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.

Search engine click logs provide an invaluable source of relevance information, but this information is biased. A key source of bias is presentation order: the probability of click is influenced by a document’s position in the results page. This paper focuses on explaining that bias, modelling how probability of click depends on position. We propose four simple hypotheses about how position bias might arise. We carry out a large data-gathering effort, where we perturb the ranking of a major search engine, to see how clicks are affected. We then explore which of the four hypotheses best explains the real-world position effects, and compare these to a simple logistic regression model. The data are not well explained by simple position models, where some users click indiscriminately on rank 1 or there is a simple decay of attention over ranks. A ‘cascade ’ model, where users view results from top to bottom and leave as soon as they see a worthwhile document, is our best explanation for position bias in early ranks.

The quality of user-generated content varies drastically from excellent to abuse and spam. As the availability of such content increases, the task of identifying high-quality content in sites based on user contributions—social media sites— becomes increasingly important. Social media in general exhibit a rich variety of information sources: in addition to the content itself, there is a wide array of non-content information available, such as links between items and explicit quality ratings from members of the community. In this paper we investigate methods for exploiting such community feedback to automatically identify high quality content. As a test case, we focus on Yahoo! Answers, a large community question/answering portal that is particularly rich in the amount and types of content and social interactions available in it. We introduce a general classification framework for combining the evidence from different sources of information, that can be tuned automatically for a given social media type and quality definition. In particular, for the community question/answering domain, we show that our system is able to separate high-quality items from the rest with an accuracy close to that of humans. Categories and Subject Descriptors H.3 [Information Storage and Retrieval]: H.3.1 Content Analysis and Indexing – indexing methods, linguistic

We address the task of learning rankings of documents from search engine logs of user behavior. Previous work on this problem has relied on passively collected clickthrough data. In contrast, we show that an active exploration strategy can provide data that leads to much faster learning. Specifically, we develop a Bayesian approach for selecting rankings to present users so that interations result in more informative training data. Our results using the TREC-10 Web corpus, as well as synthetic data, demonstrate that a directed exploration strategy quickly leads to users being presented improved rankings in an online learning setting. We find that active exploration substantially outperforms passive observation and random exploration.

As with any application of machine learning, web search ranking requires labeled data. The labels usually come in the form of relevance assessments made by editors. Click logs can also provide an important source of implicit feedback and can be used as a cheap proxy for editorial labels. The main difficulty however comes from the so called position bias — urls appearing in lower positions are less likely to be clicked even if they are relevant. In this paper, we propose a Dynamic Bayesian Network which aims at providing us with unbiased estimation of the relevance from the click logs. Experiments show that the proposed click model outperforms other existing click models in predicting both click-through rate and relevance. Categories and Subject Descriptors H.3.3 [Information Search and Retrieval]; H.3.5 [Online

Automatically judging the quality of retrieval functions based on observable user behavior holds promise for making retrieval evaluation faster, cheaper, and more user centered. However, the relationship between observable user behavior and retrieval quality is not yet fully understood. We present a sequence of studies investigating this relationship for an operational search engine on the arXiv.org e-print archive. We find that none of the eight absolute usage metrics we explore (e.g., number of clicks, frequency of query reformulations, abandonment) reliably reflect retrieval quality for the sample sizes we consider. However, we find that paired experiment designs adapted from sensory analysis produce accurate and reliable statements about the relative quality of two retrieval functions. In particular, we investigate two paired comparison tests that analyze clickthrough data from an interleaved presentation of ranking pairs, and we find that both give accurate and consistent results. We conclude that both paired comparison tests give substantially more accurate and sensitive evaluation results than absolute usage metrics in our domain.

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 propose a model that leverages the millions of clicks received by web search engines to predict document relevance. This allows the comparison of ranking functions when clicks are available but complete relevance judgments are not. After an initial training phase using a set of relevance judgments paired with click data, we show that our model can predict the relevance score of documents that have not been judged. These predictions can be used to evaluate the performance of a search engine, using our novel formalization of the confidence of the standard evaluation metric discounted cumulative gain (DCG), so comparisons can be made across time and datasets. This contrasts with previous methods which can provide only pair-wise relevance judgments between results shown for the same query. When no relevance judgments are available, we can identify the better of two ranked lists up to 82 % of the time, and with only two relevance judgments for each query, we can identify the better ranking up to 94 % of the time. While our experiments are on sponsored search results, which is the financial backbone of web search, our method is general enough to be applicable to algorithmic web search results as well. Furthermore, we give an algorithm to guide the selection of additional documents to judge to improve confidence. 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.

We present a method for accurately predicting the long time popularity of online content from early measurements of user’s access. Using two content sharing portals, Youtube and Digg, we show that by modeling the accrual of views and votes on content offered by these services we can predict the long-term dynamics of individual submissions from initial data. In the case of Digg, measuring access to given stories during the first two hours allows us to forecast their popularity 30 days ahead with remarkable accuracy, while downloads of Youtube videos need to be followed for 10 days to attain the same performance. The differing time scales of the predictions are shown to be due to differences in how content is consumed on the two portals: Digg stories quickly become outdated, while Youtube videos are still found long after they are initially submitted to the portal. We show that predictions are more accurate for submissions for which attention decays quickly, whereas predictions for evergreen content will be prone to larger errors.