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Link Analysis and Web Search

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Encyclopedia of Complexity and Systems Science

Definition of the Subject

The World Wide Web consists of a vast amount of information in the form of web-pages. Almost all subjects are covered somewhere in the billions of pages reachable from your computer. To access this enormous library from our computers is a wonderful thing – but the tremendous size of the web is also a problem. With an ever-growing number of pages covering all sorts of subjects, it becomes very hard to find the one, relevant piece of information you need. Web link analysis is a tool which assists us with this task. It helps us to rank web documents, and so to find the most important documents among the huge amount of irrelevant information available online. The input to the web link analysis is a network of hyperlinked documents, where the nodes are documents, and the directed edges are hyperlinks from one page to another. The output is a vector containing a numerical score which represents the importance of each page in the Web graph. A typical use of this...

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Abbreviations

Graph:

A set of vertices connected by directed or undirected edges.

Web graph :

The World Wide Web represented as a graph. The webpages are vertices and hyperlinks are edges. The Web graph is called a directed graph since the hyperlinks are directed links from one page to another.

Adjacency matrix :

A matrix A which represents the structure of a graph. For the Web graph, with directed links, A is typically defined such that \( { A_{ij}=A_{i\to j}=1 } \) if page i points to page j, and 0 otherwise.

Link analysis:

In Link Analysis the relations between nodes in a graph are studied. In large complex networks link analysis is a tool to analyze a node's relations to all other nodes in the network. Based on the link structure of the graph, several node-properties can be found, for instance: Is the node well connected to the rest of the network? Can node A be reached from node B? How many edges separate A from B? Is a node central in its network? Is it contained in a sub-network? With link analysis these and other node properties are found. In short, link analysis helps us to extract a node's role in a graph.

Web-page ranking:

Link analysis is used to measure the quality of a webpage. A link is interpreted as a recommendation. Link analysis scores are used by search engines when hits from queries (Web pages) are presented to the user in the form of a ranked list.

PageRank:

The most well-known Web-page ranking algorithm, developed at Stanford University by Larry Page and Sergey Brin. Page and Brin are the founders of Google, which employs the PageRank-algorithm.

Personalization of ranking-scores:

When the web-page link analysis score is calculated, some pages may be boosted according to criteria other than just the link-structure of the Web graph. For example, pages relevant to a certain topic (which is preferred by the user) might be boosted to receive a better ranking.

Link-spamming :

A method where a spammer tries to boost a webpage's rank in a search engine hit list. This is done by constructing several pages (a ‘link spam farm’) and manipulating the link-structure in such a way that a targeted page will get a boost in its link analysis score, and hence a higher ranking in a search engine hit list.

Crawling:

A  crawler (or spider) is a program that maps the contents of the World Wide Web by starting at some initial webpage(s) and jump from page to page via hyperlinks in a systematic manner. All pages reachable from the startpage(s) by clicking hyperlinks are then visible to the crawler. From each page visited, hyperlinks and useful information is extracted. Search engines use webcrawlers to build their searchable databases (index). The part of the WWW which has been visited by a crawler and stored in a search-engine's database is called the indexable Web or the visible Web.

Node indegree (outdegree):

The number of links pointing to (from) a node. The idea is readily generalized to a set of nodes such as an SCC (see below).

Strongly connected component (SCC):

A maximal set of nodes in a directed graph, such that there is a directed path from any node in the SCC to any other.

Source (sink) SCC:

An SCC with zero indegree (outdegree).

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  1. Telenor R&I, Fornebu, Norway

    Johannes Bjelland, Geoffrey Canright & Kenth Engø-Monsen

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  1. Johannes Bjelland
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Bjelland, J., Canright, G., Engø-Monsen, K. (2009). Link Analysis and Web Search. In: Meyers, R. (eds) Encyclopedia of Complexity and Systems Science. Springer, New York, NY. https://doi.org/10.1007/978-0-387-30440-3_312

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