RECOMMENDING SEARCH TERMS USING COLLABORATIVE FILTERING AND WEB SPIDERING

摘要

2 In a pay-for-placement search system, the system makes search term recommendations to advertisers managing their accounts in one or more of two ways. A first technique involves looking for good search terms directly on a n advertiser's web site. A second technique involves comparing an advertiser t o other, similar advertisers and recommending the search terms the other advertisers have chosen. The a first technique is called spidering and the second technique is called collaborative filtering. In the preferred embodiment, the output of t he spidering step is used as input to the collaborative filtering step. The fin al output of search terms from both steps is then interleaved in a natural way.