System and method for identifying website verticals

• US 9,330,168 B1
• Filed: 02/13/2014
• Issued: 05/03/2016
• Est. Priority Date: 02/19/2010
• Status: Active Grant

• Current Assignee: Go Daddy Operating Company LLC (GoDaddy, Inc.)
• Original Assignee: Go Daddy Operating Company LLC (GoDaddy, Inc.)
• Inventors: Brown, Robert, Kamdar, Tapan, Kirkish, Ryan, Lai, Wei-Cheng, McLellan, Jeff
• Primary Examiner(s): Phillips, III, Albert
• Application Number:
  US14/180,273
• Time in Patent Office: 810 Days
• Field of Search: None
• US Class Current: 1/1
• CPC Class Codes: G06F 16/355 Class or cluster creation or modification
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques
• CPC Class Codes: G06F 16/954 Navigation, e.g. using categorised browsing
• CPC Class Codes: G06F 40/205 Parsing
• CPC Class Codes: G06Q 30/0278 Product appraisal
• CPC Class Codes: G06Q 30/0283 Price estimation or determination

Abstract

Systems and methods for the categorization of websites are presented. A website is categorized using one or a combination of its domain name and its web page content. The domain name is tokenized, and the tokens compared to categories in a category structure to determine probabilities that the token belongs to each category. Combinations of tokens are similarly compared to the categories. A category may be determined with reference to a vector space in which a training set of websites having known categories is converted according to a methodology into reference vectors containing keyword frequencies. A target website is converted to a target vector using the same methodology, and a distance score of the target vector to each reference vector is calculated. The website represented by the target vector is assigned the category of the reference vector having the lowest distance score.

Claims

1. A method, comprising:

receiving, by at least one server communicatively coupled to a network, a list of a plurality of first keywords, the plurality of first keywords obtained by scraping each web page of a plurality of web pages in a target website, each of the plurality of web pages having at least one of the first keywords obtained therefrom;

converting, by the at least one server, the list into a target vector representing the target website, the target vector comprising a plurality of elements each associated with a corresponding second keyword of a plurality of second keywords, the plurality of second keywords being selected from a corpus of websites, by;

counting the number of times each second keyword of the plurality of second keywords appears in the list to produce a corresponding frequency of appearance of each second keyword in the target website; and

storing, in each element of the plurality of elements, the corresponding frequency of appearance of the corresponding second keyword;

comparing, by the at least one server, the target vector to a plurality of reference vectors each being assigned one or more categories of a category structure; and

assigning, by the at least one server, the assigned one or more categories of the closest matching reference vector to the target website.

2. The method of claim 1, wherein the corpus of websites comprises all publicly available websites on the Internet.

3. The method of claim 1, wherein the corpus of websites comprises all publicly available websites previously categorized in one or more of the categories.

4. The method of claim 1, wherein the corpus of websites comprises all publicly available websites previously categorized in one or more of the categories that are assigned to one or more of the reference vectors.

5. The method of claim 1, wherein the plurality of second keywords is obtained by scraping the websites of the corpus for website data and identifying the second keywords from the website data.

6. The method of claim 5, wherein the corresponding frequency of appearance of each second keyword of the plurality of second keywords is a term frequency-inverse document frequency (TF-IDF) score for the second keyword, the method further comprising calculating, by the at least one server, the TF-IDF score for each of the second keywords from the input and the corpus of websites.

7. The method of claim 6, wherein calculating the TF-IDF score for each of the second keywords comprises:

calculating an inverse document frequency (IDF) for the second keyword;

counting the number of appearances of the second keyword in the plurality of first keywords obtained from the plurality of web pages in the target website;

multiplying the number of appearances of the second keyword by the IDF of the second keyword to obtain the TF-IDF score for the second keyword; and

storing the TF-IDF score in the element of the target vector associated with the second keyword.

8. The method of claim 1, further comprising:

receiving, by the at least one server, a training set of websites;

receiving, by the at least one server, assigned categories for each of the websites in the training set; and

converting each of the websites in the training set into one of the reference vectors, each of the reference vectors comprising elements signifying the appearance of the plurality of second keywords on the associated website.

9. The method of claim 8, further comprising calculating,

by the at least one server, an inverse document frequency (IDF) for each of the plurality of second keywords by:

calculating the number of websites in the corpus that contain the second keyword, the corpus including the websites in the training set and one or both of the input and the target website;

calculating a document frequency comprising the number of websites in the corpus that contain the second keyword, divided by the number of websites in the corpus; and

calculating the natural logarithm of the document frequency to obtain the IDF.

10. The method of claim 9, wherein converting each of the websites in the training set into a corresponding reference vector of the plurality of reference vectors comprises:

creating the corresponding reference vector containing an element for each of the plurality of second keywords; and

for each of the second keywords;

counting the number of appearances of the second keyword in the website in the training set;

multiplying the number of appearances of the second keyword by the IDF of the second keyword to obtain a TF-IDF score for the second keyword; and

storing the TF-IDF score in the element of the corresponding reference vector associated with the second keyword.

11. The method of claim 1, wherein comparing the target vector to the plurality of reference vectors comprises calculating a distance score of each of the reference vectors from the target vector, the closest matching reference vector having the lowest distance score.

12. The method of claim 11, wherein calculating the distance score for each reference vector comprises:

calculating the target vector norm;

calculating the reference vector norm;

calculating the dot product of the target vector and the reference vector;

dividing the dot product by the product of the target vector norm and the reference vector norm to obtain a cosine similarity value; and

calculating the arccosine of the cosine similarity value to obtain the distance score.

13. The method of claim 12, wherein the corpus comprises all publicly available websites on the Internet.

14. A system, comprising:

at least one server computer in communication with a network, the at least one server computer including a processor configured to;

receive a list of a plurality of first keywords each collected from one of a plurality of web pages of a target website, each of the plurality of web pages having at least one of the first keywords collected therefrom;

create a target vector representing the target website, the target vector comprising a plurality of elements each signifying a frequency of appearance of a corresponding second keyword of a plurality of second keywords within the target website, the plurality of second keywords being selected from a corpus of websites;

determine, for each second keyword of the plurality of second keywords, a corresponding count of the number of times the second keyword appears in the list;

determine, for each element of the plurality of elements, a corresponding value based on the corresponding count of the corresponding second keyword;

compare the target vector to a plurality of reference vectors each being assigned one or more categories of a category structure; and

assign the assigned one or more categories of the closest matching reference vector to the target website.

15. The system of claim 14, wherein the corpus comprises all publicly available websites on the Internet.

16. The system of claim 14, wherein comparing the target vector to the plurality of reference vectors comprises calculating a distance score of each of the reference vectors from the target vector, the closest matching reference vector having the lowest distance score.

17. The system of claim 14, wherein the processor is further configured to, for each second keyword of the plurality of second keywords:

calculate a corresponding inverse document frequency (IDF) for the second keyword;

multiply the corresponding count of the second keyword by the IDF of the second keyword to obtain a TF-IDF score for the second keyword; and

store the TF-IDF score in the corresponding element, of the plurality of elements of the target vector, that is associated with the second keyword.

18. The system of claim 14, wherein the category structure comprises one or more hierarchical trees in which the categories are arranged into a plurality of tiers.

19. The system of claim 18, in which the category structure comprises North American Industry Classification System codes.

20. The system of claim 18, wherein each tier of the plurality of tiers is associated with a corresponding industry and, to assign the assigned one or more categories of the closest matching reference vector to the target website, the processor is configured to:

determine that the assigned one or more categories are associated with a first tier of the plurality of tiers; and

associate the target website with the corresponding industry of the first tier.