Classifying and Characterizing Query Intent

  • Azin Ashkan
  • Charles L. A. Clarke
  • Eugene Agichtein
  • Qi Guo
Part of the Lecture Notes in Computer Science book series (LNCS, volume 5478)

Abstract

Understanding the intent underlying users’ queries may help personalize search results and improve user satisfaction. In this paper, we develop a methodology for using ad clickthrough logs, query specific information, and the content of search engine result pages to study characteristics of query intents, specially commercial intent. The findings of our study suggest that ad clickthrough features, query features, and the content of search engine result pages are together effective in detecting query intent. We also study the effect of query type and the number of displayed ads on the average clickthrough rate. As a practical application of our work, we show that modeling query intent can improve the accuracy of predicting ad clickthrough for previously unseen queries.

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Copyright information

© Springer-Verlag Berlin Heidelberg 2009

Authors and Affiliations

  • Azin Ashkan
    • 1
  • Charles L. A. Clarke
    • 1
  • Eugene Agichtein
    • 2
  • Qi Guo
    • 2
  1. 1.University of WaterlooCanada
  2. 2.Emory UniversityUnited States

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