describe results from Web search log studies aimed at elucidating user behaviors associated with queries and destination URLs that appear with different frequencies. We note the diversity of information goals that searchers have and the differing ways that goals are specified. We examine rare and common information goals that are specified using rare or common queries. We identify several significant differences in user behavior depending on the rarity of the query and the destination URL. We find that searchers are more likely to be successful when the frequencies of the query and destination URL are similar. We also establish that the behavioral differences observed for queries and goals of varying rarity persist even after accounting for potential confounding variables, including query length, search engine ranking, session duration, and task difficulty. Finally, using an information-theoretic measure of search difficulty, we show that the benefits obtained by search and navigation actions depend on the frequency of the information goal.

The primary business model behind Web search is based on textual advertising, where contextually relevant ads are displayed alongside search results. We address the problem of selecting these ads so that they are both relevant to the queries and profitable to the search engine, showing that optimizing ad relevance and revenue is not equivalent. Selecting the best ads that satisfy these constraints also naturally incurs high computational costs, and time constraints can lead to reduced relevance and profitability. We propose a novel two-stage approach, which conducts most of the analysis ahead of time. An offline preprocessing phase leverages additional knowledge that is impractical to use in real time, and rewrites frequent queries in a way that subsequently facilitates fast and accurate online matching. Empirical evaluation shows that our method optimized for relevance matches a state-of-the-art method while improving expected revenue. When optimizing for revenue, we see even more substantial improvements in expected revenue.

Sponsored search systems are tasked with matching queries to relevant advertisements. The current state-of-the-art matching algorithms expand the user’s query using a variety of external resources, such as Web search results. While these expansion-based algorithms are highly effective, they are largely inefficient and cannot be applied in real-time. In practice, such algorithms are applied offline to popular queries, with the results of the expensive operations cached for fast access at query time. In this paper, we describe an efficient and effective approach for matching ads against rare queries that were not processed offline. The approach builds an expanded query representation by leveraging offline processing done for related popular queries. Our experimental results show that our approach significantly improves the effectiveness of advertising on rare queries with only a negligible increase in computational cost.

This paper addresses the issue of query refinement, which involves reformulating ill-formed search queries in order to enhance relevance of search results. Query refinement typically includes a number of tasks such as spelling error correction, word splitting, word merging, phrase segmentation, word stemming, and acronym expansion. In previous research, such tasks were addressed separately or through employing generative models. This paper proposes employing a unified and discriminative model for query refinement. Specifically, it proposes a Conditional Random Field (CRF) model suitable for the problem, referred to as Conditional Random Field for Query Refinement (CRF-QR). Given a sequence of query words, CRF-QR predicts a sequence of refined query words as well as corresponding refinement operations. In that sense, CRF-QR differs greatly from conventional CRF models. Two types of CRF-QR models, namely a basic model and an extended model are introduced. One merit of employing CRF-QR is that different refinement tasks can be performed simultaneously and thus the accuracy of refinement can be enhanced. Furthermore, the advantages of discriminative models over generative models can be fully leveraged. Experimental results demonstrate that CRF-QR can significantly outperform baseline methods. Furthermore, when CRF-QR is used in web search, a significant improvement of relevance can be obtained.

Traditional search engine evaluation relies on a list of query document pairs along with a score reflecting the document relevance to the query. The score is generally a human assessment, but nothing is said explicitly about the actual user behavior. In this paper we illustrate with a toy model that once the user behavior is agreed upon, the human assessment can be eliminated and the engine performance can be evaluated based on the clickthrough data of past users. 1.