(7) Web Crawlers

• A web crawler or web spider is a program that finds web resources by following links
• Algorithm for a simple web crawler:
  1. Pick a URI to start with
  2. HTTP GET (download) that URI
  3. (Assuming it is HTML) extract URIs from all the links
  4. For each URI, go to step #2
• Try a Wget example wget -r -l 0 http://www.ischool.berkeley.edu
• In actuality, web crawling gets much more complicated than this
• Designers of web crawlers have 2 goals:
  • Freshness: finding new content as soon as possible
  • Comprehensiveness: finding as much (good) content as possible

(8) Web Crawling Visualization

[http://drunkmenworkhere.org/219.php?a=yahoo2hour]

via Drunk Men Work Here [http://drunkmenworkhere.org/]

(9) robots.txt

• Sometimes website operators do not want certain pages do be crawled
• robots.txt is the answer to this problem
• robots.txt is a text file placed at the root of a given domain
  • e.g. http://www.ischool.berkeley.edu/robots.txt [http://www.ischool.berkeley.edu/robots.txt]
• The file lists URI paths that crawlers should not visit
• Compliance is voluntary: there is nothing to stop crawlers from visiting disallowed paths
  • However website operators may attempt to block crawlers that do not respect robots.txt

(10) Site Maps

• Site maps are the opposite of robots.txt: they tell crawlers what is important
• Website operators used to fill out forms to inform search engines about their sites
• Site maps ease the process of informing crawlers about a site
  • Just submit the URI of your sitemap, or
  • refer to it from robots.txt [robots.txt (1)]
• Site maps can specify for specific URIs:
  • the time they were last updated
  • how often they are expected to change
  • their importance relative to other URIs on the site
• Supported by all major search engines
  • But listing a URI in a site map does not guarantee that it will be crawled

(12) Indexing

• Indexing is the process by which a search engine analyzes a web page and stores it for retrieval
• Fast, effective indexing is critical to the quality of a search engine
• Different kinds of content must be indexed in addition to HTML pages
  • PDFs, Excel, Powerpoint, Word
• For HTML pages, Indexing algorithms must try determine which text is meaningful and which is not
• This means separating content from navigation

(13) HTML Page Structure

(14) HTML5 Structure Elements

(15) Indexing Multimedia

• Indexing the content of audio, video and images is still a research problem
• Most techniques are not fast or reliable enough for web search
• Web search engines still rely on indexing the text around media objects (e.g. captions, comments)
• Average pixel color can be used to detect pornography
• Audio fingerprinting can be used to ID copyrighted content
• Copies or reuses of images can be identified, e.g this famous kiss [http://www.tineye.com/search/9ab0f71ef8c36c1b2e55d3b33c3241213e65a082?page=24]
• Faces can be detected, e.g. boa [http://images.google.com/images?q=boa] vs. BoA [http://images.google.com/images?q=boa&imgtype=face]
  • Face recognition getting better too
• Some ability to distinguish photos [http://images.google.com/images?q=boa&imgtype=photo] from clip art [http://images.google.com/images?q=boa&imgtype=clipart] from line drawings [http://images.google.com/images?q=boa&imgtype=lineart]

(17) Ranking Results

• Ranking is the "secret sauce" of any search engine
• Good ranking is important
  • the vast majority of users do not look beyond the first page of results
• Ranking can only be as good as indexing allows
  • you can't consider X as a factor if you haven't indexed it
• Ranking takes into consideration not only what has been indexed (the content), but also the searcher and other context (time, location)

(18) Link Analysis

• Google's major breakthrough with web search was PageRank, an algorithm for link analysis
• The basic idea:
  • Links are indications of importance or popularity
  • The more links to a page, the more important/popular it is
  • Links from important/popular pages should count more
  • Links from pages on related topics should count more
• An old idea, applied to citation graphs before the web
• All the major search engines use some form of link analysis now

(19) PageRank

(20) nofollow

• Problem: PageRank can be manipulated
• Spammers attempt to place links to their sites all over the web
• This is what J.C. Penney did in 2011 for key terms such as 'dresses'
• Blog comment threads are particularly attractive to spammers
• Solution: indicate to web crawlers [Web Crawlers (1)] that certain links may not be trustworthy
• A rel="nofollow" attribute on an anchor (link) tag does this
• Web crawlers will not follow these links, and link analysis algorithms will not take them into consideration when ranking
• Most blogging software now automatically adds the nofollow attribute to links posted in comment threads

(21) Other Ranking Factors

• Location of query term
  • in the URI
  • in the page title
  • in the anchor text of links pointing to the site
  • in the body text
• age of site (older is usually better)
• site's link structure (hence site maps [Site Maps (1)]
• Many more: Google claims to consider more than 200 factors when ranking

(22) Web Spam

• Search is not just about putting relevant web sites at the top of the results
• It's also about making sure bad sites don't show up in results
• This requires major effort at every step:
  • Avoiding crawling such sites (hence nofollow [nofollow (1)])
  • Indexing properly, e.g. ignoring hidden text or false descriptions
  • Ranking properly, e.g. identifying and ignoring sites trying to game the system
• This may be the hardest part of operating a search engine