Incorporating vertical results into search click models

Abstract

In modern search engines, an increasing number of search result pages (SERPs) are federated from multiple specialized search engines (called verticals, such as Image or Video). As an effective approach to interpret users' click-through behavior as feedback information, most click models were designed to reduce the position bias and improve ranking performance of ordinary search results, which have homogeneous appearances. However, when vertical results are combined with ordinary ones, significant differences in presentation may lead to user behavior biases and thus failure of state-of-the-art click models. With the help of a popular commercial search engine in China, we collected a large scale log data set which contains behavior information on both vertical and ordinary results. We also performed eye-tracking analysis to study user's real-world examining behavior. According these analysis, we found that different result appearances may cause different behavior biases both for vertical results (local effect) and for the whole result lists (global effect). These biases include: examine bias for vertical results (especially those with multimedia components), trust bias for result lists with vertical results, and a higher probability of result revisitation for vertical results. Based on these findings, a novel click model considering these biases besides position bias was constructed to describe interaction with SERPs containing verticals. Experimental results show that the new Vertical-aware Click Model (VCM) is better at interpreting user click behavior on federated searches in terms of both log-likelihood and perplexity than existing models.