Transcript CS276A Text Information Retrieval, Mining, and Exploitation

CS349 – Link Analysis
1. Anchor text
2. Link analysis for ranking
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2.1 Pagerank
2.2 Pagerank variants
2.3 HITS
The Web as a Directed Graph
Page A
Anchor
hyperlink
Page B
Assumption 1: A hyperlink between pages denotes
author perceived relevance (quality signal)
Assumption 2: The anchor of the hyperlink
describes the target page (textual context)
Anchor Text
For ibm how to distinguish between:
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IBM’s home page (mostly graphical)
IBM’s copyright page (high term freq. for ‘ibm’)
Rival’s spam page (arbitrarily high term freq.)
“ibm”
A million pieces of
anchor text with “ibm”
send a strong signal
“ibm.com”
www.ibm.com
“IBM home page”
Indexing anchor text
When indexing a document D,
include anchor text from links pointing to D.
Armonk, NY-based computer
giant IBM announced today
www.ibm.com
Joe’s computer hardware links
Compaq
HP
IBM
Big Blue today announced
record profits for the quarter
Indexing anchor text
Can sometimes have unexpected side effects –
e.g., evil empire.
Can index anchor text with less weight.
2. Citation Analysis
Citation frequency
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The kind of background work Deans are doing at tenure time
Co-citation coupling frequency
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Co-citations with a given author measures “impact”
Are you co-cited with influential publications?
Bibliographic coupling frequency
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Articles that co-cite the same articles are related
Citation indexing
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Who is author cited by? (Garfield [Garf72])
PageRank PR
– Single-page Definition
t
PR(W1 ) PR(W 2 )
PR(W n )
PR(W )   (1 t)(

...
)
N
O(W1 )
O(W 2 )
O(W n )
W is a web page
Wi are the web pages that have a link to P
O(Wi) is the number of outlinks from Pi
t is the teleportation probability
N is the size of the web
Iteratively Computing PageRanks
t
PR(W1 ) PR(W 2 )
PR(W n )
PR(W )   (1 t)(

...
)
N
O(W1 )
O(W 2 )
O(W n )
t is normally set to 0.15, but for simplicity lets set it to 0.5
Set initial PR values to 1
Solve the following equations iteratively:
PR(A)  0.5 /3  0.5PR(C)
PR(B)  0.5 /3  0.5(PR(A) /2)
PR(C)  0.5 /3  0.5(PR(A) /2  PR(B))
Example
Computation
of PR
Pagerank – Matrix Mult. Definition
Imagine a browser doing a random walk on web pages:
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Start at a random page
At each step,
go equi-probably out of the current page
along one of the links on that page,
1/3
1/3
1/3
“In the steady state”
each page has a long-term visit rate:
Use this rate as the page’s score.
Not quite enough
The web is full of dead-ends.
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Random walk can get stuck in dead-ends.
Makes no sense to talk about long-term visit rates.
??
Teleporting
At a dead end,
jump to a random web page.
At any non-dead end,
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With probability, say, 10%,
jump to a random web page.
With remaining probability (90%),
go out on a random link.
 t=10% is the “teleporting” parameter.
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Result of teleporting
Now cannot get stuck locally.
There is a long-term rate
at which any page is visited
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This not obvious, needs proof!
How do we compute this visit rate?
Markov chains
A Markov chain consists of n states,
and an nn transition probability matrix P.
At each step, we are in exactly one of the states.
For 1  i,j  n,
the matrix entry Pij
tells us the probability of j being the next state,
given we are currently in state i.
i
Pij
j
Pii>0
is OK
Markov chains
n

Clearly, for all i,
j 1
Pij  1.
Markov chains are abstractions of random walks.
Exercise:
Represent the teleporting random walk
with teleporting parameter t=50%
as a Markov chain, for this graph:
A
B
C
D
Computing P with teleporting t
Start with Adjacency matrix A
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If there is hyperlink from i to j, Aij = 1, else Aij = 0
If
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a row has all 0’s,
 replace each element by 1/N
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Else
 divide each 1 by the number of 1’s in the row
 Multiply the matrix by 1-t
 Add t/N to every entry of the resulting matrix
A
B
C
D
Ergodic Markov chains
A Markov chain is ergodic if
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you have a path from any state to any other
For any start state, after a finite transient time T0,
the probability of being in any state at time T>T0
is nonzero.
Not ergodic
(even/odd).
Ergodic Markov chains
From Probability theory:
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For any ergodic Markov chain,
there is a unique long-term visit rate
for each state.
“Steady-state probability distribution”
Over a long time-period, we visit each state in
proportion to this rate.
It doesn’t matter where we start!
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As long as you walk “long enough”
Probability vectors
A probability (row) vector x = (x1, … xn) tells us
where the walk is at any point.
E.g., (0 0 0 … 1 … 0 0 0) means we’re in state i.
1
i
n
E.g., (0 0 0 … 0.5 … 0.5 … 0 0) means we’re? ___________
1
i
n
j
More generally, the vector x = (x1, … xn) means
the walk is in state i with probability xi.
n
x
i 1
i
 1.
Change in probability vector
If the probability vector is x = (x1, … xn)
at this step, what is it at the next step?
Recall that row i of the transition prob.
Matrix P tells us where we go next
from state i.
So from x, our next state is distributed
as xP.
Steady state example
The steady state looks like a vector of
probabilities a = (a1, … an):
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ai is the probability that we are in state i.
3/4
1/4
1
2
3/4
1/4
For this example, a1=1/4 and a2=3/4.
How do we compute this vector?
Let a = (a1, … an) denote the row vector of steady-state
probabilities.
If we our current position is described by a,
then the next step is distributed as aP.
But a is the steady state, so a=aP.
Solving this matrix equation gives us a.
Linear Algebra anyone?
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So a is the (left) eigenvector for P.
Corresponds to the “principal” eigenvector of P with the largest
eigenvalue.
Transition probability matrices always have largest eigenvalue.
One way of computing a
(all Pageranks)
Recall, regardless of where we start,
we eventually reach the steady state a.
Start with any distribution (say x=(1 0 … 0)).
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After one step, we’re at xP;
after two steps at xP2 ,
then xP3 and so on.
“Eventually” means for “large” k, xPk = a.
Algorithm: multiply x by increasing powers of P
until the product looks stable.
Pagerank summary
Preprocessing:
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Given graph of links, build matrix P.
From it compute a.
The entry ai is a number between 0 and 1: the pagerank of page i.
Query processing:
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Retrieve pages meeting query.
Rank them by their pagerank.
Order is query-independent
If PR(A) > PR(B) for some query, it beats it in every query
How is Pagerank used?
PageRank Technology: PageRank reflects our view of the importance
of web pages by considering more than 500 million variables and 2
billion terms. Pages that we believe are important pages receive a
higher PageRank and are more likely to appear at the top of the
search results.
http://www.google.com/corporate/tech.html
“Pagerank is used in Google,
but so are many other clever heuristics.”
Pagerank is dead, long live Pagerank!
Extended PageRank example
Extended PageRank example
Extended PageRank example
2.2 Pagerank: Issues and Variants
How realistic is the random surfer model?
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What if we modeled the back button? [Fagi00]
Surfer behavior sharply skewed towards short paths [Hube98]
Search engines, bookmarks & directories make jumps nonrandom.
Biased Surfer Models
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Weight edge traversal probabilities based on match with
topic/query (non-uniform edge selection)
Bias jumps to pages on topic (e.g., based on personal bookmarks
& categories of interest)
Topic Specific Pagerank [Have02]
Conceptually, we use a random surfer who
teleports, with say 10% probability, using the
following rule:
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Selects a category (say, one of the 16 top level ODP
categories) based on a query & user -specific
distribution over the categories
 Teleport to a page uniformly at random within the
chosen category
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Sounds hard to implement: can’t compute
PageRank at query time!
Implementation
of Topic Specific Pagerank
offline: Compute pagerank distributions
w.r.t. individual categories
Query independent model as before
Each page has multiple pagerank scores – one for each ODP
category, with teleportation only to that category
online: Distribution of weights over
categories computed by query context
classification
Generate a dynamic pagerank score for each page weighted sum of category-specific pageranks
Influencing PageRank (“Personalization”)
Input:
Web graph W
 influence vector v
v : (page  degree of influence)
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Output:
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Rank vector r: (page  page importance
wrt v)
r = PR(W , v)
Non-uniform Teleportation
Sports
Teleport with 10% probability to a Sports page
Interpretation of Composite Score
For a set of personalization vectors
{vj}
j [wj · PR(W , vj)] = PR(W , j [wj · vj])
Weighted sum of rank vectors itself
forms a valid rank vector, because PR() is
linear wrt vj
Interpretation
Sports
10% Sports teleportation
Interpretation
Health
10% Health teleportation
Interpretation
Health
Sports
pr = (0.9 PRsports + 0.1 PRhealth) gives you:
9% sports teleportation, 1% health teleportation
3. Hyperlink-Induced Topic Search (HITS)
[Klei98]
In response to a query,
instead of an ordered list of pages each meeting the query,
find two sets of inter-related pages:
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Hub pages are good lists of links on a subject.
 e.g., “Bob’s list of cancer-related links.”
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Authority pages occur recurrently on good hubs for the subject.
Best suited for “broad topic” queries
rather than for page-finding queries.
Gets at a broader slice of common opinion.
Pre-processing for HITS
1) Collect the top t pages (say t = 200)
based on the input query; call this the root set.
2) Extend the root set into a base set as follows,
for all pages p in the root set:
1)
2)
add to the root set all pages that p points to, and
add to the root set up-to q pages that point to p (say q = 50).
3) Delete all links within the same web site in the base
set resulting in a focused sub-graph.
Expanding the Root Set
HITS Algorithm – Iterate until Convergence
A( p) 
 H (q)
qB|q  p
H ( p) 
 A(q)
qB| p  q
B is the base set
q and p are web pages in B
A(p) is the authority score for p
H(p) is the hub score for p
Applications of HITS
Search engine querying (speed is an issue).
Finding web communities.
Finding related pages.
Populating categories in web directories.
Citation analysis.
Communities on the Web
A densely linked focused sub-graph of hubs and authorities
is called a community.
Over 100,000 emerging web communities have been
discovered from a web crawl (a process called trawling).
Alternatively,
a community is a set of web pages W
having at least as many links to pages inside W
as to pages outside W.
Weblogs influence on PageRank
A weblog (or blog) is a frequently updated web site
on a particular topic,
made up of entries in reverse chronological order.
Blogs are a rich source of links,
and therefore their links influence PageRank.
A “google bomb”
is an attempt to influence the ranking of a web page for a
given phrase
by adding links to the page with the phrase as its anchor
text.
Link Spamming to Improve PageRank
Spam is the act of trying unfairly to
gain a high ranking on a search engine for a web page
without improving the user experience.
Link farms - join the farm by copying a hub page which
links to all members.
Selling links from sites with high PageRank.