System and method for search engine result ranking

• US 20120130814A1
• Filed: 05/20/2011
• Published: 05/24/2012
• Est. Priority Date: 11/14/2007
• Status: Abandoned Application

• Current Assignee: Hudson Bay Wireless, LLC
• Original Assignee: Hudson Bay Wireless, LLC
• Inventors: Hayes, Paul Vincent
• Application Number:
  US13/068,775
• Publication Number:
  US 20120130814A1
• Time in Patent Office: Days
• US Class Current: 705/14.54
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques
• CPC Class Codes: G06F 16/9538 Presentation of query results
• CPC Class Codes: G06Q 30/0256 User search

Abstract

Search engine reliance on link-based ranking algorithms has been shown to delay the visibility of fresh content added to the World Wide Web (Web), relative to established content. Fresh content abstracts are randomly inserted into top ranked search results to achieve more even visibility coverage of the Web and improve overall search quality. Searcher behavior is monitored to infer a rank for the fresh content, and for established content. Rank that is so inferred is termed “ResultRank.” ResultRank is used to compliment link-based ranking schemes to improve web visibility and avoid a bias toward established links. Searcher satisfaction is monitored during this process since the quality of fresh content is unknown. A search engine extended enterprise metric (R metric) is introduced and designed to monitor aggregate searcher satisfaction. ResultRank and the R metric are used to complement existing ranking and pricing algorithms for sponsored results as well.

Claims

1. ) A system for optimizing Search Engine operations on a plurality of computer networks, comprising

A search engine to crawl computer networks to scrape and index established network content;

The search engine to collect and index fresh network content;

The search engine to select a set of search results based on relevance to a received search query;

The search engine to rank the set of relevant results based on an overall ranking algorithm;

A web browser to accept search queries from users;

The web browser to transmit the search queries to the search engine;

The web browser to display search engine result presentations (SERPs) to users;

A mouse for the user to clicking-through on individual search result abstracts within the SERPs, and to scroll through the SERPs for review.

49. ) The system of claim 1) further comprising a web browser for sending queries to and for intercepting SERPs generated by a foreign search engine.

50. ) The system of claim 49), wherein the web browser, in communication with and under control of the native search engine is able to modify the SERP prior to presentation.

51. ) The system of claim 50), wherein the web browser allows click-past and click-through events to be communicated to the native search engine.

52. ) The system of claim 51) wherein the means in the web browser for allowing communication between, and control by the native search engine, further comprises a toolbar plugin installed in the web browser for allowing communication between and control by the native search engine.

2. ) A method for optimizing Search Engine operations on a plurality of computer networks comprising the steps of

Using a search engine to crawl computer networks to scrape and index established content;

Using the search engine to collect and index fresh content;

Using the search engine to select a set of search results based on relevance to a received search query;

Using the search engine to rank the set of relevant results based on an overall ranking algorithm;

Using a web browser to accept search queries from users;

Using the web browser to transmit the search queries to the search engine;

Using the web browser to display search engine result presentations (SERPs) to users;

Using a mouse for the user to click-through on individual search result abstracts within the SERPs, and to scroll through the SERPs for review.

3. ) The method of claim 2), in which the established content is content that has non-zero overall rank.

4. ) The method of claim 3) in which the overall ranking algorithm is based on a combination of both ResultRank and link-based rank.

5. ) The method of claim 4) in which the ResultRank portion of the overall rank is weighted by N1.

6. ) The method of claim 5) in which the link based portion of the overall rank is weighted by N2.

7. ) The method of claim 6) in which the overall rank is equal to a weighted-average sum of the contribution from the ResultRank and the link-based ranking.

8. ) The method of claim 7) in which the overall rank is equal to the sum of the ResultRank multiplied by N1 and the link-based rank multiplied by N2, all divided by the sum of N1 added to N2.

9. ) The method of claim 8) in which the resulting overall ranking is used to determine the presentation order for each SERP generated, with the results being presented in-order of rank.

10. ) The methods of claim 9), in which click-analysis is used to infer the searcher'"'"'opinion on what the SERP presentation order should have been.

11. ) The method of claim 10) in which click-analysis is monitoring a searcher'"'"'s click-past and click-through behavior with respect to each result in the SERP.

12. ) The method of claim 11) in which the order that a searcher clicks-through on abstracts in the SERP is inferred by the search engine to be the opinion of the searcher as to what the presentation order should have been in the SERP.

13. ) The method of claim 12) in which the ResultRank is adjusted, for each associated result abstract which was clicked-past and for the result abstract which was clicked-through on;

when the click-through was done out-of-presentation-order.

14. ) The method of claim 13) in which the adjustment to ResultRank, of the effected result abstracts, is done in a manner that causes their overall rank to reflect the presentation order inferred to have been the opinion of the searcher.

15. ) The method of claim 14) in which the, range spanned by the overall rank of the ResultRank impacted abstracts, is maintained.

16. ) The method of claim 15) in which the overall rank value of the first abstract which was clicked-passed out-of-presentation-order, is assigned to be equal to the expression used to calculate the overall rank of the abstract that was clicked-through out-of-presentation-order.

17. ) The method of claim 16) in which the resulting equation is balanced by adjusting the ResultRank component of the expression.

18. ) The method of claim 17) in which any abstracts which were clicked-past also have their ResultRank adjusted in order to make their overall rank equal to the overall rank of the abstract which was one spot below them in the latest inferred presentation order.

19. ) The method of claim 18) in which an established search result is presented for the first time and as such has no initial ResultRank or N1 value, and therefore substitutes the existing link-based rank for an initial ResultRank and substitutes the existing N2 value for an initial N1 value.

20. ) The method of claim 19) in which a search result is presented which has no initial rank and a substitute overall rank value is calculated for the result, based on the average of the overall rank values of the results presented adjacent to it.

21. ) The method of claim 20) in which all required adjustments of ResultRank are completed and a new presentation order is inferred prior to beginning to adjust the ResultRank rank values, driven by a subsequent click-through event which is out-of-presentation-order based on the latest inferred order.

22. ) The method-of claim 21) in which subsequent searcher click-past and click-through events occurring within the same search session are defined and evaluated using the new inferred presentation order.

23. ) The method of claim 22) in which clicking-through on the same abstract a subsequent time in the same search session does not constitute an out-of-presentation-order click-through, and thus does not drive a ResultRank adjustment cycle.

24. ) The methods of claim 23) in which adjustments were made to ResultRank only when a uniquely identifiable source of the searcher activity was not responsible for clicked-through activity that caused a ResultRank adjustment to the subject search result within a selectable previous period of time.

25. ) The method of claim 24) further comprising the incrementing of the N1 counts associated with abstracts following each adjustment to the abstract'"'"'s ResultRank.

26. ) The method of claim 25) in which sponsored result abstracts take the place of organic result abstracts.

27. ) The method of claim 26) in which the link-based rank value is replaced with the monetary unit of exchange which the sponsor initially agreed to pay for each searcher click-through on the sponsored result abstract.

28. ) The method of claim 27) in which the value of N2 is equal to zero for all sponsored search result abstracts.

29. ) The method of claim 2), in which presentation of the SERP constitutes performing part 1 of an experiment designed to calculate the R metric, in which a sample is collected and used to estimate the probabilities P[A] and P[B|a].

30. ) The method of claim 29), further comprising randomly swapping the order of presentation of the top ranked search result abstract A, with the second ranked abstract, B, in a selected percentage of the SERPs, in order to perform the second part of an experiment designed to determine the R metric.

31. ) The method of claim 30), further comprising, collecting a sample used to estimate the probabilities P[B] and P[A|b].

32. ) The method of claim 31), further comprising estimating each type of probability based on the number of corresponding events that were observed, divided by the total number of experiments conducted.

33. ) The method of claim 32), further comprising use of the estimated probabilities to re-calculate the average value of the R metric after a selectable number of experiments have been completed.

34. ) The method of claim 33) in which the average value of the R metric is calculated by summing, the P[A] divided by twice the P[A|b], with the P[B] divided by twice the value of P[B|a], and subtracting 1 from the sum.

35. ) The method of claim 2), in which the fresh content is content that has zero overall rank.

36. ) The method of claim 35), further comprising the search engine'"'"'s insertion of a randomly selected fresh content search result abstract into the second place presentation position, of a selected percentage of the SERPs, which are otherwise generated normally based on overall rank.

37. ) The methods of claims 34) and 36) further comprising use of the Reliance metric R to adjust the percentage of SERPs which are randomly chosen for insertion of fresh content.

38. ) The method of claim 37), in which the percentage of SERPs chosen for insertion of fresh content, varies directly with the value of the Reliance metric R.

39. ) The methods of claims 26) and 34) in which the amount paid by the sponsor per click-through varies directly with the value of the R metric, in a previously agreed upon manner.

40. ) The method of claim 2) in which the search engine receiving the queries and supplying the SERPs is not a part of this invention and as such is a foreign search engine and is not the native search engine.

41. ) The method of claim 40) in which the web browser, in communication with the native search engine, acts as a proxy for the native search engine and is used to actively track and report searcher activity, including searcher query formulation and searcher click-through interaction, with the SERP.

42. ) The method of claim 41) in which the web browser intercepts the SERP returned by the foreign search engine in order to inject fresh content provided by the native search engine, into the SERP prior to presentation, for purposes of experimentation.

43. ) The method of claim 42) in which the experimentation is for the purpose of determining a ResultRank of this fresh content.

44. ) The method of claim 40) in which the web browser intercepts the SERP returned by the foreign search engine in order to swap specific results in the SERP, for purposes of experimentation.

45. ) The method of claim 44) in which the experimentation is done in order to determine the metric R.

46. ) The method of claims 43) and 45) in which the web browser used is not a part of this invention and as such is a foreign web browser and is thus not a native web browser.

47. ) The method of claim 46) in which the foreign web browser has had a toolbar plug-in installed into it, which is in communication with the native search engine.

48. ) The method of claim 47) in which the toolbar offers a voting capability for searchers in order to improve the quality of the inferences made as to searcher opinion.

53. ) The method of claim 28) in which the ResultRank of a sponsored result is used to adjust the price that a sponsor pays on a per click basis.

54. ) The method of claim 53) in which the higher the ResultRank of a sponsored link, the less a sponsor pays on a per click-through basis in a previously agreed upon manner.