Selection of advertisements to present on a web page or other destination based on search activities of users who selected the destination
First Claim
1. A computer-implemented method, comprising:
- obtaining search event data for a plurality of search events resulting in a referral to a particular document, wherein each of the plurality of search events comprises a submission of a search query to one of a plurality of search engines, a return of search results associated with the search query, and a selection of a search result associated with the particular document, and wherein the search event data comprises indications of a plurality of different search queries submitted to one or more of the plurality of search engines in the plurality of search events;
identifying a particular search query from the plurality of different search queries submitted to one or more of the plurality of search engines in the search event data based on an analysis of a number of occurrences of the particular search query in the plurality of different search queries in the search event data;
updating a set of keywords associated with the particular document to include the particular search query in response to determining that the particular search query is not substantially similar to the one or more keywords in the set of keywords; and
selecting supplemental content for inclusion in the particular document based on the updated set of keywords.
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Accused Products
Abstract
A tracking system passively tracks and records searches conducted by actual search engine users. The recorded data for each search event preferably includes the search query submitted, the search engine used, the search result item (e.g., web page) selected, the position (e.g., page number) of this item, and the user'"'"'s IP address. The collected data is aggregated and analyzed to generate data regarding the search queries used to locate and access particular destinations (e.g., web pages and sites). This data may be used for various purposes, such as (1) to generate reports showing, e.g., how users reach a particular destination from different search engines and geographic locations, (2) to select content to display on a destination page, such that the content is relevant to search queries commonly used to locate that page, and (3) to update the database of one search engine to reflect searches conducted on other search engines.
60 Citations
20 Claims
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1. A computer-implemented method, comprising:
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obtaining search event data for a plurality of search events resulting in a referral to a particular document, wherein each of the plurality of search events comprises a submission of a search query to one of a plurality of search engines, a return of search results associated with the search query, and a selection of a search result associated with the particular document, and wherein the search event data comprises indications of a plurality of different search queries submitted to one or more of the plurality of search engines in the plurality of search events; identifying a particular search query from the plurality of different search queries submitted to one or more of the plurality of search engines in the search event data based on an analysis of a number of occurrences of the particular search query in the plurality of different search queries in the search event data; updating a set of keywords associated with the particular document to include the particular search query in response to determining that the particular search query is not substantially similar to the one or more keywords in the set of keywords; and selecting supplemental content for inclusion in the particular document based on the updated set of keywords. - View Dependent Claims (2, 3, 4, 5, 6)
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7. A computer-readable medium non-transitory having instructions embodied thereon, the instructions comprising:
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instructions to obtain search event data for a plurality of search events resulting in a referral to a particular document, wherein each of the plurality of search events comprises a submission of a search query to one of a plurality of search engines, a return of search results associated with the search query, and a selection of a search result associated with the particular document, and wherein the search event data comprises indications of a plurality of different search queries submitted to one or more of the plurality of search engines in the plurality of search events; instructions to identify a particular search query from the plurality of different search queries submitted to one or more of the plurality of search engines in the search event data based on an analysis of a number of occurrences of the particular search query in the plurality of different search queries in the search event data; instructions to update a set of keywords associated with the particular document to include the particular search query in response to determining that the particular search query is not substantially similar to the one or more keywords in the set of keywords; and instructions to select supplemental content for inclusion in the particular document based on the updated set of keywords. - View Dependent Claims (8, 9, 10, 11, 12)
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13. A system comprising:
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one or more memories having stored thereon search event data for a plurality of search events resulting in a referral to a particular document, wherein each of the plurality of search events comprises a submission of a search query to one of a plurality of search engines, a return of search results associated with the search query, and a selection of a search result associated with the particular document, and wherein the search event data comprises indications of a plurality of different search queries submitted to one or more of the plurality of search engines in the plurality of search events; and one or more computing devices configured to; identify a particular search query from the plurality of different search queries submitted to one or more of the plurality of search engines in the search event data based on an analysis of a number of occurrences of the particular search query in the plurality of different search queries in the search event data, update a set of keywords associated with the particular document to include the particular search query in response to determining that the particular search query is not substantially similar to the one or more keywords in the set of keywords, and select supplemental content for inclusion in the particular document based on the updated set of keywords. - View Dependent Claims (14, 15, 16)
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17. A computing system comprising:
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means for obtaining search event data for a plurality of search events resulting in a referral to a particular document, wherein each of the plurality of search events comprises a submission of a search query to one of a plurality of search engines, a return of search results associated with the search query, and a selection of a search result associated with the particular document, and wherein the search event data comprises indications of a plurality of different search queries submitted to one or more of the plurality of search engines in the plurality of search events; means for identifying, by the computing system, a particular search query from the plurality of different search queries submitted to one or more of the plurality of search engines in the search event data based on an analysis of a number of occurrences of the particular search query in the plurality of different search queries in the search event data; means for updating, by the computing system, a set of keywords associated with the particular document to include the particular search query if the particular search query is not substantially similar to the one or more keywords in the set of keywords; and means for selecting supplemental content for inclusion in the particular document based on the updated set of keywords. - View Dependent Claims (18, 19, 20)
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Specification