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Search Engine Final Review

今天刚考完CSCI 571的Final,把这几天整理的资料传上来。

Map Reduce

  1. MapReduce was developed at Google
  2. Hadoop is an open source implementation of MapReduce
  3. Assumptions
    • Files are distributed
    • Files are rarely updated, often read and sometimes appended to
    • Files are divided into chunks and chunks are replicated
  4. What Map reduce provide
    • Automatic parallelization of code & distribution across - multiple processors
    • Fault tolerance in the event of failure of one or more nodes
    • I/O scheduling
    • Monitoring & Status updates
  5. The Map/Reduce Paradigm
    • Records are broken into segments
    • Map: extract something of interest from each segment
    • Group and sort intermediate results from each segment
    • Reduce: aggregate intermediate results
    • Generate final output
  6. Map
    • The master controller process knows how many Reduce tasks there will be, say r.
    • Map tasks turn the chunk into a sequence of k-v pairs by applying Map function.
    • Each k-v pair will be put into r files. (depends on hash of their keys)
  7. Reduce
    • keys are divided among all the Reduce tasks, so all key-value pairs with the same key wind up at the same Reduce task
    • output from all reduce tasks are merged into a single file.
    • *The Reduce function is generally associative and commutative implying values can be combined in any order yielding the same result
  8. Coping with Node Failure
    • Master is executing fail
      • Restart map-reduce job
    • Map worker fails
      • The Master detect and sets the status of each Map task to idle and re-schedules them when a worker becomes available
    • Reduce worker fails
      • The Master detect and sets the status of its currently executing Reduce tasks to idle and they will be re-scheduled on another reduce worker later

The Search Engine Business Model Advertising

  1. Type of On-line advertising
    • Banner Advertising
    • Pay-per-click advertising
    • Website advertising
    • Affiliate Marketing
    • Social Media Marketing
  2. Search Engine Optimization (SEO)
    • Making pages show up higher in search engine’s organic results
    • Optimizing content to target certain keyword phrases
    • Developing web page content that responds to each seeker’s interests
  3. Four types of keyword matching
    • Broad match
    • Exact match
    • Phrase match
    • Negative keywords
  4. Broad Match
    • Kw: tennis shoes, ad will appears when searching tennis and shoes
    • Extended matches, synonyms, plurals
  5. Exact Match
    • “Tennis shoes” would only match a user request for “tennis shoes” and not for “red tennis shoes”, exact word match
    • Exact match will now ignore function words (in, to), conjunctions (for, but), articles (a, the) and other words that don’t impact the intent of the query
  6. Phrase Match
    • Your AD appears when users search on the exact phrase and when their search contains additional terms
    • Tennis shoes will match red tennis shoes but not shoes for tennis
  7. Negative Keyword
    • Allow you to eliminate searches that you know are not related to your message
    • If “-table” add to “tennis” then table will not appear when searching tennis.
  8. Google AdWords
    • Each bidder specifies
      • Search terms that trigger its bid
      • The amount to bid for each search term
    • Bit Rank = click through rate * bid amount.
    • Google get paid when ad clicked
    • Ad Rank determines ad position
      • Ad Rank= Bid * Click Probability
    • Actual cost-per-click determined by next ad with highest ad-rank below
  9. Some of payment approaches
    • Cost-per-click
    • Cost per Thousand displays
    • Cost per Engagement, (pay when users actively engaged with ads)
  10. AdSense
    • service for placing Google ads on web pages
    • written in JavaScript, and use JSON to display content fetched by Google’s servers
    • Content match based on WordNet
  11. Some components in today’s advertisement system
    • Client
    • Publisher
    • Tracker
    • Advertisers
    • Broker (Ad exchanger): understand this, this is important
  12. Web Beacons
    • Small strings of HTML code that are placed in a Web page.
    • Often used in conjunction with cookies
    • 1 pixel high by 1 pixel wide, invisible but send some useful information to server.

Search Engines and the Growth of Knowledge-Based Systems

  1. Knowledge Bases: store complex structured and unstructured information used by a computer system, which contains two elements
    • a knowledge-base that represents facts about the world
    • an inference engine that can reason about those facts
  2. Difference between taxonomy and ontology
    • A taxonomy (分类学) is usually only a hierarchy of concepts (i.e. parent/child, subclass/superclass, etc); tree structure
    • In an ontology (本体论), arbitrary complex relations between concepts can be expressed as well, e.g. (X marriedTo Y; or A worksFor B, etc ); directed, labeled, cyclic graph.
    • Taxonomies are narrower than ontologies
  3. Some Types of knowledges in KBs
    • Taxonomic knowledge
    • Factual knowledge
    • Temporal knowledge
    • Emerging knowledge
    • Terminological knowledge
  4. List some digital KBs
    • WordNet: Lexical (词汇的) Knowledge base for English
      • Synset: groups English words into sets of synonyms called synsets
      • Hyponym: More specific
      • Meronym: Denoting the whole
      • Holonym: A broad or superordinate
    • Wikipedia
    • Wolfram Alpha
    • Freebase
  5. Notations for KB
    • Triple notation: Subject: Predicate: Object
    • Logical Notation: e.g. bornIn(Elvis, Tupelo)
  6. Inference on KB
    • Apply logical rules to deduce new information
    • Has two models
      • Forward chaining starts with the known facts and asserts new facts.
      • Back ward chaining starts with goals, and works backward to determine what facts must be asserted so that the goals can be achieved
      • Three sequential steps: match rules, select rules, execute rules
  7. Forward chaining
    • Is repeated application of modules ponens, understand the examples
    • Module ponens: ((P→Q)∧P)→ Q
  8. Google Knowledge Graph Enhance Google search in 3 ways
    • To improve the variety of search results
    • To provide deeper and broader results
    • To provide the best summary
  9. Wikipedia
    • Related projects to Wikipedia
      • Commons for multimedia
      • Wiktionary as free dictionary
      • Wikidata for structured data
      • WikiData is an effort to convert the Wikipedia data into a - knowledge base

Query Processing

  1. Cosine similarity is a proxy for satisfying user’s query
    • Challenges
      • find the K docs in the collection “nearest” to the query
      • find the K docs efficiently
  2. Understand the process of calculate cosine similarity and get top K
  3. Five Refinements for Choosing Documents Matching the Query
    • Only consider high-idf query terms
    • Only consider docs containing many (or all) of the query terms
    • Introduce Champion Lists Heuristic
    • Introduce an Authority Measure
    • Reorganize the Inverted List
  4. Only consider high-idf query terms
    • Idf: inverse document frequency
    • E.g. searching ‘catcher in the rye’, calculate ‘catcher’ and ‘rye’
  5. Only consider docs containing many (or all) of the query terms
    • e.g. For multi-term queries, only compute cosine scores for docs containing several of the query terms (like 2 or 3)
  6. Introduce Champion Lists Heuristic
    • Pre-compute for each dictionary term t, the r docs of highest weight (tf-idf) in t’s postings
    • At query time, only compute scores for docs in the champion list of some query term
  7. Introduce an Authority Measure
    • Relevant and authoritative
      • Relevance is being modeled by cosine scores
      • Authority is typically a query-independent property of a document, e.g. Wikipedia among websites, A paper with high citations, High PageRank etc.
    • Assign to each document a query-independent quality score in [0,1] to each document d, g(d) evaluate the authoritative of that document.
    • Net-score(q,d) = g(d) + cosine(q,d)
  8. Reorganize the Inverted List**
    • Champion lists in g(d)-ordering
      • Champion list of the r docs with highest g(d) + tf-idftd
    • High and Low Lists Heuristic
      • High as the champion list
      • When traversing postings on a query, only traverse high lists first
    • Impact-Ordered Postings Heuristic
      • Sort each postings list by wft,d, in decreasing order
    • Early Termination

Spell Checking and Correction

  1. The Two Main Spelling Tasks
    • Spelling Error Detection
    • Spelling Error Correction
  2. Three Types of Spelling Errors
    • Non-word errors
    • Typographical errors
    • Cognitive errors (homophones, sounds alike)
  3. Non-Word Spelling Errors
  • Detection: not in dict -> error
  • Correction:
    • Shortest weighted Edit Distance. Why weighted? some letters are more likely to be mistyped than others
    • Highest noisy channel probability
  • Understand some challenges and cases
    • Context is needed for spell checking
    • Insertion or deletion of hyphen of spaces
  1. Bayes Rules
    • Bayes Rules: P(a│b)=(P(b|a)P(a))/(P(b))
    • w^’=argmax (P(x|w)P(w))/(P(x))=argmaxP(x│w)P(w)
    • Understand how this algorithm work based on (b) [16]
  2. Dictionary and Autocomplete
    • From left to right
    • Using data structure for prefix matching: prefix tree: O(m)
    • N-gram model: probabilistic language model for predicting next item.
  3. Peter Norvig’s Spelling Corrector
    • Both edit distance 1 and distance 2
    • big.txt contains a million words (dict)
  4. Edit Distance and Levenshtein Algorithm
    • In Levenshtein algorithm, substitutions cost 2 while deletions and insertions still cost 1

Snippets (Normal and Rich)

  1. Snippets are created automatically based on the site’s content and the query terms.
  2. two general approaches to automatic summarization
    • Extraction: selecting a subset of existing words
    • Abstraction: build an internal semantic representation and create a summary
  3. Google Snippets
    • Begins with ellipses (…) => extract from body, end with (…) => truncated
    • Maximum length of a snippet is 156
    • Google uses the meta description as the default
    • Open Directory Project meta data
  4. Snippet Algorithm
    • Identify the paragraphs that include the query terms
    • Score the paragraphs and determining the paragraph with the highest score
    • Return the phrase in that paragraph that includes the query terms
  5. Rich Snippets
    • a mechanism for website developers to include information that Google’s results algorithm will display as a snippet
    • Advantages
      • Additional Traffic to a webpage
      • Higher click through rate
  6. Schema of Rich Snippets
  • Specification for rich snippets
    • Microdata formalism
    • RDFa
    • Microformat Encoding
  1. Schema.org defines an object hierarchy
  • Thing (the most general item)
    • Name (Properties)
    • Description (Properties)
    • URL (Properties)
    • Image (Properties)
  • Understand the hierarchy
    • Person, place, Organization, etc. are hierarchy of things
  1. Some Examples
    • Google: know some entities [18]
    • Microsoft: use class attributes in HTML tags

Clustering

  1. What is clustering

    • process of grouping a set of objects into classes of similar objects
    • most common form of unsupervised learning
    • hypothesis: Documents with similar text are related
  2. Some Examples

    • Cluster images based on visual content
    • Cluster webpages based on content, related search
    • Cluster similar proteins together in bioinformatics, etc.
  3. Yippy: emphasizes clusters of results

  4. Why for search engines

    • Improve recall in search applications
    • Speed up vector space retrieval
    • Cleaner user interface
  5. criterion for a good clustering

    • the intra-class (that is, intra-cluster) similarity is high
    • the inter-class similarity is low
    • the measured quality of a clustering depends on document representation and the similarity measure used
  6. Criteria of Adequacy for Clustering Methods

    • The method produces a clustering which is unlikely to be altered drastically when further objects are incorporated
    • The method is stable in the sense that small errors in the description of objects lead to small changes in the clustering
    • The method is independent of the initial ordering of the objects
  7. Difference between clustering and classification

    • In classification, there is a set of predefined classes and want to know which class a new object belongs to; while clustering tries to group objects and find some relationships between objects
    • Classification is supervised learning and clustering is unsupervised learning
  8. Supervised learning

    • Definition: inferring a function from labeled training data
    • Documents in each cluster define the training docs for each category
    • Documents are in a cluster based on the similarity measure used.
    • A classifier is an algorithm that will classify new docs
    • Given a new doc, figure out which partition it falls into
  9. Clustering

    • Vector space represent for documents
    • Use cosine similarity to calculate similarity, while Euclidean distance is a close alternative.
    • Hard vs. soft clustering
      • Hard clustering: each document belongs to exactly one cluster
      • Soft clustering: A document can belong to more than one cluster
  10. K-Means Clustering Algorithm

    • Step1: Select K points as initial centroids
      • Randomly or by methods such as most distant points from each other’s (k-means++ algorithm)
    • Step2: form K clusters by assigning each point to its closest centroid and recalculate the centroids of each clusters
    • Step3: until centroids do not change
      • fixed number of iterations
      • document partition does not change
      • centroid does not change, etc.
    • Complexity of K-means
      • Calculate distance: O(M) (M=dimension)
      • Re-assign clusters O(kN) * O(M) = O(kMN)
      • Compute new centroid: O(MN)
      • Total: O(IKMN) (I=number of iterations)
    • Optimal K-Means Clustering: NP-hard problem
  11. Agglomerative Clustering Algorithm: Bottom-up

    • Step1: all document is one cluster
    • Step2: Repeat
      • Calculate distance matrix, distance between each clusters
      • Merge two closet matrix
      • Update matrix
    • Step3: Until meet the condition
    • Time Complexity
      • Calculate matrix: O(N^2)
      • Find closet pair: O(N) (Heap)
      • Update O(Nlog(N)) (Heap)
      • Total: O(N^2)
  12. Divisive Clustering: Top-down

  13. Dendrogram

    • A dendrogram is a tree diagram frequently used to illustrate the arrangement of the clusters produced by hierarchical clustering
  14. Labeling – two approaches

    • Show titles of typical documents
    • Show words/phrases prominent in cluster
  15. Evaluation clustering algorithm

    • Anecdotal
    • User inspection
    • Ground “truth” comparison
    • Purely quantitative measures
    • Purity Measure - accuracy is measured by the number of correctly assigned documents divided by the total number of documents
      • Rand index (RI) measures the percentage of decisions that are correct.
      • RI=(TP+TN)/(TP+TN+FN+FP)  

        Search Engine Question Answering

  16. Difference between information retrieval and question answering

  17. Some Popular Approaches

    • Siri: map to known entities and use existing databases (Knowledge-Based)
    • ask.com: detect question type and use a search engine’s results
      • Question processing, detect question type
      • Passage Retrieval
      • Answer Processing
    • IBM’s Watson: combine (a) and (b)
    • Google’s Knowledge Graph: entity-relationship graph
  18. Typical QA pipeline

  19. AskMSR Details

    • Step 1: Rewrite Queries
      • Transform
      • Datatype
    • Step 2: Query Search Engine
      • Retrieve top N answers
      • Snippets
    • Step 3: Mining N-Grams
      • Occurrence count
    • Step 4: Filtering N-Grams: filter data type
    • Step 5: Tiling the Answers

Classification

  1. What is classification: assign labels to each documents or web-pages
  2. Understand the difference between clustering and classification (discussed in clustering)
  3. Classification Using Vector Spaces
    • Premise 1: Contiguity Hypothesis: Documents in the same class form a contiguous region of space
    • Premise 2: Documents from different classes don’t overlap (much)
  4. Classification methods
    • Manual classification
    • Rocchio Classification
    • kNN – k Nearest Neighbor Method
  5. Rocchio Classification Algoithm
    • For relevance feedback, determine two classes: relevant and non-relevant
    • Rocchio Algorithm
      • Train
        • Input: initial class ids in C and set of documents in D
        • Output: centroid for each Dj
      • Apply
        • Input: centroid of each Dj and a document d
        • Output: the target centroid that d belongs to that cluster
    • Classes in Rocchio classification for relevance will have the approximate shape of spheres with similar radii.
    • Another decision rule is used
      • Assign d to class c iff |μ ⃗(c)-v ⃗(d)|<|μ ⃗(c)-v ⃗(d)|-b
  6. kNN - k Nearest Neighbor Method
    • basic idea: pick the k nearest document given a document and account for the occurrence and choose the largest one as the cluster.
    • KNN algorithm
      • Training phase: storing features and labels of the training samples
      • Classification phase: an unlabeled vector is classified by assigning the label which is most frequent among the k training samples nearest to the query
    • Chose of K depends upon data:
    • Larger K: reduce the effect of noise but make boundaries less distinct
      • Non-linear classifier (compared with Rocchio, which is linear)
  7. Features of KNN
    • No feature selection necessary
    • No training necessary
    • Scales well with large number of classes
    • Classes can influence each other
    • In most cases it’s more accurate than Rocchi
  8. Voroni Diagram
    • partitioning of a plane into regions based on distance to points in a specific subset of the plane
    • 1NN  

Click Fraud

  1. Some terms
    • Click thru: when a viewer clicks on an ad
    • CTR: click through rate
    • CPM: click per thousand
  2. Two basic problems
    • good click-through rates (CTRs) are still not indicative of good conversion rates
    • It does not offer any “built-in” fundamental protection mechanisms against click fraud
  3. Invalid clicks (click fraud)
    • Def: a person, automated script or computer program imitates a legitimate user of a web browser clicking on an ad
    • Click id valid if it leads to a purchase or subscription
    • Not possible to distinguish all the invalid click
  4. 7 ways that click fraud may be done
    • Automated clicking programs or software applications
    • Employing low-cost workers to click on the ads
    • Website publishers manually clicking on the ads
    • Website manipulating web pages in such a way that interaction with ad clicking
    • Website publishers subscribing to paid traffic websites that artificially bring extra traffic to the site
    • Advertisers manually clicking on the ads of their competitors
    • Website publishers being sabotaged by their competitors or other ill-wishers
  5. Google’s View of Click Fraud (4 layers)
    • 1st layer for both search and AdSense partner
    • 2nd layer remove invalid clicks from the AdSense system.
    • 3rd layer: manually review
    • 4th layer: detailed investigation
  6. What to look for anomalous behaviors
    • Keyword performance
    • number of clicks from the same IP address
    • Decline in the number of conversions (click -> purchase)
    • Large numbers of visitors who leave your site quickly
    • Large number of impressions, without clicks on ad
    • high clicks and impressions on affiliate websites
    • clicks coming from countries outside of your normal market area
    • Accidental click fraud
  7. Botnet attack
    • Bots, Botmaster, command and control server
    • DDos, Information leakage, click fraud, phishing mail, etc.
  8. Google reports
    • Clicking and billing activities
    • Smallest unit is one day
    • Advertisers don’t know a click is valid or not
  9. Recall the calculation of precision and recall.

Legal Issues for search Engines

  1. Intellectual property protections Categories:
    • Copyright
      • Automatically when work is created
      • No need for © or All Rights Reserved
      • term of copyright protection is the length of the author’s life plus fifty years.
    • Patents
      • Must be registered
      • Owner has rights to exclude all others from making, using, selling, or importing the invention.
      • 20 years for most patents.
    • Trademarks
      • Legally registered as representing a company or product
      • USPTO
    • Trade secrets
      • confidential information
  2. Not allowed to provide links to
    • Pornographic/child pornographic/ Revenge porn
    • Nazi, white supremacist, racist
    • damaging or libelous individuals
  3. A Search Engine Can Sell Ads on Trademarked Terms